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



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