| dc.description.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. | en_US |
