## 3 Methodology  
This research adopted a systematic literature review approach to address the objectives mentioned in Section 1. Systematic literature review is a rigorous approach to identify, evaluate, and interpret available literature relevant to the research topic of interest, in order to synthesize observations and identify research gaps. This approach has been applied to study multiple emerging topics in information system research, including the application of VR/AR in tourism [70], big data analytics in e-commerce [71], and social commerce [72]. This paper followed the guideline in [73], which summarized systematic review as three phases: planning, conducting, and reporting the review. Based on [73], this review consists of the following processes: (1) identify the need for review, (2) specify the research questions, (3) develop review protocol, (4) identify and select papers, (5) assess paper qualities, (6) extract and synthesize data. The need for review has been addressed in Section 1. As for research questions, four questions are proposed based on the objectives in Section 1, which are:  
1. How are consumer purchase behaviors conceptualized in virtual commerce? 2. What are the influential factors of purchase that can guide application design? 3. How can application designs promote purchase in virtual commerce? 4. What are the implications for virtual commerce application design? 5. What are the research gaps? \begin{table}
\begin{tabular}{p{56.9 pt} p{56.9 pt} p{56.9 pt} p{56.9 pt} p{56.9 pt}} \hline \hline \multicolumn{2}{c}{**Environmental Factors**} & \multicolumn{2}{c}{**Buyer’s Black Box**} & \multicolumn{1}{c}{**Buyer’s Responses**} \\ \hline
**Marketing Stimuli** & **Environmental Stimuli** & **Buyer’s Characteristics** & **Decision Process** & \\ \hline Product & Economic & Attitudes & Problem recognition & Product \\ Price & Technical & Motivation & Information search & Brand \\ Place & Political & Perceptions & Evaluation of alternatives & Dealer \\ Promotion & Cultural & Personality & Purchase decision & Purchase amount \\  & Lifestyle & Post-purchase evaluation & Purchase timing \\ \hline \hline \end{tabular}
\end{table} 
Table 2: The black box model in marketing. To gather relevant papers, the initial search was conducted on eight online databases: EBSCO, Proquest, ScienceDirect, Scopus, SpringerLink, Web of Science, Emerald, and Wiley, which are believed to be relevant and cover papers from multiple disciplines. An impact factor threshold to limit the source of the papers was not considered to avoid sampling bias [74]. The keywords of \"virtual world\", \"virtual reality\", \"virtual environment\", \"mixed reality\", or \"augmented reality\" were used to represent immersive technologies, while the keyword \"commerce\" was used to limit the application domain. The combination of these keywords was applied to the title, abstract, and keyword fields. Since the available search conditions and search syntax of each database is different, we adopted the search terms for each database, as shown in Table 3. The search results were collected from July 2021 to September 2021. Search results from the initial search were aggregated to remove duplicates. Then, the remaining papers were examined against the inclusion and exclusion criteria on the abstract, introduction, and conclusion sections. Next, full-text screening was applied to the remaining papers against the eligibility criteria. During the full-text screening, references from each paper were manually examined against the aforementioned criteria. The remaining papers from the database search and additional papers from the references search were examined again over the research questions. In this step, information was