The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Factors Influencing Purchase Intention of Online Shopping Customers: A Review of the Existing Literature
Abstract
The rapid digital transformation, especially on the internet, has provided businesses with unprecedented opportunities for global expansion. This shift has revolutionized marketing, replacing costly and labour-intensive efforts with cost-effective digital strategies. E-commerce platforms facilitate this process by offering an interactive interface for users to post reviews, comments, and questions, thus enhancing the decision-making experience. Understanding customer purchase intention is vital in this digital age, as it's shaped by various antecedent factors, with digital word-of-mouth (eWOM) being a significant influencer. However, the relationship between eWOM and purchase intention remains underexplored. This chapter reviews 60 previous studies, shedding light on the factors affecting online customers' purchase intentions. The study identifies research gaps, setting a clear direction for future investigations.
Related Content
|
Ahmad Ali Jan, Faheem Akhtar, Muhammad Zahid, Liaqat Ali, Mubashir Ali Khan.
© 2026.
18 pages.
|
|
Talal H. Alsabhan, Muhammad Tahir.
© 2026.
22 pages.
|
|
Maryum Bibi.
© 2026.
24 pages.
|
|
Abdulrahman A. Albahouth, Muhammad Tahir.
© 2026.
22 pages.
|
|
Kah Boon Lim, Sook Fern Yeo, Vivian Xin Yee Tan, Cheng Ling Tan.
© 2026.
22 pages.
|
|
Le Thi My Danh, Nguyen Quynh Anh, Ly Thanh Truc, Nguyen Thi Thu Thao, Dinh Thi Bich Phuong, Le Thi Thu Huong.
© 2026.
28 pages.
|
|
Qiu Chuqiao, Amin Jan, Parvez Alam Khan, Haseeb Ur Rahman, Muhammad Zahid.
© 2026.
28 pages.
|
|
|