Authors : Meet Dave; Palak Gupta; Aastha Gandhi; Bhakti Sejpal

Volume/Issue : Volume 10 - 2025, Issue 4 - April

Google Scholar : https://tinyurl.com/yrhjxd4a

Scribd : https://tinyurl.com/4eajmxv4

DOI : https://doi.org/10.38124/ijisrt/25apr1332

Google Scholar

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Note : Google Scholar may take 15 to 20 days to display the article.

Abstract : The integration of digital technologies has revolutionized consumer experiences across industries, particularly in the real estate and housing design sectors. Technologies such as Augmented Reality (AR), Virtual Reality (VR), and Artificial Intelligence (AI) have enabled consumers to visualize and personalize housing designs with greater precision and engagement. These technologies enhance the consumer decision-making process by offering immersive design exploration, interactive customization, and data-driven recommendations that align with individual preferences. This study investigates the impact of AR, VR, and AI on consumer purchase decisions in the housing design context, focusing on the perceived usefulness and ease of use of these technologies. A quantitative research methodology was employed, using structured questionnaires distributed to more than 300 respondents familiar with AR, VR, or AI applications in housing design. Statistical analyses, including one-way ANOVA and paired t-tests, were conducted to assess variations in responses based on demographic factors such as income, age, and gender while comparing the relationship between Perceived Usefulness (PU) and Perceived Ease of Use (PEU) across the three technologies. The findings from this study provide valuable insights for real estate professionals, interior designers, and marketers seeking to leverage these technologies to enhance consumer engagement and optimize purchase decisions. By understanding how different demographic segments perceive and adopt AR, VR, and AI, businesses can refine their marketing strategies, technology offerings, and customer experiences to align with evolving consumer preferences and technological advancements.

Keywords : Augmented Reality (AR) - Virtual Reality (VR) - Artificial Intelligence (AI) - Consumer Purchase Decisions - Housing Design Technologies - Real Estate Marketing - Perceived Usefulness – Perceived Ease of use.

References :

