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Article
Publication date: 25 May 2021

Athira Azmi, Rahinah Ibrahim, Maszura Abdul Ghafar and Ali Rashidi

This paper aims to investigate the potentials of virtual reality (VR) for residential real estate marketing to influence house purchase intention.

Abstract

Purpose

This paper aims to investigate the potentials of virtual reality (VR) for residential real estate marketing to influence house purchase intention.

Design/methodology/approach

Based on the relevant literature in consumer behaviour, this study hypothesised the relationships between atmosphere with pleasure and arousal emotions and the subsequent influence of emotions towards house purchase intention in a virtual environment. A within-subjects experimental design was conducted with 60 real potential homebuyers to test the hypotheses. Data were analysed using paired samples t-test and partial least squares-structural equation modelling (PLS-SEM).

Findings

Results revealed that there is a significant difference in the atmosphere and house purchase intention between real and virtual environments. On the other hand, pleasure and arousal emotions evoked in real and virtual environments showed no significant difference. The results show that the atmosphere significantly affects pleasure and arousal, where pleasure, in turn, has a significant effect on purchase intention, and arousal showed an insignificant effect on purchase intention in the virtual environment.

Research limitations/implications

Due to budget limitation, this study was constrained to the use of HTC Vive as the VR equipment and evaluation of only one type of housing design.

Practical implications

This study contributes to facilitating the revitalisation of real estate marketing with the integration of VR by providing notable empirical results and recommendations based on the research findings.

Originality/value

This study extends the current knowledge from the stimulus-organism-response framework for a smart real estate marketing strategy using VR.

Details

Smart and Sustainable Built Environment, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2046-6099

Keywords

Abstract

Details

Multi-Channel Marketing, Branding and Retail Design
Type: Book
ISBN: 978-1-78635-455-6

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Article
Publication date: 10 August 2015

Ioannis Krasonikolakis and Nancy Pouloudi

The purpose of this paper is twofold: to provide an overview of related studies and to highlight research gaps and questions that need to be addressed. Research conducted…

Abstract

Purpose

The purpose of this paper is twofold: to provide an overview of related studies and to highlight research gaps and questions that need to be addressed. Research conducted in three-dimensional (3D) online environments constitutes a different research context, not least because it involves the recruitment of avatars in the research process. Researchers need to appreciate better the ethical concerns that arise in this novel, fast-evolving context and how these concern different stakeholders.

Design/methodology/approach

The paper employs an interdisciplinary desk-research approach. It critically reviews related literature, highlights the involved stakeholders, discusses ethical issues from a marketing research perspective and concludes with a discussion of related studies and research gaps, providing direct future research avenues.

Findings

The characteristics of the 3D online environments and the behaviour and experiences of their users set the boundaries and guide the way regarding the ethical research in this context.

Research limitations/implications

The paper does not present primary empirical results, instead it reviews and critiques related literature in 3D online environments and sets the agenda for future research.

Practical implications

The paper provides ethical guidelines and identifies blurred areas in conducting or participating in research in 3D online environments.

Originality/value

Based on earlier studies and examples of ethical concerns when studying 3D online environments, this paper emphasises the parameters that should be taken into consideration in current and future research studies.

Details

Journal of Information, Communication and Ethics in Society, vol. 13 no. 3/4
Type: Research Article
ISSN: 1477-996X

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Article
Publication date: 16 August 2011

Heidi Steiner

The purpose of this paper is to discuss merging the virtual learning environment of online students with the traditionally face‐to‐face, physical service of research

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1434

Abstract

Purpose

The purpose of this paper is to discuss merging the virtual learning environment of online students with the traditionally face‐to‐face, physical service of research consultations in the form of virtual research consultations (VRCs).

Design/methodology/approach

A literature review discusses the importance of instruction in virtual reference, how to combat inherit challenges and foster an instructional experience during virtual reference interactions, and the value of research consultations. The case study then examines how the Distance Learning Librarian at Norwich University implemented a VRC service.

Findings

Based on the ease of maintenance, number of appointments made and verbal feedback from students, VRCs are a valuable addition to virtual reference services for online students. They facilitate instruction in reference, foster relationship building, and also prove a considerable tool for outreach.

Practical implications

The case study provides an example of a service that can be implemented at other institutions. The author also discusses alternative technology options.

Originality/value

There is little discussion in the literature of research consultations being incorporated into virtual reference services. With the growing focus in academia on online education and increasing accessibility of tools to foster a rich virtual learning environment, research consultations are a natural next step in virtual reference.

