개업공인중개사의 개인 역량이 경영성과에 미치는 영향 : - 시장지향성의 매개효과와 연령 및 학력의 조절효과 검증을 중심으로 -

개업공인중개사의 개인 역량이 경영성과에 미치는 영향을 분석했다.

Due to the government's recent real estate regulation policy, the brokerage fee rate of licensed real estate brokers has been lowered, and the real estate-related service industry has also been opened internally and externally, and large companies are also entering the real estate brokerage market. As a result, due to the decrease in real estate transactions of licensed real estate agents and the continuous increase of licensed real estate agents, it is difficult for licensed real estate agents to maintain business continuity and face a serious situation where their right to live is threatened.

In order for licensed real estate agents to appropriately cope with the deterioration of business continuity and the threat to their right to livelihood, above all, they need 'competences' as entrepreneurs and market-oriented management strategies. Accordingly, this study was designed to verify the causal relationship between these variables influencing business performance by setting the personal competence, market orientation, age, education, and business performance of licensed real estate agents as research variables.

Specifically, the purpose of this study examines the effect of individual competency on management performance (financial and non-financial performance) of certified real estate agents, as well as whether market orientation has a mediating effect, and whether age and educational background have a moderating effect in the relationship between these variables.

In order to achieve this research purpose, this study set the similar environmental preconditions for the selection of research subjects by dividing them into location factors, commercial district factors, and facility factors, and then carried out a preliminary survey according to the questionnaire method by conducting online and offline surveys accordingly. A total of 546 copies of analysis data were collected. The preliminary survey was conducted for 3 days from June 27 to June 29, 2022, and the main survey was conducted for 25 days from July 1 to 25, 2022.

The causal relationship between the research variables was verified using various statistical analysis methods for the data collected in this way, and the main results of this study are summarized as follows. First, as a result of verifying the effect of personal competence of certified real estate agents on business performance, the three sub-factors of personal competence, creative ability, network ability, and self-control ability, had a significant effect on both financial and non-financial performance, respectively.

Second, among the sub-factors of certified real estate agents' market orientation, intelligence generation and responsiveness were found to have a significant mediating effect in all of the impacts of the three sub-factors of personal competence on financial and non-financial performance. On the other hand, the mediating effect of intelligence dissemination was found to be insignificant in the relationship between the three sub-factors of personal competence affecting financial performance. However, in the relationship of influence on non-financial performance, the mediating effect was found to be significant.

Most of the significant mediating effects of market orientation were partial mediating effects, and only fully mediating effects were found in the relationship between network ability and financial performance. Third, the age of certified real estate agents was found to have a significant moderating effect on the influence relationship between creative ability, network ability and financial performance. In addition, in the relationship between non-financial performance, it was found that age had a significant moderating effect on all three sub-factors of personal competence.

In addition, as a result of graphically confirming the nature of the moderating effect of age, it was confirmed that as age increases, the sub-factors of personal competence have a reinforcing effect that further enhances the impact on financial and non-financial performance. Fourth, the educational background of certified real estate agents was found to have a significant moderating effect on the influence relationship between creative ability, network ability, and financial performance. In addition, it was found to have a significant moderating effect in the influence relationship between creative ability and non-financial performance.

In addition, as a result of graphically confirming the nature of the moderating effect of educational background, it was confirmed that the higher the educational background, the stronger the effect of the sub-factors of personal competence on financial and non-financial performance.

After discussing the main analysis results above, this study made the following policy, practical, and academic suggestions on matters necessary for certified real estate agents to secure business continuity by enhancing business performance by securing a competitive edge: First, it is required to actively apply customized training programs based on personal competences when formulating education policies for certified real estate agents. Second, it is required to implement a public support program to support small certified real estate agents.

Third, it is necessary for certified real estate agents to actively develop activities to improve self-control ability, especially when making efforts to develop personal competences. Fourth, when real estate agents create and spread real estate market information in relation to market orientation and carry out various activities to enhance responsiveness, they need a strategic approach to select and focus on activities in consideration of their respective business conditions.

Fifth, it is necessary for certified real estate agents to establish a human resource management plan based on the fact that age and educational background contribute to more active promotion of business performance when they want to improve business