DIGITAL CONSUMER BUYING BEHAVIOUR: A SYSTEMIC REVIEW AND CALL FOR FUTURE RESEARCH
DOI:
https://doi.org/10.18623/rvd.v23.5527Palavras-chave:
Digital Consumer, Consumer Behaviour (SDG12), Behaviour Buying Behaviour, Systemic Literature ReviewResumo
Despite the extensive research on digital consumer buying behaviour with more than 400 articles published in the last decade, the existent literature slightly lacks coherence and clarity regarding the construct to allow theory development. In this study, we reviewed 46 articles on digital consumer buying behaviour throughout 10 years 2014-2024 and extended the field in four ways. First, we revealed the conceptual clarity of digital consumer buying behaviour throughout the value-based other behavioural approaches and a new definition of chronological articulation of digital consumer buying behaviour. Second, we anchored on ten existing measures of digital consumer buying behaviour evaluating the rigour of the measures per scale development and validation. Third, we chart the theoretical and nomological framework surrounding digital consumer buying behaviour, focusing on its antecedents, consequences, moderators, and mediators. Finally, we propose a comprehensive future research agenda to further advance the field, emphasizing both theoretical and empirical progress. Overall, our review offers a thorough overview of the existing literature and outlines the direction for future research.
Referências
Agrawal, D. K., & Gupta, S. (2023). A new theoretical framework of shopping motives and channel preference behaviour in the digital era. International Journal of Consumer Studies, 47(1), 400–418.
Ali, M., & Amir, H. (2024). Understanding consumer herding behavior in online purchases and its implications for online retailers and marketers. Electronic Commerce Research and Applications, 64, Article 101356.
Altınkan, D., & Armağan, E. (2024). The effect of consumer personality traits and decision-making styles on online impulsive and compulsive buying behaviors. Journal of Business in the Digital Age, 7(1), 30–50.
Anderson, J. R. (1991). The adaptive nature of human categorization. Psychological Review, 98(3), 409–429.
Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20(2), 123–138.
Annamalai, K. P., Mathew, S. K., & Iyer, L. S. (2019). Embarrassment products, web personalization and online buying behavior: An experimental study. ACM SIGMIS Database: The DATABASE for Advances in Information Systems, 50(4), 92–108.
Antonakis, J., & House, R. J. (2014). Instrumental leadership: Measurement and extension of transformational–transactional leadership theory. The Leadership Quarterly, 25(4), 746–771.
Asokan-Ajitha, A. (2021). Role of impulsiveness in online purchase completion intentions: An empirical study among Indian customers. Journal of Indian Business Research, 13(2), 189–222.
Baidun, A. (2023). Pengetahuan ekosistem dan perilaku petani dalam mengelola lahan pertanian: Pendekatan psikologi lingkungan. TAZKIYA Journal of Psychology, 3, 47–57.
Barrera-Verdugo, G., & Villarroel-Villarroel, A. (2022). Influence of product selection criteria on clothing purchase and post-purchase behaviours: A gender and generational comparison. PLOS ONE, 17(6), Article e0267783.
Bogusz, M., Matysik-Pejas, R., Krasnodębski, A., & Dziekański, P. (2023). Sustainable consumption of households according to the zero waste concept. Energies, 16(18), Article 6516.
Boulianne, S., Copeland, L., & Koc-Michalska, K. (2024). Digital media and political consumerism in the United States, United Kingdom, and France. New Media & Society, 26(4), 2110–2130.
Bridges, E. (2018). Hedonic and utilitarian shopping goals: A decade later. Journal of Global Scholars of Marketing Science, 28(3), 282–290.
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114.
Chauhan, R. (2023). Impact of digital marketing on impulsive buying behaviour. The Catalyst.
Chincholkar, S., & Sonwaney, V. (2022). How demographic factors impact consumers' product choice during online shopping: An empirical study of tier-III markets. Indian Journal of Marketing, 52(2), 34–52.
