Effects of User Experience on Satisfaction and Behavioral Intentions in Metaverse Model Houses

Although metaverse model houses have recently emerged as an interactive alternative to traditional housing marketing tools, empirical research addressing users’ experiences within these environments remains limited. This study aimed to examine how three dimensions of user experience (UX)—operational, sensory, and exploratory—affect user satisfaction and behavioral intentions in metaverse model houses. A total of 83 participants explored a metaverse model house using a tablet PC and completed a questionnaire. Multiple linear regression analysis revealed that exploratory experience significantly influenced user satisfaction, while sensory experience was positively associated with all behavioral intentions, including the intention to revisit, recommend, reside, and purchase. These findings advance our understanding of UX in virtual housing environments and highlight the importance of immersive and exploratory elements in designing effective metaverse model houses. The results offer practical implications for improving digital housing marketing strategies and guiding the future development of metaverse-based architectural platforms.