부동산 중개플랫폼 정보사용자의 만족도에 관한 연구

Abstract

This study examines how user expectation influence satisfaction on real estate brokerage platforms applying the expectancy-disconfirmation theory. It operationalized and measured variables such as user expectations, perceived performance, expectancy-discrepancy, satisfaction, and subsequent behavioral intentions based on prior research. Hypotheses were developed for empirical analysis, and data from 272 responses collected via a 5-point likert scale survey were analyzed. Structural equation modeling(SEM) was employed to validate relationships among variables and analyze direct and indirect effects. The results indicate that user expectations significantly affect performance but not expectancy-discrepancy or satisfaction directly. However, expectations indirectly impact satisfaction through expectancydiscrepancy, acting as a criterion for satisfaction before direct user experience. Performance influences expectancy-discrepancy but not satisfaction directly. Expectancy-discrepancy positively influences satisfaction, leading to subsequent behavioral intentions like revisiting or recommending the platform. In summary, although user expectations do not directly influence satisfaction, their indirect effect through expectancy-discrepancy underscores the dynamic interplay between expectations and satisfaction.