Abstract
The purpose of this study is to conduct a comprehensive literature review of online purchase intention and present a comparative case between developed and developing economies over a 20-year period to reveal insightful implications for academia and industry. Online purchase intention refers to the intended behavior of an individual to buy a product or service from an online store. Prior research has failed to present a review that compares an individual’s online purchase intention across developed and developing economies in order to disclose the largest and smallest influencing factors, theories, and models in e-commerce. Our sample consists of 97 relevant articles focusing on online purchase intention retrieved from various quality databases, specifically from 53 peer-reviewed and validated journals. This research, in brief, will show different phases of analysis to better understand the current landscape of e-commerce behavioral intention and provide useful insights to researchers and professionals.
