Meta-analytic review of online purchase intention: conceptualising the study variables

Ghosh, Munmun
A icle
Me a-analy ic e iew o online pu chase in en ion:
concep ualising he s udy a iables
Cogen Business & Managemen
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Taylo & F ancis G oup
Sugges ed Ci a ion: Ghosh, Munmun (2024) : Me a-analy ic e iew o online pu chase in en ion:
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Me a-analy ic e iew o online pu chase in en ion:
concep ualising he s udy a iables
Munmun Ghosh
To ci e his a icle: Munmun Ghosh (2024) Me a-analy ic e iew o online pu chase in en ion:
concep ualising he s udy a iables, Cogen Business & Managemen , 11:1, 2296686, DOI:
10.1080/23311975.2023.2296686
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2024, VoL. 11, no. 1, 2296686
Me a-analy ic e iew o online pu chase in en ion: concep ualising
he s udy a iables
Munmun ghosh
symbiosis ins i u e o Media & Communica ion, symbiosis in e na ional (Deemed) uni e si y, Pune, Maha ash a, india
ABSTRACT
his me a-analy ic e iew concep ualises and syn hesises he s udy ac o s ela ed o his
phenomenon o e ec i ely comp ehend online pu chasing in en ion. his s udy’s "online
pu chase in en ion" conce ns consume s’ p opensi y o likelihood o pu chase ia online
channels. his e iew de elops a concep ual amewo k ha cla i ies he aspec s in luencing
online pu chase in en ion by analysing pe inen da a. he a iables unde in es iga ion
encompass use ulness, ease o use, cong uence, us , secu i y, e-WOM and many o he
demog aphics and con ex ual ac o s. he po en ial mode a o s we e also iden i ied, and
he mode a ing e ec is alida ed in he s udy a iable as amed in he concep ual
amewo k. his e iew con ibu es o he ield by o e ing aluable insigh s in o he
de e minan s o online pu chase in en ion, enabling ma ke e s and esea che s o de ise
e ec i e s a egies o op imise consume beha iou in he online shopping domain.
1. In oduc ion
he g owing popula i y o online pla o ms and shopping has apidly inc eased wi h ime. he p oli e a-
ion o he in e ne and mobile phones has comple ely changed he online scena io. he in e ne ’s apid
pene a ion has massi ely u ned a ound business ac i i ies, and in e ne -enabled business has become
a new phenomenon ( uiz Ma é & Sanz Blas, 2006). Conside ing he massi e se o ad an ages ha he
business o e s online, consume s ha e also shi ed hei base owa ds online shopping and s a ed
explo ing he di e se a enues o he business. Online shopping is one aspec he p esen -day cus ome
is hooked on (Deng e al., 2021). he a ie y o o e s in he o ms o coupons, sales, luc a i e discoun s,
and ea u es o ins an anei y, localisa ion, and supe -pe sonalisa ion ha e a ac ed many cus ome s o
hese pla o ms and o shop online (Pan e  al., 2017). Online shopping is no es ic ed o elec onics,
appa el, o basic needs. he pe iphe y o online shopping has expanded i s limi s o e e y a enue. F om
basic needs o ood, a el, bookings, and o he desi es, humans can hink can be done and p e e ed
online ( eo, 2002; Wani & Wajid, 2016). he bene i s, he lexibili y, and he b oade possibili ies ha e
made his he mos easible op ion among he consume . he ecen COViD-19 pandemic has also
enhanced online shopping owing o inc eased sales (Soa es e  al., 2023). he spending and pu chase
habi s ha e changed a e he massi e pandemic hi (al a ez- isco e  al., 2022; uong & uong, 2022).
Howe e , along wi h he wide ange o appa en bene i s o in e ne -enabled online ansac ions, i
also coun e s he ea o us , anxie y, isk, and aud, which esul s in an unwillingness. i e ains con-
sume s om making ha inal pu chase online. Hence, he consume becomes eluc an o engage in
online ansac ions (Ja ada e al., 2018). Owing o he ad en o online pla o ms, he isk o audulence
has also inc eased; hence, consume s usually sea ch o goods and se ices online o unde s and he
scena io while e aining om he inal pu chase (Bauman & Bachmann, 2017). as a esul , i is now
c ucial o academics and p ac i ione s o examine he aspec s ha impac he choice o pu chase any-
hing online. he me a-analy ic e iew in his a icle is ocused on comp ehending he s udy ac o s
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Munmun ghosh [email p o ec ed]
supplemen al da a o his a icle can be accessed online a h ps://doi.o g/10.1080/23311975.2023.2296686
h ps://doi.o g/10.1080/23311975.2023.2296686
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 24 July 2023
e ised 12 Sep embe 2023
accep ed 14 Decembe 2023
KEYWORDS
Online pu chase
in en ion; me a-analysis;
consume beha iou ;
echnology, online
REVIEWING EDITOR
Hamida Skand ani,
Uni e si y o Manouba,
he Highe ins i u e o
accoun ing and Business
adminis a ion, unisia
SUBJECTS
es ing, Measu emen and
assessmen ; Consume
Psychology; Ma ke ing;
in o ma ion echnology
2 M. gHOSH
ela ed o online pu chasing in en ion. as a s a is ical echnique o blending he indings o mul iple
in es iga ions, me a-analysis is an excellen ool o compile and analyse a conside able body o da a
sys ema ically and impa ially (amos e  al., 2014). his e iew ies o p o ide a ho ough knowledge o
he unde lying elemen s in luencing cus ome s’ desi e o pu chase online by looking a a wide ange o
s udies. his s udy aims o o e a ho ough assessmen o he exis ing knowledge base abou pu chase
in en ion esea ch in he con ex o online shopping and o p o ide a ho ough g asp o he esea ch
ha has happened so a in his ield.
he esea ch a emp s o colla e and seg ega e all he p e ious s udies and pe o m a me a-analysis
o help unde s and he an eceden s and he de e mining ac o s ha inally go e n he online pu chase
in en ion s udies. addi ionally, he cu en me a-analysis, apa om in es iga ing he dis inc oles o he
impac ul a iables, in cohe ence wi h he a gumen pu o wa d by p e ious esea che s, also pu o h
an exclusi e g ouping o he p e alen s udy a iables which we e ea lie s udied in silos. his esea ch
ills he gap by pu ing o h his unique ca ego isa ion o he s udy a iables by b inging hem oge he
and u he es ablishing hei concep ual dis inc ions among he cons uc s. his unique ca ego isa ion
o he s udy a iables has eme ged om pas s udies o di e se empo al ends in geog aphical a eas
and widely conside ed heo e ical amewo ks. Hence, iden i ying and alida ing hem in his unique
s andpoin will o e a dis inc i e di ec ion o u u e s udies in online pu chase in en ion.
he esea ch a icle ollows he subsequen s uc u e. he i s sec ion o his a icle highligh s he
inc easing signi icance o comp ehending he ac o s ha shape consume s’ decision-making p ocesses
in he online en i onmen . he c ucial ac o s examined conce ning online pu chase in en ion a e
included in he ollowing sec ions. his e iew explo es hese a iables’ ela i e signi icance and he
po en ial mechanisms ha a ec online pu chase in en ion. hen, in he nex s ep, he s udy iden i ied
po en ial mode a o s om se e al esea ch, o e ing insigh ul in o ma ion ha migh a ec he ela ion-
ship be ween he s udy a iables. his e iew p esen ed a nuanced knowledge o he exis ing li e a u e
in he subsequen sec ion by p esen ing a ious me hodological c i e ia, such as sample cha ac e is ics,
measu emen scales, and da a coding me hods. he esul s o his me a-analy ic e iew a e p o ided
wi h p obable manage ial and concep ual implica ions. Finally, he s udy’s limi a ions and u u e di ec-
ions a e discussed o g ea e comp ehension. he insigh gained om his e iew has signi ican impli-
ca ions o academics and business, enabling a mo e p o ound comp ehension o online cus ome
beha iou and guiding e idence-based choices in he e e -changing e-comme ce en i onmen .
2. Li e a u e e iew and hypo hesis de elopmen
P e ious s udies in his a ea ha e used se e al heo ies, majo ly including he echnology adop ion
Model ( aM), heo y o easoned ac ion ( a), heo y o Planned Beha iou ( PB), and Uni ied heo y
o accep ance and Use O echnology (U aU ) and i s de i a i es (akhlaq & ahmed, 2015; Ha Lee e al.,
2011; isaac e  al., 2017; kau & haku , 2019; keisidou e  al., 2011; Law e  al., 2016; anawee a e  al.,
2008; Venka esh & Mo is, 2000). as an eceden s o online pu chase in en ion, p e ious esea che s ha e
looked mainly a he echnological accep ance c i e ia such as pe cei ed use ulness, pe cei ed ease o
use, pe cei ed beha iou al con ol, pe cei ed isk, subjec i e no ms, enjoymen , a i ude, and pe cei ed
isk. his de i a i e has been looked a equen ly, along wi h a ew addi ional de i a i es o ex e nal
ac o s such as e-WOM, cul u al no ms, pla o m di e si y, social in luence, and inno a ions. apa om
all hese, pas s udies ha e also iden i ied a ew media o s and mode a o s ha play a c ucial ole in
d i ing pu chase in en ion online. Fo his me a-analysis s udy, he equen ly and epea edly used s udy
a iables we e seg ega ed o pu oge he in g oups and hen showcased in a well-s uc u ed concep ual
amewo k o unde s and he body o wo k ha has happened so a and which also gi es a clea and
exp essi e dimension in con ex o online pu chase in en ion. he s udy a iables we e pu oge he
conside ing hei cohe ence, and hey es ablished hei ole in online pu chase in en ion. he iden i ied
s udy a iables om he pas s udies we e clubbed in o h ee ca ego ies: Pe cei ed U ili y (PU ), eliabili y
and epu a ion ( ), and Con ex ual Fac o s (CF) ha lead o Online Pu chase in en ion (OPi). addi ionally,
he media o s/mode a o s conside ed in he pas s udies we e ca ego ised in o wo ca ego ies – Pe sonal
ac o s (PF) and Pe cei ed Value (PV) d i ing he pu chase in en ion online.
