University of Twente Student Theses
Properly about property floor plans : Eye-tracking study on an impact of real estate floor plan design
Chrześcijańska, Barbara (2024) Properly about property floor plans : Eye-tracking study on an impact of real estate floor plan design.
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| Abstract: | Objectives: In a rapidly evolving technological world, real estate professionals need to leverage persuasive design of layout visualizations to effectively enhance home buyers’ purchase intention. This study focused on evaluating the impact of floor plan design formats (2D and 3D) and elements (base, color and furniture) on gaze behavior (viewing duration, fixation duration, number of fixations and number of saccades) to facilitate property purchase intentions. By integrating insights from real estate, marketing and gaming literature, the research identified key factors moderating this relationship, such as spatial orientation in 2D and 3D and familiarity with floor plans and in-game maps. Additionally, based on landscape preference research, the impact of the floor plan design was explained by viewers’ perceptions of its complexity, coherence, and legibility. Methods: The study involved 180 participants from a convenience sample and used a 2x3 experimental design with Tobii Pro 3 eye-tracking glasses and a questionnaire. Participants, including students and adults, were asked to view the floor plans for an unlimited time and evaluate them. The eye-tracking data were combined with questionnaire responses for analysis. Results: The study found no evidence that gaze behavior mediates the relationship between floor plan design (format and elements) and purchase intention. The research suggests that 3D floor plans have the most significant influence on purchase intention, with furniture elements making a substantial difference for individuals with varying level of spatial orientation in 2D and 3D. The 2D floor plans elicited the most organized viewing patterns, potentially enhancing the mental image of the property. It was concluded that floor plans should primarily facilitate wayfinding and be coherent; grouping rooms of similar utility by colors or textures, limited to three distinct ones, should yield optimal results for persuading home buyers. Implications: Theoretical implications suggest that landscape preference literature might be applied to the context of maps and floor plans. Furthermore, the real estate industry could benefit from additional research on property layout visualizations to meet the requirements of todays’ customer. Keywords: Floor plan, 2D and 3D format, real estate, eye-tracking, visual attention, purchase intention |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/100545 |
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