Ahmed H. Al-Thani

This study examined the factors that drive e-commerce technology adoption in the real estate industry in Qatar using the Technology Acceptance Model 3 (TAM3) and sought to analyze the relationship between perceived usefulness, perceived ease of use, anchor factors, adjustment factors and cognitive instrumental variables and their effect on e-commerce adoption in real estate industry in Qatar. The study adopted a descriptive methodology and quantitative research design utilizing survey strategy. 350 filtered and screened questionnaires that were retrieved from the Quota sample from 59 real estate firms operating in Qatar were analyzed using AMOS. The results indicate that all the dependent variables have significant relationship with e-commerce adoption indicating that the original model used was a good fit, accounting for a large percentage of the variance associated with e-commerce adoption. However, the results also show that only perceived usefulness and anchor variables have positive direct effect on e-commerce adoption; perceived ease of use, adjustment variables and cognitive instrumental factors have notable indirect effect on e-commerce adoption.