Aim: This study aims to investigate how e-commerce can be used to create perceptions of
the residential real estate customers.
Method: A qualitative abductive method is used aimed at collecting relevant data. The
data was collected in Hanoi, Vietnam from sixteen interviews of residential real estate
managers and customers respectively. In regards to the data analysis, content analysis
technique was used on the notes gathered in the sixteen interviews.
Results & Conclusions: The main results reveal online advertisement was found to be a
substantial factor in the creation of residential real estate customers’ perceptions in the ecommerce
application. In addition, the results show that social media information could as
well create their perceptions.
Suggestions for future research: The relationship between the agencies and the
customers can be examined by using the residential real estate customers from the chosen
agencies rather than using a convenient sampling technique.
The contribution of the thesis: This study has contributed to creating a model of
residential real estate customers’ perceptions in the use of e-commerce.