THE IMPACT OF ONLINE CONSUMER PURCHASE INTENTION ON SHOPEE FOOD APPLICATION: A SYSTEMATIC LITERATURE REVIEW
DOI:
https://doi.org/10.1234/ijebs.v2i1.105Keywords:
Consumer Behavior, Online Food delivery, Purchase Intention, Shopee Food, TrustAbstract
The rapid digitalization of consumer behavior, accelerated by the COVID-19 pandemic, has significantly reshaped the online food delivery (OFD) landscape in Southeast Asia, with Shopee Food emerging as a dominant player. This study systematically reviews 32 empirical articles published between 2020 and 2025 to identify key determinants of online consumer purchase intention in the OFD context. Utilizing the PRISMA framework and bibliometric analysis through VOSviewer, this review synthesizes findings into four major factors: psychological (trust, perceived risk), technological (ease of use, personalization), economic (price sensitivity, promotions), and social (peer influence, reviews). The results reveal an evolving focus from basic usability concerns to advanced digital strategies such as AI-driven recommendations and sustainability practices. Additionally, geographical distribution analysis highlights Southeast Asia as the central hub of OFD research. Key gaps identified include the need for integrated theoretical models and deeper exploration of rural consumer behavior. The findings provide strategic insights for practitioners aiming to enhance consumer engagement and loyalty through technological innovation, personalized experiences, and ethical business practices, while offering scholars a structured foundation for future research on digital consumer behavior in food delivery services.
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