Economic Conditions as an Environmental Moderator of E-Purchase Intention

Abstract

Purchasing through e-commerce continues to expand rapidly and is expected to reach $18.89 trillion by 2027. After two decades of e-commerce research, little is known about the effects of economic conditions (developed vs. developing). We synthesize prior e-purchase intention literature from multiple business disciplines (e.g., information systems, marketing) through a meta-analysis and use economic condition as an environmental moderator to explore this gap. We discuss the consolidated effects of the antecedents of e-purchase intention and explore research trends. We reveal that trust is the most studied antecedent, economic conditions of countries moderate some of the antecedents, and that this important research stream continues to evolve.