Pub Date : 2021-08-23DOI: 10.1080/15332861.2021.1966722
Yukyung Lee, Carolyn A. Lin
Abstract Online consumer reviews serve an important marketing function, as they provide useful consumer-generated product information that could help online shoppers evaluate a product for making a purchase decision. To capitalize on this consumer-driven marketing opportunity, a common practice among marketers, for example, is to display these reviews from “highest” to “lowest” ratings to strategically “guide” online shoppers to access and process these reviews. The current study examined how the serial position placement of online consumer reviews might influence the systematic and heuristic information processing style leading to product evaluation and purchase decision-making. Results showed that consumer reviews published in an ascending order of ratings led to more systematic information processing, which in turn was positively related to perceived review helpfulness. The opposite was true for the placement effects of consumer reviews on heuristic processing, and the relationship between heuristic processing and perceived review helpfulness. Consumers’ prior brand attitude had a positive association with systematic processing and perceived review helpfulness, in addition to a negative relationship with heuristic processing. While perceived review helpfulness and perceived e-commerce website credibility were positively associated with each other, the latter was similarly linked to consumer intentions to shop on the e-commerce website.
{"title":"Exploring the Serial Position Effects of Online Consumer Reviews on Heuristic vs. Systematic Information Processing and Consumer Decision-Making","authors":"Yukyung Lee, Carolyn A. Lin","doi":"10.1080/15332861.2021.1966722","DOIUrl":"https://doi.org/10.1080/15332861.2021.1966722","url":null,"abstract":"Abstract Online consumer reviews serve an important marketing function, as they provide useful consumer-generated product information that could help online shoppers evaluate a product for making a purchase decision. To capitalize on this consumer-driven marketing opportunity, a common practice among marketers, for example, is to display these reviews from “highest” to “lowest” ratings to strategically “guide” online shoppers to access and process these reviews. The current study examined how the serial position placement of online consumer reviews might influence the systematic and heuristic information processing style leading to product evaluation and purchase decision-making. Results showed that consumer reviews published in an ascending order of ratings led to more systematic information processing, which in turn was positively related to perceived review helpfulness. The opposite was true for the placement effects of consumer reviews on heuristic processing, and the relationship between heuristic processing and perceived review helpfulness. Consumers’ prior brand attitude had a positive association with systematic processing and perceived review helpfulness, in addition to a negative relationship with heuristic processing. While perceived review helpfulness and perceived e-commerce website credibility were positively associated with each other, the latter was similarly linked to consumer intentions to shop on the e-commerce website.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2021-08-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45250656","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-20DOI: 10.1080/15332861.2021.1961192
Justina Sidlauskiene
Abstract As artificial intelligence continues to advance, it will increasingly empower the successful use of intelligent agent (IA) technologies in marketing practices. The purpose of this paper is to summarize the state-of-the-art literature and present a holistic view of different types of antecedents of IA technology use in marketing from the consumer’s perspective. This paper uses the systematic literature review method and covers 107 articles published in scientific journals between 2000 and 2020. The identified antecedents are categorized into IA characteristics, consumer perceptions, external conditions, as well as individual characteristics and analyzed at the individual level of use. Future research should focus on investigating the relative importance of the effects of IA characteristics, consumer perceptions, external, and individual factors on consumers’ intentions to use IAs. This paper argues that while extant technology acceptance models contribute to the understanding of IA use, IAs, due to their unique characteristics (e.g., anthropomorphism) and dimensions (e.g., IA as an interface, as a proxy for the system and an autonomous aggregator and agent), require a new lens to explain the drivers of IA use in data-rich and process-rich environments. The traditional technology acceptance theories provide a valuable, yet incomplete understanding of how consumers use IAs. Drawing from representation theory, this paper proposes a theoretical framework of IA use and argues that IAs act as representations to facilitate the primary goal.
