부동산 중개플랫폼의 정보 서비스 품질이 이용만족도에 미치는 영향

부동산 중개플랫폼 정보서비스 품질이 이용만족도에 미치는 영향을 분석했다.

Digital platforms are becoming a hot topic for many people to an extent that it is not an exaggeration to say that modern society is the era of digital platform civilization. The digital platform is what transforms into a place of information and communication where products, which are the main components of economic activity, consumption areas, and distribution take place online. As the number of users has increased, the real estate brokerage platform has attracted the attention of consumers with many changes and innovative challenges and continues to grow rapidly.

Existing real estate information was further aggravated in a closed market that enjoyed some market monopoly and economic benefits by using asymmetry, and distorted information was also acting as an obstacle to soundness and fairness, such as affecting consumers’ judgment. Mobile, which is the most convenient to use information, has the advantage of being able to acquire information anytime and anywhere regardless of time or place, but information can lead users to misjudgment and cause financial damage in the selection process. Therefore, the role of a licensed real estate agent has a significant impact on user satisfaction.

The importance of information increases as much, but existing studies have focused on management performance and current status targeting real estate agents in the real estate industry, and studies on individual consumers such as general investors have been insufficiently conducted. In addition, the overflowing information system becomes complicated, and rather, each individual comes to prefer the customized information they want, which comes to emerge as the core of the information society.

This study investigated the effects of the still remaining fake listings and distorted information on the problems of services and brokerage platforms, finding improvement measures to increase the satisfaction of information use, and surveying the general public who had experience in using them as to what effect it had on them. The causal relationship of service factors investigated through hypothesis testing was adopted and found to have a positive impact, and the following conclusions were drawn based on the test results: First, the responsibility of real estate brokerage platform operators should be strengthened.

As fake listings act as the biggest hindrance to user satisfaction in the transactions registered on the brokerage platform, it is necessary to strengthen the responsibility of private platform operators along with regulations on advertisement and display of real estate brokers and to determine the current status by taking follow-up actions for consumer complaints. Second, the practicality should be expanded by actively publicizing public and private property advertisement reporting centers. If the item in the advertisement photo is different from the actual item when visiting the site, there is a high possibility of misunderstanding the item.

Therefore, in order to strengthen the monitoring of location-based information and photos of fake listings, it is necessary to publicize the reporting center to consumers and strengthen monitoring to increase reliability. Third, the latest technology that can quickly respond to customer needs must be applied.

Technologies such as artificial intelligence are important indicators for future forecasting, and government should take the initiative in revitalizing the latest technologies such as Virtual Reality(VR), Augmented Reality(AR), Mixed Reality(MR), and Metaverse, as well as the development of brokerage-related proptech companies and technologies so that private businesses can actively utilize them. Fourth, the electronic real estate contract system should be activated. The electronic contract system is operated and managed by public institutions, but real estate transactions are operated in the private sector, so accuracy and reliability are low.

In order to activate the electronic real estate contract system based on foreign cases, a property sharing system should be established and operated so that information can be grasped from creation of property information to transactions through collaboration between private and public institutions. Fifth, the open information area of the building status map of public institutions should be expanded. Although the current status map has the same area, the open range of the floor plan should be expanded because it becomes a yardstick for making different decisions depending on the direction and surrounding layout environment.

Comprehensively recognizing the importance of information, it is possible to recognize that system quality is the most important along with information quality for soundness and fairness. In order to respond to the market, it is necessary to enhance the competitiveness of real estate brokerage platforms by utilizing service quality and system utilization and to effectively build rapidly changing technologies. In addition, information services optimized for customers should be improved so that users can be satisfied.

Key words: real estate brokerage platform, proptech, information quality, fake listings, public data, electronic contract system 현대사회는 디지털 플랫폼 문명의 시대라고 해도 과언이 아닐 정도로 많은 사람에게 화두가 되고 있다. 디지털 플랫폼이란 온라인상에서 경제활동의 주요 구성요소인 생산물과 소비영역, 유통이 이루어지는 정보통신의 한 장소로 변화한 것이다. 부동산 중개플랫폼은 이용자 수가 증가하면서 많은 변화와 혁신적인 도전으로 소비자의 이목을 집중시켰고 가파른 성장을 이어가고 있다. 기존 부동산 정보는 비대칭성을 이용한 일부의 시장독점과 경제적 이득을 누리는 폐쇄적인 시장에서 더욱 심화 되었고 왜곡된 정보 또한 소비자의 판단에 영향을 미치는 등 건전성과 공정성의 저해요인으로 작용하고 있었다. 정보이용이 가장 편리한 모바일은 시간이나 장소에 관련 없이 언제 어디서나 정보를 취득할 수 있는 장점이 있지만, 정보는 이용자의 잘못된 판단을 유도할 수 있고, 선택 과정에서 금전적인 손해가 발생하기 때문에 개업공인중개사의 역할도 이용자의 만족도에 지대한 영향을 미치게 된다.

그만큼 정보의 중요성은 증가하지만, 기존의 연구에서는 부동산 업계에서 종사하는 중개사를 대상으로 경영성과와 현황 위주로 연구하였고 일반 투자자와 같은 개인 수요자에 관한 연구는 미비하였다. 또한, 넘치는 정보시스템은 복잡해지고, 오히려 개인은 각자가 원하는 맞춤형 정보를 선호하게 되며 맞춤형 정보는 정보사회의 핵심으로 등장하게 된다. 본 연구는 여전히 남아있는 허위매물과 왜곡된 정보가 서비스와 중개플랫폼의 문제점을 파악하여, 정보의 이용만족도를 높이기 위한 개선방안을 찾고 어떠한 영향을 미쳤는지 사용 경험이 있는 일반인을 대