Using Virtual Reality to Demonstrate and Promote Products: The Effect of Gender, Product Contextualization and Presence on Purchase Intention and User Satisfaction

Abstract

Virtual Reality (VR) and its capability to replace real stimuli for synthesized ones as if they were real opened several research lines over the years. Many of those consist of trying to validate whether or not VR replicates the same user behaviours seen in reality. In this study, we investigated whether or not product contextualization and gender could influence users' intention to purchase as well as their satisfaction with the application and how presence levels correlate with purchase intention and user satisfaction. The product tested was a double door refrigerator with a touchscreen. We considered two independent variables: Contextualization (Context - The refrigerator was displayed in a kitchen and filled with food products and Neutral - The refrigerator was empty and displayed in an empty room) and gender (male and female). The results indicated that contextualization and gender had no effective impact on purchase intention, user satisfaction with the VR experience nor the sense of presence. A positive correlation was found between presence and user satisfaction. Evidence indicates that it is not necessary to represent products in their context, saving computational power and human resources.