REAL ESTATE ONLINE MARKETING

Abstract

The purposes of this research were to compare levels of acceptance in the use of real estate online marketing applications and to identify factors of usage behaviors of the real estate online marketing applications. The Technology Acceptance Model (TAM) and the network externality were used as the conceptual framework. In this quantitative study, questionnaires were used of data collection. The samples were obtained through a stratified random sampling to select 408 application users real estate online marketing. The data were analyzed by bivariate analysis and regression model. Research findings was levels of technology acceptance of using application A were significantly lower than those user of the application B with statistical significance and the influencing factors of the usage behaviors of the applications with statistical significance included a perceived number of peers, perceived complementarity, perceived ease of use, perceived usefulness, perceived security, attitude towards technology, descriptive norm, subjective norm, behavior intention, and usage behavior.