온라인 부동산 중개 애플리케이션의 품질특성이 고객만족과 재사용의도에 미치는 차별적 영향

This study examines the effects of quality attributes of online real estate brokerage applications on customer satisfaction and reuse intention, focusing on differences in their impact structures. A survey was conducted among adults residing in the Seoul metropolitan area, and the collected data were analyzed using factor analysis and multiple regression analysis. The results show that quality attributes of real estate brokerage applications have different effects on customer satisfaction and reuse intention. Customer satisfaction is significantly influenced by system quality, interaction quality, and user experience quality, whereas service quality and information quality show no significant effects. In contrast, reuse intention is significantly affected by service quality, information quality, and interaction quality, while system quality and user experience quality are not significant predictors. These findings indicate that customer satisfaction and reuse intention are driven by distinct quality dimensions, suggesting that quality management strategies should be differentiated according to the performance outcome pursued. Improving customer satisfaction requires emphasis on system stability and overall user experience, whereas enhancing reuse intention depends more on service reliability, information quality, and user interaction. By distinguishing quality factors that drive satisfaction from those that encourage continued use, this study contributes to a clearer understanding of user behavior in online real estate platforms and offers practical implications for effective quality management in real estate brokerage applications.