모바일 부동산 중개 앱의 정보품질과 사용자특성이 지속사용 의도에 미치는 영향 : - 사용만족의 매개효과를 중심으로 -

국문 초록 (Abstract)

모바일 부동산 중개 앱은 스마트 기기를 통해 서비스하는 신개념 중개
서비스로 사용자는 앱을 통하여 시·공간적 제약 없이 다양한 부동산 정보
를 탐색할 수 있어 중개업소를 직접적으로 방문하지 않고도 다양한 매물
이나 임대 서비스를 손쉽게 접할 수 있다. 20~30대 1인 가구의 임대 부동
산 수요가 높아지면서 소형 매물을 주로 취급하는 모바일 부동산 앱 산업
이 꾸준히 증가하고 있다. 이에 본 연구에서는 모바일 부동산 중개 앱의
품질 중 정보품질에 관한 요인들을 세분하고 모바일 사용자특성의 요인들
과 함께 사용만족과 지속사용 의도에 영향을 미칠 수 있다는 가설하에 연
구를 진행하여 규명하고자 하였다.
본 연구는 연구 문제를 실증적으로 규명하기 위해 온라인 설문조사를
실시하였는데, 최근 3년 이내에 모바일 부동산 중개 앱을 사용하여 주택
계약을 해 본 경험이 있는 60세 이하의 성인 남녀를 대상으로 하였다. 자
료 수집을 위해 2021년 10월 2일부터 10월 8일까지 7일간 온라인 설문조
사를 진행하였으며, 유효표본 250부를 확보하여 분석에 활용하였다. 주요
분석 결과는 다음과 같다.
- ii -
첫째, 소비자가 지각한 모바일 부동산 중개 앱의 정보품질 하위요인 신
뢰성, 적시성, 유용성이 모두 사용만족에 정(+)의 영향을 미치는 것으로
나타났다. 사용만족에 대한 영향력 정도는 신뢰성, 유용성, 적시성 순으로,
신뢰성이 사용만족에 가장 큰 영향을 주는 것으로 나타났다.
둘째, 소비자가 지각한 모바일 부동산 중개 앱의 사용자특성 하위요인
혁신성, 친숙성, 자기효능감이 모두 사용만족에 정(+)의 영향을 미치는 것
으로 나타났다. 사용만족에 대한 영향력 정도는 혁신성, 친숙성, 자기효능
감 순이며 그중 혁신성이 사용만족에 가장 큰 영향을 주는 것으로 나타났
다.
셋째, 모바일 부동산 중개 앱 서비스의 사용만족은 지속사용 의도에 유
의한 정(+)의 영향을 주는 것으로 나타났다.
넷째, 모바일 부동산 중개 앱의 정보품질 하위요인이 사용만족을 매개로
지속사용 의도에 미치는 영향을 확인하였다. 분석 결과, 정보품질 하위요
인에서는 신뢰성, 적시성, 유용성 모두가 사용만족을 매개로 지속사용 의
도에 유의한 영향을 미치는 것으로 나타났다.
다섯째, 모바일 부동산 중개 앱의 사용자특성 하위요인이 사용만족을 매
개로 지속사용 의도에 미치는 영향을 확인하였다. 분석 결과, 사용자특성
하위요인에서는 혁신성, 친숙성은 사용만족을 매개로 지속사용 의도에 유
의한 영향을 미치는 것으로 나타난 반면, 자기효능감은 사용만족을 매개하
지 않고 직접적으로 지속사용 의도에 유의한 영향을 미치는 것으로 확인
되었다.
본 연구에서는 모바일 부동산 중개 앱의 정보품질과 사용자특성을 측정
할 수 있는 적절한 하위요인을 새롭게 설정하고, 추출된 하위요인이 사용
만족과 지속사용 의도로 이어지는 경로를 설정하고 그 유의성을 검증했다
는 점에서 학술적 의의를 지닌다고 생각한다. 기업은 소비자가 브랜드 진
정성을 느낄 수 있도록 신뢰성 있는 마케팅 커뮤니케이션을 진행하고, 타
기업이 제공하는 앱과는 차별화된 유용성과 최신 정보를 제공하는 브랜드
마케팅에 노력을 기울일 필요가 있다. 더불어 서비스 품질 향상을 위해 쌍
- iii -
방향 대화 체계 구축 등을 통하여 사용자의 의견이나 불만을 신속하고 편
리하게 해결해 준다면 사용자들의 편의가 증대될 것이다.

