Effect of the Standardization of Service Platforms for High-Involvement PropTech Services

In this study, we focus on the innovation resistance that has appeared in the process of accepting changed information technology services after the COVID-19 pandemic. Based on a survey of property technology (PropTech) service users in Korea, this study proposes an extended technology acceptance model that considers the antecedent variables of the information systems success model to implement a standard PropTech service platform, and analyzes the influence of the selected parameters. Service quality was applied as the antecedent variable to define system quality and service standards, considering the establishment of the service standards process suggested by the company. The selected parameters were the demand for the personalization of the service and the resistance to innovation, which implies the degree to which consumers refuse to accept new technologies. To this end, we conducted a questionnaire survey of 524 PropTech users from 11 October 2021 to 15 November 2021. This study analyzes the factors affecting consumers’ continued use intention in order to derive the service standardization of PropTech operations, and presents the mediating effects of innovation resistance and personalization to derive the implications for service standardization. The implications of this study are as follows: first, the possibility of innovation resistance in the PropTech service sector and its mechanisms are presented. Second, the necessity of redefining the quality dimension is proposed. Finally, we identify that additional research on innovation resistance to PropTech services is needed.