Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/108701
PIRA download icon_1.1View/Download Full Text
Title: Empowering digital marketing with interactive virtual reality (IVR) in interior design : effects on customer satisfaction and behaviour intention
Authors: Tang, YM 
Lau, YY 
Ho, UL 
Issue Date: Jun-2023
Source: Journal of theoretical and applied electronic commerce research, June 2023, v. 18, no. 2, 889
Abstract: Interior design industries have evolved to adopt advanced digital and interactive virtual reality (IVR) technologies for promotion. Marketing using a platform with a virtual interior design feature is an approach that enables not only the building up of a positive image for an interior design firm but also allows customers to experience home design intuitively on the digital platform. This study researched the relationship between the three factors of aesthetics, ease of use, and information quality in digital marketing and consumer satisfaction. Data from 120 respondents were collected via the internet. The results generated from structural equation modelling indicated that the above factors positively influence customer satisfaction with a digital platform empowered with the IVR interior design. It was found that information quality has the most influence among the three factors. Despite numerous scholars having conducted in-depth research on digital marketing, existing research lacks a consumer perspective for examining what factors have the most significant impact on consumers. Moreover, relatively little work has been conducted to determine the customer’s perceptions towards the digital marketing approach using virtual interior design and its interactive features. A theoretical model for interactive virtual interior design features for digital marketing is thus proposed.
Keywords: Digital marketing
Interactive virtual reality (IVR)
Interior design
Marketing aesthetics
Theory of planned behaviour (TPB)
Publisher: MDPI AG
Journal: Journal of theoretical and applied electronic commerce research 
EISSN: 0718-1876
DOI: 10.3390/jtaer18020046
Rights: © 2023 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
The following publication Tang YM, Lau Y-y, Ho UL. Empowering Digital Marketing with Interactive Virtual Reality (IVR) in Interior Design: Effects on Customer Satisfaction and Behaviour Intention. Journal of Theoretical and Applied Electronic Commerce Research. 2023; 18(2):889-907 is available at https://doi.org/10.3390/jtaer18020046.
Appears in Collections:Journal/Magazine Article

Files in This Item:
File Description SizeFormat 
jtaer-18-00046.pdf1.14 MBAdobe PDFView/Open
Open Access Information
Status open access
File Version Version of Record
Access
View full-text via PolyU eLinks SFX Query
Show full item record

Page views

28
Citations as of Apr 14, 2025

Downloads

13
Citations as of Apr 14, 2025

SCOPUSTM   
Citations

18
Citations as of Apr 24, 2025

WEB OF SCIENCETM
Citations

8
Citations as of Feb 6, 2025

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.