Non-immersive virtual reality technologies in real estate: How customer experience drives attitudes toward properties and the service provider

Pleyers, Gordy;Poncin, Ingrid
(2020) Journal of Retailing and Consumer Services : forging the link between research and practice — Vol. 57, p. 102175 (2020)

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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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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 : forging the link between research and practice, 57, 102175. https://doi.org/10.1016/j.jretconser.2020.102175 (Original work published 2020)