COMPARING THE EFFECTS OF VIRTUAL REALITY AND TRADITIONAL VIDEO ON PURCHASE INTENTION FOR RESIDENTIAL REAL ESTATE IN VIETNAM

Abstract

This study analyzes the impact of Virtual Reality technology on purchase intentions in the residential real estate market in Vietnam. Data from 312 participants were processed using the PLS-SEM model to evaluate the mediating roles of telepresence, perceived usefulness, playfulness, and perceived quality in shaping purchase intentions. The results indicate that Vietnamese consumers remain hesitant about Virtual Reality and prefer traditional videos when exploring property options. Notably, factors such as telepresence and playfulness show weaker influence on purchase intention in Virtual Reality environments compared to video formats. The study offers a novel perspective in the context of Southeast Asia's emerging markets and highlights that improvements in Virtual Reality image quality and interactivity are essential to enhance consumer acceptance. These findings provide valuable implications for real estate businesses in the process of digitalizing their marketing strategies in emerging markets like Vietnam.