{"title":"What Drives Consumers’ Decisions to Use Intelligent Agent Technologies? A Systematic Review","authors":"Justina Sidlauskiene","doi":"10.1080/15332861.2021.1961192","DOIUrl":"https://doi.org/10.1080/15332861.2021.1961192","url":null,"abstract":"Abstract As artificial intelligence continues to advance, it will increasingly empower the successful use of intelligent agent (IA) technologies in marketing practices. The purpose of this paper is to summarize the state-of-the-art literature and present a holistic view of different types of antecedents of IA technology use in marketing from the consumer’s perspective. This paper uses the systematic literature review method and covers 107 articles published in scientific journals between 2000 and 2020. The identified antecedents are categorized into IA characteristics, consumer perceptions, external conditions, as well as individual characteristics and analyzed at the individual level of use. Future research should focus on investigating the relative importance of the effects of IA characteristics, consumer perceptions, external, and individual factors on consumers’ intentions to use IAs. This paper argues that while extant technology acceptance models contribute to the understanding of IA use, IAs, due to their unique characteristics (e.g., anthropomorphism) and dimensions (e.g., IA as an interface, as a proxy for the system and an autonomous aggregator and agent), require a new lens to explain the drivers of IA use in data-rich and process-rich environments. The traditional technology acceptance theories provide a valuable, yet incomplete understanding of how consumers use IAs. Drawing from representation theory, this paper proposes a theoretical framework of IA use and argues that IAs act as representations to facilitate the primary goal.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2021-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43139286","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-17DOI: 10.1080/15332861.2021.1961188
Nesrine Ben Amor, Imène Ben Yahia
Abstract
Despite its immense potential for industries and services as a promising solution for trust and transparency problems, Blockchain related studies in the field of Marketing are rare. This research mobilizes the technology acceptance Model (TAM) theory to investigate the added value of blockchain technology to online platforms while taking into consideration consumers characteristics. Data from 212 users of online platforms endowed with blockchain technology were collected. Findings demonstrate that blockchain features in terms of security and privacy enhance the perceived usefulness and the perceived ease of use of the online platform, leading to stronger trust and more actual transactions. In addition, results demonstrate that risk aversion weakens only the relationship between usefulness and trust. It has indeed no significant effect on the impact of ease of use on trust. Results also show that technophilia fosters the relationship between intents and actual transactions. The research provides heuristic implications for academia and industry.
{"title":"Investigating Blockchain Technology Effects on Online Platforms Transactions: Do Risk Aversion and Technophilia Matter?","authors":"Nesrine Ben Amor, Imène Ben Yahia","doi":"10.1080/15332861.2021.1961188","DOIUrl":"https://doi.org/10.1080/15332861.2021.1961188","url":null,"abstract":"<p><b>Abstract</b></p><p>Despite its immense potential for industries and services as a promising solution for trust and transparency problems, Blockchain related studies in the field of Marketing are rare. This research mobilizes the technology acceptance Model (TAM) theory to investigate the added value of blockchain technology to online platforms while taking into consideration consumers characteristics. Data from 212 users of online platforms endowed with blockchain technology were collected. Findings demonstrate that blockchain features in terms of security and privacy enhance the perceived usefulness and the perceived ease of use of the online platform, leading to stronger trust and more actual transactions. In addition, results demonstrate that risk aversion weakens only the relationship between usefulness and trust. It has indeed no significant effect on the impact of ease of use on trust. Results also show that technophilia fosters the relationship between intents and actual transactions. The research provides heuristic implications for academia and industry.</p>","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2021-08-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138523736","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-10DOI: 10.1080/15332861.2021.1955461
A. Zarei, Hamta Farjoo, Hooshmand Bagheri Garabollagh
Abstract Nowadays, the growing importance of marketing activities in social media (SM) has attracted a lot of attention in researches and industries around the world. Many companies consider flow theory important to strengthen their customer relationships in the online environment. Flow Theory experience can predict satisfactory outcomes for online interactions between consumers and companies. This study examines the moderating role of flow theory on the relationship between marketing activities and customer responses. A total of 384 customers who experienced online shopping from “DigiKala,” one of the most pioneer online retailers in Iran, answered the survey. Data collection was done through the questionnaires, and structural equation modeling was used to analyze the data of this study. The results showed that marketing activities in social media have a significant positive effect on brand equity and customer response. Also, flow theory moderates the impact of marketing activities on social media, brand equity, and customer response, significantly. Finally, brand equity affects customer responses in the present research.
