Assessment of websites user behavior : A case study of housing agency firms

Abstract

This study used an extension and combination of existing theories to measure user’s acceptance of housing agency websites and used IS (information system) quality indicators to evaluate consumers’ intention to use housing agency website services. The research subjects were general agency network users. A total of 600 questionnaires were distributed to the subjects, and 371 valid questionnaires were retrieved, resulting in a valid return rate of 61.8%. SEM (structural equation modeling) was used to test various hypotheses. The empirical results show that the system quality of a housing agency website significantly affects users’ perceived ease of use. Service quality significantly affects users’ perceived usefulness and perceived ease of use and indirectly affects users’ perceived usefulness. Perceived ease of use directly and indirectly affects attitudes toward use. In addition to the direct effect of perceived usefulness on intention to use, perceived usefulness has an indirect effect on intention to use through attitudes toward use. Finally, attitudes toward use have the most important role in user acceptance behavior.