Cited by 300Technology Adoption and User BehaviourConsumer Behavior and Marketing InfluenceDigital Marketing and Social Media

Purchasing in the digital age: A meta-analytical perspective on trust, risk, security, and e-WOM in e-commerce

Open access
Handoyo, Sofik·2024·Heliyon

Abstract

This comprehensive meta-analysis investigates the significant factors influencing consumer decision-making in e-commerce. Predominantly focusing on the parameters of trust, perceived risk, perceived security, and electronic word-of-mouth (e-WOM), this study provides insightful revelations on their integral roles in shaping e-commerce purchasing decisions. The findings demonstrate that trust, perceived risk, perceived security, and e-WOM significantly influence consumers' e-commerce purchasing decisions. Perceived Risk plays a substantial moderating role in the relationship between Trust and e-commerce purchasing decisions, amplifying the importance of managing and minimizing risk in online transactions to cultivate consumer trust. Contrastingly, the roles of Perceived Security and e-WOM do not hold the same moderating effect on the trust-purchasing decision nexus, underscoring the direct yet unmoderated influence these factors have on e-commerce purchasing behaviors. Furthermore, The research reveals no significant size effect difference among respondents from high-income and low-income countries or between general internet users and online shoppers concerning the impact of trust on e-commerce purchasing decisions. This intriguing finding suggests the universal importance of trust in the digital purchasing landscape, irrespective of socio-economic status or the degree of e-commerce engagement. This study thus sheds new light on the complexities of e-commerce decision-making processes. It offers valuable insights for businesses aiming to enhance consumer trust and engagement in the expanding digital marketplace.

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Authors
Handoyo, S.
Affiliations
Padjadjaran University (ID)
Corresponding author
Handoyo, Sofik
Venue
Heliyon
Publisher
Elsevier BV
Published
2024-04
Volume
10
Issue
8
Pages
e29714
ISSN
2405-8440 (ISSN-L)
OpenAlex
W4394844493
Cited by
133
References
135
Citations by year
2026: 73 · 2025: 50 · 2024: 10
FWCI
49.63
Type
journal article
Language
en
Open access
Locations
  • Heliyon (publishedVersion, cc-by-nc-nd)
  • PubMed Central (publishedVersion, cc-by-nc-nd)
  • PubMed (publishedVersion)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion)
Topics
  • Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
Keywords
consumer trust, risk perception, perceived security, electronic word of mouth, online shopping, moderating effect, cross-national comparison, income gap, online consumers

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