Abstract
Business continuity of licensed real estate agents is deteriorating day by day due to lower brokerage commission rates, large companies entering the real estate brokerage market, and a sharp increase in the number of licensed real estate agents. Efforts are needed to improve nonfinancial performance in order for licensed real estate brokers to secure sustainability from a long-term perspective and promote stable projects. In addition, creative ability is strongly required for licensed real estate agents during the transition period of the information society and the post-industrial society. Reflecting this situation of the times, this study attempted to verify the effect of the creative ability of a licensed real estate broker on nonfinancial performance. In addition, based on the theoretical basis of related studies, the purpose of the study was established to verify the mediating effect of market orientation and the moderating effect of education in the relationship between these variables. The significance of causal paths between research variables was verified through statistical analysis after data collection for licensed real estate agents, and the main results of this study are as follows. First, it was found that creative ability had a positive effect on nonfinancial performance. Second, among the sub-factors of market orientation, information creation and response were found to have a significant mediating effect in the relationship between creative ability and nonfinancial performance, and this mediating effect was found to have the characteristic of a partial mediating effect. Third, it was found that the educational background of licensed real estate agents had a significant moderating effect in the relationship between creative ability and nonfinancial performance, and this moderating effect had the characteristic of reinforcing effect. Based on the results of these studies, this study made recommendations necessary to secure the business continuity of licensed real estate agents.
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