<![CDATA[The rapid advancement of digital technologies has transformed mortgage services through the integration of artificial intelligence (AI), virtual reality (VR), and digital property platforms. Despite these innovations, many prospective homebuyers continue to postpone or abandon mortgage transactions before reaching final commitment. Existing studies primarily explain this phenomenon through technology acceptance, offering limited understanding of how customers progress from purchase intention to commitment. This study addresses this gap by developing the Know–Feel–Decide Framework, a cognitive–emotional model explaining how integrated digital mortgage services reduce decision latency and facilitate customer commitment. A sequential explanatory mixed-methods approach was employed, combining qualitative interviews with BRI employees, property developers, and mortgage customers, followed by quantitative validation using the Technology Acceptance Model (TAM) and SERVQUAL. The findings indicate that AI-enabled pre-approval strengthens financial certainty (KNOW), while immersive VR experiences and service quality enhance emotional confidence and customer satisfaction (FEEL), ultimately encouraging behavioural commitment (DECIDE). The proposed framework extends technology acceptance literature by conceptualizing digital mortgage services as integrated decision-support environments and offers practical guidance for financial institutions seeking to improve mortgage conversion through customer-centred digital service design.]]>