DeVellis, R., & Thorpe, C. (2017). Scale development: Theory and applications (4th ed.). Sage.
Ebrahimi, P., Hamza, K. A., Gorgenyi-Hegyes, E., Zarea, H., & Fekete-Farkas, M. (2021). Consumer knowledge sharing behavior and consumer purchase behavior: Evidence from e-commerce and online retail in Hungary. Sustainability, 13(18), Article 10375.
Flecha Ortiz, J. A., Santos Corrada, M., Perez, S., Dones, V., & Rodriguez, L. H. (2023). Exploring the influence of uncontrolled social media use, fear of missing out, fear of better options, and fear of doing anything on consumer purchase intent. International Journal of Consumer Studies, 48(1), Article e12990.
Fleming, S. M., Maloney, L. T., & Daw, N. D. (2013). The irrationality of categorical perception. Journal of Neuroscience, 33(49), 19060–19070.
Förster, K. (2024). Extending the technology acceptance model and empirically testing the conceptualised consumer goods acceptance model. Heliyon, 10(6).
Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing, 20(2), 55–75.
Gallo, T., Pacchera, F., Cagnetti, C., & Silvestri, C. (2023). Do sustainable consumers have sustainable behaviors? An empirical study to understand the purchase of food products. Sustainability, 15(5), Article 4462.
Gañac, C. G. (2018). Investigating consumer optimum stimulation level and exploratory online buying behavior. DLSU Business & Economics Review, 28(1), 67–85.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90.
Gu, S., Ślusarczyk, B., Hajizada, S., Kovalyova, I., & Sakhbieva, A. (2021). Impact of the COVID-19 pandemic on online consumer purchasing behavior. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2263–2281.
Hagel, J., & Singer, M. (1999). Net worth: Shaping markets when customers make the rules. Harvard Business Press.
Hajli, M. N. (2014). The role of social support on relationship quality and social commerce. Technological Forecasting and Social Change, 87, 17–27.
Halan, D. (2021). E-tailers adaptation during early stages of "social distancing causing crises": An exploratory study. International Journal of Retail & Distribution Management, 49(11), 1554–1570.
Hannan, M., Kringle, E., Hwang, C.-L., & Laddu, D. (2021). Behavioral medicine for sedentary behavior, daily physical activity, and exercise to prevent cardiovascular disease: A review. Current Atherosclerosis Reports, 23, 1–11.
He, Z., Zhou, Y., Wang, J., Li, C., Wang, M., & Li, W. (2021). The impact of motivation, intention, and contextual factors on green purchasing behavior: New energy vehicles as an example. Business Strategy and the Environment, 30(2), 1249–1269.
Hoang, L. N., & Tung, L. T. (2023). A moderated mediation model of situational context and brand image for online purchases using eWOM. Journal of Product & Brand Management, 32(4), 661–672.
Horner, S., & Swarbrooke, J. (2020). Consumer behaviour in tourism. Routledge.
Hossain, I., Fekete-Farkas, M., & Nekmahmud, M. (2022). Purchase behavior of energy-efficient appliances contribute to sustainable energy consumption in developing country: Moral norms extension of the theory of planned behavior. Energies, 15(13), Article 4600.
Iyer, K., & KR, J. (2021). Buying behaviour model of early adopting organizations of radical software innovations. Journal of Business & Industrial Marketing, 36(6), 1010–1026.
Junaidi, M. H., & Miralam, M. S. (2020). Online buying behavior among university students: A cross cultural empirical analysis. Journal of Information Technology Management, 12(2), 26–39.
Khalufi, N. A. M., Sheikh, R. A., Khan, S. M. F. A., & Onn, C. W. (2025). Evaluating the impact of sustainability practices on customer relationship quality: An SEM-PLS approach to align with SDG. Sustainability, 17(2), Article 798. https://www.mdpi.com/2071-1050/17/2/798
Khanna, P., Sehgal, R., Malviya, M., & Dubey, A. M. (2023). Examining the role of saving and safety on the buying behavior: Lessons from the Indian consumer's in COVID-19 crisis. Benchmarking: An International Journal, 30(9), 3674–3698.
