Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Dixit, Abhilasha; Baber, Prerana; Baber, Ruturaj Title A name given to the resource Exploring the influence of immersive technologies on purchase behavior in the real estate sector: a cognition-affect-conation model approach Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived Property Management;Volume;44;Issue;2;pp.422-441 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/PM-04-2025-0045" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/PM-04-2025-0045</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105024464250?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105024464250?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Dixit A., Amity Business School, Amity University Gwalior Campus, Gwalior, India; Baber P., Symbiosis Law School, Noida, Symbiosis International Deemed University, Noida, India; Baber R., Christ University, Bengaluru, India Description An account of the resource Purpose This article explores the role of immersive technologies and their influence on an individual's purchase behavior using cognition-affect-conation model. This article aims to investigate the role of virtual reality in the real estate sector to examine the effect on users' Investment Behavior unpinned by signaling theory. Design/methodology/approach The responses were recorded using a standardized instrument from 404 respondents. The responses were collected from the Delhi NCR region, where respondents recently visited the real estate offices and taken a virtual tour of their future dream house. Partial least squares-structural equation modeling (PLS-SEM) was applied to test the proposed hypotheses. Findings The findings of the study revealed a significant relationship between user immersiveness, virtual presence, user engagement, perceived realism and purchase intention. The moderating role of technological self-efficacy was also measured, and the relationship between perceived realism to purchase intention was significantly moderated. Surprisingly, there was no moderation of technological self-efficacy between user engagement and purchase intention. Practical implications The research article enables real estate companies to frame specific strategies and gain benefits from the information shared by the users. Real-time experience allows companies to understand the customers' needs and develop or customize their future houses accordingly. Originality/value Exploring the relationship between user immersiveness, virtual presence, user engagement, perceived realism, technological self-efficacy and purchase intention in the Indian real-estate sector is a relatively novel idea. Prior literature showed a dearth of research focused on technological self-efficacy's role through the signaling theory lens and underpinned through the CAC framework. These empirical findings help organizations to develop customized strategies. Emerald Publishing Limited Subject The topic of the resource Perceived realism; Real estate; Signaling theory; Technological self-efficacy; User immersiveness; Virtual presence Publisher An entity responsible for making the resource available Emerald Publishing Relation A related resource ISSN: 2637472; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online