Details

Reference Services Review, vol. 39 no. 3
Type: Research Article
ISSN: 0090-7324

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Article
Publication date: 2 November 2015

Yan Peng and Dan Ke

This paper examines the three-dimensional (3D)virtual world users’ perceptions of authenticity and trustworthiness in the virtual prototypes and users’ potential purchase…

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1594

Abstract

Purpose

This paper examines the three-dimensional (3D)virtual world users’ perceptions of authenticity and trustworthiness in the virtual prototypes and users’ potential purchase behavior in the real-world settings. The 3D virtual worlds provide a new platform that exhibits virtual prototypes as a promotion channel for new products of real-world and online service, where users can communicate “face to face” via their representative avatars.

Design/methodology/approach

The authors conducted an experiment in Second Life and collected data in a post-study questionnaire to test our proposed conceptual model. Structural equation modeling was the main methodology.

Findings

The research results showed that 3D virtual world users obtained a high sense of telepresence and social presence. The sense of telepresence positively leads to users’ perceptions of online trust in the virtual prototypes and thus increases their intention to purchase real-world objects; the users’ sense of social presence positively associates to their perceptions of authenticity and online trust and, therefore, their purchase intention.

Research limitations/implications

In survey research, the common method variance is a problem. A more robust way is to use objective measures.

Practical implications

A new channel was proposed for businesses to enhance their online strategies that will increase their business value.

Social implications

3D virtual world is also a cutting-edge platform for remote education, public information service, etc.

Originality/value

This paper initially contributes to the literature that interprets underlying factors in 3D virtual worlds associated to purchase intention in real-world objects. We demonstrated the advantages, i.e. the communication efficacy and vivid virtual design in the 3D user-generated environment.

Details

Nankai Business Review International, vol. 6 no. 4
Type: Research Article
ISSN: 2040-8749

Keywords

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Book part
Publication date: 30 October 2009

Donald L. Gilstrap

The purpose of this case study was to increase the knowledge base of how research librarians experience and cope with the turbulence of change within their library system…

Abstract

The purpose of this case study was to increase the knowledge base of how research librarians experience and cope with the turbulence of change within their library system. A library belonging to the Association of Research Libraries was selected for case study investigation. Seventeen librarians participated in on-site interviews, utilizing a protocol composed of a clustering technique and semi-structured interviewing. Instrumental case studies of each individual were then developed through a collective case method. The findings presented in this chapter include: the competing tensions between the physical and virtual environments, the speed of change, the search for professional meaning, and coping with the experiences of professional change. Analysis of the findings suggest: the emergence of a hypercritical state, the limiting nature of negative feedback, a complex systems framework for professional thinking, and coping in the hypercritical organization.

Details

Advances in Library Administration and Organization
Type: Book
ISBN: 978-1-84950-580-2

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Article
Publication date: 19 April 2011

E.A. Obonyo

This paper aims to describe the deployment of an e‐learning environment for construction courses based on enhancing virtual computing technologies using agent‐based techniques.

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1383

Abstract

Purpose

This paper aims to describe the deployment of an e‐learning environment for construction courses based on enhancing virtual computing technologies using agent‐based techniques.

Design/methodology/approach

This research involves designing and deploying a complex application that combines advanced visualisation, interactive management through complex virtual devices, distributed multi‐user communication and intelligent components. The proposed agent‐oriented methodology and resulting application organises construction knowledge into a structure that enables the students to undertake more self‐directed, systematic and scientific exploration.

Findings

There is great potential for experimenting with a wider variety of educational technologies such as “intelligent” virtual environments. This is a concept that needs further experimentation within construction courses to enrich students' learning with practice‐based experiences. The use of ageny‐oriented objects within simulations and modeling make the virtual learning environment a highly interactive experience. Attempts to do this using traditional intelligent tutoring systems have been frustrated by integrations challenges. Agent‐based systems can handle such challenges. The agent approach is also more efficient in analysing the impact of different decisions in various scenarios by automating the execution of repetitive, time‐consuming actions.

Research limitations/implications

This research identifies specific gaps in the existing e‐learning infrastructure that can be addressed using the intelligent agent paradigm. In particular, the research demonstrates how the notion of learning by actively exploring and controlling environmental variables can be best utilised in the selected domain by giving the learners the means to rapidly visualize the effects of their decisions.

Originality/value

Construction disciplines have increasingly embraced the use of advanced visualisation applications and display systems that allow students to gain a better understanding of the construction process and the resulting facility's performance. Existing efforts are based on image visualisation or animation detailed using, for example, Virtual Reality Modeling Language and 3D Studio Max‐based design animations and walkthroughs. None of these efforts has explored the use of an agent oriented, virtual tutoring approach. A comprehensive literature review established that of no formalised methodologies exist for deploying agent‐based virtual learning environments.

