Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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A Study of the Factors Affecting the Intention to Use of Real Estate Crowdfunding

부동산 크라우드펀딩의 이용의도에 영향을 미치는 요인에 관한 연구

  • 김혜숙 (숭실대학교 대학원 경영학과) ;
  • 김용희 (숭실대학교 경영학부) ;
  • 정경원 (숭실대학교 대학원 경영학과) ;
  • 최정일 (숭실대학교 경영학부)
  • Received : 2019.02.27
  • Accepted : 2019.03.21
  • Published : 2019.03.31
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Abstract

This study analyzes the characteristics of lending-based crowdfunding of various crowdfunding models, identifies the factors affecting the use of the general public, and provides suggestions for the policies set by real estate crowdfunding businesses and related authorities. To analyze the service's adoption from a cognitive perspective, this study developed a new model that combined the Value-based Adoption Model (VAM), motivation theory, and a set of variables that take into account the characteristics of the real estate industry. For empirical analysis, survey was conducted from the general investors of real estate and valid 252 data were utilized by R 3.2.2. The results of this study showed that both government regulation and the perceived risk are hindering the perceived values and intention to use crowdfunding for real estate. In contrast, this research found that among the intrinsic motivation, enjoyment had a significant impact on the perceived value. In addition, it turned out that among the extrinsic motivation, market attractiveness, brand credibility, expected return, and safety and protection had significant impacts on the perceived value. Finally, it showed the perceived value of real estate crowdfunding had a positive impact on the intention to use.

Keywords

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Research Model

Result of Reliability Analysis

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Result of Discriminant Analysis

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Comparison of TAM and VAM

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Previous Studies Using Value-based Adoption Model

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Result of Path Analysis

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