{"title":"How Social Media Marketing Activities (SMMAs) and Brand Equity Affect the Customer's Response: Does Overall Flow Moderate It?","authors":"A. Zarei, Hamta Farjoo, Hooshmand Bagheri Garabollagh","doi":"10.1080/15332861.2021.1955461","DOIUrl":"https://doi.org/10.1080/15332861.2021.1955461","url":null,"abstract":"Abstract Nowadays, the growing importance of marketing activities in social media (SM) has attracted a lot of attention in researches and industries around the world. Many companies consider flow theory important to strengthen their customer relationships in the online environment. Flow Theory experience can predict satisfactory outcomes for online interactions between consumers and companies. This study examines the moderating role of flow theory on the relationship between marketing activities and customer responses. A total of 384 customers who experienced online shopping from “DigiKala,” one of the most pioneer online retailers in Iran, answered the survey. Data collection was done through the questionnaires, and structural equation modeling was used to analyze the data of this study. The results showed that marketing activities in social media have a significant positive effect on brand equity and customer response. Also, flow theory moderates the impact of marketing activities on social media, brand equity, and customer response, significantly. Finally, brand equity affects customer responses in the present research.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2021-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49485533","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-09DOI: 10.1080/15332861.2021.1955324
Anubha, Samik Shome
Marketing communications are witnessing a historic change in current times with online digital video advertising becoming a trend. Marketers are spending a significant pie of advertising budget on such video advertising on YouTube as it is a prevalent digital video channel among Generation Y. Purchasing decisions of this generation are influenced by YouTube advertising. Thus, understanding the perceived value of YouTube advertising becomes imperative for global marketers, especially in India which consists of 440 million millennials to target them. In this backdrop, the current study supplements to the extant literature by adding new linkages in the field of advertising by investigating attitude toward advertising as a mediator, mediating the relationship of perceived advertising value with purchase intentions. The study applies moderated mediation to examine the role of customer engagement. The mediation and moderated mediation were tested using PROCESS macro v3.5 by Andrew F. Hayes after collecting responses from 374 millennials. Implications for marketers are discussed in the end.
{"title":"Customer Engagement and Advertising Effectiveness: A Moderated Mediating Analysis","authors":"Anubha, Samik Shome","doi":"10.1080/15332861.2021.1955324","DOIUrl":"https://doi.org/10.1080/15332861.2021.1955324","url":null,"abstract":"Marketing communications are witnessing a historic change in current times with online digital video advertising becoming a trend. Marketers are spending a significant pie of advertising budget on such video advertising on YouTube as it is a prevalent digital video channel among Generation Y. Purchasing decisions of this generation are influenced by YouTube advertising. Thus, understanding the perceived value of YouTube advertising becomes imperative for global marketers, especially in India which consists of 440 million millennials to target them. In this backdrop, the current study supplements to the extant literature by adding new linkages in the field of advertising by investigating attitude toward advertising as a mediator, mediating the relationship of perceived advertising value with purchase intentions. The study applies moderated mediation to examine the role of customer engagement. The mediation and moderated mediation were tested using PROCESS macro v3.5 by Andrew F. Hayes after collecting responses from 374 millennials. Implications for marketers are discussed in the end.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2021-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49555162","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-22DOI: 10.1080/15332861.2021.1950328
Maria Martins Rebouças Nery, Larissa Alves Sincorá, T. Carneiro
Abstract Although consumer brand engagement (CBE) in social networking sites (SNS) has become the focus of marketing debates over the past decade, there is still no literature consensus on the definition and formation of the concept. In order to clarify the phenomenon, a systematic review of the theme has been developed in the international academic literature over the last ten years – from 2010 to 2020. After a selection process, 91 publications were identified as the most relevant in the study area. Analysis of different perspectives and definitions elaborated so far allowed the development of a new concept proposal for the concept. An integrative framework has been developed which synthesizes the relations around the concept. In addition, the greatest research gaps are presented, with suggestions for future studies. From this detailed view of CBE in SNS, marketing managers can better understand how this phenomenon works and outline strategies to leverage it.
