심리적 요인으로서 중개서비스에 대한 만족도 및 지불의사금액 추정 –주택시장을 중심으로-

This study aims at estimating the monetary value of realtor service, which is assumed to be associated with the service satisfaction as one of the consumers' psychological factors. By estimating the monetary value, this study tries to suggest the implications to the professional realtors and the associated entities. Two major methodological approaches are employed to estimate the value of realtor service. First, Double Bounded Dichotomous Choice Question method is employed for the main survey questionnaire, which is one of the Contingent Valuation Method. Second, the probit regression analysis model with maximum likelihood function is utilized as the main analytic procedure to estimate the Willingness to Pay (WTP) for the realtor service. The results show that there are significant differences between the recommended commission and the consumers' WTP across all types of real estate products. It means that the WTPs for the realtor service vary across the types of real estate products. In addition, the estimated WTPs are significantly different between the metropolitan area around the capital city (i.e., including Seoul and the suburban areas) and the other areas (i.e., cities out of metropolitan area and rural areas) in Korea. It means that the risk averse tendency to pay the realtor service is idiosyncratic by areas, which implies that regional and external features may influence the WTPs. Theoretically, the results indicate that the Disappoint Theory is well performing in the real market, specifically between the WTP to realtor services and the consumers' satisfaction. Based on the results, this study suggests that reconsideration of the current commission rate, which is recommended by the government, is needed as the actual market does not fit with the recommended commission.