Details

Construction Innovation, vol. 11 no. 2
Type: Research Article
ISSN: 1471-4175

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Article
Publication date: 12 June 2009

Alan Masson

The aim of this paper is to look at the changes to library services that arose from the institutional adoption of virtual learning environments and discusses how these may…

Downloads
1144

Abstract

Purpose

The aim of this paper is to look at the changes to library services that arose from the institutional adoption of virtual learning environments and discusses how these may influence the development of user facing information services for researchers using similar virtual research environments.

Design/methodology/approach

The paper reviews the impact of institutional VLEs on the provision of added value library services to learners and discusses the potential for these developments to influence the librarian‐researcher relationship and the information services provided to the research community using an institutional VRE.

Findings

The wide‐scale introduction of institutional VREs provides librarians with an opportunity to establish closer working relationships with academic researchers to support the development of a number of information discovery and management tools and services that are embedded in the workflows and virtual research workspace of the research community.

Practical implicatons

This provides a useful resource for librarians, academic researchers and university research policy makers who are engaged in the support of academic research.

Originality/value

The paper reviews the provision of information services to researchers and learners using virtual community environments in a contemporary context.

Details

Library Hi Tech, vol. 27 no. 2
Type: Research Article
ISSN: 0737-8831

Keywords

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Article
Publication date: 12 June 2009

Alexander Voss and Rob Procter

The purpose of this paper is to investigate the implications of the emergence of virtual research environments (VREs) and related e‐research tools for scholarly work and…

Downloads
2018

Abstract

Purpose

The purpose of this paper is to investigate the implications of the emergence of virtual research environments (VREs) and related e‐research tools for scholarly work and communications processes.

Design/methodology/approach

The concepts of VREs and of e‐research more generally are introduced and relevant literature is reviewed. On this basis, the authors discuss the developing role they play in research practices across a number of disciplines and how scholarly communication is beginning to evolve in response to the opportunities these new tools open up and the challenges they raise.

Findings

Virtual research environments are beginning to change the ways in which researchers go about their work and how they communicate with each other and with other stakeholders such as publishers and service providers. The changes are driven by the changing landscape of data production, curation and (re‐)use, by new scientific methods, by changes in technology supply and the increasingly interdisciplinary nature of research in many domains.

Research limitations/implications

The paper is based on observations drawn from a number of projects in which the authors are investigating the uptake of advanced ICT in research. The paper describes the role of VREs as enablers of changing research practices and the ways in which they engender changes in scholarly work and communications.

Practical implications

Librarians and other information professionals need to be aware of how advanced ICTs are being used by researchers to change the ways they work and communicate. Through their experiences with the integration of virtual learning environments within library information services, they are well placed to inform developments that may well change scholarly communications fundamentally.

Originality/value

The paper contributes to emerging discussions about the likely trajectory and impact of advanced ICTs on research and their implications for those, such as librarians and other information professionals, who occupy important support roles.

Details

Library Hi Tech, vol. 27 no. 2
Type: Research Article
ISSN: 0737-8831

Keywords

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Article
Publication date: 26 April 2013

Justyna Matysiewicz and Slawomir Smyczek

Purpose – The purpose of this paper is to identify and analyze factors influencing the mutual relationship between patients and medical units in the virtual environment

Abstract

Purpose – The purpose of this paper is to identify and analyze factors influencing the mutual relationship between patients and medical units in the virtual environment. Since introduction of the internet and other electronic tools for medical services provision is at the very initial stage, it is necessary to examine factors which condition engagement of patients and medical units in building bilateral relations in a new virtual environment and to develop relationship models on the health services market. Design/methodology/approach – The paper presents findings of the field study conducted in Poland, being a representative market under transition. Surveys were conducted among patients and medical units by means of structured questionnaires. The identification of relationship factors was based on the approach used in consumer behavior models, where the method of the so‐called summary of variables is left behind. Findings – According to research results, the most important factors affecting relationships between patients and medical units in the virtual environment include: the motivation, ability and market opportunity. With respect to patients, the most powerful factor is represented by the ability, whereas with respect to medical units by the market opportunity. Practical implications – Identified factors and developed models may be widely applied in practical operation of medical units, particularly in developing marketing programs for introduction of virtual service and communication tools, as well as in building patient loyalty programs. Originality/value – The paper is one of the first to have defined factors determining relationships on the virtual healthcare market and to have provided useful insights into the subject. Moreover, it constitutes a basis for future studies. The findings can greatly contribute to development of customer behavior and partnership marketing theories.

Details

EuroMed Journal of Business, vol. 8 no. 1
Type: Research Article
ISSN: 1450-2194

Keywords

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