{"title":"Trajectory and Research Opportunities on Consumer Brand Engagement in Social Networking Sites","authors":"Maria Martins Rebouças Nery, Larissa Alves Sincorá, T. Carneiro","doi":"10.1080/15332861.2021.1950328","DOIUrl":"https://doi.org/10.1080/15332861.2021.1950328","url":null,"abstract":"Abstract Although consumer brand engagement (CBE) in social networking sites (SNS) has become the focus of marketing debates over the past decade, there is still no literature consensus on the definition and formation of the concept. In order to clarify the phenomenon, a systematic review of the theme has been developed in the international academic literature over the last ten years – from 2010 to 2020. After a selection process, 91 publications were identified as the most relevant in the study area. Analysis of different perspectives and definitions elaborated so far allowed the development of a new concept proposal for the concept. An integrative framework has been developed which synthesizes the relations around the concept. In addition, the greatest research gaps are presented, with suggestions for future studies. From this detailed view of CBE in SNS, marketing managers can better understand how this phenomenon works and outline strategies to leverage it.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2021-07-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1950328","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47055170","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-14DOI: 10.1080/15332861.2021.1947741
Sonia Arora, Anupam Bawa
Abstract This research tests the personalized marketing communication (PMC) model and examines the difference in response to PMC by users and non users of surrogate shoppers. Data was gathered through a PAN India online survey from users and non users of surrogate shoppers in the travel and finance sectors. Using the conceptual lens of stimulus organism response theory, and the analytical techniques of structural equation modeling and multi-group analysis, this study finds that even though many hypothesized relationships in the PMC model do not hold, usefulness emerges as an important construct even in the face of privacy concerns, and that users and non users of surrogate shoppers differ in their response to PMC with users of surrogate shoppers not showing the responses expected typically of consumers. While targeting non users of surrogate shoppers especially, marketing managers should infuse PMC with usefulness and address privacy concerns of the target market.
{"title":"Response to Personalized Marketing Communication: An Empirical Investigation Comparing Users and Non Users of Surrogate Shoppers","authors":"Sonia Arora, Anupam Bawa","doi":"10.1080/15332861.2021.1947741","DOIUrl":"https://doi.org/10.1080/15332861.2021.1947741","url":null,"abstract":"Abstract This research tests the personalized marketing communication (PMC) model and examines the difference in response to PMC by users and non users of surrogate shoppers. Data was gathered through a PAN India online survey from users and non users of surrogate shoppers in the travel and finance sectors. Using the conceptual lens of stimulus organism response theory, and the analytical techniques of structural equation modeling and multi-group analysis, this study finds that even though many hypothesized relationships in the PMC model do not hold, usefulness emerges as an important construct even in the face of privacy concerns, and that users and non users of surrogate shoppers differ in their response to PMC with users of surrogate shoppers not showing the responses expected typically of consumers. While targeting non users of surrogate shoppers especially, marketing managers should infuse PMC with usefulness and address privacy concerns of the target market.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2021-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1947741","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46612589","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-05-26DOI: 10.1080/15332861.2021.1927435
Ezgi Akar
Abstract Researchers have investigated the impact of various factors on customers’ online shopping behaviors. What is not yet clear is the influence of customers’ pandemic concerns on their purchase intentions and purchasing behaviors. This study, based on a survey of 520 online customers in Turkey, aimed to investigate pandemic-related concerns on customers' purchase intentions. We analyzed its role on customer segmentation. We extended the theory of planned behavior by introducing the impact customers’ pandemic concerns. Testing the hypotheses with partial least squares, the results indicated that customers’ pandemic concerns had an impact on their purchase intentions. We also discovered three customer segments by using psychographic variables obtained from hypotheses testing. Pandemic-related concerns were revealed a determinant in customer segmentation. We provided an exciting opportunity to advance our knowledge of customer segmentation and customers’ online shopping manners.
