The influence of perceived risk on purchase intention in e‐commerce—Systematic review and research agenda

Abstract

AbstractThis study systematically reviews the current state of research on the impact of perceived risk on purchase intention (PR&PI) in e‐commerce to propose an agenda for future research. The authors selected and reviewed 133 studies conducted over the last decade. The theory‐context‐method (TCM) framework sheds light on developing trends in theories, contextual coverage, and methodological approaches in PR&PI research. Simultaneously, the stimulus‐organism‐response (SOR) framework reveals and categorizes the factors influencing perceived risk and purchase intention. The study enriches the current literature by proposing a research agenda to unpack gaps in the current literature and instruct future studies. Additionally, it diversifies the framework‐based systematic review by applying the SOR framework with seven sectors visualized in a Venn diagram. This enhances the explanatory power of different types of variables and mechanisms of patterns in PR&PI research. Further, the review also inspires businesses to develop risk‐reducing strategies and software. The study also provides e‐retailers and e‐sellers with an understanding of factors affecting consumers' risk perceptions, emotions and responses to e‐commerce, allowing them to improve their performance.