Virtual Reality e-Commerce: Contextualization and Gender Impact on User Memory and User Perception of Functionalities and Size of Products

Virtual reality (VR) potential to isolate users from the real world while producing a rich virtual environment where users act similarly to how they would, in reality, is still being investigated in several fields. In this work, we investigated the effects of product contextualisation and gender under an immersive VR application where users can explore in-depth a commercial product with a “hands-on” experience. An experimental between-subjects study was performed with 38 participants between 18 and 28 years. The product tested consisted of a double-door refrigerator equipped with a touchscreen. Two independent variables were studied: Context (the refrigerator was filled with food products and placed in a kitchen), Neutral Context (empty refrigerator displayed in an empty white room), and Gender (Female and Male). As for the dependent variables, we considered how clarified users felt about the product functionalities, its size, the extent users remember details and characteristics of the refrigerator, and the user’s subjective workload. The evidence shows that contextualisation and gender have no impact on any dependent variables. Therefore, we concluded that presenting a product in its context does not benefit significantly benefit it. Thus, opting for a neutral context would be preferable to save computational costs and human resources necessary to build and run the higher complexity environments required to contextualise the product.