Journal
APPLIED SCIENCES-BASEL
Volume 11, Issue 23, Pages -Publisher
MDPI
DOI: 10.3390/app112311087
Keywords
virtual commerce; consumer behavior; application design; immersive technology; metaverse
Categories
Funding
- National Natural Science Foundation of China [42102308]
- Research Fund of Shantou University for New Faculty Members [NTF21008-2021]
- Science and Technology Development Fund, Macau SAR [0004/2019/AFJ]
- University of Macau Research [MYRG2019-00024-FST]
- [FDCT-NSFC, 0004/2019/AFJ]
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Virtual commerce leverages immersive technologies like augmented reality and virtual reality to shift consumer perception from 2D product catalogs to 3D virtual spaces, ultimately promoting the purchase of products and services. The alignment of application design paradigms and understanding consumer behavior are crucial for the success of virtual commerce, creating impressive buying experiences.
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.
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