Application of non-immersive virtual reality technology in enhancing customer experience and housing purchase intention

Abstract

The effectiveness of Virtual Reality (VR) Technology has been studied in many fields and has brought many positive results to customer experience. As there have been so many research on immersive VR, we would like to contribute more to the potential of non-immersive VR, especially in the field of real estate and house purchasing in particular. This is the reason why the research team decided to learn more about the impact of Virtual Reality on the feeling of the customers intending to buy houses. In this research, by giving participants the experience of visiting the apartment in two conditions: non-immersive VR and viewing photos, we studied the emotions factors of customers when experiencing Non-Immersive Reality Technology, their responses and intentions afterward, including the intention to visit the apartment directly and the intention to buy houses. Simultaneously evaluate the effectiveness of each element that non-immersive virtual reality (VR) technology brings. With the application of SOR theoretical framework, our research has highlighted the superiority of non-immersive VR technology on customer emotions and behavioral intention.