1. Azmi, A., Ibrahim, R., Abdul Ghafar, M., & Rashidi, A. (2021). Smarter real estate marketing using virtual reality to influence potential homebuyers' emotions and purchase intention. Smart and Sustainable Built Environment. https://www.emerald.com/insight/content/doi/10.1108/sasbe-03-2021-0056/full/html
2. Azuma, R. T. (1997). A Survey of Augmented Reality. Presence: Teleoperators and Virtual Environments/MIT press. http://www.originality.idv.tw/webhosting/ndu/thesis/ar/references/1997%20A%20Survey%20of%20Augmented%20Reality(Azuma).pdf
3. Baiying, Q., & Chonlavit, S. (2024). Factors affecting virtual reality interior design products acceptance behavior of consumer from Shenzhen City, China. Journal of Electrical Systems. https://www.proquest.com/docview/3076296869?pq-origsite=gscholar&fromopenview=true&sourcetype=Scholarly%20Journals
4. Chylinski, M., Heller, J., Hilken, T., Keeling, D. I., Mahr, D., & de Ruyter, K. (2020). Augmented reality marketing: A technology-enabled approach to situated customer experience. Australasian Marketing Journal, 28(4), 374-384. https://journals.sagepub.com/doi/abs/10.1016/j.ausmj.2020.04.004
5. Deep, S., Vishnoi, S., Malhotra, R., Mathur, S., Yawale, H., Kumar, A., & Singla, A. (2023). Influence of augmented reality and virtual reality on real estate investment decisions: Understand consumer perspective in Indian AEC industry. Engineering, Construction and Architectural Management. https://www.emerald.com/insight/content/doi/10.1108/ecam-04-2023-0327/full/html
6. Enyejo, J. O., Obani, O. Q., Afolabi, O., Igba, E., & Ibokette, A. I. (2024). Effect of augmented reality (AR) and virtual reality (VR) experiences on customer engagement and purchase behavior in retail stores. Magna Scientia Advanced Research and Reviews, 11(02), 132–150. https://www.researchgate.net/profile/Omotoyosi-Obani/publication/382681273_Effect_of_Augmented_Reality_AR_and_Virtual_Reality_VR_experiences_on_customer_engagement_and_purchase_behavior_in_retail_stores/links/66b35f9a8f7e1236bc425b6f/Effect-of-Augmented-Reality-AR-and-Virtual-Reality-VR-experiences-on-customer-engagement-and-purchase-behavior-in-retail-stores.pdf
7. Ganapathy, A. (2016). Virtual reality and augmented reality driven real estate world to buy properties. Asian Journal of Humanity, Art and Literature. https://i-proclaim.my/journals/index.php/ajhal/article/view/567/523
8. Hsiao, S. H., Wang, Y. Y., & Lin, T. L. J. (2024). The impact of low-immersion virtual reality on product sales: Insights from the real estate industry. Decision Support Systems, 178, 114131. https://www.sciencedirect.com/science/article/pii/S0167923623002063?casa_token=md9ZYPU59V0AAAAA:yYR75_TzJf2NpBHdMwPJ3OnmJr0bzXKu6mmUnMUnU6qz837iopUAfL3OoFJXqFBfI_8wCVse
9. Ibrahim, F. A., Boying, W., Shafiei, M. W. M., Razak, R. A., & Ishak, N. (2023). Augmented reality (AR) as a promotion tool in influencing housing purchase intention. Journal of Advanced Research in Applied Sciences and Engineering Technology. https://semarakilmu.com.my/journals/index.php/applied_sciences_eng_tech/article/view/991/1052
10. Kang, H. J., Shin, J., & Ponto, K. (2020). How 3D virtual reality stores can shape consumer purchase decisions: The roles of informativeness and playfulness. Journal of Interactive Marketing, 49(1), 70-85. https://journals.sagepub.com/doi/epub/10.1016/j.intmar.2019.07.002
11. Lee, J. H., & Kim, S. I. (2019). Evaluation of user experience in AR-based shopping applications-Focused on Ikea place and Amazon AR View. Journal of Digital Convergence, 17(10), 411-416. https://koreascience.kr/article/JAKO201931262478465.page
12. Lewis, J. R. (2016). Comparison of four TAM item formats: Effect of response option labels and order. Journal of Usability Studies, 11(4), 224–236. https://www.researchgate.net/profile/James-Lewis-8/publication/340416809_Comparison_of_Four_TAM_Item_Formats_Effect_of_Response_Option_Labels_and_Order/links/652224ff3ab6cb4ec6c71ae6/Comparison-of-Four-TAM-Item-Formats-Effect-of-Response-Option-Labels-and-Order.pdf
13. Liu, R., Balakrishnan, B., & Saari, E. M. (2024). The impact of augmented reality (AR) technology on consumers' purchasing decision processes. Frontiers in Business Economics and Management, 13(2). https://www.researchgate.net/publication/378380632_The_Impact_of_Augmented_Reality_AR_Technology_on_Consumers'_Purchasing_Decision_Processes
14. Liu, R., Balakrishnan, B., & Saari, E. M. (2024). How AR technology is changing consumer shopping habits: From traditional retail to virtual fitting. Academic Journal of Science and Technology, 9(2). https://dergipark.org.tr/en/pub/jmv/article/1148015
15. Loureiro, S. M. C., Guerreiro, J., Eloy, S., Langaro, D., & Panchapakesan, P. (2019). Understanding the use of Virtual Reality in Marketing: A text mining-based review. Journal of Business Research, 100, 514-530. https://www.sciencedirect.com/science/article/abs/pii/S0148296318305368
16. Miljkovic, I., Shlyakhetko, O., & Fedushko, S. (2023). Real estate app development based on AI/VR technologies. Electronization of Businesses - Systems Engineering and Analytics. https://www.mdpi.com/2079-9292/12/3/707
