Consumer Purchase Behavior of Real Estate through Online Platforms

With the growing economy and increasing per capita income, the real estate business in India is fast growing. Technology has made inroads in this industry as well, which was otherwise a brick and mortar sector. This study focuses on identifying the factors that influence consumer decision-making behavior while purchasing a real estate property using web portals. This study relies on the combination of Technology Acceptance Model and Theory of Planned Behaviour to understand how people think and feel towards using real estate web portals to purchase properties. This study will help developers and builders in formulating a marketing strategy and enable web developers and e-service providers in optimizing their web platforms.