FACTORS INFLUENCING PURCHASE INTENTION IN E-COMMERCE: AN ANALYSIS OF BRAND IMAGE, PRODUCT QUALITY, AND PRICE
DOI:
https://doi.org/10.1234/jumder.v1i3.27Keywords:
brand image, e-commerce, price, product quality, purchase intentionAbstract
This systematic literature review explores the complex and interrelated effects of brand image, product quality, and price on consumer purchase intention in the context of e-commerce. In the absence of physical product interaction, online consumers increasingly rely on these extrinsic cues to form perceptions and make informed decisions. Synthesizing findings from 53 peer-reviewed articles published between 2019 and 2024, this study employs the PRISMA framework for rigorous data selection and analysis, complemented by bibliometric visualization using VOSviewer. The results show that brand image functions as a powerful heuristic, enhancing consumer trust and emotional engagement, while perceived product quality significantly impacts satisfaction, repurchase intention, and loyalty. Price, although traditionally considered a rational factor, serves as both a value signal and a psychological anchor, especially when combined with strong branding or verified product attributes. Importantly, the interaction among these variables reveals that a trusted brand can justify premium pricing, excellent product quality can elevate lesser-known brands, and transparent pricing can reduce uncertainty for value-sensitive consumers. This review also identifies key research gaps, such as the limited integration of behavioral data, underrepresentation of developing regions, and minimal exploration of AI-driven personalization. The findings provide both theoretical insights and practical strategies for enhancing consumer decision-making and competitive positioning in digital commerce.
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