THE INFLUENCE OF E-TRUST ON CONSUMER PURCHASING BEHAVIOR IN E-COMMERCE
DOI:
https://doi.org/10.1234/jumder.v1i3.26Keywords:
consumer behavior, digital trust, e-commerce, online shopping, purchase intentionAbstract
This study systematically investigates the influence of electronic trust (e-trust) on consumer purchase decisions in the context of e-commerce between 2020 and 2025. Using the PRISMA method, 45 peer-reviewed journal articles were selected and analyzed through thematic and bibliometric approaches. The review identifies trust as a pivotal factor in reducing perceived risk, enhancing perceived value, and strengthening consumer intention to transact online. Key determinants of e-trust include secure website design, credible user reviews, recognized security certifications, and transparency in vendor communication. Technological innovations—such as AI personalization, mobile commerce integration, and real-time interactions—further reinforce trust by enhancing user experience and emotional assurance. Social influences and ethical motivations also contribute significantly, especially as consumers increasingly seek platforms that align with their values. The bibliometric analysis supports these findings, revealing dense keyword clusters around trust, behavior, and technology. Overlay visualization further highlights the evolution of research focus from basic trust mechanisms to advanced digital innovations. This review contributes to a more comprehensive understanding of trust-based behavior in digital marketplaces, offering insights for both academic research and e-commerce strategy
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