CAJ | 학술논문

通过改进SERVQUA模型，利用联合分析方法比较了消费者对传统模式、美国MLS模式和新兴的互联网服务模式三种房地产经纪服务模式的偏好状况，并模拟了市场占有率。研究结果表明，消费者最看重房地产经纪服务的可靠性和价格，但价格偏好并不是越低越好。理想的服务产品兼具三种模式的特点，要满足消费者的需求，需要融合不同的服务模式，互相取长补短。从市场占有率模拟的结果来看，消费者更偏好美国的MLS模式，该模式可能会成为我国未来房地产经纪服务模式的主流。
통과개진SERVQUA모형，이용연합분석방법비교료소비자대전통모식、미국MLS모식화신흥적호련망복무모식삼충방지산경기복무모식적편호상황，병모의료시장점유솔。연구결과표명，소비자최간중방지산경기복무적가고성화개격，단개격편호병불시월저월호。이상적복무산품겸구삼충모식적특점，요만족소비자적수구，수요융합불동적복무모식，호상취장보단。종시장점유솔모의적결과래간，소비자경편호미국적MLS모식，해모식가능회성위아국미래방지산경기복무모식적주류。
In this paper,the author improved SERVQUA model and compared the consumers’preference to the traditional real estate brokerage service mode, USA mainstream MLS mode and the new mode of internet service by using conjoint analysis. Market share of three kinds of real estate brokerage service emerged from simulation. The results show that consumers are most valued real estate brokerage service reliability and price.However,the price preference is not the lower the better. In the case of the current consumers’favorite service, the ideal product has the characteristics of three kinds of models.It may require the fusion of different service models, learning from each other,to meet consumer demand. Furthermore, consumers prefer American MLS mode,which may become the mainstream of China’s future real estate brokerage service mode.