COgen BUSineSS & ManageMen 3
2.1. Pe cei ed u ili y (PUT)
2.1.1. Pe cei ed use ulness
aM s a es ha a echnology’s in ended adop ion is based on how use ul people pe cei e i (Fo es &
i a, 2016). he subjec i e p obabili y ha an indi idual will hink shopping online is mo e p ac ical han
in-pe son shopping can be used o de e mine he pe cei ed use ulness o online buying (Chiu e  al.,
2014; kou a is, 2002; Law e  al., 2016). Pe cei ed use ulness assesses how much in e ne usage will
enhance pu chasing powe (e.g., con enience, agili y, and ime). acco ding o he li e a u e, pe cei ed
use ulness posi i ely co ela es wi h pu chase in en ion (Law e al., 2016). e-comme ce is iewed as mo e
a o dable and p ac ical han in-pe son ansac ions (Ven e & kolbe, 2020). he cus ome will likely ha e
a be e opinion o he websi e and e u n o i i hey eel ha using i and ha pa icula si e o make
hei pu chases is bene icial (kou a is, 2002; Moslehpou e  al., 2018). Unlike o line pu chases, online
pla o ms ypically o e a ious p oduc s, inc easing he likelihood ha cus ome s will ind he desi ed
i em (Chiu e  al., 2014). he in e ne ’s equency, du a ion, and use inc eased when use s pe cei ed i as
a help ul ool, changing he pla o m on which cus ome s pu chase (isaac e  al., 2017). in e ne use is
posi i ely impac ed by pe cei ed use ulness (isaac e al., 2017), and p io esea ch has ound subs an ial
posi i e ela ions be ween pe cei ed use ulness and a i udes owa d online shopping (Celik & Yilmaz,
2011; Chiu e  al., 2005; Law e  al., 2016; Moslehpou e  al., 2018; Sukno & Pascual del iquelme, 2019).
in his app oach, he hypo hesis amed is as ollows:
H1a: Pe cei ed use ulness signi ican ly and posi i ely impac s OPi.
2.1.2. Pe cei ed ease o use
he aM dimension, "pe cei ed ease o use," measu es how much a pe son hinks u ilising a pa icula
echnology will be e o less (Da is & Venka esh, 1996). acco ding o he e iewed s udies, a pe son’s
a i ude owa d and desi e o use a pa icula echnology a e in luenced by how simple i is (Law e  al.,
2016). he li e a u e also highligh s how pe cei ed ease o use a ec s u ili y, con ending ha he mo e
a gi en echnology is iewed as aluable by a consume , he mo e use - iendly i is (isaac e  al., 2017).
ne e heless, compa ed o o he s udies (Chiu e al., 2005; Law e al., 2016), his esea ch aims o de e -
mine he ange and alidi y o he amewo k in which he pe cei ed ease o pu chase is exp essed,
which a ec s he dimension’s ocal poin . as a esul , he belie ha an online pu chase will equi e less
e o han an o line physical ansac ion cons i u es he pe cei ed ease o pu chase (kou a is, 2002; Law
e  al., 2016). Because online use s a e becoming mo e accus omed o using online pla o ms easily, he
dimension can be conside ed an ex ension o he p e ious cons uc . Celik and Yilmaz (2011) epo ed
ha inno a i e and e ec i e online pu chasing echniques, such as apps, ha e been widely adop ed due
o he in e ne and e-comme ce. he e o e, he ease o use o echnology a ec s he use ’s pe cep ion
o i s use ulness and endency o use i mo e equen ly (Sukno & Pascual del iquelme, 2019). as a
esul , he pe cei ed ease o use is c ucial o he online shopping expe ience and is closely ied o he
in en ions o pu chase (Moslehpou e  al., 2018). addi ionally, nume ous esea ch s udies ha e al eady
examined and de e mined he connec ion be ween pe cei ed u ili y and pe cei ed ease o use, as well
as how hose wo ac o s ela e o he in en ion o pu chase (Celik & Yilmaz, 2011; Chopda e al., 2022;
kim, 2012; Manis & Choi, 2019; Sukno & Pascual del iquelme, 2019) which b ings us o ame he
hypo hesis o he s udy as:
H1b: Pe cei ed ease o use signi ican ly and posi i ely impac s OPi.
2.1.3. Cong uence
Fi and cong uence a e sepa a e hings, as Bezes (2013) explains. Cong uence is based on imp essions o
simila i ies be ween ideas abou wo di e en hings. i he e is a high le el o cong uence be ween he
cus ome b and expec a ions abou he new channel, hen consume s will ely on a mo e ho ough
app oach o e alua e he new channel, and hey may e en mimic hei beha iou s in he new online
con ex , including loyal y pa e ns. his p ocessing leads o quicke ansmission a i udes (Wang &

4 M. gHOSH
He ando, 2019). ne e heless, wha i he e is a dispa i y? (i.e., pe cei ed incong uence). in ha ins ance,
his di ec and comp ehensi e ans e migh no occu , esul ing in a mo e in ol ed and ime-consuming
e alua ion p ocedu e and, possibly, a mo e un a ou able inclina ion om he consume ’s s andpoin
(Bad ina ayanan e  al., 2014). Mos s udies ha e examined how well o line and online e aile s’ images
align (Wu e al., 2018) o concei ed cong ui y as a one-dimensional concep (Bad ina ayanan e al., 2014;
Wang e al., 2009). a ew s udies ha e also compa ed cong ui y a ibu e by a ibu e (e.g., Bad ina ayanan
e al., 2014; Ve hagen & an Dolen, 2009). Bad ina ayanan e al. (2014), as a e e ence wo k, concep ual-
ised as a highe -o de ac o wi h he ollowing sub-dimensions: en i onmen , se ice, p icing o ien a-
ion, secu i y, ansac ion con enience, and aes he ic appeal o a mul ichannel e aile ’s online and
physical s o e on s. hese cha ac e is ics can be con as ed be ween online and b ick-and-mo a e ail-
e s, including expe ien ial ( isual appeal, a mosphe e) and unc ional (na iga ion, con enience) elemen s.
Ve hagen and an Dolen (2009) e ealed ha a c i ical p edic o o consume s’ in en ion o make an
online pu chase is he a mosphe e o he online s o e (as assessed by un, pleasu e, and
a ac i eness).
H1c: Cong uence signi ican ly and posi i ely impac s OPi.
2.2. Reliabili y and epu a ion (RR)
2.2.1. Secu i y
h ough websi e ea u es ha o e accu a e p oduc de ails, ansac ional and compe en se ice quali y
and deli e y capaci y, cus ome s can lea n abou he alue o p oduc s. Wi hou adequa e knowledge o
he secu i y measu es, pu chase in en will be de e ed. acco ding o azizi and Ja idani (2010), disclosu e
o inancial de ails, such as c edi ca d numbe s, accoun numbe s, and Pins, is associa ed wi h secu i y.
Secu i y conce ns a e acknowledged as a hind ance o in e ne shopping ( eo, 2002). al hough consum-
e s can buy and use hings mo e easily online, he lack o secu i y measu es will nega i ely impac
consume s’ pu chase in en ions (Meska an e  al., 2013; sai & Yeh, 2010). Consume s a e eluc an o
make online pu chases, en e hei c edi ca d in o ma ion, and e en ship in o ma ion (Lee aphong &
Ma djo, 2013). Howe e , when cus ome s shop online, i is necessa y o p o ide mo e pe sonal da a, such
as he deli e y add ess, pe sonal p e e ences, and nume ous o he speci ics (Dai e  al., 2014). acco ding
o Hsu and Baya saikhan (2012), secu i y issues nega i ely a ec online pu chase plans. Cus ome s
uncom o able wi h an online si e will e ain om p o iding hei pe sonal in o ma ion and a e mo e
likely o o e inaccu a e o e oneous in o ma ion (kaywo h & Whi en, 2010). Online pu chase chance
co ela es signi ican ly wi h secu i y issues ( eo & Liu, 2007). acco ding o Ma ín and Cama e o, (2009),
consume s a oid in e ne shopping because hey a e conce ned abou ha ing hei pe sonal in o ma ion
s olen, no because i is incon enien . hus, hey conclude ha secu i y isk signi ican ly a ec s he
in en ion o shop online. adnan (2014) said ha p i acy measu es a e necessa y o lowe cus ome s’
pe cei ed secu i y isk and inc ease hei p opensi y o pu chase online clo hing. Conside ing he p eced-
ing discussion, he hypo hesis is sugges ed:
H1d: Secu i y signi ican ly and posi i ely impac s OPi.
2.2.2. Ful ilmen eliabili y
acco ding o Wol inba ge and gilly (2003) de ini ion o ul ilmen eliabili y, his in ol es bo h he imely
deli e y o he app op ia e goods wi hin he p ede e mined ime ange as well as he accu acy o p od-
uc desc ip ions o e ed on he websi e so ha cus ome s may acqui e wha he online e aile p omised
hem o hei o de . al hough i is app op ia e o online shopping, cus ome s wai a ew days o weeks
be o e ecei ing hei pu chases once hey place o de s (kau ish e  al., 2021). When es ablishing a
long- e m ela ionship wi h an e- aile , cus ome s a e mos conside a e abou ul ilmen eliabili y (kau ish
e al., 2021; keeling e al., 2013). he e o e, a necessa y condi ion o ensu e ul ilmen eliabili y is o ul il
he p oduc assu ances, se ice p omises, and cus ome s’ o de s ollowing he p oduc /se ice in o ma-
ion displayed. Cus ome s’ posi i e esponses conce ning aspec s o shopping assis ance a e posi i ely
COgen BUSineSS & ManageMen 5
impac ed by pu ing mo e e o in o pe o mance and ocusing on he quali y o e- ail se ices wi hin
a easonable ime ame, ecei ing he igh p oduc o de ed, and ecei ing he p oduc in i s p ope
o m (Peinko e e  al., 2016). Cus ome s’ a i udes owa d online pu chases we e s ongly a ec ed by
p omp , encou aging, and ime-bound esponses o hei que ies (Mish a, 2017; Paha i e  al., 2023). he
indings o Wol inba ge and gilly (2003) and Peinko e e  al. (2016) s a e ha Ful illmen eliabili y was
de e mined o be he mos signi ican ac o in e e ing o a ou able cus ome eplies and in online
pu chases, acco ding o s udy esul s om Wol inba ge and gilly (2003) and Peinko e e al. (2016). hus,
ul ilmen eliabili y was he mos c ucial elemen d i ing online pu chases based on e e ences o a ou -
able cus ome e iews (Peinko e e al., 2016; Wol inba ge & gilly, 2003). gi en he discussion abo e, he
subsequen hypo heses we e p oposed:
H1e: Ful ilmen eliabili y signi ican ly and posi i ely impac s OPi.
