A model for acceptance of the Information Communication and Technology (ICT) for real estate agency practice in Malaysia / Murni Mohamad

Murni , Mohamad (2025) A model for acceptance of the Information Communication and Technology (ICT) for real estate agency practice in Malaysia / Murni Mohamad. PhD thesis, Universiti Malaya.

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Abstract

The integration of Information and Communication Technology (ICT) has revolutionized various industries, including the real estate sector. The advent of ICT has significantly altered the landscape in which real estate agents operate. Real estate agents have used ICT for marketing, information dissemination, and facilitating clients, especially buyers, in property transactions. However, despite its potential benefits, many real estate agents are reluctant to adopt and use these technologies. This is because most professionals in the real estate field are underprepared to embrace ICT and feel pressured to quickly integrate these technologies into their business models. This research aims to propose a model for the acceptance of ICT among real estate agents in Klang Valley, Malaysia. Four objectives were outlined to achieve the aims of this research: (i) to determine the ICT tools used by real estate agents in practice, (ii) to examine the factors influencing Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Behavioural Intention (BI) and Acceptance (ACC) of ICT among Real Estate Agents, (iii) to analyse the importance and performance factors affecting PU, PEOU, BI, and ACC of the ICT among real estate agents, (iv) to develop a model that integrates the factors influencing the acceptance of ICT among Real Estate Agents. This research adopted the Technology Acceptance Model (TAM) as the foundation and employed a quantitative method, using a simple random sampling technique. The data were gathered through a survey conducted with real estate agents in valuation and agency firms in Klang Valley, Malaysia and 400 responses were collected within four months. Data then was analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) for inferential statistics and Importance- Performance Map Analysis (IPMA). The results show that mobile instant messaging is the most frequently used tool by real estate agents, with 68.50% usage, followed by Social Media (56.50%) and Real Estate Agent’s Website (53.50%). The least frequently used technologies are Robotic Process Automation and Metaverse Real Estate, both at 3.25%. Facilitating Conditions (FC), Innovativeness (INNO), and Perceived Enjoyment (ENJ) positively influence real estate agents’ PEOU of ICT. Meanwhile, Service Quality (SERQ) positively influences PU of ICT, and Trust (TRU) positively influences BI of ICT. For the Importance-Performance Map Analysis (IPMA), Innovativeness (INNO) emerges as the important factor affecting the Perceived Ease of Use (PEOU), while Service Quality (SERQ) is the important factor affecting the Perceived Usefulness (PU). Notably, Perceived Usefulness (PU) is identified as the important factor affecting Behavioral Intention (BI). Furthermore, when examining the factors affecting Acceptance (ACC), Behavioral Intention (BI) is distinguished as the most significant factor. Finally, the model was proposed for the acceptance of ICT among real estate agents. The contribution of this research is an extension of the Technology Acceptance Model (TAM) in the context of real estate agents' acceptance of ICT. In addition, the result from this research will help the firms and educational sector to develop strategies to enhance the acceptance and utilization of ICT by improving service quality, providing better support and resources, making ICT tools more enjoyable and innovative, and building trust in shaping real estate agents willingness to use ICT.

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