차입형 토지신탁 이용자의 만족도가 재신탁의향 및 추천의도에 미치는 영향에 관한 연구

차입형 토지신탁 이용자의 만족도와 재신탁·추천 의향을 분석했다.

The objectives of this study were to derive factors of trust satisfaction for trustors who had used leveraged land trust and to present a method for activating leveraged land trust by analyzing the effects of these satisfaction factors on re-trust preference and recommendation intention. The analysis was performed using structural equation modeling on the assumption that the trust satisfaction and its influencing factors had a causal relationship with re-trust preference and recommendation intention.

In addition, Student's t-test and analysis of variance (ANOVA) were performed to analyze the differences in perceptions such as satisfaction with trust according to the demographic characteristics. This study examined the research hypothesis that the eight factors of trust satisfaction set in this study would affect the overall trust satisfaction of the trustors who had used the leveraged land trust. As a result, trust satisfaction with safety, relationship, and convenience factors have a significantly positive effect on the overall trust satisfaction.

On the other hand, with regard to the absolute size of significant variables on residential satisfaction, the convenience factor was the largest, followed by safety and relationship factors. Therefore, the overall trust satisfaction of the trustors who had used the leveraged land trust was most affected by the convenience factor and least affected by the relationship factor. This study tested the hypothesis that the influencing factors of trust satisfaction would affect the re-trust preference. As a result, the satisfaction with relationship and fairness factors had a positive effect on re-trust preference.

Economic, relationship, and timeliness factors had a positive effect on the recommendation intention. Moreover, the overall trust satisfaction of the trustors who had used the leveraged land trust significantly affected the re-trust preference and recommendation intention. However, the recommendation intention for others increased with increasing re-trust preference of the leveraged land trust. Therefore, although the overall trust satisfaction of the trustors who had used the leveraged land trust were overall satisfied with convenience, safety, and relationship, were dissatisfied with expertise, economic feasibility, reliability, timeliness, and fairness.

Conversely, it can be said that the factors motivating the trustors who had used the leveraged land trust to be involved in re-trust are the relationship factor to maintain a close relationship with trust companies and fairness for contact and funds implementation as a trust company. Furthermore, it can be said that the factors motivating them to recommend others the leveraged land trust are economic timeliness and relationship factors.

On the basis of the above results, the implications for the activation of the leveraged land trust can be presented as follows: First, male groups, middle-aged groups (50 to 59 years old), and households with average monthly income showed high trust satisfaction and re-trust preference and recommendation intention. In other words, it is necessary to consider marketing plans for active advertising the leveraged land trust and knowledge on real estate for relatively middle-aged males in their fifties. Second, trust satisfaction and re-trust preference and recommendation intention increased with increasing the period of use and frequency except the capital areas.

Thus, there is a need for plans capable of motivating existing customers to be involved in re-trust in implementing real estate development projects in the future by maintaining relationships with trustors who had used the leveraged land trust. Third, the trust satisfaction with the leveraged land trust of the trustors who had used it was strongly affected by the convenience, safety, and relationship factors. Thus, trust companies are required to establish business processes so that it is possible to implement specialized consultation and agency services for many fields such as construction design sale and tax matters necessary for real estate development projects for trustors.

It is necessary to maintain relationships by providing long-term education on real estate and holding social gatherings for trustors together with the establishment and actively advertisement of risk management systems for the bankruptcy of constructors. Finally, the economic factor had the largest effect on the recommendation intention but did not have a significant effect on the trust satisfaction. It is considered that this is because the leveraged land trust consists of trust fees equivalent to 3 to 5 % of sales and trustors feel burdened about them in signing a contract for the leverage land trust.

Therefore, there is a need to operate flexible systems by comprehensively considering business scale, business site, trustors' credit standing, and development of nearby areas.