2.2.3. T us
Online us is he mos c i ical componen o co po a e s a egy, acco ding o Bauman and Bachmann
(2017), as i educes pe cei ed isk and gene a es a ou able wo d o mou h. P edic abili y, dependabili y,
and ai ness a e he h ee c i ical componen s o he wo d " us ," in which he alues a e examined by
compa ing he expenses o es ablishing and main aining he ela ionship wi h hei eal alue o he
clien (Yuen e  al., 2018). in hei s udy, kim and Pa k (2013) discussed ha "pe cei ed abili y, pe cei ed
bene olence/in eg i y, pe cei ed c i ical mass, and us in a websi e we e he ou majo an eceden s o
us " ela ing o social ne wo king si e p oduc ecommenda ions. P io s udies ha e also poin ed ou
ha online businesses y o educe isk a i s , which enhances cus ome us and subsequen ly aises
pu chase in en ion o online goods and se ices. O he essen ial componen s o us in online buying
include sha ed alues, websi e p i acy, and secu i y ea u es (ka a & Pa o, 2017; Mukhe jee & na h,
2007). he signi icance o us in online pu chases is a c ucial p edic o o a pe son’s a i ude and pu -
chase in en ion (ash a e  al., 2014; Hassanein & Head, 2007; Hsu e  al., 2013; Lin, 2011). Online buying
is hough o ha e highe isks o cus ome s because he e is no di ec con ac o engagemen (O'Cass
& Ca lson, 2012; Pa lou e  al., 2007). his signi ies ha pe cei ed us is he main ac o in luencing
online shoppe s’ sen imen s abou a p oduc o se ice (Van de Heijden e  al., 2003). in his ega d, Lin
(2011) sugges s ha a i udes ega ding e-shopping we e signi ican ly in luenced by online us due o
he inc easing le el o unce ain y and dynamic na u e o cybe space. he e o e, he ollowing
hypo hesis is:
H1 : us signi ican ly and posi i ely impac s OPi.
2.2.4. Unce ain y a oidance
acco ding o na h and Mu hy (2004), hose wi h high le els o unce ain y a oidance conside online
pla o ms as a iskie p ocess, which causes hem o ejec hem. On he o he hand, people who do
no pe cei e isk in hese ansac ions a e mo e likely o inno a e and adop hem (aga wal & Wu,
2018). Unce ain y a oidance appea s o be he indi idual aspec ha is mos pe inen o consume
accep ance and use o online shopping (Magnusson e al., 2014). he unce ain y-a oidance dimension
is also he mos equen ly used in he esea ch on online consume beha iou . his is due o he sim-
plici y wi h which i can be in e p e ed in he con ex o he online ma ke , as well as he ac ha he
exis ing esea ch indica es ha pe sonali y ai s like pe cei ed isk and us a e among he mos sig-
ni ican ac o s in luencing consume s’ pu chasing decisions (Cheung e  al., 2005). acco ding o o he
esea che s wo king in he digi al and online con ex , unce ain y is always associa ed wi h ambigui y
abou how a decision will u n ou (Hyun e al., 2022; Jo dan e al., 2018). i is b oadly ecognised ha
he p obabili y o an online ansac ion success is low as he unce ain y le el inc eases. i is common
o hink o unce ain y a oidance in e ms o he p obabili y o a oiding he isk o ge ing a nega i e
ou come.
H1g: Unce ain y a oidance signi ican ly and posi i ely impac s OPi.
6 M. gHOSH
2.2.5. Pe cei ed isk
in he e minology o Schie z e  al. (2010), he expec a ion o losses is pe cei ed isk. acco ding o
La oche e  al. (2005), pe cei ed isk e e s o he un a ou able pe cep ions o unp edic able and chang-
ing ou comes om pu chased p oduc s. Consume pu chase in en ions a e signi ican ly in luenced by
pe cei ed isk. acco ding o Lee and Lin (2005), cus ome s who pe cei e mo e signi ican isks a e less
inclined o make online pu chases. (kim and Pa k (2013) a gued ha he consume ’s online pu chase
in en ions a e weake he highe he pe cei ed isk o shopping a online e aile s. akhlaq and ahmed
(2015) highligh ed ha cus ome in en ions o make online pu chases a e nega i ely impac ed by pe -
cei ed isk. his shows ha when consume s lea n ha an online ansac ion is isky, hei desi e o
pu chase is supp essed. P e ious indings show a nega i e ela ionship be ween online pu chasing in en-
ions and pe cei ed isk (akhlaq & ahmed, 2015; Zhao e  al., 2017). Pe o mance, inancial, ime, sa e y,
social, and psychological isks a e all included in pe cei ed isk, as pe Fea he man and Pa lou (2003).
in con as , Bhukya and Singh (2015) indings on pu chase in en ion looked a ou ca ego ies o pe -
cei ed haza ds: unc ional, inancial, physical, and psychological. Han and kim (2016) in es iga ed a mul-
idimensional pe cei ed isk in he se ing o an online ma ke place, including inancial, p i acy, p oduc ,
secu i y, social/psychological, and ime dimensions. Çe a e  al. (2020) unde line ha p oduc , inancial,
and secu i y conce ns a e he mos signi ican in he pe cei ed isk ca ego y, wi h he amewo k o
online pu chasing being mo e in ensi e han o he dimensions.
H1h: Pe cei ed isk signi ican ly and posi i ely impac s OPi.
2.3. Con ex ual ac o s (CF)
2.3.1. e-WOM
e kan and e ans (2016) s a ed ha online e iews play an impo an ole in co e ing he anonymi y issue
o online e iews on shopping websi es. See- o and Ho (2014) men ioned ha elec onic wo d o mou h
(e-WOM) is one o he inexpensi e online e iews which a ec he pu chase in en ion in social ne wo k
si es (SnSs). P e ious esea ch s a ed ha posi i e e-WOM inc eases pu chase in en ion, and nega i e
e-WOM educes pu chase in en ion. acco ding o Chan and ngai (2011) and See- o and Ho (2014),
e-WOM in luences pu chase in en ion h ough he impac o e-WOM on consume s’ us and alue
co-c ea ion. he indings showed ha he impac o e-WOM in SnS is an essen ial p oposi ion o ma -
ke e s, which can help ma ke e s design a be e me hod o p opaga e he ma ke ing messages h ough
SnS and de elop posi i e e-WOM o he i ms and he p oduc s and se ices. as mo e people use social
media and he in e ne o ind ele an in o ma ion, e-WOM has become inc easingly popula . Online
use s hink online opinions a e us wo hy and c edible (Dwidienawa i e  al., 2020; Ven e & kolbe,
2020). P e ious esea ch on online shopping emphasised he impo ance o e-WOM in building online
us (awad & agowsky, 2008; Dwidienawa i e  al., 2020; Wang e  al., 2009). Consume s de elop c edi-
bili y in e-WOM pla o ms and he con en hey o e by eading and equen ly in e ac ing wi h e-WOM
sou ces like blogs and websi es. us o ma ion is also g ea ly in luenced by p io in e ac ions (Hsu e al.,
2013) in online pla o ms. Online e iews and ecommenda ions a e c ucial o consume s looking o
new de ails abou goods and se ices and in o ma ion on se ice quali y (Che alie & Mayzlin, 2006). as
a esul , e-WOM signi ican ly in luences online consume s’ a i udes and pe cep ions ( ana e  al., 2023;
Ven e & kolbe, 2020). Posi i e e-WOM imp o es online shoppe s’ a i udes and us by lowe ing hei
pe cei ed isk and unce ain y ( ana e al., 2023; Ven e & kolbe, 2020). Conside ing he discussion abo e,
he ollowing hypo heses a e pu o h:
H1i: e-WOM signi ican ly and posi i ely impac s OPi.
2.3.2. Consume inno a i eness
Consume inno a i eness is " he deg ee o which an indi idual can emb ace new knowledge and make
inno a i e decisions wi hou he in luence o o he s," acco ding o Midgley and Dowling (1978, p. 3).
Consume inno a i eness was simila ly de ined by goldsmi h and Ho acke (1991) as "consume s’
COgen BUSineSS & ManageMen 7
inclina ion o acquain and accep a new p oduc , p ocedu e, o a deli e y channel. “Consume inno a-
i eness may be inna e o ac ualised (Zhang e  al., 2020). While ac ualised inno a i eness is ela ed o
beha iou al mani es a ions o inno a i eness (Zhang e al., 2020), which a e e lec ed h ough decisions
o buy o y new p oduc s o echnologies ( aško ić e  al., 2016), inna e inno a i eness is ela ed o
pe sonali y ai s and psychological aspec s (Ba els & einde s, 2011; Chang & Chen, 2021). “ echnological
inno a i eness” (Zhang e al., 2020) is he exp ession o inno a ion (willingness o ake isks) when using
echnology, whe eas “p oduc inno a i eness” is he e lec ion o inno a ion when choosing new p od-
uc s o se ices (al-Jundi e  al., 2019). he cu en s udy de ines consume inno a i eness as an ac ual-
ised inno a ion mo e speci ic o a p oduc and echnology. Cus ome s’ endency o acqui e o es new
p oduc s online is, hus, he p ecise unde s anding o consume inno a i eness in he cu en s udy.
Consume inno a i eness a ec s he decision o which online pla o m o use and he in en ion o pu -
chase p oduc s (Fa ima e al., 2017; Fowle & B idges, 2010; noh e al., 2014). inno a i e cus ome s p e e
no el y o adi ion and a e mo e willing o emb ace global ends han he la e ( aško ić e al., 2016).
