COUNTRY-OF-ORIGIN EFFECTS ON ONLINE PURCHASE DECISION-MAKING: A SCOPING REVIEW

OpenAlex İngilizce

This study aims to provide a comprehensive review of the impact of country-of-origin on online purchase decisions through a critical synthesis of conceptual, methodological, and empirical dimensions in the existing literature. A total of 34 scholarly articles from business and management literature published between 2006 and 2023 were identified using a comprehensive review methodology to assess the current state of research and reveal future directions. Most studies adopt formalized, hypothesis-driven approaches, while a smaller share is exploratory. Statistical techniques based on secondary data and online questionnaires are widely used, whereas case studies are less common. Cross-sectional and longitudinal studies are almost equally represented, providing both static and dynamic perspectives on country-of-origin effects. Geographically, the research predominantly focuses on North America, Asia, and Europe. There is a stronger emphasis on consumer goods compared to services and industrial products. Sampling procedures are frequently underreported, and multivariate statistical methods are the most commonly employed analysis techniques. This review advances the understanding of the country-of-origin’s role in online consumer behavior by consolidating key findings, identifying methodological limitations, and proposing avenues for future research within the field of international marketing.