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Although, inherent limitations such as the difficulty of testing the products \u201cfirst-hand\u201d before a purchase can compromise consumers\u2019 trust in online purchases. Virtual Reality (VR) has been investigated as a tool to solve limitations in several fields and how we can harness its potential to improve the overall user experience. This study analysed how immersive VR (IVR) could solve these limitations by allowing consumers to test products beforehand. We have studied how the Novelty Factor (evaluated by the users\u2019 past VR experience) and Immersive Tendencies correlate with the users\u2019 Purchase Intention and Memory (how well they remember the product\u2019s characteristics). We have analysed a sample of 38 participants (21 males) from 18 to 28 years old. Participants experienced a refrigerator with an interactive touchscreen in an IVR setup and were guided through its functionalities. Results indicated that memory of the product\u2019s characteristics was positively correlated with how recently they experienced VR. No correlations were found in the female sample. A negative correlation between Purchase Intention and Memory of the product\u2019s characteristics was found in the male sample. We concluded that IVR applications could become helpful for both consumers and online shops in an e-commerce context regardless of the Novelty Factor and Immersive Tendencies of consumers. However, differences between genders should be further investigated.<\/jats:p>","DOI":"10.1038\/s41598-023-36557-8","type":"journal-article","created":{"date-parts":[[2023,7,14]],"date-time":"2023-07-14T14:02:29Z","timestamp":1689343349000},"update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":8,"title":["Correlational study on novelty factor, immersive tendencies, purchase intention and memory in immersive VR e-commerce applications"],"prefix":"10.1038","volume":"13","author":[{"given":"Guilherme","family":"Gon\u00e7alves","sequence":"first","affiliation":[]},{"given":"Galv\u00e3o","family":"Meirinhos","sequence":"additional","affiliation":[]},{"given":"Miguel","family":"Melo","sequence":"additional","affiliation":[]},{"given":"Maximino","family":"Bessa","sequence":"additional","affiliation":[]}],"member":"297","published-online":{"date-parts":[[2023,7,14]]},"reference":[{"key":"36557_CR1","doi-asserted-by":"publisher","first-page":"6227","DOI":"10.1007\/s11042-019-08323-4","volume":"79","author":"D Narciso","year":"2020","unstructured":"Narciso, D., Melo, M., Raposo, J. 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