High-inno a i e consume s ake g ea e chances o dis inguish hemsel es om low-inno a i e consum-
e s (Das e  al., 2021). Since cus ome s canno physically see, ouch, o eel he p oduc s online be o e
buying hem, mo e pe cei ed isks a e in ol ed (nawi e  al., 2019; haku & S i as a a, 2015). On he
o he hand, online me hods gua an ee quicke a ailabili y han o line. as a esul , highly inno a i e
clien s a e expec ed o choose online pu chases o e in-s o e ones, enabling hem o dis inguish hem-
sel es om he es o socie y by adop ing cu ing-edge echnologies.
H1j: Consume inno a i eness signi ican ly and posi i ely impac s OPi.
3. Po en ial mode a o s
Based on heo e ical a gumen s, he ollowing possible mode a o s we e ound.
3.1. Pe sonal ac o s (PF)
3.1.1. Demog aphic a iables – gende , age, and income
3.1.1.1. Gende . in ma ke ing, a pa icula ocus has been on how gende a ec s decision-making and
pu chase beha iou . i has also been examined in e ms o he p ocedu e o accep ing new echnologies,
wi h he conclusion ha depending on he pe son’s gende , dis inc echnology adop ion ea u es and
uses a e assessed (ge en & S aub, 1997; Venka esh & Mo is, 2000). in addi ion, he cu en s udy has
no e ealed any s a is ically signi ican a ia ions in in e ne usage be ween males and emales (Shin,
2009; Zhang, 2005). Men and women exhibi he same in e es in adop ing echnology ega ding hei
deg ees o expe ience ( eo, 2002). as a esul , gende inequali ies become less p onounced due o
specialised echnological expe ience o echnology adop ion (Sobie aj & k äme , 2020). P e ious s udies
ha e e ealed minimal gende -de i ed di e ences among a sample o pe sons who ha e used echnology
be o e (Cai e al., 2017; Shaou & al aqqi, 2018).
3.1.1.2. Age. Simila ly, he adi ional li e a u e is e iewed o highligh he signi icance o use s’ ages in
unde s anding hei beha iou (Shaou & al aqqi, 2018; eo, 2002). age has been conside ed an essen ial
elemen in many s udies o explain in e ne shopping beha iou (Mummalaneni & Meng, 2009; noh
e al., 2014; Shaou & al aqqi, 2018). acco ding o Venka esh and Mo is (2000), age is closely linked wi h
he di icul y o in e p e ing inpu s and signi ican ly co ela ed wi h he amoun o ime i akes o
un ained indi iduals o ge com o able using online pla o ms (He nández e  al., 2011; La oche e  al.,
2005). age impac s consume s’ i s decision o shop online bu no hei subsequen beha iou , such as
he numbe o ansac ions o amoun spen (McCloskey, 2006).
3.1.1.3. Income. ano he ac o ha has gained much academic in e es in echnology accep abili y is
income, which may p omo e o discou age he use o e-comme ce (alla d e  al., 2009; Shin, 2009).
nume ous esea ch s udies ha e used i o explain shopping beha iou . Howe e , he indings a e mixed
in hei signi icance (al-Somali e al., 2009; Lu e al., 2003; Miyazaki & Fe nandez, 2001; aijas & uunainen,
2001). in e ne use s wi h highe incomes pe cei e ewe implici isks while making ansac ions online,
14 M. gHOSH
ul ilmen eliabili y and OPi is e y high, indica ing ha i is unlikely ha he mean e ec sizes o each
o hese aken-in o-conside a ion ac o s will be ze o.
addi ionally, egge ’s eg ession es (egge e  al., 1997) and he ank co ela ion es (Begg &
Mazumda , 1994, p. 1088) we e used o de e mine objec i e measu es o po en ial bias. able C abo e
ep esen s he p- alues o he es s in each case. Fo mos cases, nei he he ank co ela ion no
egge ’s eg ession es was s a is ically signi ican . excep o pe cei ed ease o use, egge ’s p- alue =
0.022 and ank es p- alue = 0.047. he ex emely low likelihood o publishing bias is implied by he
ele a ed ail-sa e n o 12,809. O e all, hese es s ha e no ound any signi ican e idence o publi-
ca ion bias.
8. Mode a o analysis
Fu he , he esea che also analysed he a iables ha migh ha e mode a ed he impac o each o
hese an eceden s on OPi.
8.1. Uni a ia e me a- eg essions
Uni a ia e me a- eg essions a e pe o med as sugges ed in ea lie me a-analy ical in es iga ions (Massey
e al., 2018; Wood e al., 2015). Fo each o he eigh emaining an eceden s in he wo majo ca ego ies
o PF and PV, uni a ia e me a- eg essions we e used o accoun o po en ial mode a o s ha migh be
used o explain he di e ence in e ec sizes. he mode a o s es ed we e (1) Demog aphic a iables, (2)
Social a iables, (3) echnology eadiness, (4) a i ude, (5) Websi e Design, (6) Pe cei ed Quali y, (7) P ice,
and (8) Hedonic Bene i s. o ind addi ional e ec s beyond he gi en hypo heses, each o hese mode -
a o s was e alua ed o he h ee an eceden g oups o Pe cei ed U ili y (PU ), eliabil y and epu a ion
( ) and Con ex ual Fac o s (CF).
8.2. Resul s
he ou comes o he uni a ia e me a- eg essions a e p esen ed in able 2. he indings ollowed he
mode a ing e ec s sugges ed in hypo heses H2, H3, H4, H5, H6, H7, H8, and H9. he summa y o sup-
po ed and non-suppo ed hypo heses is shown in able 2. an in e es ing inding was iden i ied h ough
he analysis o he s udy ac o s ha we e used as mode a o s. he Demog aphic a iables, he cumula-
i e agg ega ion o gende , income and age, a e no suppo ed as he mode a o . Howe e , o he
an eceden s such as echnology eadiness, a i ude, Pe cei ed Quali y, Hedonic Bene i and Websi e
Design appea o be s ong mode a o s ha c ea ed a mo e isible impac on he OPi. Mo eo e , he
o he mode a o s, such as P ice and Social Va iable, which again is a cumula i e in eg a ion o social
iden i y and social in luence, also signi ican ly impac he OPi ( able 3).
9. Discussion
he cu en me a-analysis p o ides a quan i a i e consolida ion o he an eceden s o OPi. Online pu chase
has become an e e yday phenomenon in ou daily li es owing o many con eniences o e ed by a ious
Table 2. Publica ion bias assessmen .
s. no Va iables egge ’s eg ession Rank co ela ion
1Pe cei ed use ulness 2.074 (p = 0.038) ns 0.141 (p = 0.401) ns
2Pe cei ed ease o use 2.286 (p = 0.022) s 0.407 (p = 0.047) s
3 Cong uence 1.643 (p = 0.100) ns 0.010 (p = 0.100) ns
4 secu i y 1.384 (p = 0.166) ns 0.238 (p = 0.562) ns
5Ful ilmen eliabili y 1.468 (p = 0.142) ns 0.333 (p = 0.750) ns
6 us 1.178 (p = 0.239) ns 0.147 (p = 0.440) ns
7unce ain y a oidance 0.558 (p = 0.557) ns 0.667 (p = 0.333) ns
8Pe cei ed isk 0.535 (p = 0.592) ns 0.143 (p = 0.495) ns
9 e-WoM 0.513 (p = 0.608) ns 0.429 (p = 0.239) ns
10 Consume inno a i eness 0.072 (p = 0.932) ns 0.143 (p = 0.773) ns

COgen BUSineSS & ManageMen 15
online pla o ms (Deng e  al., 2021); a me a-analysis will help o unde s and and iden i y he pa e ns in
online consump ion. i can ac as a symbolic d i e , p o iding a ounda ion o comp ehending he e oge-
neous online shopping mo i a ions ac oss he globe. Based on 60 selec ed p io empi ical s udies on online
pu chase beha iou /in en ion in luencing ac o s. his s udy used a me a-analysis o in es iga e he 18 key
a iables in luencing online pu chasing in en . he iden i ied ac o s conside ed and analysed in his
me a-analysis s udy a e he ac o s ha eme ged mul iple imes in he p io s udies conside ing his sub-
jec . a co ela ion analysis is pe o med in he i s s age o me a-analysis, whe e each ac o conside ed in
he s udy’s concep ual amewo k (as shown in Figu e 2) is es ed o check he s a is ical signi icance wi h
OPi. he esul p esen ed in able 1 depic s ha each o he ac o s unde he h ee ca ego ies o Pe cei ed
U ili y (PU ), eliabili y and epu a ion ( ) and Con ex ual Fac o (CF) a e suppo ed and s a e ha hey
a e posi i ely and signi ican ly impac ing he Online Pu chase in en ion (OPi).
H1a–H1c conside ed he o e all u ili y and how a consume pe cei es online shopping/pu chase as
applicable. he ac o s unde his ca ego y a e pe cei ed use ulness, ease o use and cong uence. hese
ac o s we e su icien ly conside ed in he p io s udies (Bad ina ayanan e  al., 2014; Law e  al., 2016;
Moslehpou e  al., 2018) and looked o in de ail o ge an in-dep h unde s anding. he s udy’s hypo h-
eses’ signi ican esul s a e consis en wi h p e ious s udies. O e all, he ac o s unde he Pe cei ed
Table 3. Mode a ion analysis.
s udy
a iable
ca ego y s udy a iables Hypo hesis
numbe o
s udies(k)
Combined
e ec size es ima e se LCi uCi p- alue Findings
Pe sonal
Fac o s
Demog aphic
Va iables
H2 12 −0.031 −0.0124 0.0897 −0.188 0.163 0.89 non-signi ican
echnology
Readiness
H3 6 0.157 0.8473 0.1105 0.6306 1.064 < .0001 signi ican
social Va iables H4 10 0.380 0.7347 0.1122 0.5148 0.9547 < .0001 signi ican
a i ude H5 24 0.171 0.8272 0.0765 0.6773 0.9771 < .0001 signi ican
Pe cei ed
Values
Websi e Design H6 15 0.059 0.796 0.078 0.087 0.219 0.016 signi ican
Pe cei ed
quali y
H7 6 0.002 0.8254 0.1209 0.5884 1.0624 < .0001 signi ican
P ice H8 5 0.264 0.7623 0.1647 0.4395 1.0851 < .0001 signi ican
Hedonic
Bene i s
H9 8 0.118 0.8127 0.1378 0.5426 1.0828 < .0001 signi ican
Figu e 2. PRisMa lowcha p esen ing he p ocess o Li e a u e sea ch.
