## 4 Findings and Discussion
### Conceptual Framework of Purchase in Virtual Commerce
Judging from the paper, decorative activity expressed the sense of presence in the social VW, while role-playing can be regarded as social presence. Ref. [85] also supported that enjoyment experience in a Stereo VR shop can enhance purchase intention through product interactions and immersion in the stereoscopic environment, echoing the findings in [81]. Based on these findings, the constructs and relations concerning user enjoyment experience were extracted and shown in Figure 6.  
Product attitudes (PA) were discussed in six papers [50; 86; 87; 88; 89; 90]. Ref. [86] studied the relation of modality richness and consumer attitudes toward a product mediated by the level of consumer involvement. Modality richness refers to the sensory (e.g., visual and audio) and contextual information sources that a multimedia format provides [90; 91], which can be reified to the 3D quality of simulations in the context of virtual commerce according to [88]. Ref. [87] found that consumer's product attitudes were also influenced by consumer's cognitive elaboration, which was mediated by object interactivity and moderated by the consumer's goal to product search or browse. In addition, ref. [50] found  
Figure 5: Conceptual framework of consumer trust of the VR shopping site. Figure 6: Conceptual framework of a consumer’s enjoyment experience created during shopping. that using virtual fitting rooms as sale aids on a website can increase purchase intention by affecting product curiosity and patronage intention. In [89], product attitudes, represented by the constructs of perceived food quality and perceived value price, were enhanced by telepresence and consumer evocativeness that stimulated consumers' experience of the products with which they were interacting. These findings were aggregated and illustrated in Figure 7.  
Attitudes toward innovative technology (AT) were studied in four papers [92; 93; 94; 95], three of which focused on attitudes toward AR. The effectiveness of AR on purchase intention was evaluated in [92; 93] through comparison to conventional online e-commerce sites. Ref. [92] studied consumer's attitudes toward AR from the perspective of enjoyment experience generated from AR's immersion effect. Ref. [93] studied a similar issue using an extended technology acceptance model (TAM) to investigate the factors influencing a consumer's perceived usefulness of AR, the result of which not only confirmed the role of perceived enjoyment in [92] but also discovered that perceived informativeness, i.e., the extent to which users feel the product information is relevant and useful, influenced AR attitudes through the perceived usefulness of AR. Ref. [94] applied TAM to study AR-based mobile Virtual Try-on, the result of which was similar to [93]. Finally, ref. [95] studied consumer adoption of Virtual Try-on, which was an innovative tool back then. These results were summarized as consumer's attitudes toward innovative technology and depicted in Figure 8.  
Branding, as an important marketing activity in virtual commerce for nurturing consumer's purchase intention, was studied in seven papers [16; 40; 49; 96; 97; 98; 99]. Ref. [96] qualitatively studied the affordances of VWs that enhanced brand equity [100; 101] by creating flow, a mental state of engagement, and enjoyment of an activity [102; 103]. The re  
Figure 8: Conceptual framework of a consumer’s attitudes toward innovative technology. Figure 5.0 Conceptual framework of a consumer’s product attitudes. sult from [49] revealed that sense of presence and brand recall contributed to purchase intention in VR shopping. Ref. [97] established a framework relating the affordances of the virtual shopping environment to a consumer's flow state, and subsequently relating it to a consumer's brand recall and return visit rate, while virtual agent was also identified to be important to a consumer's flow state. Ref.