17. Nalbant, K. G., & Aydin, S. (2023). Development and transformation in digital marketing and branding with artificial intelligence and digital technologies dynamics in the metaverse universe. Journal of Metaverse, 3(1), 9-18. https://dergipark.org.tr/en/download/article-file/2554423
18. Pakharuddin, N. D., & Kamarudin, S. (2023). Retail sector emerging technologies: AI and augmented reality present and future perspective. 2023 2nd International Engineering Conference on Electrical, Energy, and Artificial Intelligence (EICEEAI). https://ieeexplore.ieee.org/abstract/document/10590317/authors#authors
19. Peterson, B. (2022, February 1). A quick guide to calculating sample size. EMI. How to Determine the Right Sample Size for Quantitative Research – EMI
20. Rane, N. L., Choudhary, S. P., & Rane, J. (2023). Sustainable tourism development using leading-edge artificial intelligence (AI), blockchain, internet of things (IoT), augmented reality (AR) and virtual reality (VR) technologies. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4642605
21. Rauschnabel, P. A., Babin, B. J., tom Dieck, M. C., Krey, N., & Jung, T. (2022). What is augmented reality marketing? Its definition, complexity, and future. Journal of Business Research, 142, 1140-1150. https://www-sciencedirect-com.elibrary.nirmauni.ac.in/science/article/pii/S0148296321010043
22. Saeed, A., Zahoor, A., Husnain, A., & Gondal, R. M. (2024). Enhancing e-commerce furniture shopping with AR and AI-driven 3D modelling. International Journal of Science and Research Archive. https://www.researchgate.net/profile/Ayesha-Saeed-40/publication/381957785_Enhancing_E-commerce_furniture_shopping_with_AR_and_AI-driven_3D_modeling/links/6685d709714e0b0315437f0f/Enhancing-E-commerce-furniture-shopping-with-AR-and-AI-driven-3D-modeling.pdf
23. Santos, N. C. (2022). Real estate innovation: The impact of augmented and virtual reality in real estate customer experience. NOVA - School of Business and Economics. https://www.proquest.com/openview/eda85b0af6a93e657f0bdf430ac0ee69/1?cbl=2026366&diss=y&pq-origsite=gscholar
24. Seagraves, P. (2023). Real estate insights: Is the AI revolution a real estate boon or bane? Journal of Property Investment & Finance. https://www.emerald.com/insight/content/doi/10.1108/jpif-05-2023-0045/full/html
25. Shih, S. H., Wang, Y. Y., & Lin, T. L. J. (2024). The impact of low-immersion virtual reality on product sales: Insights from the real estate industry. Decision Support Systems, 178, 114131. https://www.sciencedirect.com/science/article/pii/S0167923623002063?casa_token=md9ZYPU59V0AAAAA:yYR75_TzJf2NpBHdMwPJ3OnmJr0bzXKu6mmUnMUnU6qz837iopUAfL3OoFJXqFBfI_8wCVse
26. 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. https://www.emerald.com/insight/content/doi/10.1108/jrim-01-2018-0019/full/html
27. Sung, E. C., Bae, S., Han, D. I. D., & Kwon, O. (2021). Consumer engagement via interactive artificial intelligence and mixed reality. International Journal of Information Management, 60, 102382. https://www.sciencedirect.com/science/article/pii/S026840122100075X
28. Tang, Y. M., Lau, Y. Y., & Ho, U. L. (2023). Empowering interior design students with AR/VR technology: A case study of retail space design. Education and Information Technologies, 28(5), 5541–5558. https://link.springer.com/article/10.1007/s10639-023-11774-1
29. Taro, T., Fumito, T., & Satoshi, I. (2018). Using immersive virtual reality to improve the customer experience in retail environments. Journal of Advanced Research in Management, 15(2), 57–72. https://www.researchgate.net/publication/327612582_Using_Immersive_Virtual_Reality_to_Improve_the_Customer_Experience_in_Retail_Environments
30. Taylor, J., & Jones, A. (2024). Virtual reality technology in marketing: Enhancing customer engagement in the digital age. Journal of Interactive Marketing, 58, 1-15. https://journals.sagepub.com/doi/epub/10.1177/15245004211020474
31. Tomlinson, A., Hunt, R., & Wyman, A. (2022). The impact of virtual reality on consumer purchasing behavior in the retail industry. Journal of Marketing Research, 59(3), 482–497. https://journals.sagepub.com/doi/full/10.1177/00222437211001234
32. Tran, M. D., & Ha, T. L. (2024). Augmented reality and virtual reality applications in tourism: A systematic review. Tourism Management, 97, 104507. https://www.sciencedirect.com/science/article/pii/S0261517723000398
33. Wonsik, S., & Sejin, H. (2023). Virtual reality commerce: The impact of virtual experience on consumer purchase decision. Journal of Consumer Marketing, 40(6), 543-556. https://www.emerald.com/insight/content/doi/10.1108/jcm-11-2022-5211/full/html
34. Yim, M. Y. C., Chu, S. C., & Sauer, P. L. (2017). Is augmented reality technology an effective tool for E-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing, 39, 89-103. https://www.sciencedirect.com/science/article/pii/S1094996817300243
35. Youn, S. H., & Kim, S. Y. (2024). The role of augmented reality in enhancing consumer engagement and purchase intention: A case study of furniture retail. Journal of Business Research, 139, 292-306. https://www.sciencedirect.com/science/article/pii/S0148296321009055
36. Zhu, Z., & Xiao, J. (2024). Investigating the role of AR and VR technologies in enhancing consumer purchase intention in the real estate industry. Real Estate Management and Valuation, 32(1), 45-58. https://content.sciendo.com/view/journals/remav/32/1/article-p45.xml