기술수용모델을 이용한 공인중개사의 정보화 활용 행동에 관한 연구
Research on Informatization action of certified realtor's using Technology Acceptance Model
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Real estate brokerage is required to efficiently utilize information technology to reach an advanced job performance to meet the current trend of a smart society. This study attempts to identify factors influencing realtors’ utilization of real estate information. Based on previous researches that extended Technology Acceptance Model(TAM) by Davis et al., this study estimated a structural equation model using information collected from a sample of certified realtors. Our results are as follows:First, gender and informatization self-efficacy affects perceived ease of use. This means that there is a gender difference in recognizing that information technology utilization is useful in real estate brokerage business. This result also suggests that more education or practice opportunities should be provided to female realtors for them to get used to various information sources and information technology devices, which will improve their self-confidence in information utilization. Second, perceived playfulness affects perceived usefulness. This result suggests that realtors should feel pleasure and therefore fully commit information utilization. Various user-friendly cases and examples need to be developed for realtors to be more interested in utilizing information. Third, perceived ease of use and perceived usefulness affect realtors’ intention to use information technology, which will eventually lead to information utilization actions.
Abstract
Real estate brokerage is required to efficiently utilize information technology to reach an advanced job performance to meet the current trend of a smart society. This study attempts to identify factors influencing realtors’ utilization of real estate information. Based on previous researches that extended Technology Acceptance Model(TAM) by Davis et al., this study estimated a structural equation model using information collected from a sample of certified realtors. Our results are as follows:First, gender and informatization self-efficacy affects perceived ease of use. This means that there is a gender difference in recognizing that information technology utilization is useful in real estate brokerage business. This result also suggests that more education or practice opportunities should be provided to female realtors for them to get used to various information sources and information technology devices, which will improve their self-confidence in information utilization. Second, perceived playfulness affects perceived usefulness. This result suggests that realtors should feel pleasure and therefore fully commit information utilization. Various user-friendly cases and examples need to be developed for realtors to be more interested in utilizing information. Third, perceived ease of use and perceived usefulness affect realtors’ intention to use information technology, which will eventually lead to information utilization actions.
참고문헌 (34)
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