Title: Trust and online purchase intention: a systematic literature review through meta-analysis

Authors: Hemantkumar P. Bulsara; Pratiksinh S. Vaghela

Addresses: Department of Mathematics and Humanities, Sardar Vallabhbhai National Institute of Technology, Surat, Gujarat, India ' S.R. Luthra Institute of Management, Sarvajanik University, Surat, Gujarat, India

Abstract: Trust is a significant factor that influences consumers' online purchase intentions. This paper performed a meta-analysis to investigate the influence of trust on purchase intention in the online shopping context. It also examines this relationship for the effect of the factors such as trust type (trust in website and trust in e-retailers) and types of purchase decision (initial purchase intention and repeat purchase intention). The meta-analysis of 25 selected studies found that trust and online purchase intention are positively related. The study results also show that the type of trust intention does not affect this relationship. Both trust in websites and trust in e-retailers have a positive influence on online purchase intention. Further, the relationship results did not change irrespective of online purchase type: purchase intention or repeat purchase intention. In cases, trust and purchase intention relationships are positive.

Keywords: review; trust; online shopping; purchase decision; purchase intention; repeat purchase intention; systematic review; meta-analysis.

DOI: 10.1504/IJEB.2023.130155

International Journal of Electronic Business, 2023 Vol.18 No.2, pp.148 - 164

Accepted: 19 Nov 2022
Published online: 05 Apr 2023 *

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