A Serial Mediation Effect of Immersive Virtual Reality on Purchase Intention in Real Estate and the Moderating Role of Psychological Distance

While real-estate companies have begun applying virtual reality (VR) as a marketing medium, no research has examined effectiveness of using VR technologies. This research shows that immersive-VR, vs non-immersive-VR has a positive effect on purchase intention through perceived novelty and satisfaction sequentially. However, psychological distance moderates the serial mediation effect.



Citation:

Nabanita Talukdar and Shubin Yu (2018) ,"A Serial Mediation Effect of Immersive Virtual Reality on Purchase Intention in Real Estate and the Moderating Role of Psychological Distance", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 15-16.

Authors

Nabanita Talukdar, Golden Gate University, USA
Shubin Yu, Peking University, China



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



Share Proceeding

Featured papers

See More

Featured

O3. The Effect of Numeric Information on Product Evaluation

Zhen Yang, Drexel University, USA
Yanliu Huang, Drexel University, USA
Dengfeng Yan, University of Texas at San Antonio, USA

Read More

Featured

Proximity Bias: Interactive Effects of Event Valence and Event Nearness on Probability Estimates

Jennifer Seok Hwa Hong, New York University, USA
Chiara Longoni, Boston University, USA
Vicki G. Morwitz, New York University, USA

Read More

Featured

I13. Ambient Light, Gender, and Creativity

Courtney Szocs, Louisiana State University, USA
Franziska Metz, EBS
Dipayan Biswas, University of South Florida, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.