PDF(Pubmed)
Abstract：
This comprehensive meta-analysis investigates the significant factors influencing consumer decision-making in e-commerce. Predominantly focusing on the parameters of trust, perceived risk, perceived security, and electronic word-of-mouth (e-WOM), this study provides insightful revelations on their integral roles in shaping e-commerce purchasing decisions. The findings demonstrate that trust, perceived risk, perceived security, and e-WOM significantly influence consumers\' e-commerce purchasing decisions. Perceived Risk plays a substantial moderating role in the relationship between Trust and e-commerce purchasing decisions, amplifying the importance of managing and minimizing risk in online transactions to cultivate consumer trust. Contrastingly, the roles of Perceived Security and e-WOM do not hold the same moderating effect on the trust-purchasing decision nexus, underscoring the direct yet unmoderated influence these factors have on e-commerce purchasing behaviors. Furthermore, The research reveals no significant size effect difference among respondents from high-income and low-income countries or between general internet users and online shoppers concerning the impact of trust on e-commerce purchasing decisions. This intriguing finding suggests the universal importance of trust in the digital purchasing landscape, irrespective of socio-economic status or the degree of e-commerce engagement. This study thus sheds new light on the complexities of e-commerce decision-making processes. It offers valuable insights for businesses aiming to enhance consumer trust and engagement in the expanding digital marketplace.
摘要：
这种全面的荟萃分析调查了影响电子商务中消费者决策的重要因素。主要关注信任的参数，感知风险，感知到的安全性，和电子口碑(e-WOM)，这项研究为他们在塑造电子商务购买决策中的重要作用提供了有见地的启示。研究结果表明，信任，感知风险，感知到的安全性，和电子口碑显著影响消费者的电子商务购买决策。感知风险在信任与电子商务购买决策之间的关系中起着重要的调节作用，扩大在线交易中管理和最小化风险的重要性，以培养消费者信任。相反，感知安全和电子口碑对信任-购买决策关系的调节作用不同，强调这些因素对电子商务购买行为的直接影响。此外，研究表明，在信任对电子商务购买决策的影响方面，来自高收入和低收入国家的受访者之间或一般互联网用户和在线购物者之间没有显着的规模效应差异。这一有趣的发现表明了信任在数字采购领域的普遍重要性，无论社会经济地位或电子商务参与程度如何。因此，这项研究为电子商务决策过程的复杂性提供了新的思路。它为旨在增强消费者对不断扩大的数字市场的信任和参与度的企业提供了宝贵的见解。
