From Visualization to Purchase: How Augmented Reality (AR), Virtual Reality (VR) and Artificial Intelligence (AI) Influence Consumer Purchase Decisions in Housing Design Decisions
Year: 2025
Type: article
Study design: Observational Study
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.
Authors: Meet Dave, Palak Gupta, Aastha Gandhi, Bhakti Sejpal
Institution: Nirma University
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
SDG: Reduced inequalities
Open Access status: gold
Funder: Nirma University
OpenAlex ID: W4409814177