인터넷 부동산 서비스 품질이 재방문의도에 미치는 영향에 관한 연구 = A Study on the Impact of Internet Real Estate Service Quality on Revisit Intention

국문 초록 (Abstract)

  오늘날 부동산 시장에서 인터넷이 중요한 정보의 매개체로서 소비자들에게 인터넷 부동산 서비스를 24시간 제공하고 있다. 이렇듯 인터넷이 부동산의 각 부분에 많은 영향력을 미치고 있음에도 불구하고 인터넷 부동산 서비스 분야와 관련된 많은 연구들은 주로 개념정립이나 현황분석 등 주로 거시적인 차원의 수준에서 진행되어 왔다. 그러나 인터넷을 통한 부동산 유통시장의 투명성 확보와 부동산 상품의 표준화 작업, 공급자중심 시장에서 수요자 중심으로의 전환 등으로 인해 인터넷 부동산 서비스 기업들은 서비스 품질과 고객만족을 향상 시킬 수 있는 방안을 모색하기에 이르렀다. 이에, 본 연구에서는 우선 인터넷 부동산 서비스 품질을 측정할 수 있는 척도를 개발하고 동시에 품질요인들을 구성하고자 하였다. 또한 구성된 인터넷 부동산 서비스 품질요인들이 고객만족에 미치는 영향과 고객만족이 결과 변수인 재방문의도에 미치는 영향을 살펴보고자 하였다. 실증연구를 통해 인터넷 부동산 서비스와 관련하여 서비스 품질의 하위차원들을 규명하고 각 하위차원을 측정할 수 있는 척도를 새롭게 개발하였다. 그리고 요인분석을 통해 인터넷 부동산 서비스 품질을 결정하는 구성 요인 5가지를 추출 해냈다. 각 품질 구성 요인으로는 부동산정보, 의사소통, 디자인, 접속편리성, 시스템이라는 5개의 새로운 잠재변수가 생성되었다. 그리고 새로 생성된 변수인 인터넷 부동산 서비스품질 구성 요인 5개 모두가 고객만족에 미치는 영향을 분석한 결과 의사소통, 디자인, 부동산정보, 시스템, 접속편리성 순으로 모두 고객만족에 통계적으로 유의미한 영향을 주는 것으로 나타나 고객만족을 향상시키기 위해서는 5가지의 모든 품질요인이 중요한 것으로 나타났다. 특히 의사소통 품질이 고객만족에 가장 큰 영향을 주는 것으로 나타난 것은 인터넷 상에서는 커뮤니케이션 방향이 기존의 전통적인 상거래방식인 단방향성(One-way)과는 달리 쌍방향성(Two-way)이고 시장 주도세력이 이용자 개인이기 때문에 신속하고 정확한 의사소통이 인터넷 부동산 서비스 이용자들에게 가장 중요하게 느껴지기 때문인 것으로 판단된다.<BR>  이러한 연구결과를 통해 관련기업들이 인터넷 부동산 서비스를 제공하기 위한 웹사이트의 개발과 운영 과정에서 소비자에게 필요한 서비스 품질 요인들이 무엇인지를 파악할 수 있을 것으로 기대 된다.

다국어 초록 (Multilingual Abstract)

  The purposes of this study are to develop a standard for measuring the quality of Internet real estate services, to identify the factors that affect the quality of such services, and to determine the effects of these service quality factors on customer satisfaction and, in turn, the effect of customer satisfaction on the customer’s intent to obtain once again such services from the same company. A standard for defining the sub-factors of service quality in relation to Internet real estate services, and for measuring each sub-factor, has recently been developed. Five factors that affect the quality of Internet real estate services have also been identified, namely: real estate information, communications, design, convenience of connections, and system. In addition, new potential sources of information regarding these five factors have been found.<BR>  After analyzing the effects of the five factors affecting the quality of Internet real estate services on customer satisfaction, it was found that all the factors enhance customer satisfaction, particularly in the following order (from that which affects customer satisfaction the most to that which affects it the least): communications, design, real estate information, system, and convenience of connections. Communications affect customer satisfaction the most because they are created through a two-way method rather than a one-way method―that is, through the traditional commercial dealings on the Internet. Rapid and accurate communications are the most important consideration for Internet real estate service users, who are the main market forces.<BR>  It is hoped that the results of this study―that is, the factors that were determined in this study to affect the quality of Internet real estate services ―will be made known to companies that are developing and operating Web sites providing such services, so that they could take these factors into consideration as they endeavor to promote customer satisfaction.

목차 (Table of Contents)

• 〈Abstract〉
  Ⅰ. 서론
  Ⅱ. 연구 설계
  Ⅲ. 실증연구
  Ⅳ. 결론
  참고문헌
  국문요약
  

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