## 4 Findings and Discussion
### Conceptual Framework of Purchase in Virtual Commerce  
The conceptual framework of user purchase in virtual commerce should be related to the general consumer purchase decision-making model (Figure 1) as a subclass with refined constructs and the same outcomes (i.e., purchase decision). Logically, it should either contain the purchase decision construct or a closely related factor in the consumer purchase decision-making model, and should reflect a consumer's cognitive or affective characteristics. Specifically, the conceptual framework is induced from the models in the reviewed papers with the following procedure. * From a conceptual model in a reviewed paper, look for the purchase decision construct or the post-purchase evaluation construct, or a construct closely and positively related to purchase decision or post-purchase evaluation, as a final outcome. * Identify all the positive constructs leading/related to the final outcome. * Record these constructs and their relations. * Infer and integrate all the identified models leading to the same final outcome to construct the unified conceptual framework. * Reduce the constructs to those that reflect the stimulus or organism in the SOR view of consumer behavior (in Table 2). To consistently present the findings, the conventions to describe construct types and relations were listed in Tables 4 and 5, respectively. Any following model can be described by three types of construct and three types of their relations. Specifically, a model was initiated with one or multiple primitive constructs, passed through intermediate constructs, and converged to a final outcome along paths of causality relation. A primitive construct can also contain multiple facets with an inclusion relation. Moreover, the strength of a relation can be moderated by a consumer's emotional state, such as the \"endowment effect\" in Figure 3.  
Overall, purchase decision in the user purchase decision model was represented by purchase intention in reviewed papers. Although a purchase decision does not necessarily lead to an actual purchase [55], it is the most appropriate estimator of actual behavior [56; 57]. Therefore, it is valid to treat purchase intention as the final outcome of a conceptual model. Eight consumer outcomes directly related to purchase intention were discovered and are summarized in Table 6. Their relations are presented in Figure 3. Here, the relation of each consumer outcome to purchase intention is summarized independently. The relation between these outcomes, such as the mediation from enjoyment to customer satisfaction, is outside the scope of this paper and will be studied in future. \begin{table}
\begin{tabular}{p{113.8 pt} p{113.8 pt} p{113.8 pt}} \hline \hline
**Outcome** & **Abbreviation** & **Description** \\ \hline Attitudes toward technology (AT) & AT & Consumers’ feeling toward the innovativeness of immersive technology. \\ \hline Brand attitude & BA & Consumers’ feeling toward the products and services of a brand. \\ \hline Endowment effect & Nil & The bias of a consumer’s evaluation of owned products. \\ \hline Enjoyment experience & EE & The joy of shopping stimulated by immersive technology. \\ \hline Product attitude & PA & Consumers’ evaluation of products presented with immersive technology. \\ \hline Trust & Nil & Consumers’ willingness to further interact with a virtual shopping environment. \\ \hline User satisfaction & US & Consumers’ evaluation of a virtual shopping environment on satisfying their needs. \\ \hline Utilitarian value of product & UV & The perceived usefulness of a product. \\ \hline \hline \end{tabular}
\end{table} 
Table 6: Final outcomes to purchase intention.