16 M. gHOSH
u ili y ca ego ies a e he mos undamen al ac o ha builds up a s ong ounda ion o in en ion o
pu chase online.
H1d–H1h conside ed he o e all eliabili y and epu a ion o he online pla o m and he online shop-
ping expe ience. i cus ome s can ely on online pla o ms ega ding secu i y, us , and isk, hey ind
he pla o m mo e eliable. also, ac o s such as unce ain y a oidance and ul ilmen eliabili y a e essen-
ial as hey gene a e he imp ession/ epu a ion o he pla o m. Suppose he consume is sa is ied wi h
how he online channels mi iga e he haza d/ h ea and how he business can deli e he o de accu-
a ely and on ime. hese a e c ucial de e minan s in an online business and a e an impo an deciding
ac o impac ing online pu chase in en ion. he signi ican impac o each ac o e y nea ly depic ed he
s udy’s consis en epo ing wi h he p io s udies (ka a & Pa o, 2017; na h & Mu hy, 2004; Peinko e
e  al., 2016; Zhao e  al., 2017).
H1i–H1j discusses he ex e nal/con ex ual ac o s ha can e ec i ely con ibu e o online pu chase
in en ion. he ac o s conside ed unde he Con ex ual Fac o s (CF) ca ego y a e e-WOM and consume
inno a i eness. Cus ome online e iews a e c i ical o c ea ing a pe cep ion o he p oduc o he online
si e (See- o & Ho, 2014). P e ious s udies ha e discussed he impac o online e iews o e-WOM on
pu chase in en ion (See- o & Ho, 2014; Zhang e  al., 2020). He e, i is clubbed oge he wi h consume
inno a i eness as he e-WOM, in many ways, also es ablishes he ini ial us o he cus ome in he new
p oduc ; hence, bo h hese ac o s ac as an ex e nal push o he pu chase online. Mo eo e , he hypo h-
eses suppo ha he ex e nal push o he con ex ual ac o s signi ican ly de e mine he in en o pu -
chase online, which is also a consis en inding conce ning he p io s udies.
Finally, he mode a o analysis is pe o med o unde s and and alida e he indi ec e ec o s udy
a iables on OPi. He e again, he s udy’s mode a o s a e also well-es ablished mode a o s o mul iple
s udies in his domain and hence pu oge he o ge a c isp and clea pic u e. he mode a o s we e
di ided in o Pe sonal Fac o s (PF) and Pe cei ed Value (PV) ca ego ies.
in he ca ego y o PF, we ha e again subca ego ies o Demog aphic Va iables (DV), which comp ises
gende , age and income, and Social Va iables (SV), including social iden i y and social in luence. H2 &
H4 es he indi ec e ec o hese ac o s on he OPi. He e, H4 (Social a iables) suppo s hei signi i-
can impac indi ec ly on he OPi, and H2 (Demog aphic a iables) came non-signi ican . While p io
s udies (McCloskey, 2006; al-Somali e  al., 2009; Shaou & al aqqi, 2018) ha e epo ed he mode a ing
e ec o gende , age, and income indi idually on he OPi, clubbing hem oge he c ea es a signi ican
di e ence in he magni ude o he ac o s. he combined e ec size o –0.031 o his s udy ac o s sig-
ni ies ha all o hem oge he as DV, no impac ing he OPi.
H3 & H5, unde he ca ego y o PF, pu o h he echnology eadiness and a i ude o he consume
owa ds OPi. Bo h hese hypo heses ha e sugges ed a signi ican impac on OPi, and we can easily con-
clude ha echnology adap i eness and a i ude indi ec ly impac he OPi in line wi h he implica ions
d awn by he p e ious s udies (Lee & Wu, 2017; Pa asu aman, 2000).
Mo ing o he ca ego y o PV, we ha e ac o s such as websi e design, pe cei ed quali y, p ice, and
hedonic bene i unde hypo heses H6–H9. all hese hypo heses suppo ed he ac o s’ indi ec e ec
on he OPi. in e es ingly, in his s udy, all hese ac o s we e ca ego ised in o Pe cei ed Value (PV),
which is assumed o b ing a ce ain amoun o alue o he online shopping expe ience, leading o
pu chase. So, when a cus ome hinks abou he alue o he pu chase, hen p ice and quali y a e
signi ican . Howe e , he expe ience o he pu chase also coun s meaning ully. he websi e design and
he pleasu e de i ed h ough he shopping expe ience add o he alue p oposi ion, ul illing he OPi
signi ican ly.
hus, all he s udy hypo heses ha e jus i ied hei signi icance and ele ance being conside ed and
es ed in he s udy, hus alida ing he s udy a iables.
10.Theo e ical and manage ial implica ions
10.1. Theo e ical implica ions
Consume beha iou esea che s om all a ound he globe ha e paid close a en ion o s udies on
online pu chases/buying. in he cu en me a-analysis esea ch on online pu chase in en ion, he online
COgen BUSineSS & ManageMen 17
scena io was p ima ily emphasised, and only a ew s udies included he dis inc i e ea u es o compa i-
son wi h he o line scena io. his s udy looks in o he gap in he li e a u e by concen a ing on he
ac o s ha can be conside ed as possible an eceden s ha in luence he in en ion o make an online
pu chase. Meanwhile, his s udy has b oadened OPi's ange o in luences. his s udy included 60 empi -
ical pape s in a me a-analysis. o emo e he esea ch bias b ough on by con lic ing indings in he
cu en esea ch esul s on online pu chase in en ion, i sugges ed a comp ehensi e amewo k o he
in luencing elemen s o online pu chase in en ion based on quan i a i e s a is ical analysis. e en ually,
he c i e ia we e na owed o 18 concep s, and he s udy a iables we e hose examined h ee o mo e
imes in he esea ch a icles. hese a iables we e u he classi ied in o i e ca ego ies: Pe cei ed U ili y
(PU ), eliabili y and epu a ion ( ), Con ex ual Fac o s (CF), Pe sonal Fac o s (PF) and Pe cei ed
Value (PV).
he me a-analysis examining online pu chasing in en ion o e s a esh app oach o he s udies in his
domain. his s udy explo es s udies om esea che s ac oss he globe wi h a la ge sample size wi h an
a e age sample o 486. i helps unde s and in-dep h he implica ion o he s udy a iables in de ail. his
me a-analysis helps iden i y he c i ical heo ies and cons uc s used in a ious s udies on online pu -
chase in en ion. i seg ega es hem, gi ing hem a unique s uc u e and also helps o iden i y hem.
Concep ualising he s udy a iables and s udying hem helps us comp ehend ha mos s udies ha e
used aM, PB, a and U aU as hei ounda ional heo ies (Fogel & Schneide , 2010; keisidou e  al.,
2011; akhlaq & ahmed, 2015; Dewi e  al., 2019; kau & haku , 2019). al hough ew s udies ha e also
discussed he amalgama ion o some o he heo ies along wi h hese heo ies (Bianchi & and ews, 2012;
Wen, 2012; San-Ma ín e  al., 2020), hey o m he co e o mos s udies esea ching he OPi. in ecen
imes, whe e a i icial in elligence (ai) based echnology has been he co e o online pla o ms and
enhancing cus ome expe iences, i is impe a i e o assess and elook a he a iables. On op o ha ,
consume s o ecen imes a e also mo e expe ienced wi h online pla o ms, owing o he pandemic;
hence, elooking he exis ing amewo ks has been o u mos impo ance. his s udy has agg ega ed he
widely used a iables o ecen imes ha go e n he OPi and ecalib a ed hem o p o ide a mo e
obus amewo k. he amewo k es ed and es ablished in his s udy will add o he exis ing heo ies,
helping he esea che s ge a mo e holis ic unde s anding due o a new no mal pe iod. us , isk, pe -
cei ed alue, ease o use, use ulness, a i ude, easy websi e na iga ion, social e e ences and many mo e
ha e always been he d i ing o ce owa ds OPi. Howe e , classi ying hem as homogenous ca ego ies
and alida ing hem wi h app op ia e quan i a i e me hods is an inno a i e pe spec i e o his s udy.
hese ca ego isa ions o a iables as PU , , CF, PF and PV a e also ele an in he e a o sma ech-
nologies and add mo e ele ance o he pos -pandemic imes. exis ing s udies and heo ies ha e in es-
iga ed he in e ac i e e ec s indi idually. Con a ily, he ine- uned aspec s o he a iables used in his
me a-analysis s udy acknowledge he complexi y o he consume decision-making p ocess and suppo
he cumula i e impac o he iden i ied ca ego ies on p esen -day consume s and hei pu chase in en-
ions. hese concep s can se e as a ounda ion o c ea ing mode n scales. he cu en pape also p o-
ides de ini ions o pe cei ed u ili y, eliabili y and epu a ion, con ex ual ac o s, pe cei ed alue, and
pe sonal aspec s ha may help u u e esea ch ha e g ea e concep ual cla i y, adding alue o he p io
concep ual and empi ical indings.
10.2. Manage ial implica ion
his s udy iden i ies he key global ac o s and o e s in-dep h insigh s in o he a iances in consume
online shopping beha iou s. Fo b and manage s, ma ke segmen a ion is a c ucial subjec o in e es .
