인터넷 부동산 서비스 품질이 마케팅 성과에 미치는 영향에 관한 연구 = (A)study on the influence of internet real estate service quality on the marketing performance

국문 초록 (Abstract)

영문초록:With the advancement of Internet and information communication technology, the digital culture already has taken its position deep into the society in general, and Internet has been providing various services for consumers in 24 hours a day as an important information medium in the real estate market. The first objective of this study is to find the major quality factors influencing on the quality of Internet real estate service. In order to achieve such a purpose, the barometer for Internet real estate service quality is developed in the point of view of user for the subject of steadily growing Internet real estate service. For the second goal, the analysis is made for the factors composed of this quality barometer to influence on the medium variables in perceived ease of use, perceived usefulness, and customer satisfaction, and in addition, we take a look at what impact do these medium variables have on the intent of re-visitation, the resulting variables. This is purported on using as the basic data in setting up the marketing strategy to engage in the Internet real estate service business, and for this purpose, the concept on the Internet real estate service is established on the basis of the pertinent industries and the factors of organization.The analysis result and the implications under this study are as follows.First, After developing 35 questionnaires of barometer that determine the Internet real estate service, 5 elements of configuration (real estate information, communication, design, convenience in connection, and system) are formulated through the fact analysis. Second, as a result of analyzing the impacts of the newly generated variables in quality of Internet real estate service factors on the easiness of perceived use, the noticeable influence is shown in statistics in the sequence of design, convenience in connection, system, real estate information, and communication. The reason that design influences the largest influence for the perceived ease of use is that the consumers place the importance of design the most in Internet real estate service, and the ease of use in design has more influence than the perceived usefulness is attributed to the confirmation of justification and importance of user interface (UI) to make the design easier for the point of view of consumers. Third, as a result of analyzing the influence on perceived usefulness for the 5 quality factors, all are shown to have meaningful impact in statistics in the order of real estate information, communication, design, and convenience in connection, however, the system is shown to have not noticeable difference of 5% range. Also, from the factors of the quality of Internet real estate service, showing of real estate information more influencing on the perceived ease of use than the perceived usefulness is that, in providing the real estate information to consumers, the Internet real estate service also uses the information technology that it implicates important Internet marketing point for the information to provide in easy way for Internet users.Forth, in the result of the advanced study, as proven for the feasibility of the model, the easiness of perceived use, the variable in the technology acceptance model, influenced the most. In addition, the direct influence on the intent of re-visitation also has a greater perceived use easiness than the perceived usefulness. This implies the relative importance on ease of use to provide the Internet real estate service in the point of view of users rather than usefulness since the Internet real estate service is a service industry using the information communication technology.Fifth, the communication quality was shown to be most influential to the customer satisfaction from the 5 quality factors as a result of verification of influence on customer satisfaction that is attributable to the fact that, unlike the one-way commercial transactions in traditional way, the communication direction is two-way on internet with the leading force of the market is individual users that the prompt and accurate communication would be deemed the most important for the users of the Internet real estate service. Therefore, when providing the Internet real estate service to the consumers, it is important to develop or operate the web-site with the utmost priority in the communication quality.Sixth, as a result of implementing various analysis by the demographic statistical variables, there was the difference of recognition on Internet real estate service for each age, and in the survey of frequency in using the medium to obtain the real estate information and the original survey of the most reliable real estate information, the powerful influence of Internet was able to confirm. And, lastly, under the reality that the demand on quality of Internet real estate service is ever more heightened and diversified, the strengthening of service quality would be essential as a way of differentiation to secure the customers in stably way, and a way of winning the trust and efficiency. Therefore, in order for the steady and correct growth of Korea's Internet real estate service industry, higher level of service quality has to be provided to the customers in the point of view of service marketing, and it also required concrete and steady profit model to be developed from the change in paradigm into the service marketing mind on the basis of the features in real estate and Internet