## 4 Findings and Discussion
### Conceptual Framework of Purchase in Virtual Commerce
\begin{table}
\begin{tabular}{p{113.8 pt} p{113.8 pt}} \hline \hline
**Construct** & **Definition** \\ \hline Primitive construct & Used only as source or component in relation to other constructs. \\ \hline Intermediate construct & Serves as outcome in relation to a primitive construct, as either source or outcome in relation to other intermediate constructs, or as source in relation to final outcome. \\ \hline Final outcome & Used only as outcome in relation to other constructs. \\ \hline \hline \end{tabular}
\end{table} 
Table 4: Definitions of construct types. \begin{table}
\begin{tabular}{p{113.8 pt} p{113.8 pt}} \hline \hline
**Relation** & **Definition** \\ \hline Causality/Mediation & The outcome is expected when the source exists or the outcome is mediated by the source. Represented as a single arrow connector, with the arrow pointing to the outcome. \\ \hline Inclusion & The source can be regarded as a facet of the outcome. Represented as a dash-dot-line connector, with the arrow pointing to the source. \\ \hline Moderation & The source modifies the strength of a causal relation. Represented as a dash-line connector, with the arrow pointing to the causal/mediation relation. \\ \hline \hline \end{tabular}
\end{table} 
Table 5: Definitions of relation types. User satisfaction (US) was studied in six papers [75; 76; 77; 78; 79; 80]. All empirical studies in these papers were conducted in VR/VW. In a virtual store setting, enjoyment, engagement [75], and consumer's perceived quality assurance [76] were identified as direct factors affecting user satisfaction. Ease of use, as an aspect of perceived quality assurance [76], was believed to influence enjoyment [79]. In addition, ref. [78] studied the effect of store layout and confirm its influence on consumer's enjoyment and ease of navigation. Furthermore, ref. [80] built a virtual furniture retailing store and studied the pleasure and arousal factors on user satisfaction, purchase intention, and decision confidence, which echoed the effect of hedonic value and user engagement in [75]. Ref. [77] also studied the relation of user satisfaction with consumer trust, store informativeness, product diagnosticity, and product description, though no significant differences have been found between 2D web sites and 3D virtual stores. Figure 4 summarized the aggregated relations of user satisfaction with virtual reality shopping sites. The user's trust in the virtual shopping environment was studied in [81; 82]. Here, the trust outcome refers to the psychological status of consumers who are willing to further interact with the shopping environment to achieve a planned goal. Ref. [81] studied the relation of shopping attitudes and consumer trust cultivated during shopping, which was claimed to be dually influenced by perceived telepresence and social presence, while [82] studied the constructs of these two outcomes. Merging the results of these two papers produced the model of user trust in Figure 5.  
Figure 4: Conceptual framework of user satisfaction with a VR shopping site. Figure 3: The unified conceptual framework of consumers’ purchase intention in virtual commerce. The consumer's enjoyment experience (EE) was studied in four papers [81; 83; 84; 85], and all of them used VR/VW to create the virtual shopping environments. Using a means-end analysis to study the affordances of VWs, ref. [83] discovered that the enjoyment experience was motivated by discovering new products and interaction with people, which were facilitated by 3D environments and multi-user environments, respectively. Ref. [81] found that telepresence and perceived social presence also contributed to a consumer's enjoyment, where telepresence was the level at which the user feels present in the mediated environment and perceived social presence was the psychological perception of others' presence as facilitated by a communication medium [40; 41]. Ref. [84] discussed that decorative activity and role-playing in social VWs supported the goal of amusement for virtual consumption.