Improving empathic evaluations in virtual reality for marketing of housing projects

Athira Azmi; Rahinah Ibrahim; Maszura Abd Ghafar; Ali Rashidi

Improving empathic evaluations in virtual reality for marketing of housing projects

Athira Azmi
, Rahinah Ibrahim
, Maszura Abd Ghafar
, Ali Rashidi

Faculty of Art, Design and Architecture

Research output: Chapter in Book/Report/Conference proceeding › Conference Paper › Research › peer-review

3 Citations (Scopus)

Abstract

Virtual reality technology has been proven in various research as an effective visualisation tool. This research examines the potentials of virtual reality as a pre-purchase evaluation tool for potential homebuyers to facilitate home purchase decisions. An experiment was conducted to determine whether virtual reality could replace the real environment evaluation of housing design based on emotion and behavioural responses. Results of the experiment suggest that there are no significant differences in the emotions evoked in real and virtual environment. The structural model assessments using PLS-SEM also revealed that atmospherics significantly and positively affect pleasure and arousal emotions. Pleasure was also found to positively influence home purchase intention. This paper highlights practical implications of virtual reality to be strategically applied as a tool for design evaluation especially in the housing industry for better housing design that is more empathic, user- centred and satisfies the emotional and social needs of potential homebuyer.

Original language	English
Title of host publication	Imaginable Futures
Subtitle of host publication	Design Thinking, and the Scientific Method, 54th International Conference of the Architectural Science Association 2020
Editors	Ali Ghaffarianhoseini, Amirhosein Ghaffarianhoseini, Nicola Naismith, Mahesh Babu Purushothaman, Dat Doan, Esther Aigwi, Funmi Rotimi, Nariman Ghodrati
Place of Publication	Auckland, New Zealand
Publisher	The Architectural Science Association (ANZAScA)
Pages	600-609
Number of pages	10
ISBN (Electronic)	9780992383572
Publication status	Published - 2020
Event	International Conference of the Architectural Science Association 2020 - Auckland University of Technology, Auckland, New Zealand Duration: 26 Nov 2020 → 27 Nov 2020 Conference number: 54th https://www.asa2020.net/

Publication series

Name	Proceedings of the International Conference of Architectural Science Association
Volume	2020-November
ISSN (Electronic)	2209-3850

Conference

Conference	International Conference of the Architectural Science Association 2020
Abbreviated title	ASA 2020
Country/Territory	New Zealand
City	Auckland
Period	26/11/20 → 27/11/20
Internet address	https://www.asa2020.net/

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 7 Affordable and Clean Energy

Keywords

Built environment informatics
Empathic design
User-centred design
Virtual reality

Access to Document

336858141Final published version, 511 KB

Cite this

Azmi, A., Ibrahim, R., Ghafar, M. A., & Rashidi, A. (2020). Improving empathic evaluations in virtual reality for marketing of housing projects. In A. Ghaffarianhoseini, A. Ghaffarianhoseini, N. Naismith, M. B. Purushothaman, D. Doan, E. Aigwi, F. Rotimi, & N. Ghodrati (Eds.), Imaginable Futures: Design Thinking, and the Scientific Method, 54th International Conference of the Architectural Science Association 2020 (pp. 600-609). (Proceedings of the International Conference of Architectural Science Association; Vol. 2020-November). The Architectural Science Association (ANZAScA).

Azmi, Athira ; Ibrahim, Rahinah ; Ghafar, Maszura Abd et al. / Improving empathic evaluations in virtual reality for marketing of housing projects. Imaginable Futures: Design Thinking, and the Scientific Method, 54th International Conference of the Architectural Science Association 2020. editor / Ali Ghaffarianhoseini ; Amirhosein Ghaffarianhoseini ; Nicola Naismith ; Mahesh Babu Purushothaman ; Dat Doan ; Esther Aigwi ; Funmi Rotimi ; Nariman Ghodrati. Auckland, New Zealand : The Architectural Science Association (ANZAScA), 2020. pp. 600-609 (Proceedings of the International Conference of Architectural Science Association).

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title = "Improving empathic evaluations in virtual reality for marketing of housing projects",

abstract = "Virtual reality technology has been proven in various research as an effective visualisation tool. This research examines the potentials of virtual reality as a pre-purchase evaluation tool for potential homebuyers to facilitate home purchase decisions. An experiment was conducted to determine whether virtual reality could replace the real environment evaluation of housing design based on emotion and behavioural responses. Results of the experiment suggest that there are no significant differences in the emotions evoked in real and virtual environment. The structural model assessments using PLS-SEM also revealed that atmospherics significantly and positively affect pleasure and arousal emotions. Pleasure was also found to positively influence home purchase intention. This paper highlights practical implications of virtual reality to be strategically applied as a tool for design evaluation especially in the housing industry for better housing design that is more empathic, user- centred and satisfies the emotional and social needs of potential homebuyer.",

keywords = "Built environment informatics, Empathic design, User-centred design, Virtual reality",

author = "Athira Azmi and Rahinah Ibrahim and Ghafar, \{Maszura Abd\} and Ali Rashidi",