목차 (Table of Contents)

• Ⅰ. 서론 ···································································································· 1
• 제1절 연구의 배경과 목적···································································· 1
• 1. 연구의 배경 ···················································································· 1
• 2. 연구의 목적 ···················································································· 3
• 제2절 연구의 방법 ················································································ 3
• Ⅱ. 이론적 배경 및 선행연구 검토 ·················································· 5
• 제1절 모바일 부동산 중개 앱의 개요 ················································ 5
• 1. 모바일 부동산 중개 앱 서비스의 개념 ·································· 5
• 2. 모바일 부동산 중개 앱 서비스 관련 선행연구 ······················ 9
• 제2절 모바일 부동산 중개 앱의 정보품질 및 관련 선행연구 ···· 11
• 1. 부동산 중개 앱 정보품질의 정의············································ 11
• 2. 부동산 중개 앱 정보품질 관련 선행연구 ······························ 12
• 제3절 모바일 부동산 중개 앱의 사용자특성 및 관련 선행연구 17
• 1. 부동산 중개 앱 사용자특성의 정의 ········································ 17
• 2. 부동산 중개 앱 사용자특성 관련 선행연구 ·························· 18
• 제4절 사용만족 관련 선행연구 ·························································· 25
• 1. 사용만족의 정의 ·········································································· 25
• 2. 사용만족 관련 선행연구 ···························································· 26
• 제5절 지속사용 의도 관련 선행연구 ················································ 28
• 1. 지속사용 의도 정의 ···································································· 28
• 2. 지속사용 의도 관련 선행연구 ·················································· 29
• - v -
• Ⅲ. 분석의 틀 ···························································································32
• 제1절 연구모형 ······················································································ 32
• 제2절 연구가설 ······················································································ 33
• 제3절 연구조사의 방법 ········································································ 34
• 1. 변수의 조작적 정의 및 측정도구 ············································ 34
• 2. 설문지 구성 ·················································································· 39
• 3. 분석 방법 ······················································································ 40
• Ⅳ. 분석 결과 ·························································································41
• 제1절 표본의 특성················································································ 41
• 제2절 측정도구의 타당성 및 신뢰성 ················································ 43
• 제3절 주요 변인의 기술통계량 ·························································· 46
• 제4절 주요 변인간의 상관관계 ·························································· 46
• 제5절 가설 검증 ···················································································· 47
• 1. 모바일 부동산 중개 앱의 정보품질이 사용만족에 미치는
• 영향 ·································································································47
• 2. 모바일 부동산 중개 앱의 사용자특성이 사용만족에 미치는
• 영향 ································································································· 49
• 3. 사용만족이 지속사용 의도에 미치는 영향 ···························· 50
• 4. 모바일 부동산 앱의 정보품질과 지속사용 의도의 관계에서
• 사용만족의 매개효과 ··································································· 51
• 5. 모바일 부동산 앱의 사용자특성과 지속사용 의도의 관계에
• 서 사용만족의 매개효과 ··························································· 53
• Ⅴ. 결론 ······································································································56
• 제1절 분석 결과의 요약 및 논의······················································ 56
• - vi -
• 제2절 연구의 시사점 ············································································ 58
• 1. 학술적 시사점 ·············································································· 58
• 2. 실무적 시사점 ·············································································· 59
• 3. 연구의 한계 및 후속연구 제언 ················································ 60
• 참고문헌 ································································································62
• 설 문 지 ································································································ 70
• Abstract ······························································································· 76