Abstract
The purpose of this study was to analyze how the benefits provided to users in the utilization of real estate transaction and information platforms affect user engagement and trust in the platform. The analysis methods used in this study included basic statistical analysis, factor analysis, and structural equation modeling, utilizing SPSS 27.0 and AMOS 24.0 programs as analytical tools. In April 2024, a survey was conducted among men and women in their 20s to 50s residing in various regions, and 602 final valid samples were selected and analyzed. The following research results have been derived: First, information acquisition benefits have a significant impact on trust. Second, psychological benefits have a significant impact on trust. Third, economic benefits have a significant impact on trust. Fourth, customization benefits have impact on trust. Finally, usage trust has a significant impact on immersion. Through the above research, implications were presented on which benefits to enhance in order for users to stay longer and develop trust in the real estate platform.
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