The Impact of Virtual Reality Technology on Creating the Attitude and Understanding of Customers Towards the Property and Service Provider in the Real Estate Consulting Division
Subject Areas : Entrepreneurship and Innovationsoraya Khanzadeh Ghalati 1 , Mousa Rahimi 2 , sirous keshavarz 3
1 - Department of Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran
2 - Department of Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran
3 - Department of Management, shiraz Branch, Islamic Azad University, shiraz, Iran.
Keywords: Virtual reality technology, Behavioral Intention, customer perception, Attitude, service,
Abstract :
The increasing progress of technology has affected all aspects of human life. One of the new technologies for which various applications have been created today is virtual reality technology. Virtual reality seeks to create a sense of reality in an unreal environment. The aim of this research is the effect of virtual reality technology on the creation of customers' attitudes and understanding of property and service providers in the real estate consultant department in Shiraz. The statistical population includes all real estate clients and those who refer to the real estate sector in Shiraz, and since the population is considered, it is unlimited; The number of statistical sample is 384 people. In this research, the standard questionnair of Players and Ponsin (2020) were used to collect research data. Structural equation modeling approach and PLS3 software were used for data analysis. The results showed that virtual reality technology has a significant effect on creating the attitude and understanding of customers towards the property and the service provider in the real estate consultant sector. The combination of virtual reality technology with augmented reality is one of the measures that can significantly improve the attractiveness and efficiency of using virtual reality in the field of real estate.
Zeng, W., & Richardson, A. (2016). Adding Dimension to Content: Immersive Virtual Reality for e-Commerce. ACIS 2016 Proceedings. 24. https://aisel.aisnet.org/acis2016/24.
Lai, Y. H., Huang, H. C., Lu, R. S., & Chang, C. M. (2013). The effects of website trust, perceived ease of use, and perceived usefulness on consumers’ online booking intention: Evidence from Taiwan B&B sector. Life Science Journal, 10(2), 1516-1523. http://www.lifesciencesite.com.
Rose, S., Moir Clark, M., Samouel, P., Hair, N.(2012), Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes, Journal of Retailing, Volume 88, Issue 2, Pages 308-322, https://doi.org/10.1016/j.jretai.2012.03.001.
Suh, A., & Prophet, J. (2018). The state of immersive technology research: A literature analysis. Computers in Human Behavior, 86, 77-90. https://doi.org/10.1016/j.chb.2018.04.019.
Vadlamudi, S. (2015). Enabling Trustworthiness in Artificial Intelligence-A Detailed Discussion. Engineering International, 3(2), 105-114. https://doi.org/10.18034/ei.v3i2.519.
Yu, X. (2011). Research and practice on application of virtual reality technology in virtual estate exhibition. Procedia Engineering, 15, 1245-1250. doi:10.1016/j.proeng.2011.08.230
Mardani, A. (1400), investigation of media tools in improving the perception of architectural space: a case example of virtual reality. Urbanization of Iran, 4(6), 109-124. doi:20.1001.1.27170918.1400.4.6.9.6. [In persion].
Wang, K., & Hu, Z. (2009). Application study of virtual reality in real estate industry. In Proceedings of the 3rd WSEAS International Conference on COMPUTER ENGINEERING and APPLICATIONS (pp. 247-251). doi/abs/10.5555/1519432.1519480.
Pleyers, G., Poncin, I, (2020). Non-immersive virtual reality technologies in real estate: How customer experience drives attitudes toward properties and the service provider, Journal of Retailing and Consumer Services, Elsevier, Volume 57, November 2020, 102175. https://doi.org/10.1016/j.jretconser.2020.102175.
Adegoke, A. S., Oladokun, T. T., Ayodele, T. O., Agbato, S. E., & Jinadu, A. A. (2021). DEMATEL method of analysing the factors influencing the decision to adopt virtual reality technology by real estate firms in Lagos property market. Smart and Sustainable Built Environment. Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/SASBE-09-2020-0135
Sihi, D. (2018). Home sweet virtual home: The use of virtual and augmented reality technologies in high involvement purchase decisions. Journal of Research in Interactive Marketing: Bradford Vol. 12, Iss. 4, (2018), 398-417. doi:10.1108/JRIM-01-2018-0019
Andrew, M., & Larceneux, F. (2019). The role of emotion in a housing purchase: An empirical analysis of the anatomy of satisfaction from off-plan apartment purchases in France. Environment and Planning A: Economy and Space, 51(6), 1370-1388. https://doi.org/10.1177/0308518X18817539.
Azmi, A., Ibrahim, R., Ghafar, M. A., & Rashidi, A. (2021). Smarter real estate marketing using virtual reality to influence potential homebuyers' emotions and purchase intention. Smart and Sustainable Built Environment. doi:10.1108/SASBE-03-2021-0056
Bonner, J., Wank, M. (2011), attitude and attitude change, translated by: Javad Tahourian, published by: Roshd. ISBN: 9789642802401.
Kang, H. J., Shin, J. H., & Ponto, K. (2020). How 3D virtual reality stores can shape consumer purchase decisions: the roles of informativeness and playfulness. Journal of Interactive Marketing, 49, 70-85. doi:10.1016/j.intmar.2019.07.002.
Behzadpour, M., Kami Shirazi, S., and Bahramkhani, M., (2021), investigating the role of building information modeling along with virtual reality technology in the design of sustainable buildings. Raf, 1(1), 106-95. https://www.rafmagz.com/article_134701.html.
Soltani, M., and Abadian, A., (2021), Investigating the effectiveness of using virtual reality in construction transactions. 4th Annual Congress of Technology Development of Civil Engineering, Architecture and Urban Development of Iran،Tehran، https://civilica.com/doc/1263788.
Soltani, M., Zanganeh, F., and Mardani, B., (2021), examining the strengths and weaknesses of using virtual reality tools for digitalization, management and virtual presentation of construction plans in Iran. 4th Annual Congress of Technology Development of Civil Engineering, Architecture and Urban Development of Iran،Tehran. https://civilica.com/doc/1263793.
Toudeh Bahambari, R., Hakim pour, H., Mahmoudzadeh Vashan, M., & Rezaeifar, H. (2022). Identifying and Validating the Factors Affecting Online Social Media Marketing about Consumer Buying Behavior. Journal of System Management, 8(3), 35-56. doi:10.30495/jsm.2022.1957940.1642
Nozadi, N., and Mirshjaian Hosseini, A., (2021), Application of virtual reality in architectural design. The first national conference on civil engineering, intelligent development and sustainable systems. Gorgan, https://civilica.com/doc/1311209.
Negahdari Nia, R., Pirzad, A., & Mousavi, S. N. A. (2020). Designing and Explaining the Impact Pattern of Online Advertising on Actual Purchasing (Case Study: Atieh Saba Holding). Journal of System Management, 6(1), 113-130. doi:10.30495/jsm.2020.673653
Homan, H.A. (1380). Multivariate data analysis in behavioral research. Tehran: Parsa Publications. ISBN: 6002300023.
Ghiathvand, A. (2017) "Using statistics and Spss software in data analysis". fourth edition. Tehran: Motafkaran Publications, ISBN: 9789649393971.
Azar, A., Gholamzah, R., Kanavati, M., (2016), "Structural path modeling in management. Application of software - Smart PLS". Negah Danesh Publications. ISBN: 9789641572046