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VOL. 6, ISSUE 2 (2024)
Customization on trust in online marketplace: Systematic literature review
Authors
Farhan Muhamad Kamil Danopa, Afina Hasya, Mahfudz
Abstract
The convenience of consumers in shopping
online increases fierce competition in the market for sellers. This can be seen
from several sellers in online stores starting to increase their trust by
providing products tailored to the desires of today's consumers. This research
aims to describe the relationship between Customization and Trust in Online
Marketplace. This study used the Systematic Literature Review (SLR) method with
an exclusion process and included 86 related articles that were excluded to 20
articles that were ready to be used for deeper analysis. Based on the results
of the analysis, it was found that the customization variable was an
independent variable related to trust in the online market. Where the grand
theories used are consumer behavior theory, attribution theory, and brand
equity theory. Some of the variables obtained include online customer review,
service quality, online customer rating, star seller, product quality, brand
image, buyer experience, privacy perception, customer loyalty, convenience,
information quality, information search, security perception, and advertising
attractiveness. Some are mediating and moderating variables.
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Pages:42-50
How to cite this article:
Farhan Muhamad Kamil Danopa, Afina Hasya, Mahfudz "Customization on trust in online marketplace: Systematic literature review". International Journal of Management and Commerce, Vol 6, Issue 2, 2024, Pages 42-50
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