International Conference on Economics, Finance & Business, London

A META-ANALYSIS SYSTEMATIC REVIEW OF THEORY OF PLANNED BEHAVIOUR MODEL IN THE MARKETING RESEARCH TRENDS: (2019-2025)

SHAHRIAR JEDDY

Abstract:

The Theory of Planned Behaviour (TPB) model has been widely utilized in the Social Sciences, Psychology, and interdisciplinary fields for investigation. It has been also favoured in the e-commerce studies; specially e-marketing areas, as a useful theory, which can measure the behavioural aspects of the customers’ online buying decisions. However, there has been a controversy that the model is not efficient enough in examining the actual behaviour of the e-consumers. Furthermore, by the outbreak of COVID-19 pandemic era, millions of people worldwide prompted to trust purchasing their items online, and avoided their prior fears of e-shopping risks. This may indeed challenge that TPB may no longer be a suitable model for evaluating to date e-customer’s behavioural online buying decisions as it has been outdated since then. Thus, the study primarily attempted to conduct a systematic meta-analysis literature review of using TPB model in the extant e-commerce investigations during 2019-2024 periods. Second, a descriptive bibliometric analysis performed by using 773 published articles via VOSviewer to determine the recent development in using TPB in the e-commerce literature. Next, content analysis of 335 papers performed by Wordstat to detect the latest trends in the e-commerce marketing development. The results revealed that TPB is still a common and applicable model in the recent investigations.

Keywords: Theory of Planned Behaviour, Online shopping, Wordstat, Bibliometric analysis, Vosviewer