Purchase intention in the context of e-commerce: A literature review comparing developed and developing countries over two decades

E-commerce platforms have invaded the business world with promising benefits. Such platforms can help organizations to transform their business model from a traditional marketplace to electronic marketplace where a faster access to different products is enabled. As part of strategic planning, many organizations have embraced this electronic trend by developing online shops corresponding to their physical counterparts. These shops brings further accessibility for customers and hence leads to staying competitive as well as generating more revenue. To provide more convenience and productivity, the e-commerce sites have improved their reaching channels by developing a version of mobile commerce where customers can use their mobile device (e.g. a smartphone or tablet) to conduct a transaction. Mobile commerce promotes the concept of BYOD or bring your own device in rapidly advancing technology environment; thus, it has can be regarded as an emerging core requirement in the contemporary business world. Due to the increasing use of e-commerce across industries at a global level, it would be important to further understand the current landscape of customers online shopping intention and reveal future research opportunities in this area. The purpose of this research-in-progress is to conduct a comprehensive literature review of purchase intention in e-commerce and present a comparative case between developing and developed countries in the past two decades to reveal insightful implications for academia and industry. To enable such, clustering analysis will be used to group factors found in the articles into homogeneous clusters based on different criteria like, practical effect size, t-statistics, p-value, etc. Online purchase intention can be defined as the intended behavior of an individual to buy a product or service from e-commerce sites. Prior research has lacked to present a review that compares the online individuals purchase intention in developed and developing countries and discloses the most influencing factors through clustered themes. We will use the different sources and databases to retrieve the relevant articles of the investigated research topic. The retrieved articles will go through a filtering and classification process to obtain a reliable sample.