What is Online Purchase Intention

The purpose of this study is to review the literature on e-commerce trust from a cultural perspective, analyze where and how research is conducted, and determine the research stream. For this purpose, a systematic literature review of 52 peer-reviewed articles published in the Scopus database on trust in e-commerce was performed. The findings indicate that there has been a rise, over time, in the number of publications that discuss trust in e-commerce across a variety of cultural contexts. Various methodologies have been employed in these studies, and e-commerce trust has been analyzed in several sectors. The articles on trust in e-commerce from the cultural perspective are under three categories: impact of culture on online trust, antecedents, and consequences of online trust. In this regard, this study contributes to the body of knowledge by evaluating the process of establishing trust in e-commerce and examining the antecedents and consequences of online trust from the cultural perspective.