Factors Influencing Consumers' Shopping Intention: A Systematic Literature Review

Factors Influencing Consumers’ Shopping Intention: A Systematic Literature Review

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Author: Archita Singla

Abstract
Whether an individual is browsing the internet for new products, searching for the specifications of an item spotted in an offline store, or making a purchase on an online platform, engaging with the online retail realm has become almost inevitable. The growth of online commerce, fuelled by the emergence of new platforms, widespread smartphone usage, and increased internet access, continues to accelerate. With developing consumer interest, various industries are progressively leveraging e-commerce platforms to augment the customer experience. The ensuing exploration of e-commerce platforms and new technologies necessitates research on factors influencing user behavioural intention.
Through an exploratory research approach, the present study seeks to identify the key determinants shaping consumer behavioural intention towards online shopping. The research database of Scopus is searched for relevant studies. Empirical research articles analysing relationships between variables are selected for inclusion. A content analysis of the studies grounded in established theoretical and conceptual frameworks is conducted to identify the prominent variables. The selected variables are subsequently categorised into various factors through manual coding, culminating in the development of a holistic framework. The variables identified are categorised into the technological, price value-related, perception related, hedonic, social, and personality-related factors. This research acknowledges that various technology adoption models, behavioural theories, and personality frameworks provide valuable insights into consumer attitudes and usage intentions. The present study advances this understanding by integrating these models with diverse factors and their underlying attributes. Marketers can leverage insights from these identified factors to design marketing strategies that foster positive customer relationships.

Published in: Journal of Global Information and Business Strategy (JGIBS), January-December 2025 (Volume-17, Number-1, 2025)

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