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year = "2020",

language = "English",

series = "Proceedings of the International Conference of Architectural Science Association",

publisher = "The Architectural Science Association (ANZAScA)",

pages = "600--609",

editor = "Ali Ghaffarianhoseini and Amirhosein Ghaffarianhoseini and Nicola Naismith and Purushothaman, \{Mahesh Babu\} and Dat Doan and Esther Aigwi and Funmi Rotimi and Nariman Ghodrati",

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Azmi, A, Ibrahim, R, Ghafar, MA & Rashidi, A 2020, Improving empathic evaluations in virtual reality for marketing of housing projects. in A Ghaffarianhoseini, A Ghaffarianhoseini, N Naismith, MB Purushothaman, D Doan, E Aigwi, F Rotimi & N Ghodrati (eds), Imaginable Futures: Design Thinking, and the Scientific Method, 54th International Conference of the Architectural Science Association 2020. Proceedings of the International Conference of Architectural Science Association, vol. 2020-November, The Architectural Science Association (ANZAScA), Auckland, New Zealand, pp. 600-609, International Conference of the Architectural Science Association 2020, Auckland, New Zealand, 26/11/20.

Improving empathic evaluations in virtual reality for marketing of housing projects. / Azmi, Athira; Ibrahim, Rahinah; Ghafar, Maszura Abd et al.
Imaginable Futures: Design Thinking, and the Scientific Method, 54th International Conference of the Architectural Science Association 2020. ed. / Ali Ghaffarianhoseini; Amirhosein Ghaffarianhoseini; Nicola Naismith; Mahesh Babu Purushothaman; Dat Doan; Esther Aigwi; Funmi Rotimi; Nariman Ghodrati. Auckland, New Zealand: The Architectural Science Association (ANZAScA), 2020. p. 600-609 (Proceedings of the International Conference of Architectural Science Association; Vol. 2020-November).

Research output: Chapter in Book/Report/Conference proceeding › Conference Paper › Research › peer-review

TY - GEN

T1 - Improving empathic evaluations in virtual reality for marketing of housing projects

AU - Azmi, Athira

AU - Ibrahim, Rahinah

AU - Ghafar, Maszura Abd

AU - Rashidi, Ali

N1 - Conference code: 54th

PY - 2020

Y1 - 2020

N2 - Virtual reality technology has been proven in various research as an effective visualisation tool. This research examines the potentials of virtual reality as a pre-purchase evaluation tool for potential homebuyers to facilitate home purchase decisions. An experiment was conducted to determine whether virtual reality could replace the real environment evaluation of housing design based on emotion and behavioural responses. Results of the experiment suggest that there are no significant differences in the emotions evoked in real and virtual environment. The structural model assessments using PLS-SEM also revealed that atmospherics significantly and positively affect pleasure and arousal emotions. Pleasure was also found to positively influence home purchase intention. This paper highlights practical implications of virtual reality to be strategically applied as a tool for design evaluation especially in the housing industry for better housing design that is more empathic, user- centred and satisfies the emotional and social needs of potential homebuyer.

AB - Virtual reality technology has been proven in various research as an effective visualisation tool. This research examines the potentials of virtual reality as a pre-purchase evaluation tool for potential homebuyers to facilitate home purchase decisions. An experiment was conducted to determine whether virtual reality could replace the real environment evaluation of housing design based on emotion and behavioural responses. Results of the experiment suggest that there are no significant differences in the emotions evoked in real and virtual environment. The structural model assessments using PLS-SEM also revealed that atmospherics significantly and positively affect pleasure and arousal emotions. Pleasure was also found to positively influence home purchase intention. This paper highlights practical implications of virtual reality to be strategically applied as a tool for design evaluation especially in the housing industry for better housing design that is more empathic, user- centred and satisfies the emotional and social needs of potential homebuyer.

KW - Built environment informatics

KW - Empathic design

KW - User-centred design

KW - Virtual reality

UR - https://www.scopus.com/pages/publications/85103625880

M3 - Conference Paper

AN - SCOPUS:85103625880

T3 - Proceedings of the International Conference of Architectural Science Association

SP - 600

EP - 609

BT - Imaginable Futures

A2 - Ghaffarianhoseini, Ali

A2 - Ghaffarianhoseini, Amirhosein

A2 - Naismith, Nicola

A2 - Purushothaman, Mahesh Babu

A2 - Doan, Dat

A2 - Aigwi, Esther

A2 - Rotimi, Funmi

A2 - Ghodrati, Nariman

PB - The Architectural Science Association (ANZAScA)

CY - Auckland, New Zealand

T2 - International Conference of the Architectural Science Association 2020

Y2 - 26 November 2020 through 27 November 2020

ER -

Azmi A, Ibrahim R, Ghafar MA, Rashidi A. Improving empathic evaluations in virtual reality for marketing of housing projects. In Ghaffarianhoseini A, Ghaffarianhoseini A, Naismith N, Purushothaman MB, Doan D, Aigwi E, Rotimi F, Ghodrati N, editors, Imaginable Futures: Design Thinking, and the Scientific Method, 54th International Conference of the Architectural Science Association 2020. Auckland, New Zealand: The Architectural Science Association (ANZAScA). 2020. p. 600-609. (Proceedings of the International Conference of Architectural Science Association).

Improving empathic evaluations in virtual reality for marketing of housing projects

Abstract

Publication series

Conference

UN SDGs

Keywords

Access to Document

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Cite this