E-Commerce Adoption, Consumer Trust, and Purchase Behaviour: A Review of Literature

Abstract

This review paper synthesizes a decade of empirical and theoretical scholarship on e-commerce adoption, consumer trust, and online purchase behaviour published between 2015 and 2024. Drawing on 96 peer-reviewed articles selected through a structured search of Web of Science and Scopus, the review examines the evolving determinants of consumer adoption of e-commerce platforms, the role of trust as a mediating and moderating construct, and the behavioural outcomes associated with digital retail engagement. The review traces the conceptual development of e-commerce research from desktop-centric models toward mobile commerce, social commerce, and live-stream shopping paradigms. Key theoretical frameworks including the Technology Acceptance Model, the Unified Theory of Acceptance and Use of Technology, and Trust-Commitment Theory are critically assessed for their explanatory adequacy in contemporary digital retail contexts. The paper identifies perceived ease of use, perceived usefulness, online trust, website quality, and social influence as the most robustly documented antecedents of purchase intention. Emerging themes including artificial intelligence-driven personalization, voice commerce, and sustainability considerations in online purchasing decisions are identified as priority areas for future research. The review is intended to serve as a reference synthesis for academics, digital marketing practitioners, and e-commerce platform developers.