Khelladi, I., Lejealle, C., Rezaee Vessal, S., Castellano, S., & Graziano, D. (2023). Why do people buy virtual clothes? Journal of Consumer Behaviour, 23(3), 1389–1405.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96.
Li, H., & Pan, Y. (2023). Impact of interaction effects between visual and auditory signs on consumer purchasing behavior based on the AISAS model. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1548–1559.
Liu, C., Sun, K., & Liu, L. (2023). The formation and transformation mechanisms of deep consumer engagement and purchase behavior in e-commerce live streaming. Sustainability, 15(7), Article 5754.
Liu, S., Sloan, L., Jessop, C., Al Baghal, T., & Serodio, P. (2024). Understanding Twitter usage through linked data: An analysis of motivations and online behavior. International Journal of Population Data Science, 9(4).
Luong, H. T., Tran, D. M., Pham, H. M., Nguyen, T. T., & Duong, H. T. (2023). Online impulsive and compulsive buying behavior in Vietnam. International Journal of Management and Sustainability, 12(3), 365–379.
Maciaszczyk, M., Kwasek, A., Kocot, M., & Kocot, D. (2022). Determinants of purchase behavior of young e-consumers of eco-friendly products to further sustainable consumption based on evidence from Poland. Sustainability, 14(4), Article 2343.
Maharajh, L. R. (2014). Values! A hot topic. The Anthropologist, 17(2), 491–500.
Mazhar, R., Qayyum, A., & Jamil, R. A. (2024). The dimensional impact of escapism on users' eCart abandonment: Mediating role of attitude towards online shopping. Management Research Review, 47(3), 374–389.
Mir, I. A. (2023). Self-escapism motivated online shopping engagement: A determinant of users' online shopping cart use and buying behavior. Journal of Internet Commerce, 22(1), 40–73.
Mogaji, E., Viglia, G., Srivastava, P., & Dwivedi, Y. K. (2024). Is it the end of the technology acceptance model in the era of generative artificial intelligence? International Journal of Contemporary Hospitality Management.
Mohammad, A. A. S., Mohammad, S. I., Vasudevan, A., Alenazi, S. A., Hussain, Z., Awad, A., Hamed, A. A. M., & Mahmoud, M. (2026). Digital sales automation and buyer engagement: Investigating the mediating role of perceived value in B2B exchanges. Discover Artificial Intelligence. https://doi.org/10.1007/s44163-025-00830-8
Monteiro, T. A., Giuliani, A. C., Pizzinatto, N. K., & Larios-Gomez, E. (2019). Managing the digital consumer: Insights from Brazil and Spain. Journal of Manufacturing Technology Management, 30(8), 1196–1215.
Mukhopadhyay, S., Chauhan, S., & Mishra, S. (2023). Consumer patronage in omnichannel retailing and the moderating impact of culture: A MetaSEM review. Journal of Strategic Marketing, 32(3), 374–390.
Nakhata, C., & Kuo, H.-C. (2014). Non-price cues utilization during social coupon purchasing-decision. Journal of Product & Brand Management, 23(6), 439–451.
Niu, H.-J., & Chang, C.-T. (2014). Addiction in cyberspace: Flow experience on e-shopping. International Journal of Web Based Communities, 10(1), 52–68.
Nyrhinen, J., Sirola, A., Koskelainen, T., Munnukka, J., & Wilska, T.-A. (2024). Online antecedents for young consumers' impulse buying behavior. Computers in Human Behavior, 153, Article 108129.
Olan, F., Suklan, J., Arakpogun, E. O., & Robson, A. (2021). Advancing consumer behavior: The role of artificial intelligence technologies and knowledge sharing. IEEE Transactions on Engineering Management.
