Digital information-seeking of homebuyers on real estate platforms in Taiwan

Purpose This study aims to investigate the information-seeking behaviours of home buyers – primarily owner-occupants – using digital real estate platforms, a key element in the industry’s shift towards digital services. It focuses on first-time buyers and repurchasers to examine how these platforms assist in the home-buying process and influence buyer behaviour in Taiwan. Design/methodology/approach A mixed methods approach was adopted, combining quantitative surveys and qualitative interviews to gather comprehensive data on user experiences and preferences. Findings The research identifies brand perception, search functionality and search results as critical factors influencing platform usage. Furthermore, it reveals an increasing demand for innovative artificial intelligence-driven search features to enhance user experience and platform convenience, reflecting evolving user expectations. Originality/value By addressing the specific context of Taiwan’s real estate market, this study provides novel insights into the interplay between digital platform features and user behaviour. The findings offer practical recommendations for improving platform design to better align with user needs.