Manage s can use he cu en me a-analy ic e alua ion o guide ma ke segmen a ion and iden i y he
symbolic ac o s in luencing online pu chasing in en ions. Such expe ise is mo e impo an han e e ,
gi en ha ma ke s a e expanding globally, businesses a e adap ing in he wake o he pandemic, and
he in e ne has become essen ial o e e y consume ’s li e. Ma ke ing manage s can adap o s anda dise
hei wo ldwide ma ke ing s a egy by being ho oughly awa e o he ac o s ha d i e online pu chas-
ing habi s ac oss g owing and de eloped egions. his s udy’s key poin s and conclusions may ha e
a ious manage ial implica ions o online businesses. He e a e some signi ican ami ica ions:
18 M. gHOSH
a. enhancing use expe ience: Unde s anding he cha ac e is ics ha a ec online pu chase in en ion,
such as usabili y and engagemen , can be accomplished by me a-analysing se e al esea ch. Manage s
can use hese esul s o enhance he use expe ience o e all and in luence pu chase in en ion.
b. Building c edibili y: Online pu chase decisions a e hea ily in luenced by dependabili y and epu a-
ion a iables, including secu i y, us , ul ilmen eliabili y, isk a oidance, and unce ain y a oid-
ance. in he cu en e a o inno a i e echnologies like ai-embedded se ices, he s udy p oposed a
ca ego y o eliabili y and epu a ion ha can assis i ms in iden i ying he c edibili y-building ac-
ics mos e ec i ely in luencing pu chase in en ion. eliabili y conce ns can agg a a e conce ns
abou secu i y, us , and consume expec a ions, jus like wi h ai-based sma se ices. Businesses
can use hese insigh s o imp o e websi e c edibili y and s eng hen pu chase in en .
c. a ge ing ma ke ing e o s: he me a-analysis e iew iden i ied a iables, such as online e iews o
e-WOM and consume inno a i eness ac ics while handling he p oduc in an online pla o m, ha
subs an ially impac online pu chase in en ion. Ma ke e s can use hese con ex ual a iables o c e-
a e specialised social media ma ke ing p omo ions and discoun s. By concen a ing on he ac ics
ha ha e he mos signi ican in luence on pu chase in en ion, his in o ma ion can assis manage s
in mo e e ec i ely alloca ing ma ke ing esou ces.
d. Pe sonalisa ion and Cus omisa ion: Businesses ailo and cus omise hei se ices depending on clien
p e e ences by unde s anding he elemen s ha d i e online pu chase in en ion. in he age o sma
echnologies, whe e hese ac o s can be eplica ed o build and in eg a e hype -pe sonalisa ion, he
me a-analysis e iew helped iden i y speci ic a ibu es o ea u es ha d i e pu chase in en ion, allowing
manage s o ailo hei p oduc s o se ices mo e speci ically and inc ease he likelihood o con e sion.
e. Managing cus ome expec a ions: he dimension o pe cei ed alue iden i ied in his s udy can
assis businesses in aligning hei o e ings wi h cus ome expec a ions and, in u n, exceed hose
expec a ions by deli e ing high-quali y goods and se ices, enhancing he pleasu e and joy o he
online shopping expe ience, and op imising deli e y p ocesses.
. Mobile op imisa ion: as mo e people use mobile de ices o online pu chasing, me a-analysis can
shed ligh on he elemen s a ec ing consume s’ decision-making, speci ically on mobile pla o ms.
Based on hese indings, businesses can de elop mobile-speci ic apps o op imise hei websi es o
mobile use s o imp o e he mobile shopping expe ience and s eng hen pu chase in en .
in gene al, manage s can bene i om a me a-analysis s udy on online pu chase in en ion o make
wise choices on websi e design, us -building ac ics, ma ke ing ini ia i es, pe sonalisa ion, cus ome
expec a ions, in luence ma ke ing, and mobile op imisa ion. Businesses may imp o e hei online p es-
ence and ma ke ing s a egy o boos clien engagemen and con e sion a es by comp ehending he
signi ican ac o s in luencing pu chase in en ion.
11. Limi a ions and u u e p oposi ions
a me a-analy ic e iew can poin ou c i ical gaps in he inco po a ed li e a u e. Se e al limi a ions apply
o his s udy, which is de ailed in his sec ion.
a. al hough limi ed by he exclusion o a ew s udies, conside ing he s ic inclusion equi emen s, he
sample size is equi alen o ha in pas me a-analysis pape s.
b. e en hough o he ac o s may po en ially ha e a subs an ial impac , his s udy concen a ed on he
de e minan s o online pu chase in en ion because hey had been he ocus o he majo i y o s ud-
ies in he me a-analysis. Fu u e esea ch may examine mo e ac o s.
c. his s udy is limi ed o a ew speci ic quan i a i e me hods. Fu u e esea ch can examine i i would
be possible o conduc me a-analyses, especially on expe imen al s udies. Mo e obus e idence on
he e ec s o in e en ions o manipula ions on online pu chase in en ion is p o ided by expe imen-
al designs since hey allow o be e con ol o a iables and causal conclusions.
d. he me a-analysis only used quan i a i e s udies. he inco po a ion o quali a i e s udies in weigh
analysis, which assesses he ela ionship be ween an eceden s and consequences, should be consid-
e ed in u u e esea ch. analysing in ica e in e ac ions be ween a iables can be made possible by
COgen BUSineSS & ManageMen 19
including s uc u al equa ion modelling (SeM) in me a-analyses. esea che s can explo e he unde -
lying mechanisms and pa hways ha a ec online pu chase in en ion using SeM me hodologies,
gi ing hem mo e in-dep h insigh s in o how a ious elemen s in e ac .
e. One signi ican limi a ion o his s udy is ha i needs o conside he consequences o c oss-pla o m
and mul ichannel usage. Online shopping ac i i y equen ly happens ac oss se e al pla o ms and
channels. Fu u e me a-analyses can examine he e ec s o c oss-pla o m and mul ichannel in e ac-
ions on he likelihood o online pu chasing. By in eg a ing s udies ha examine he impac o com-
ponen s ac oss a ious pla o ms and channels (such as websi es and mobile applica ions), esea che s
can p o ide insigh s in o he complexi ies o he online consume expe ience (such as social media
and email ma ke ing).
. he ac ha his s udy igno ed changes in online pu chase in en ion o e ime and in esponse o
a ious s imuli is ano he one o i s limi a ions. Fu u e me a-analyses can explo e he dynamic and
ime- a ying impac s by inco po a ing a icles ha look a changes in online pu chase in en ion
unde a ious ci cums ances o in e en ions. he empo al dynamics and luc ua ions in consume
beha iou can be iden i ied using his.
g. Fu u e esea ch could analyse how de eloping echnologies a ec he desi e o pu chase online in ligh
o ongoing echnological imp o emen s. his in ol es looking in o how echnologies like i ual eali y,
ai, blockchain, and in e ne o hings (io ) gadge s ha e an impac . in his as -de eloping subjec ,
me a-analyses migh aid in combining and syn hesising he esul s om a ious in es iga ions.
h. Cul u al no ms, alues, and a iables can a ec he in en ion o pu chase online. Fu u e me a-analyses
inco po a ing esea ch om o he na ions and a eas can in es iga e c oss-cul u al a ia ions. his
would gi e insigh in o how cul u al in luences in luence he in en ion o make an online pu chase
and assis in iden i ying cul u al simila i ies and a iances.
i. Online pu chasing expe iences a e signi ican ly in luenced by pe sonalisa ion and ecommenda ion
algo i hms. Me a-analyses can examine how ailo ed ecommenda ions, p oduc cus omisa ion, and
a ge ed ad e ising a ec he likelihood o an online pu chase. his would make i easie o de e -
mine how well hese s a egies wo k and how hey a ec cus ome beha iou .
Acknowledgemen s
i am g a e ul o he jou nal, edi o , e iewe s and my o ganisa ion o suppo ing my wo k and allowing me o
conduc my esea ch.
Au ho s’ con ibu ions
he whole a icle is he sole au ho ’s wo k
Disclosu e s a emen
no compe ing in e es s.
Funding
he au ho ecei ed no inancial suppo o his a icle’s esea ch, au ho ship and publica ion.
Consen o publica ion
i, Munmun ghosh, gi e my consen o in o ma ion abou mysel o be published in he Jou nal.
ORCID
Munmun ghosh h p://o cid.o g/0000-0003-3197-3967

20 M. gHOSH
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bm.2008.12
30 M. gHOSH
s. no au ho s sample
ype o
consume
beha iou
Me hod(s) o
analysis
geog aphical
scope Main indings
19 Bijmol e al.
(2014)
2978 online
Pu chase
in en ion
Logis ic
Reg ession
analysis
Pan-eu opean
su ey
- Denma k,
i eland,
sweden,
aus ia,
Finland,
ge many,
Luxembou g,
ne he lands,
Belgium,
F ance, g eece,
i aly, Po ugal,
spain
he s udy’s indings highligh ha he se ice eco e y pa adox in an online si ua ion is suppo ed by he ac
ha he cus ome s who complained and we e happy wi h how hei complain s we e handled had he
highes epu chase in en ions.
20 ahmed and
akhlaq (2015)
286 online
Pu chase
in en ion
eFa and
Reg ession
analysis
Pakis an he indings o his s udy sugges ha online shopping in en ions a y depending on pe cei ed use ulness (Pu)
and ease o use (Peou), as well as o he ac o s ela ed o digi al engagemen , such as dis us , pe cei ed
isk (PR), pe cei ed enjoymen (Pe), and legal amewo k (LF)).
21 u ueña and
Hidalgo (2016)
303 online
Pu chase
in en ion
seM spain he s udy explo es he connec ions be ween us , se ice eco e y sa is ac ion, happy and nega i e emo ions,
and dis ibu i e, in e ac ional, and p ocedu al ai ness. he esul s highligh he impo ance o p ocedu al and
in e ac ional jus ice, joy ul eelings, and sa is ac ion wi h se ice eco e y.
22 Liu e al. (2016) 16 p oduc
ca ego ies, 4270
da a
online
Pu chase
in en ion
Reg ession China online e iews had li le in luence on use s’ selec ions o buy p oduc s wi h high anks, bu hey did ha e a
s ong posi i e in luence on use s’ choices o low- anking p oduc s. his s udy e eals his in i s indings, hus
suppo ing he online pu chase.
23 Law e al. (2016) 300 online
Pu chase
in en ion
seM online su ey his a icle examines he de e minan s and media o s o he pu chase in en ion o non-online pu chase s
be ween ages 31 and 60 who mos ly ha e s ong pu chasing powe . i p oposes a new online pu chase
in en ion model by in eg a ing he echnology accep ance modelwi h addi ional de e minan s and adding
habi ual online usage as a new media o . his e ised model illus a es habi ual online usage’s ole in
pu chase in en ions. he indings sugges ha ma ke e s assis hem in unde s anding he a ge g oup’s
cha ac e is ics and o mula ing be e online s a egies.
