Abstract:

Disruptive technologies have confirmed their role in many fields, there are many businesses around the world using the advancement of this technology to implement their business plans. Since then, the user experience has become much more diverse and interesting. Prior research has demonstrated the efficacy of an innovative form of virtual reality (VR) technology, which is purported to augment the authenticity of simulated settings and experiences. This study seeks to examine the idea that the use of non-immersive VR has an impact on consumers’ behavioural intentions, as assessed by the SOR model (Stimulus, Organism, Response). The objective of this research is to gain insights and validate this hypothesis by analysing individuals’ experiences. A quantitative research study was undertaken, involving a survey of three hundred participants. The collected data was afterwards analysed using two software programmes. The findings indicate that immersive VR technology offers customers the chance to engage in a multitude of captivating experiences, thereby solidifying its significant role across various domains. Expanding upon the aforementioned advantages, our investigation was expanded to assess the efficacy of non-immersive VR technology and its impact on behavioural intentions in the context of home purchasing decisions.