Real Estate Information Technology: Influence of Email Marketing on Real Estate Agent Performance

Abstract

An agent behavior model, based on the theory of reasoned action, is tested against empirical data collected from Realtors in Phoenix, Arizona. Since the empirical model includes theoretical constructs, a structural equation modeling (SEM) approach capable of handling variable latency and measurement errors is used to estimate the parameters. Model results are consistent with the a priori expectation that agent's perception and attitude towards new information technology affects their decision to use email as marketing tool. Moreover, the empirical results also support the observation that information technology plays an important role in determining the Realtor's economic performance.

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