Palmieri, N., Boccia, F., & Covino, D. (2024). Digital and green behaviour: An exploratory study on Italian consumers. Sustainability, 16(8), Article 3459.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134.
Pham, A. D., Nguyen, H. N., Le, T. T., Nguyen, H. K., Khuat, H. T., Phan, H. T., & Vu, H. T. (2024). Young consumers' impulse buying tendency on social media: An empirical analysis in Vietnam in light of the LST theoretical perspective. Young Consumers.
Pires, P. B., Santos, J. D., Brito, P. Q., & Marques, D. N. (2022). Connecting digital channels to consumers' purchase decision-making process in online stores. Sustainability, 14(21), Article 14392.
Prakash, G., Sahney, S., & Kavdia, D. (2015). Critical design characteristics for online retail stores in India. Emerald Emerging Markets Case Studies, 5(7), 1–8.
Prashar, S., Vijay, T. S., & Parsad, C. (2018). Predicting online buying behaviour: A comparative study using three classifying methods. International Journal of Business Innovation and Research, 15(1), 62–78.
Rahi, S. (2016). Impact of customer perceived value and customer's perception of public relation on customer loyalty with moderating role of brand image. Journal of Internet Banking and Commerce, 21(2), 1–16.
Rajarathinam, K. K., Rathinam, L., & Parayitam, S. (2022). A moderated mediation model of the effect of social media advertising on consumer buying behaviour: Evidence from India. International Journal of Internet Marketing and Advertising, 17(1–2), 48–76.
Raman, P. (2021). Examining the importance of gamification, social interaction and perceived enjoyment among young female online buyers in India. Young Consumers, 22(3), 387–412.
Ranjitha, P., & Krishnakumar, K. (2020). A study on factors influencing online consumer buying behavior. Profession, 24, 43–46.
Rogova, N., & Matta, S. (2023). The role of identity in digital consumer behavior: A conceptual model and research propositions based on gender. AMS Review, 13(1), 55–70.
Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online customer experience in e-retailing: An empirical model of antecedents and outcomes. Journal of Retailing, 88(2), 308–322.
Rudansky-Kloppers, S., & Strydom, J. (2021). Target market solutions in South African online businesses: The generational effect. Journal of African Business, 22(2), 209–234.
Sahu, G. R. (2024). Understanding contemporary consumer behaviour in the digital age. International Research Journal on Advanced Engineering and Management, 2(03), 485–490.
Santoso, A., Bidayati, U., & Hendar, H. (2019). Factors influencing online purchase intention: A consumer behavioral study on Indonesia [Unpublished manuscript].
Schaupp, L. C., & Bélanger, F. (2005). A conjoint analysis of online consumer satisfaction. Journal of Electronic Commerce Research, 6(2), 95–111.
Schenk, P. M., West, R., Castro, O., Hayes, E., Hastings, J., Johnston, M., Marques, M. M., Corker, E., Wright, A. J., & Stuart, G. (2024). An ontological framework for organising and describing behaviours: The Human Behaviour Ontology. Wellcome Open Research, 9, Article 237.
Sekandari, E., & Aghaei, I. (2023). Exploring must-know criteria for effective customer segmentation in online market using AHP. Review of Marketing Science, 21(1), 271–294.
Sharma, B. K., Jain, P., Gautam, O., & Mishra, S. (2024). Determinants of trust on social networking sites and its impact on purchase intention through the mediation effect of customer experience. International Journal of Public Sector Performance Management, 13(3), 313–330.
Shi, K., De Vos, J., Cheng, L., Yang, Y., & Witlox, F. (2021). The influence of the built environment on online purchases of intangible services: Examining the mediating role of online purchase attitudes. Transport Policy, 114, 116–126.
Singh, D. P. (2016). Effect of consumer innovativeness on online buying behavior in an emerging market. Journal of Distribution Science, 14(7), 15–19.