24 Voo eld e al.
(2016)
1071 consume s
h ough 17
online and
o line channels
online
Pu chase
in en ion
Reg ession Du ch
esponden s
his s udy examined how c oss-channel usage a ies be ween di e en p oduc kinds and be ween online and
o line pu chase s o a pa icula p oduc . Resul s showed ha consume s used mo e online channels when
making an online pu chase han when making an o line pu chase bu used o line channels o he same
ex en when buying a p oduc online as when buying a p oduc o line.
25 Cihan e al.
(2017)
114 online
Pu chase
in en ion
Reg ession and
anoVa
eas e n eu ope
and u key
he mos c ucial ac o s in online o de ing a e deli e y op ions and p i acy policies, bu he e is no eal
ela ionship be ween income le el and cus ome sa is ac ion. he indings o his s udy imply ha any issues
wi h he deli e y p ocedu e may nega i ely impac he pu chase and he consume s.
26 si aKuma and
gunaseka an
(2017)
150 online
Pu chase
in en ion
Reg ession,
anoVa &
eFa
Chennai, india he p ima y goal o his s udy is o examine he ac o s in luencing millennial consume s’ online shopping
habi s. he elemen s a ec ing online pu chases a e analysed, and sugges ions o online businesses a e made.
Appendix A. Con inued.
(Con inued)

COgen BUSineSS & ManageMen 31
s. no au ho s sample
ype o
consume
beha iou
Me hod(s) o
analysis
geog aphical
scope Main indings
27 adi yan e al.
(2017)
210 online
Pu chase
in en ion
seM india in his s udy, a hypo hesised and empi ically es ed consume beha io ally insigh ul model wi h he
psychological ai s in o ma ion acquisi ion (ia), consume inno a i eness (Cin), consume s’ need o
uniqueness-c ea i e choice coun e -con o mi y - (CnFu-CCC) dimension, and online shopping endency (os )
was de eloped. he esul s o s uc u al equa ion modelling (seM) showed ha he hypo hesised model was
compa ible wi h he da a and ha he psychological cons uc s Cin, CnFu-CCC, and os we e posi i ely
co ela ed wi h ia. he ia's acili a ing ole has also been es ablished.
28 ge aldo and
Maina des
(2017)
704 online
Pu chase
in en ion
Reg ession B azil he esul s o his esea ch showed ha he pu chase in en ion o online consume s could be posi i ely a ec ed
by he ac o s o i ual s o es and p omo ions. he e o e, om he esul s p esen ed, i is sugges ed ha
unde s anding ac o s ha may a ec online consume s’ pu chase in en ion in e-comme ce can help online
e aile s and esea che s unde s and and explain consump ion beha iou in i ual en i onmen s.
29 Mohseni e  al.
(2018)
409 online
Pu chase
in en ion
PLs-seM Malaysia he esea ch emphasises he signi icance o pe sonal alue as a cha ac e is ic ha can signi ican ly in luence
one’s in en ion o pu chase online. in addi ion, his s udy o e s a clea , mul idimensional pic u e o he
causal ela ionship be ween he online pu chasing en i onmen by me ging use a ibu es and websi e
cha ac e is ics, addi ionally d i ing he pu chase in en ion.
30 Rahman and
Mannan
(2018)
300 online
Pu chase
in en ion
PLs-seM Dhaka,
Bangladesh
he adop ion o consume in o ma ion posi i ely impac ed consume online pu chase beha iou . i was
disco e ed ha e-WoM pa ially media ed he associa ion be ween in o ma ion adop ion and consume
pu chase beha iou . he indings highligh ed ha online b and expe ience in luences consume online
pu chase beha iou a ou ably. also, online b and amilia i y pa ially media es he associa ion be ween
online b and expe ience and consume buying beha iou .
31 Han e al. (2018) 309 online
Pu chase
in en ion
PLs-seM Ko ea Da a indica es ha a i udes ega ding pu chasing p oduc s online om o eign websi es a e a ou ably
in luenced by iews abou e-s-QuaL and Consume need o uniqueness (CnFu), posi i ely a ec ing
pu chasing in en ion.
32 Jo dan e al.
(2018)
190 online
Pu chase
in en ion
seM slo enia acco ding o his s udy’s indings, he e is a posi i e co ela ion be ween pe cei ed isk and in en ion o make
an online pu chase and a nega i e co ela ion be ween pe cei ed isk and ea o inancial losses, epu a ional
damage, and pe cei ed isk.
33 B ingula e al.
(2018)
230 online
Pu chase
in en ion
eFa &
Hie a chial
Reg esssion
analysis
Manila he s udy’s indings jus i ied he con adic o y indings o ea lie s udies ega ding cos and quali y. he s udy
iden i ied he a iables ha migh a ec sma phone pu chases made online.
34 Lopez e al.
(2018)
305 online
Pu chase
in en ion
PLs-seM eu opean and
non-eu opean
na ions
he esul s showed ha websi e unc ions also inc ease use s’ loyal y, and hey emphasised he signi icance o
assessing how all websi e ea u es oge he a ec online pu chase in en ion. his s udy signi ican ly adds o
he body o consume li e a u e on local ood websi es, an unde s udied a ea, and i s po en ial e ec s on
cus ome pu chase beha iou and e-loyal y.
35 Ha e al. (2019) 423 online
Pu chase
in en ion
eFa and
Reg ession
analysis
Vie nam he esul s show ha pe cei ed use ulness, ease o use, a i ude, subjec i e no m and us posi i ely a ec ed
consume s’ online shopping in en ion.
36 o o i and
appiah-nimo
(2019)
580 unde g adua e
s uden s
online
Pu chase
in en ion
PLs-seM & seM ghana he indings demons a ed a s ong co ela ion be ween usabili y and simplici y o usage. al hough pe cei ed
cos (PC) was disco e ed o be he mos c ucial a iable in luencing s uden s’ ac ual use (au) o online
shopping, he pe cei ed cos (PC) had no disce nible impac on pu chase in en ion (Pi). he s udy’s indings
sugges ha online e aile s educe cos s and inc ease he e iciency o online pu chasing while ensu ing he
secu i y o bo h he p oduc and he ansac ions.
Appendix A. Con inued.
(Con inued)
32 M. gHOSH
s. no au ho s sample
ype o
consume
beha iou
Me hod(s) o
analysis
geog aphical
scope Main indings
37 anic e al. (2019) 1990 in e ne
use s
online
Pu chase
in en ion
seM C oa ia his s udy p o ides empi ical suppo o he no ion ha online P i acy Conce ns (oPC) nega i ely impac
in o ma ion-sha ing in en ions and posi i ely co ela e wi h he ab ica ion o pe sonal da a. he indings also
indica e no connec ion be ween oPC and online pu chasing. none heless, oPC in luences iews ega ding
in e ne buying, which in luences online pu chases.
38 Dewi e  al.
(2019)
668 online
Pu chase
in en ion
PLs-seM indonesia his esea ch a emp s o iden i y he a iables in luencing cus ome s’ online pu chase in en ions and in es iga e
whe he he e a e any app eciable di e ences be ween males and emales. acco ding o he indings, he
h ee in luen ial cha ac e is ics o pe o mance expec ancy, e o expec ancy, and pe sonal inno a i eness
ha e mo e signi ican pa h coe icien s in males and emales. anxie y has a nega i e and signi ican
associa ion wi h online pu chase in en ion o emale cus ome s as opposed o male consume s. addi ionally,
he analysis’s indings show no app eciable di e ences be ween males and emales in mos ac o coe icien s
de e mining whe he a pe son will make an online pu chase.
39 Kau and haku
(2019)
600 online
Pu chase
in en ion
seM india he pape ’s indings e eal ha echnology eadiness, consume inno a i eness, ondness o b anded p oduc s
and pe cei ed b and una ailabili y ac as de e minan s o online shopping a i ude, and he e is a posi i e
ela ionship be ween online shopping a i ude and online pu chase in en ion among ie 2 consume s in
india.
40 Çe a e al. (2020) 690 online
Pu chase
in en ion
Logis ic
Reg ession
albania online pu chases a e mo e likely o be made by people wi h high le els o digi al banking usage, inancial
guidance, pas bank expe ience, echnology usage, and low paymen isk and isk ole ance a i udes.
41 Qiu e  al. (2020) 331 online
Pu chase
in en ion
PLs-seM China he esul s show ha ai pollu ion makes consume s mo e anxious and i i a ed, which p omo es hei online
shopping beha iou by making hem less likely o engage in ou doo consump ion. Cus ome s’ assessmen o
he in ensi y o hei discom o and annoyance induced by ai pollu ion is mode a ed by hei egula o y
ocus (p omo ion ocus s. p e en ion ocus).
42 sili onga e al.
(2020)
300 online
Pu chase
in en ion
PLs-seM indonesia he esea ch aim is o examine he d i ing ac o s o shaping cus ome e en ion by unde s anding he pa e n
o ansac ion cha ac e is ics and us in online pu chases in e-comme ce. Fac o s such as cus omisa ion,
con ac in e ac i i y, ca e, and cha ac e ac o s posi i ely and signi ican ly a ec ed us and buye e en ion.
us has p o en o be essen ial in shaping buye e en ion on e-comme ce si es.
43 Ven e and Kolbe
(2020)
380 online
Pu chase
in en ion
PLs-seM Mexico he indings imply ha businesses should wo k o encou age cus ome s o pos a ou able online e iews o
inc ease us and p omo e online sales. his s udy adds a deepe unde s anding o he ac o s in luencing
online pu chasing in en in de eloping economies.
44 Buhalis e al.
(2020)
584 online
Pu chase
in en ion
PLs-seM spain in a gene a ional con ex , his s udy analyses he in luence o young consume s’ ex e nal and in e nal a iables
on hei e-loyal y o ou ism si es. he s udy includes wo ex e nal a iables (si e design and eWoM) and wo
in e nal a iables ( us and sa is ac ion), o which he in en ion o pu chase online is es ed. he esul s show
ha he impac o consume s’ in e nal a iables is mo e signi ican han ha o ex e nal ones. Mo eo e , he
p oposed causal model is p ac ical and can be easily applied by ou ism companies o imp o e si e e-loyal y
in ma ke o ien a ion.
