Factors influencing online purchasing decisions: bibliometric analysis and literature review
DOI:
https://doi.org/10.29105/vtga12.2-1202Keywords:
Online purchasing decision, E-commerce, Consumer behavior, Bibliometric analysis.Abstract
The growth of digital commerce and shifts in consumer behavior have heightened interest in understanding the factors influencing online purchase decisions. The objectives of this study were to analyze the trends and key factors driving online purchasing behavior, and to examine the most influential actors and sources in the scientific production within this field. The research was grounded in a bibliometric review of 233 scientific articles indexed in Scopus, spanning from 2015 to 2025, using a quantitative approach, and a literature review of the most cited works, applying a qualitative perspective. The findings revealed a wide range of contexts, approaches, and influencing factors in the study of this topic, highlighting the risks inherent in the digital environment for business marketing. A growing trend in scientific production on this subject was identified. China emerged as the most prolific country, with Elsevier Ltd and Emerald Publishing as the leading publishing houses. Author productivity appeared balanced, and the most cited work was that of Xu (2020). The most frequently investigated topics include the consumer purchase decision-making process, demographic characteristics and attitudes, digital platforms and sales, and more recently, psychological and technological factors.
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