Škerháková, V., Ali Taha, V., Tirpák, D., & Kráľ, Š. (2022). Perception of corporate reputation in the era of digitization: Case study of online shopping behavior on young consumers. Sustainability, 14(21), Article 14302.
Sondhi, N., & Basu, R. (2023). Profiling the online premium brand consumers based on their fashion orientation. Asia Pacific Journal of Marketing and Logistics, 35(2), 380–397.
Štofejová, L., Kráľ, Š., Fedorko, R., Bačík, R., & Tomášová, M. (2023). Sustainability and consumer behavior in electronic commerce. Sustainability, 15(22), Article 15902.
Tapscott, D. (1997). Strategy in the new economy. Strategy & Leadership, 25(6), 8–14.
Ullrich, S., & Brunner, C. B. (2015). Negative online consumer reviews: Effects of different responses. Journal of Product & Brand Management, 24(1), 66–77.
Velnadar, R., Kumaravel, S. C., Lathief, J. T. A., Jayacyril, C. M., Rohit, Olson, B. J., & Parayitam, S. (2024). Exploring the influence of positive-and-negative electronic word of mouth on online consumer behaviour and customer loyalty. FIIB Business Review. https://doi.org/10.1177/23197145241229915
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174–181.
Viejo-Fernández, N., Sanzo-Perez, M. J., & Vázquez-Casielles, R. (2020). Is showrooming really so terrible? Start understanding showroomers. Journal of Retailing and Consumer Services, 54, Article 102048.
Wang, Q., Zhu, X., Wang, M., Zhou, F., & Cheng, S. (2023). A theoretical model of factors influencing online consumer purchasing behavior through electronic word of mouth data mining and analysis. PLOS ONE, 18(5), Article e0286034.
Wang, Y., Pan, J., Xu, Y., Luo, J., & Wu, Y. (2022). The determinants of impulsive buying behavior in electronic commerce. Sustainability, 14(12), Article 7500.
Wei, D., Chan, L.-S., Du, N., Hu, X., & Huang, Y.-T. (2024). Gratification and its associations with problematic internet use: A systematic review and meta-analysis using use and gratification theory. Addictive Behaviors, Article 108044.
Wider, W., Saad, A., Mahmood, N. A., Ishak, S., Aziz, M. R. A., Wu, C., Wu, H., & Tanucan, J. C. M. (2026). Digital literacy in enhancing collaborative teaching: A systematic review. International Review of Research in Open and Distributed Learning. https://doi.org/10.19173/irrodl.v27i1.8717
Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179–188.
Yu, H. (2024). Why do people use metaverse? A uses and gratification theory perspective. Telematics and Informatics, 89, Article 102110.
Yusoff, N., Alias, M., & Ismail, N. (2023). Drivers of green purchasing behaviour: A systematic review and a research agenda. F1000Research, 12.
Zulfiqar, S., & Ahmed, F. (2022). Direct and mediating effects of social media on e-commerce purchase intention: A comparative approach. International Journal of Business Process Integration and Management, 11(1), 19–25.
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Submeto (emos) o presente trabalho, texto original e inédito, de minha (nossa) autoria, à avaliação de Veredas do Direito - Revista de Direito, e concordo (amos) que os direitos autorais a ele referentes se tornem propriedade exclusiva da Revista Veredas, sendo vedada qualquer reprodução total ou parcial, em qualquer outra parte ou outro meio de divulgação impresso ou eletrônico, dissociado de Veredas do Direito, sem que a necessária e prévia autorização seja solicitada por escrito e obtida junto ao Editor-gerente. Declaro (amos) ainda que não existe conflito de interesse entre o tema abordado, o (s) autor (es) e empresas, instituições ou indivíduos.
Reconheço (Reconhecemos) ainda que Veredas está licenciada sob uma LICENÇA CREATIVE COMMONS:
Licença Creative Commons Attribution 3.0
