중개업 형태에 따른 부동산 플랫폼 품질과 사용자 만족 및 거래의향 간의 관계 분석

1. CONTENTS (1) RESEARCH OBJECTIVES The purpose of this study is to examine how real estate platform quality affects user satisfaction and transaction intention, focusing on the mediating role of user satisfaction and the moderating effect of real estate brokerage type. (2) RESEARCH METHOD This study examines the impact of real estate platform quality on user satisfaction and transaction intention, based on DeLone & McLean’s (2003) model, considering differences by brokerage type. Data were collected through an online survey, and SEM was conducted using SPSS 29.0 and AMOS 29.0. (3) RESEARCH FINDINGS The findings reveal that information quality and system quality have a statistically significant positive impact on user satisfaction, whereas the effect of service quality was not statistically significant. Furthermore, variations in these relationships were observed depending on real estate brokerage type. 2. RESULTS The analysis reveals that in corporate brokerages, user satisfaction is a key determinant of transaction intention. In contrast, in individual offices, platform quality factors and user satisfaction do not significantly impact transaction intention. These findings suggest that corporate brokerages leverage platforms to facilitate transactions, whereas individual offices rely more on personal networks.