لخّصلي

1 Department of Industrial and Systems Engineering, The Hong Kong Polytechnic University,
Hong Kong, China
2 Faculty of Business, City University of Macau, Macau, China
3 Division of Business and Hospitality Management, College of Professional and Continuing Education,
The Hong Kong Polytechnic University, Hong Kong, China

• Correspondence: [email protected] (Y.M.T.); [email protected] (Y.-y.L.)
  Abstract: Interior design industries have evolved to adopt advanced digital and interactive virtual
  reality (IVR) technologies for promotion. Marketing using a platform with a virtual interior design
  feature is an approach that enables not only the building up of a positive image for an interior design
  firm but also allows customers to experience home design intuitively on the digital platform. This
  study researched the relationship between the three factors of aesthetics, ease of use, and information
  quality in digital marketing and consumer satisfaction. Data from 120 respondents were collected via
  the internet. The results generated from structural equation modelling indicated that the above factors
  positively influence customer satisfaction with a digital platform empowered with the IVR interior
  design. It was found that information quality has the most influence among the three factors. Despite
  numerous scholars having conducted in-depth research on digital marketing, existing research lacks
  a consumer perspective for examining what factors have the most significant impact on consumers.
  Moreover, relatively little work has been conducted to determine the customer’s perceptions towards
  the digital marketing approach using virtual interior design and its interactive features. A theoretical
  model for interactive virtual interior design features for digital marketing is thus proposed.
  Keywords: digital marketing; interactive virtual reality (IVR); interior design; marketing aesthetics;
  theory of planned behaviour (TPB)

1. Introduction
   Digitalisation has revolutionised the consumer marketplace over the past 20 years [1],
   and since the end of 2019, the COVID-19 outbreak has pushed digitalisation to new highs.
   Due to the closure of stores and the cancellation of public events due to the COVID-19
   epidemic, the popularity of digital marketing has further increased. Almost all companies
   are developing their channels to reach consumers digitally, and some are even devoting all
   of their marketing budgets to digital marketing [2].
   Compared with traditional marketing, namely, radio, billboard, TV, and other printed
   media, digital marketing provides personalisation, instant tracking and control, and data
   analysis on the effectiveness of a campaign online [3], as well as digital payment [4]. Digital
   marketing refers to those marketing activities on the internet that provide knowledge to
   their potential customers by matching their needs [5]. It is the projection of conventional
   marketing, tools, and strategies on the internet [6]. With the explosive growth of internet
   users, digital marketing has developed a wide variety of channels for companies to engage
   with various consumers. New applets and sub-channels on the market, such as Tik Tok
   (short video platform) and Bilibili (animation, comics, and the game content community),
   have become widely popular [2]. Live streaming platforms are also becoming more and
   more integrated into people’s lives.