INTEGRATING TAM WITH MARKETING INNOVATION: THE CASE OF CRLAND IN CHINA’S REAL ESTATE SECTOR
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Abstract
As digital transformation in real estate accelerates, innovative marketing is vital for influencing consumer adoption of property platforms. This research examines the impact of digital marketing (DM), personalized services (PS), and experiential marketing (EM) on user acceptance, grounded in the Technology Acceptance Model (TAM). A survey was conducted with 400 CRLand platform users across five Chinese cities. The model includes seven constructs: DM, PS, EM, Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Attitude Toward Use (ATU), Behavioral Intention (BI), and Actual System Use (ASU). Data analysis with PLS-SEM via ADANCO evaluated reliability, validity, and model fit (SRMR, HTMT, R², Q²). Findings show EM significantly influences PU (β=0.960, p<0.001), whereas DM and PS do not. PEOU strongly predicts ATU (β=0.959, p<0.001), which, in turn, affects BI (β=0.911) and ASU (β=0.762). Some TAM relationships, such as PU → ATU and PU → BI, were not supported, potentially due to multicollinearity between PU and ATU (HTMT > 0.85). These findings extend TAM by showing that experiential engagement plays a more influential role in property technology adoption than traditional digital marketing. As a result, immersive and user-centered experiences emerge as critical drivers of consumer acceptance, suggesting that real estate firms should prioritize technologies such as VR/AR and intuitive platform design. Furthermore, the limited support for several traditional TAM relationships indicates that technology adoption models may require contextual adaptation when applied to high-stakes and emotionally involved purchase decisions.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ลิขสิทธิ์บทความวิจัยที่ได้รับการตีพิมพ์เผยแพร่ในวารสารมนุษยศาสตร์และสังคมศาสตร์ วไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ ถือเป็นกรรมสิทธิ์ของคณะมนุษยศาสตร์และสังคมศาสตร์ มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ ห้ามนำข้อความทั้งหมดหรือบางส่วนไปพิมพ์ซ้ำ เว้นแต่จะได้รับอนุญาตจากมหาวิทยาลัยเป็นลายลักษณ์อักษร
ความรับผิดชอบ เนื้อหาต้นฉบับที่ปรากฏในวารสารมนุษยศาสตร์และสังคมศาสตร์ วไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ เป็นความรับผิดชอบของผู้นิพนธ์บทความหรือผู้เขียนเอง ทั้งนี้ไม่รวมความผิดพลาดอันเกิดจากเทคนิคการพิมพ์
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