비대면 부동산 중개 서비스 이용 의사의 다차원적 결정요인에 관한 연구

초록

There is a growing conflict between conventional real estate businesses and Property Technology (PropTech) platforms since the introduction of untact real estate contract services by PropTech platforms. Many people believe that the application of untact real estate contract services may substantially change consumers’ preferences to demand these services. However, we have a limited understanding regarding why and which existing consumers using conventional real estate services are willing to choose the untact real estate contract services. Hence, this study empirically examines various determinants of existing consumers on the intention to use of untact real estate contract services. Based on a survey of 196 respondents, we employ an ordinal logistic regression model to identify various determinants, especially in terms of socio-demographic characteristics, user experience attributes, and various perception of service quality in real estate transactions, that may influence individual preference for untact real estate contract services. In addition, this study identifies how individual preference for untact services may vary across different types of real estate transactions such as monthly rent, Chonsei lease, and sales. Our findings may help real estate practitioners and policymakers understand multifaceted determinants of untact real estate contract services and develop targeted strategies to enhance the quality of individual services.

키워드