The Impact of Consumer Trust on Online Purchase Decisions in E-Commerce: A Systematic Literature Review
Suad Babayev
Abstract. This study was prepared based on the master's thesis titled "The Effect of Consumer Trust in Electronic Commerce on Domestic Purchase Decisions: A Systematic Literature Review" at the Graduate School of Istanbul Gedik University, Department of International Trade. The purpose of study is to comprehensively evaluate the effect of consumer trust on online purchase decisions in electronic commerce through a Systematic Literature Review (SLR). The review was conducted in accordance with the PRISMA 2020 guidelines. Studies indexed in the Scopus, Web of Science, and Google Scholar databases were systematically identified and evaluated based on predefined inclusion and exclusion criteria. A total of 42 eligible academic studies were included in the review, and the findings were analyzed using a thematic synthesis approach. The findings indicate a strong positive relationship between consumer trust and online purchase decisions. The reviewed studies consistently demonstrate that website quality, information quality, security practices, privacy protection, seller reputation, and electronic word-of-mouth (e-WOM) are among the most influential determinants of consumer trust. In addition, recent studies emphasize that artificial intelligence-based applications, mobile commerce technologies, and digital payment systems have become increasingly important factors influencing trust in online shopping environments. This study contributes to the existing literature by systematically synthesizing current evidence, identifying common research trends, highlighting existing research gaps, and providing recommendations for future studies. The findings are expected to contribute both to academic research and to e-commerce businesses seeking to develop effective trust-oriented strategies in increasingly competitive digital markets.
Keywords: electronic commerce, consumer trust, online purchase decision, onlineshopping, systematic literature review