During the past few decades, the use of virtual reality (VR) in marketing and retailing has attracted a growing amount of interest among both academics and practitioners. In retailing, VR stores can be differentiated into two main types: immersive and low-immersive. In the former, experiencing the virtual store environment typically requires wearing a head-mounted display, whereas in the latter, it can be experienced via the screen of a desktop, laptop, or tablet computer, a mobile phone, or some other commonly used information technology device. In this study, we focus on examining the factors that explain the use intention of low-immersive VR stores. For this, we first develop multiple research hypotheses that are theoretically based on the extended unified theory of acceptance and use of technology (UTAUT2), which we further extend with two constructs: perceived novelty and personal innovativeness. We then empirically test these research hypotheses by first collecting data from 420 US-based consumers via an online survey that involves a visit to an actual low-immersive VR store, and then analysing this data with structural equation modelling. Our results reveal interesting insights about the factors that explain the use intention of low-immersive VR stores, which bear both theoretical and practical importance.