Impact of the dimensions of augmented reality on consumer decision making process in real estate

Abdul Razak, Hadi Nasrulhaq (2020) Impact of the dimensions of augmented reality on consumer decision making process in real estate. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The world is moving toward a new era of marketing and advertisement. Augmented reality is one of those new tools that are becoming increasingly important. Firms in the real estate industry, in order to attract and catch customer, must invest in a new way or marketing and consumer transaction. Especially where the market is quite saturated, and there is many competitors, using augmented reality would help them attract more customer. Firm do not know the aspect of augmented reality that will have a positive impact on consumer, whether it is the app interactivity or it offers of virtual (product) experiences or both. Therefore by developing a research about the impact of the dimensions of augmented reality (interactivity and virtual (product) experiences) on consumer decision making process toward real estate they could determine the impact. This research will find out the significant factor that influences consumer decision making processes within real estate industry in Melaka. A survey was conducted to collect the perceptions toward consumer decision making processes. The researcher has distributed 150 questionnaires, via google forms, an online survey platforms, to respondent that consist of different gender, race, age and year of studies. Based on the correlation analysis, it is shown that between Interactivity and Virtual (Product) Experiences, Virtual (Product) Experiences are the most influencing factor that will affect consumer decision making processes. This however does not meant that the interactivity is not important, but just Virtual (Product) Experiences gives slightly higher influences. The findings would act as a references for real estate industry to develop a augmented reality app that can better influence customers.

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