Title: E-commerce and consumer behaviour: mapping the past to untangle the present and inform the future

Authors: Rada Gutuleac; Augusto Bargoni; Chiara Giachino

Addresses: Department of Management, University of Torino, Turin, Italy ' Department of Management, University of Torino, Turin, Italy; European Centre for Business Research, Pan-European University, Prague, Czech Republic ' Department of Management, University of Torino, Turin, Italy

Abstract: The purpose of this paper is to synthesise research to offer a deeper insight into how e-commerce affects consumer behaviour and vice versa. To explore the state-of-the-art of the literature and future trends, a bibliometric analysis of 351 articles with a comprehensive literature review has been performed. After identifying the leading journals, authors, publications, and main research themes in this domain, a content analysis has been conducted to unravel the academic hotspots and research fronts. The findings reveal that the articles range between two perspectives, namely the platform and the consumer. Five dimensions emerge from the interaction between consumers and platforms, such as e-commerce performance, information credibility and quality, trustworthy collaborative ecosystem, community commerce and advance application. Finally, we present a conceptual framework to systematise the five dimensions laying a foundation for further avenues of research.

Keywords: e-commerce; electronic commerce; bibliometric review; consumer behaviour; online platform; co-creation; content analysis.

DOI: 10.1504/IJETRADE.2024.138676

International Journal of Electronic Trade, 2024 Vol.1 No.2, pp.130 - 158

Received: 23 Aug 2023
Accepted: 12 Nov 2023
Published online: 23 May 2024 *

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