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Correlational study on novelty factor, immersive tendencies, purchase intention and memory in immersive VR e-commerce
Guilherme Gonçalves1,2, Galvão Meirinhos3, Miguel Melo4
1Institute for systems and computer engineering technology and science, HUMANISE, Porto, 4200-465, Portugal. guilhermeg@utad.pt.
Scientific Reports
|July 14, 2023
Summary
Immersive virtual reality (IVR) enhances e-commerce by letting shoppers virtually test products. Recent VR experience boosts product memory, though purchase intention and memory correlations vary by gender.
Area of Science:
- Human-Computer Interaction
- E-commerce Technology
- Virtual Reality Applications
Background:
- E-commerce faces challenges with consumers' inability to physically interact with products before purchase, impacting trust.
- Virtual Reality (VR) offers potential solutions to bridge the gap between online and physical shopping experiences.
- Immersive VR (IVR) specifically aims to enhance user experience by enabling virtual product testing.
Purpose of the Study:
- To analyze how Immersive Virtual Reality (IVR) can overcome e-commerce limitations by allowing consumers to test products virtually.
- To investigate the correlation between the Novelty Factor (user's past VR experience) and Immersive Tendencies with Purchase Intention and Product Memory.
- To assess the impact of IVR on consumer behavior within an e-commerce context.
Main Methods:
- A study involving 38 participants (aged 18-28) who experienced a virtual refrigerator with an interactive touchscreen in an IVR setup.
- Participants were guided through the product's functionalities within the immersive environment.
- Data collected on users' past VR experience, immersive tendencies, purchase intention, and product recall.
Main Results:
- Product memory was positively correlated with the recency of participants' VR experience.
- No significant correlations were found between VR experience factors and purchase intention/memory in the female sample.
- A negative correlation was observed between purchase intention and product memory in the male sample.
Conclusions:
- IVR applications show promise for enhancing both consumer experience and online retail, irrespective of individual novelty or immersion tendencies.
- The study highlights the potential of IVR to improve product understanding and recall in e-commerce.
- Further research is recommended to explore gender-based differences in response to IVR in e-commerce settings.
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