E-commerce and consumer behaviour: mapping the past to untangle the present and inform the future Online publication date: Thu, 23-May-2024
by Rada Gutuleac; Augusto Bargoni; Chiara Giachino
International Journal of Electronic Trade (IJETRADE), Vol. 1, No. 2, 2024
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.
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