Study on the mechanism of non-immersive VR technology's impact on consumer decision-making ——Take high-intervention goods for example

Abstract

This study explores the impact of non-immersive VR in online real estate platforms on commodity consumption decisions. Non-immersive VR displays simulated environments on screens, with users interacting via keyboard and mouse. BEKE, a prominent Chinese real estate platform, introduced VR house-viewing in 2018, marking its the first user of this technology in e-commerce. This study deeply analyzes the effect of non-immersive VR on consumer decision time, using survival model, tendency matching, and Hecmann control function, to reveal its role in decision-making. The study aims to provide useful insights for the innovative development of the online real estate industry.