45 Rosillo-Díaz e al.
(2020)
346 online
Pu chase
in en ion
Reg ession &
CFa
online shoppe s he indings show ha unce ain y a oidance and collec i ism a e cul u al ac o s ha conside ably impac
pe cei ed p oduc quali y, pe cei ed isk, and buying in en ion in e-comme ce pla o ms.
46 Cheong e al.
(2020)
215 online
Pu chase
in en ion
PLs- seM Kuala Lumpu
Malaysia
he inding sugges s ha he mos c ucial ac o in luencing Malaysian millennials’ in en ion o buy elec onic
de ices online is he e iew’s imeliness.
Appendix A. Con inued.
(Con inued)
COgen BUSineSS & ManageMen 33
s. no au ho s sample
ype o
consume
beha iou
Me hod(s) o
analysis
geog aphical
scope Main indings
47 san-Ma in e  al.
(2020)
382 ou is s online
Pu chase
in en ion
PLs- seM spain he indings suppo ed he mode a ion e ec by demons a ing a posi i e ela ionship be ween he alues
associa ed wi h a el anxie y, isk, and expe ience, as well as online pu chase in en ion and e-WoM.
48 shekha and
Jaide (2020)
280 online
Pu chase
in en ion
Reg ession india he s udy indings highligh ed ha us media es he ollowing ela ionships: 1) he social comme ce cons uc ,
2) pe cei ed use ulness and pu chase in en ion, and 3) pe cei ed usabili y and pu chase in en ion. he
ela ionship be ween he cons uc s was empi ically explo ed in his s udy.
49 Jana i e al.
(2021)
410 online
Pu chase
in en ion
PLs- seM i an his s udy has p o ided a esea ch amewo k o analysing how use s’ online pu chase beha iou s a e a ec ed
by hei media demands and social media adop ion. he in luence o ension on social media was he
s onges and has signi ican ly impac ed adop ion. examining he con lic ing issues shows ha in a cul u e
wi h a you h ul popula ion, elemen s like media a achmen , keeping social ies, engaging in exchanges wi h
iends o s ange s, and a oiding p oblems will lead o online adop ion.
50 Kau ish e  al.
(2021)
442 online
Pu chase
in en ion
seM,
Hie a chical
Reg ession
analy ics
(HRa), and
boo s ap
p ocedu e
india he esea ch e eals a conside able impac on cus ome s’ online pu chase in en ions o ashion appa el
pu chasing om he compa a i e e icacy o wo e- ail se icescape elemen s, such as p oduc asso men
and o de ul ilmen . he mode a ing impac o ul ilmen eliabili y is likewise alida ed, as is he media ing
e ec o shopping assis ance and e iciency.
51 uzi e al. (2021) 259 online
Pu chase
in en ion
PLs-seM Dhaka,
Bangladesh
he indings highligh ed ha cus ome sa is ac ion was in luenced by se ice quali y, cus ome pe cei ed alue,
and us . us pa ially media es he ela ionships be ween se ice quali y and cus ome sa is ac ion and
be ween pe cei ed alue and con en men . By ex ending he seRVQuaL model o include pe cei ed alue in
he p esence o us and adhe ing o expec a ion discon i ma ion heo y, he indings help o cons uc and
alida e a us -based sa is ac ion model.
52 Melo ić e al.
(2021)
813 millennial
consume s
online
Pu chase
in en ion
seM & anoVa Mon eneg o he indings e ealed ha millennial consume s’ beha iou while making an online pu chase is g ea ly
in luenced by hei demog aphic ai s. Male consume s spend mo e money on in e ne shopping han
emale consume s, despi e bo h sexes doing i equally equen ly. also, mo e o en han women, males shop
online on well-known websi es. Consume s o any age can shop online, bu younge Millennials end o
make his pu chase mo e equen ly han olde Millennials.
53 Cue as e al.
(2021)
200 online
Pu chase
in en ion
seM usa Consume s’ low expe iences in social sea ch on ins ag am we e enhanced by isual appeal, ex in o ma ion,
cla i y, and in e ac ion. Fu he analyses showed ha men al simula ion and pe cei ed ask ease media e he
low expe ience, ul ima ely inc easing pu chase in en ion.
54 Jeba ajaki hy
e al. (2021)
160 online
Pu chase
in en ion
Logis ic
Reg ession &
anoVa
india he esea ch esul s demons a ed ha cus ome s p e e o buy ashion i ems in pe son a he han online when
highly e ec i ely commi ed o he pu chase. Mo eo e , hedonic ad an ages media e he link be ween
a ec i e commi men and channel p e e ence.
55 al a ez-Risco
e al. (2022)
371 online
Pu chase
in en ion
PLs-seM Pe u he indings sugges ed ha cus ome sa is ac ion and us posi i ely impac online epu chase in en ion.
56 Chopda e al.
(2022)
275 online
Pu chase
in en ion
PLs-seM india his s udy iden i ies and empi ically analyses he impo ance o nume ous echnology- ela ed consume
a ibu es and si ua ional a iables (s imuli) in es ablishing impulsi e beha iou s among mobile shoppe s,
building on he s imulus-o ganism- esponse (s-o-R) heo y. Resul s show ha hedonic incen i es,
pe sonalisa ion, p oduc a ie y, and mobili y subs an ially impac impulsi i y. he esea ch in o ms manage s
o impulsi i y’s ole in p omo ing spli loyal ies among mobile shoppe s and sugges s new ac ics o he
long- e m use o online ma ke places.
Appendix A. Con inued.
(Con inued)
34 M. gHOSH
s. no au ho s sample
ype o
consume
beha iou
Me hod(s) o
analysis
geog aphical
scope Main indings
57 salem and
alanadoly
(2022)
346 online
Pu chase
in en ion
PLs-seM Malaysia his s udy explo es how cus ome s’ online pu chasing beha iou may be enhanced by he e ec s o ashion
pa icipa ion, opinion seeking, and online expe ience on pe cei ed alue in e ms o quali y and p ice.
58 uong and
uong (2022)
24,998 useable
cases om he
Census Bu eau’s
Household
Pulse su ey
Phase 3.1
online
Pu chase
in en ion
Logis ic
Reg ession
us he indings demons a e ha shopping beha iou changes a e in luenced by anxie ies ega ding one’s heal h
and ea s ega ding one’s inancial si ua ion. also, demog aphic ac o s, including age, gende , colou , income,
and ma i al s a us, g ea ly in luence hei pu chasing choices.
59 Hyun e  al.
(2022)
342 online
Pu chase
in en ion
seM us expe ience makes social comme ce success ul, acco ding o a e i ied model o cus ome s’ ac ual sns buying
usage. he indings gi e businesses who use sns comme ce up- o-da e knowledge and c i ical de ails,
enabling hem o modi y hei ma ke ing plans o se e cus ome s be e .
60 soa es e al.
(2023)
1052 online
Consume s
online
Pu chase
in en ion
PLs-seM B azil he isks associa ed wi h lea ing home o make pu chases can lead cus ome s o look online o accomplish such
asks du ing he pandemic and socially isola ing imes. Conce ning ha , his s udy aims o examine how
CoViD-19 a ec s consume s’ online shopping habi s. he s udy’s esul s highligh ha he pe cei ed isk o
con ac ing CoViD-19 when making a ansac ion in pe son came ou as a majo inding, which also had a
a ou able impac on he pe cei ed use ulness and simplici y o pu chase. al hough pe cei ed use ulness and
simplici y o in es men ha e a subs an ial posi i e co ela ion wi h pe cei ed use ulness and pe cei ed
buying in en , hey had no s a is ically signi ican impac on online pu chasing in en . online shopping is
showing a posi i e impac on online pu chase in en .
Appendix A. Con inued.
COgen BUSineSS & ManageMen 35
Table B. heo ies used in he s udy.
s. no heo ies used s udies
1 aM ahmed and akhlaq (2015); amo oso and Mukahi (2013); Çe a
e al. (2020); Ha e al. (2019); Keisidou e al. (2011); o o i and
appiah-nimo (2019); Law e al. (2016); shekha and Jaide
(2020); ge aldo and Maina des (2017); Kau and haku (2019);
soa es e al. (2023), oly ndubisi e  al. (2011)
2 heo y o Reasoned ac ion ( Ra) ahmed and akhlaq (2015); Bone a (2011); Ranawee a e al.
(2008); Buhalis e al. (2020); Hyun e al. (2022); Han e  al.
(2018); shekha and Jaide (2017); Kau and haku (2019)
3uni ied heo y o accep ance and use o echnology
(u au )
amo oso and Mukahi (2013); Dewi e  al. (2020)
4Di usion o inno a ion heo y Bijmol e al. (2014); Ranawee a e  al. (2008); Lee and Huddles on
(2010)
5 heo y o Planned Beha iou ( PB) Fogel and schneide (2010); Ha e  al. (2019); Wen (2011); Buhalis
e al. (2020); Han e al. (2018); Kau and haku (2019), Wen
(2011)
6s imulus-o ganism-Response heo y Chopda e al. (2022); Hyun e al. (2022)
7Pe cei ed Risk Model Mohseni e  al. (2018); Lee and Huddles on (2010)
8 heo y o Consume us Jun e al. (2010), Wen (2011), uong and uong (2022)
9Mass Media Dependency heo y Ruiz Ma é and sanz Blas (2006)
10 expec a ion Discon i ma ion heo y uzi e al. (2021), Liu e  al. (2016)
11 unce ain y-a oidance heo y & Collec i ism heo y Rosillo-Díaz e  al. (2020), Jun e al. (2010), Rosenbaum (2005)
12 social exchange heo y san-Ma in e  al. (2020), Cue as e  al. (2021)
13 Pe cei ed alue heo y, Heu is ics F amewo k,
Domain-speci ic inno a i eness
san-Ma in e  al. (2020), Jeba ajaki hy e al. (2021), Lee and
Huddles on (2010)