Causal Factors Influencing Condominium Rental Intention among Elderly Social Media Users in Bangkok and Its Vicinity

Ntapat Worapongpat

Authors

Ntapat Worapongpat Eastern Institute of Technology Suvarnabhumi (EIT), Samut Prakan, Thailand

Keywords:

Condominium, Rental Intention, Elderly Consumers, Social Media, Causal Factors

Abstract

This research aims to (1) develop and validate a causal relationship model of condominium rental intention among elderly social media users in Bangkok and its vicinity, and (2) examine the causal factors influencing such intention. A quantitative research approach was employed using an online questionnaire administered to 400 elderly respondents who had experience using social media platforms for condominium rental purposes. Data were analyzed using frequency, percentage, confirmatory factor analysis (CFA), and structural equation modeling (SEM). The results indicate that the proposed model demonstrates a good fit with the empirical data (CMIN/df = 2.02, GFI = 0.90, AGFI = 0.90, SRMR = 0.02, RMSEA = 0.05) and explains a high proportion of variance in rental intention. The model consists of six key constructs: reputation, perceived ease of use, perceived risk, social support, trust, satisfaction, and rental intention. The findings reveal that trust is the most significant predictor of rental intention, followed by satisfaction and reputation. Perceived ease of use and social support positively influence trust and satisfaction, while perceived risk negatively affects trust. The results suggest that elderly consumers place strong emphasis on reliability, simplicity, and security when making rental decisions through social media. Real estate entrepreneurs can apply these insights to develop age-friendly digital marketing strategies, enhance platform usability, and build trust to increase engagement among elderly users. This study contributes to the literature by extending the causal model of rental intention to the context of elderly consumers in the digital environment.

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