Empowering digital marketing with interactive virtual reality (IVR) in interior design : effects on customer satisfaction and behaviour intention

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.