Using Activity Theory to Review Internet Technology Engagement by Real Estate Negotiator in Malaysia towards Agency Best Practice

Real estate is a revelatory industry for the study of ICT uses because it is information-intensive and realtors are information intermediaries between buyers and sellers. As agents, buyers and sellers increase their uses of ICT, they also change how they approach their daily work. Information intensive industries, by their nature, show the greatest impacts due to ICTs that enable information sharing and the bypassing of traditional information intermediaries. However, while the effects and uses of ICT are often associated with organizations (and industries), their use occurs at the individual level. In other words, it is changes to individual work related to the use of ICTs that reshape both organization and industry structures, and vice-versa. In this study, we use activity theory to provide an analytic perspective within the setting in Malaysia. Data reveal historical structures of this industry guiding the day-to-day work of agents, buyers, sellers and the role of agency. Many of these structures are embodied in a set of explicit contracts that reify existing structures and legitimize realtors’ actions. While looking from the agencies practices, we explain possible improvement in the real estate industry following the advancement of internet & mobile technology, viewing the possibilities towards the use of IOT in real estate industry.