Effects of Personality on Perceived Immersion in Low-Immersive Virtual Reality Stores

Virtual reality (VR) stores can be differentiated into two main types: immersive and low-immersive. In immersive VR stores, the virtual store environment is typically experienced by putting on a head-mounted display, whereas in low-immersive VR stores, it is typically experienced via the flat screen of some commonly used information technology device, such as a computer or a mobile phone. In this study, we examine how the Big Five personality traits of extraversion, agreeableness, conscientiousness, emotional stability, and openness to experience affect perceived immersion in low-immersive VR stores. To do this, we first collect data from 420 US-based consumers via an online survey in which the respondents are requested to visit a real-life low-immersive VR store. We then analyse the collected data with partial least squares structural equation modelling (PLS-SEM). Our findings suggest that especially conscientiousness, but also extraversion and openness to experience, positively affect perceived immersion in low-immersive VR stores.