Non-immersive virtual reality technologies in real estate: How customer experience drives attitudes toward properties and the service provider |
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| Affiliation: | 1. University of Florida, Gainesville, FL 32601, USA;2. University of Wisconsin-Madison, Madison, WI 53706, USA;3. University of Wisconsin-Madison, Madison, WI 53715, USA;1. Marketing, Operations and General Management Department, Instituto Universitário de Lisboa (ISCTE-IUL) and Business Research Unit (BRU/UNIDE), Av. Forças Armadas, 1649-026 Lisbon, Portugal;2. Department of Architecture and Urban Planning, School of Technology and Architecture, Instituto Universitário de Lisboa (ISCTE-IUL) and Technology and Architecture Research Center (ISTAR-IUL), Av. Forças Armadas, 1649-026 Lisbon, Portugal;3. School of Hospitality, Tourism & Events Faculty of Social Sciences & Leisure Management, Taylor’s University Lakeside, Selangor, Malaysia |
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| Abstract: | Although previous research has highlighted that virtual reality (VR) technologies can enhance customer experience, the efficacy of VR technologies in real estate remains unclear. Therefore, this study examines the effects of offering consumers a non-immersive VR experience via a widely available technology, that allows them to view real estate products. Participants accessed the website of a real estate agency that presented apartments through either static photos or interactive 360° visits. The latter condition was associated with better “visiting” experiences and more positive attitudes toward both the products and the agency. This study highlights the advantages of such technologies in enhancing customer experience and attitudes, particularly in the highly competitive real estate industry. |
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| Keywords: | Non-immersive virtual reality 360° visit Customer experience Service provider |
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