Beyond the hype: quantifying the impact of VR visualization on client preferences and price perception in AEC client pitching
Suppapon Tetiranont, Wannapol Sadakorn, Atch Sreshthaputra, Daruj Aniwattanapong, Lapyote Prasittisopin · Architectural Science Review · 2024
The architectural, engineering, and construction (AEC) industries are using virtual reality (VR) to improve engagement and interactions. However, VR visualization’s effectiveness in client pitching is unclear. This study analyzes how VR visualization affects customer preferences and price, as well as the complex interaction between architectural scale and demographic aspects. The outcomes enable more precise and personalized VR implementation. VR is the favoured alternative, with 14% price premiums according to a statistical analysis. Its realistic field of view and immersion allow users to explore sites at their own leisure. VR represents all architectural typologies and sizes without compromise. This VR utilization can serve as an ameliorating tool to augment marketing and sales for the client pitching stage in the AEC sectors.