###### Abstract  
Virtual commerce applies immersive technology such as augmented reality and virtual reality into e-commerce to shift consumer perception from 2D product catalogs to 3D immersive virtual spaces. In virtual commerce, the alignment of application design paradigms and the factors influencing consumer behavior is paramount to promote purchase of products and services. The question of their relation needs to be answered, together with the possible improvement of application design. This paper used a systematic literature review approach to synthesize research on virtual commerce from both application design and consumer behavior research, considering the promotion of purchase in virtual commerce settings. Throughout the review, influential factors to purchase and preeminent design artifacts were identified. Then, the research gaps were discovered by mapping the design artifacts to the influential factors, which can inspire future research opportunities on the synergy of these two research directions. Moreover, the evolution of virtual commerce research along with multiple directions were discussed, including the suggestion of meta-commerce as a future trend. virtual commerce; consumer behavior; application design; immersive technology: metaverse +
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in many disciplines [6]. Some empirical studies indicate that an immersive shopping experience can provide both hedonic (e.g., an enjoyable realistic shopping experience) and utility values (e.g., efficient product search) [14; 15]. Furthermore, immersive technology offers unique marketing opportunities [16]. To adopt immersive technology in virtual commerce applications, the discoveries in user behavior literatures need to be effectively transformed into the _design artifacts_ (broadly defined as a construct, a model, a method, or an instantiation [17]) of application design research and development. Therefore, research on virtual commerce applications concerning the two directions of consumer behavior research and application design can follow the design science guideline proposed in [17]. Consumer behavior research empirically evaluates the consumer behavioral responses (e.g., level of acceptance and purchase intention) impacted by certain design artifacts, while research on application design develops and evaluates design artifacts to engage users and promote user consumption through the patterns discovered from consumer behavior studies. The majority of primary research on these two directions remain independent, although a few studies have studied VR on both directions of consumer response and application design. For example, the solution proposed in [18] can personalize VR shop design through consumer behavior analysis, and [19] performed a small scale interview to identify key elements in both consumer behaviors and development of virtual retailing environments to promote fashion sale in VR shops. On the other hand, the secondary research in the business discipline has systematically reviewed the impact of immersive technology on consumer responses [20; 21]. Furthermore, some reviews have summarized the design considerations of AR/VR for marketing [22; 23]. Nevertheless, the business disciplines fail to analyze their discoveries with in-depth knowledge of information and communication technology (ICT). Furthermore, the ICT disciplines lack a holistic view on developing and utilizing design artifacts to effectively address the findings in business and consumer behavior research. This paper attempts to fill in the gap with a systematic literature review on consumer behaviors and design of virtual commerce applications. Precisely, this paper targets consumer purchase intention as the behavior outcome, because purchase intention is one of the most prominent consumer responses evaluated in existing research [24] and has been observed to be impacted by many factors such as behavioral and emotional engagement [25].