Document Type : Research Paper


1 Master of Business Management, Karaj Branch, Islamic Azad University, Karaj, Iran.

2 Assistant Professor, , Karaj Islamic Azad University, Karaj, Iran



Today, virtual reality (VR) technology as a new tool has been used by various organizations and a lot of research has been done on how it affects consumer behavior. Despite extensive studies, in Iran and especially in real estate industry, no research has been observed in this area and there is a research gap. On the other hand, given the global corona epidemic, which seems to be repeating itself, the need to develop online platforms and tools in this area is felt more than ever. Therefore, considering the importance of the issue, the present study has for the first time investigated the influence of using VR on consumer behavioral intention. The purpose of this study is to determine the relationship between factors affecting the sense of presence when using VR with WOM intention and patronage intention by mediating role of shopping experience and change in perceived value in real estate industry in Tehran. This study is categorized as applied and descriptive. The statistical population includes all housing buyers in Tehran who have used the VR housing site and application. Available sampling method was used to select the sample and data collection was done by a questionnaire. Data analysis was performed using the structural equation modeling (SEM) in Amos software. Findings showed that there is a positive and significant relationship between emotions and sense of presence with VR, and also between sense of presence and shopping experience. The shopping experience has a positive and significant effect on the change in perceived value. Perceived value has a positive and significant relationship with WOM intention and patronage intention. The mediating role of the shopping experience in the relationship between a sense of presence and the change in perceived value and also the mediating role of perceived value change in the relationship between the shopping experience with WOM intention and patronage intention was confirmed. Due to the novelty of VR technology in Iran and especially in real estate industry, the results of this study can be a way to use this new technology in the field of marketing.


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