Virtual Technology (VR) Attractiveness Attributes in Influencing House Buyers’ Intention to Purchase

Authors

  • Fazdliel Aswad Ibrahim Faculty of Civil Engineering, Universiti Malaysia Perlis, Kampus Tetap Pauh Putra, 02600 Arau, Perlis, Malaysia
  • Nurfadzillah Ishak Faculty of Civil Engineering, Universiti Malaysia Perlis, Kampus Tetap Pauh Putra, 02600 Arau, Perlis, Malaysia
  • Jacqueline Kueh Yee Woon Faculty of Civil Engineering, Universiti Malaysia Perlis, Kampus Tetap Pauh Putra, 02600 Arau, Perlis, Malaysia
  • Wong Boying Faculty of Civil Engineering, Universiti Malaysia Perlis, Kampus Tetap Pauh Putra, 02600 Arau, Perlis, Malaysia
  • Mohd Wira Mohd Shafiei School of Housing, Building and Planning, Universiti Sains Malaysia, 11800 USM, Pulau Pinang, Malaysia
  • Radzi Ismail School of Housing, Building and Planning, Universiti Sains Malaysia, 11800 USM, Pulau Pinang, Malaysia
  • Rafiza Abdul Razak Faculty of Civil Engineering, Universiti Malaysia Perlis, Kampus Tetap Pauh Putra, 02600 Arau, Perlis, Malaysia

DOI:

https://doi.org/10.37934/araset.29.2.126134

Keywords:

Marketing tools, Virtual reality, House buyers, Intention to purchase

Abstract

This study aims to investigate the response from selected potential buyers on the marketing communication channel by using the application of virtual reality (VR) in new housing schemes. The objective of this study is to test the hypothesis relating to the channel attributes and potential buyers' purchase intentions through a within-subject design with 100 prospective house buyers. Data were analysed using correlation analysis in IBM SPSS software. It was found that the channel attributes are related to the house purchase intention as indicated by correlation values of 0.793, which indicates strong correlations. As the study uses a quantitative survey method, the data obtained may not be as precise as data obtained using a qualitative research method. Respondents can only select a few options, making it harder for them to express their true opinions. As a contribution to the housing industry, this study emphasizes the importance of VR house models in marketing communication by providing useful empirical results and recommendations based on the research results. The study integrates the current knowledge derived from the research conceptual framework to develop a smart real estate marketing strategy using VR.

Author Biographies

Fazdliel Aswad Ibrahim, Faculty of Civil Engineering, Universiti Malaysia Perlis, Kampus Tetap Pauh Putra, 02600 Arau, Perlis, Malaysia

fazdliel@unimap.edu.my

Nurfadzillah Ishak, Faculty of Civil Engineering, Universiti Malaysia Perlis, Kampus Tetap Pauh Putra, 02600 Arau, Perlis, Malaysia

nurfadzillah@unimap.edu.my

Jacqueline Kueh Yee Woon, Faculty of Civil Engineering, Universiti Malaysia Perlis, Kampus Tetap Pauh Putra, 02600 Arau, Perlis, Malaysia

s181332118@studentmail.unimap.edu.my

Wong Boying, Faculty of Civil Engineering, Universiti Malaysia Perlis, Kampus Tetap Pauh Putra, 02600 Arau, Perlis, Malaysia

s181332161@studentmail.unimap.edu.my

Mohd Wira Mohd Shafiei, School of Housing, Building and Planning, Universiti Sains Malaysia, 11800 USM, Pulau Pinang, Malaysia

wira@usm.my

Radzi Ismail, School of Housing, Building and Planning, Universiti Sains Malaysia, 11800 USM, Pulau Pinang, Malaysia

radzi@usm.my

Rafiza Abdul Razak, Faculty of Civil Engineering, Universiti Malaysia Perlis, Kampus Tetap Pauh Putra, 02600 Arau, Perlis, Malaysia

rafizarazak@unimap.edu.my

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Published

2023-01-09

How to Cite

Fazdliel Aswad Ibrahim, Nurfadzillah Ishak, Jacqueline Kueh Yee Woon, Wong Boying, Mohd Wira Mohd Shafiei, Radzi Ismail, & Rafiza Abdul Razak. (2023). Virtual Technology (VR) Attractiveness Attributes in Influencing House Buyers’ Intention to Purchase. Journal of Advanced Research in Applied Sciences and Engineering Technology, 29(2), 126–134. https://doi.org/10.37934/araset.29.2.126134

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Section

Articles