The influence of perceived risk on purchase intention in e-commerce—Systematic review and research agenda

Abstract

This study systematically reviews the current state of research on the impact of perceived risk on purchase intention (PR&PI) in e-commerce to propose an agenda for future research. The authors selected and reviewed 133 studies conducted over the last decade. The theory-context-method (TCM) framework sheds light on developing trends in theories, contextual coverage, and methodological approaches in PR&PI research. Simultaneously, the stimulus-organism-response (SOR) framework reveals and categorizes the factors influencing perceived risk and purchase intention. The study enriches the current literature by proposing a research agenda to unpack gaps in the current literature and instruct future studies. Additionally, it diversifies the framework-based systematic review by applying the SOR framework with seven sectors visualized in a Venn diagram. This enhances the explanatory power of different types of variables and mechanisms of patterns in PR&PI research. Further, the review also inspires businesses to develop risk-reducing strategies and software. The study also provides e-retailers and e-sellers with an understanding of factors affecting consumers' risk perceptions, emotions and responses to e-commerce, allowing them to improve their performance.