The Influence of Augmented Reality on Purchase Intention in the Housing Industry

Table 1

Measurement items and Cronbach’s value.

Questionnaire	value
Awareness: measure house buyers’ awareness, acceptance, and familiarity with the real estate business and augmented reality (AR) housing models
Aw1: I am aware that real estate business is a business which deals with the buying, selling, management, or investment of real estate properties (houses/buildings)	0.806
Aw2: I know some of the marketing techniques which are available and commonly used by real estate agents to advertise the real estate properties/houses. (e.g., printed publications, websites, and social medias)
Aw3: I am aware that the AR house model is one of the marketing techniques which is commonly used by real estate agents to advertise the real estate properties/houses
Aw4: I know there is a real estate exhibition happening when I saw the AR house model being presented at the booth
Knowledge: measure the familiarity and understanding of house buyers towards the real estate marketing and its information through augmented reality (AR) house model
Kn1: I understand that the AR house model is a scale of a house’s model which is used for presenting the actual house/property at the site	0.843
Kn2: AR house models can present the house/property in a more realistic manner
Kn3: AR house models can provide a better visuality for the houses/property
Kn4: the presented houses/property’s design is much more detailed in the AR house model
Kn5: I can understand the complex information easily by viewing through the AR house model (house design, spacing organization, location, etc.)
Liking: measuring how house buyers like or favor augmented reality (AR) house models marketing channels in transferring information during the marketing communication process
Lk1: vision attractiveness	0.870
Lk2: design presentation
Lk3: clarity of information provided (design, layout, and spacing)
Lk4: conciseness/accuracy of information
Lk5: houses’ layout/organizations visuality
Lk6: visuality pleasureness
Lk7: design attributes
Preference: measuring the favor and level of preference of house buyers towards the marketing communication channels during the marketing communication process
Pr1: how likely would you prefer an AR house model in presenting the house’s design?	0.807
Pr2: how likely would you prefer an AR house model in presenting the house’s space organizations?
Pr3: how likely would you prefer an AR house model in presenting the house’s visual pleasureness?
Pr4: how likely would you prefer an AR house model in presenting the house’s overall information (design, layout, and visual)?
AR technology: measuring the effectiveness of house buyers towards augmented reality (AR) model compare to other marketing communication channels (e.g., brochures and 3D mock-up model)
AR1: it enables to view the property/house’s design in a better way.	0.864
AR2: it enables to view property/house’s interior layout in a better way
AR3: it enables to visualize each of the room sizes from the house model and floor plan layout
AR4: it enables to view the openings (windows and doors) of the property/house easily
AR5: it enables to view the orientation of each section in the property/house clearly
AR6: more informative than others (e.g., brochures and 3D mock-up model)
AR7: more convenient than others (e.g., brochures and 3D mock-up model)
AR8: more enjoyable than others (e.g., brochures, 3D mock-up model)
AR9: more acceptable than others (e.g., brochures and 3D mock-up model)
AR10: more reliable than others (e.g., brochures and 3D mock-up model)
AR11: more entertaining than others (e.g., brochures and 3D mock-up model)
AR12: more appropriate than others (e.g., brochures and 3D mock-up model)