{"title":"Customers’ Online Purchase Intentions and Customer Segmentation During the Period of COVID-19 Pandemic","authors":"Ezgi Akar","doi":"10.1080/15332861.2021.1927435","DOIUrl":"https://doi.org/10.1080/15332861.2021.1927435","url":null,"abstract":"Abstract Researchers have investigated the impact of various factors on customers’ online shopping behaviors. What is not yet clear is the influence of customers’ pandemic concerns on their purchase intentions and purchasing behaviors. This study, based on a survey of 520 online customers in Turkey, aimed to investigate pandemic-related concerns on customers' purchase intentions. We analyzed its role on customer segmentation. We extended the theory of planned behavior by introducing the impact customers’ pandemic concerns. Testing the hypotheses with partial least squares, the results indicated that customers’ pandemic concerns had an impact on their purchase intentions. We also discovered three customer segments by using psychographic variables obtained from hypotheses testing. Pandemic-related concerns were revealed a determinant in customer segmentation. We provided an exciting opportunity to advance our knowledge of customer segmentation and customers’ online shopping manners.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2021-05-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1927435","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44445644","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-05-22DOI: 10.1080/15332861.2021.1927436
Irfan Butt, B. Mukerji, M. Shareef, J. Ahmed, S. Huda
Abstract This study investigates the applicability of the technology acceptance model (TAM) for understanding consumer adoption of e-shopping within a developing country. Online surveys with Pakistani college students were conducted. Multiple linear regression revealed that perceived ease of use, trust, perceived usefulness, and shopping experience influence consumers’ attitudes toward e-shopping, emphasizing the applicability of TAM. This study further expands the TAM by incorporating trust in terms of country image, showing that trust has the most significant impact on the intention to purchase from a particular country. Moreover, the levels of trust vary most significantly between these countries, whereby Pakistani consumers are most likely to trust websites originating in developed countries, compared to those from developing countries, and trust websites belonging to their own country the least.
{"title":"Effect of Trust on e-Shopping Adoption – An Emerging Market Context","authors":"Irfan Butt, B. Mukerji, M. Shareef, J. Ahmed, S. Huda","doi":"10.1080/15332861.2021.1927436","DOIUrl":"https://doi.org/10.1080/15332861.2021.1927436","url":null,"abstract":"Abstract This study investigates the applicability of the technology acceptance model (TAM) for understanding consumer adoption of e-shopping within a developing country. Online surveys with Pakistani college students were conducted. Multiple linear regression revealed that perceived ease of use, trust, perceived usefulness, and shopping experience influence consumers’ attitudes toward e-shopping, emphasizing the applicability of TAM. This study further expands the TAM by incorporating trust in terms of country image, showing that trust has the most significant impact on the intention to purchase from a particular country. Moreover, the levels of trust vary most significantly between these countries, whereby Pakistani consumers are most likely to trust websites originating in developed countries, compared to those from developing countries, and trust websites belonging to their own country the least.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2021-05-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1927436","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44132030","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-05-22DOI: 10.1080/15332861.2021.1927437
Jinnatul Raihan Mumu, Paolo Saona, M. Mamun, M. Azad
Abstract Purpose The goal of this paper is to critically review studies on trust in e-commerce from the gender perspective. Methodology This paper is based on a systematic literature review (SLR) and applies the bibliometric technique. SLR reduces selection bias, which helps to produce more accurate scientific conclusions. We examine 148 published studies in the Scopus database using VOSviewer and the bibliometrix package in the R statistical software program. We summarize previous findings in the form of theories and methodologies in the literature. Findings The findings show that trust in e-commerce from the gender perspective is underexplored. Specific underexplored areas include gender differences, information systems, and consumer trust and consumption patterns on social-networking sites, among others. Also, there is considerable scope for developing theories and models of cross-country variations in trust, e-commerce, and gender. Originality The previous literature did not identify the methods and the structural research constructs. This study for the first time develops generates scientific insights that will contribute to future research.
{"title":"Is Trust Gender Biased? A Bibliometric Review of Trust in E-Commerce","authors":"Jinnatul Raihan Mumu, Paolo Saona, M. Mamun, M. Azad","doi":"10.1080/15332861.2021.1927437","DOIUrl":"https://doi.org/10.1080/15332861.2021.1927437","url":null,"abstract":"Abstract Purpose The goal of this paper is to critically review studies on trust in e-commerce from the gender perspective. Methodology This paper is based on a systematic literature review (SLR) and applies the bibliometric technique. SLR reduces selection bias, which helps to produce more accurate scientific conclusions. We examine 148 published studies in the Scopus database using VOSviewer and the bibliometrix package in the R statistical software program. We summarize previous findings in the form of theories and methodologies in the literature. Findings The findings show that trust in e-commerce from the gender perspective is underexplored. Specific underexplored areas include gender differences, information systems, and consumer trust and consumption patterns on social-networking sites, among others. Also, there is considerable scope for developing theories and models of cross-country variations in trust, e-commerce, and gender. Originality The previous literature did not identify the methods and the structural research constructs. This study for the first time develops generates scientific insights that will contribute to future research.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2021-05-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1927437","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41836682","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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