## 4 Findings and Discussion
### Influential Factors Essential to Virtual Commerce Design  
In a conceptual model, the sequence from primitive constructs to a final outcome followed an ascending level of abstraction. Observing the models from Figures 4-9, the primitive constructs were mostly stimuli external to a consumer's perception or surface perceptions that triggered more complicated perceptions represented as intermediate constructs. Primitive constructs were not only the root causes of a final outcome in a conceptual model but also more concrete references to application design compared to intermediate constructs. On the other hand, intermediate constructs were only complicated perceptions triggered by primitive constructs, similar to the mediation variables in an empirical study. Thus, primitive constructs were essential to virtual commerce design. Figure 9: Conceptual framework of a consumer’s brand attitudes. Yet, not all of them are related to virtual commerce design, e.g., extrinsic motivation in the model of a consumer's brand attitudes (Figure 9). A concretization-signification-categorization strategy was proposed as follows to identify all influential factors from distributed and application design-related primitive constructs, which are called boundary factors (summarized in Table 7). \begin{table}
\begin{tabular}{p{113.8 pt} p{113.8 pt} p{113.8 pt} p{113.8 pt} p{113.8 pt}} \hline \hline
**Boundary Factor** & **Description** & **Reference(s)** & **Related Immersive Technology** & **Impacted Final Outcome(s)** \\ \hline
3D authenticity & The extent to which online sensory information approximates the real world stimulus, generated from control, color vividness, and graphic vividness. & [75] & VR, VW & PA, US \\ \hline
3D information quality (or perceived informativeness) & The extent to which 3D models provide accurate, relevant, complete, and precise information regarding the presented products, reflecting the content and form of the presented product, which users look for. & [76; 88; 93; 94; 95] & AR, VR, VW & AT, EE, PA, US \\ \hline Control & The ability to control the relationship of one’s senses to the stimulus, i.e., the ability to modify the stimulus. & [75] & VR & US \\ \hline Ease of use (or challenge, skill) & The degree to which a person believes that using a particular system would be free from effort. & [76; 79; 81; 93; 94; 95; 96] & AR, VR, VW & AT, BA, US \\ \hline Experienced realism & The degree of familiarity in virtual online shopping, which is relative to an authentic off-line shopping experience. & [82] & VR & EE, Trust \\ \hline Hedonic value (enjoyment, positivity) & Concerns the emotional state emerging from the experience and may include all elements that cause a state of pleasure, such as color, graphics, animation, and other design elements. & [75; 76; 79; 88; 93; 94; 95] & AR, VR, VW & AT, Trust, US \\ \hline Layout (3D environment) & The material, look and feel, or architectural design artifact applied in a 3D online shopping environment. & [78] & VR, VW & EE, PD, US \\ \hline Object interactivity & The ability of a user to directly manipulate an object within a virtual environment, measured by speed (i.e., responsiveness), mapping (i.e., realism), and range (i.e., dimension). & [16; 41; 85; 92; 96; 97; 105; 107] & AR, VR, VW & AT, PA \\ \hline Social presence & The shopping site conveys a feeling of human contact, sociability, and sensitivity in the attempt to approximate the in-store consumer experience. & [41; 81; 82] & VW & EE, Trust \\ \hline \hline \end{tabular}
\end{table} 
Table 7: List of boundary factors and corresponding included papers. 1. **Concretization. ** Primitive constructs in the models from Figures 4-9 were first inspected and those that were deemed subjective by all researchers, i.e., capturing the cumulated events and preferences of an individual, were excluded since they cannot be enhanced via technical improvement. 2. **Signification. ** From the remaining constructs in Step 1, multiple constructs were merged as one if they shared a common connotation.