부동산중개마케팅에 관한 연구

A Study on Marketing of Real Estate Brokerage

The results of this study shows that the attitude of internet and SNS users vis-a-vis real estate choice factors and their level of satisfaction and purchasing decision are of great importance in judging the success of the real estate marketing. But there is a shortfall in studies and researches about the relations of consumers’ satisfaction according to real estate choice factors and their purchasing decision. Therefore, the purpose of this study is to understand the impacts of real estate choice factors upon the purchasing decision. Furthermore, a questionnaire about the level of satisfaction of users and purchasing decision was drawn up targeting real estate information users, ordinary persons and information providers who are real estate agents with measurement tools of real estate choice factors according to the actual utilization of related internet and SNS, which are information supply, information sharing, interactivity, economic feasibility, convenience factor, credibility, trading characteristics hampering internet transactions, security responsibility factor and limitation factor.