Bibliometric Insights into the Effects of Personal and Social Factors on Consumer Online Purchase Intention

Purpose – The rapid growth of e-commerce and the increasing digitalization of consumer markets have heightened the importance of understanding personal and social factors influencing online purchase intention. However, there remains a gap in comprehensively reviewing the factors that impact this domain. This study aims to address this gap by systematically examining the key determinants of consumer behaviour in online shopping environments. Design/methodology/approach – The study uses bibliometric and systematic literature review techniques, analyzing a dataset of 304 articles from the Scopus database published between 1990 and 2024. The analysis sheds light on the most influential factors, contributors, and future research trends in consumer online purchase intention. Findings – The findings reveal a significant growth in the number of publications on consumer online purchase intention, especially after 2010. The personal factors influencing online purchases include perceived risk, trust, and demographic factors such as age and income. Social factors like peer recommendations, online reviews, and social proof have also been highlighted as critical drivers. Emerging areas such as social commerce and mobile technology are gaining traction. Future research should focus on the role of AI, cross-cultural comparisons, and the impact of sustainability on consumer behaviour. Originality/value – This paper comprehensively reviews personal and social factors shaping online purchase behaviour, emphasizing emerging trends like social commerce and mobile technology. It fills a crucial gap by identifying key influencers and offering directions for future research to enhance e-commerce strategies.