Journal of Business Management

Journal of Business Management

A Meta-Synthesis of Factors Influencing Online Consumer Purchasing Behavior

Document Type : Research Paper

Authors
Reza Alipour 1
Hossein Mirzaei 2
1 Ph.D. Candidate, Department of Sociology of Economics and Development, Faculty of Literature and Humanities, Ferdowsi University of Mashhad, Mashhad, Iran.
2 Assistant Prof., Department of Sociology of Economics and Development, Faculty of Literature and Humanities, Ferdowsi University of Mashhad, Mashhad, Iran.
10.22059/jibm.2025.383999.4855
Abstract
Objective
This study aimed to conduct a meta-analysis of research on online purchasing in Iran from 2011 to 2023 (1390–1402 in the Iranian calendar). Online purchasing has emerged as one of the most important forms of consumption in the digital age. Driven by the rapid expansion of information and communication technologies, the development of e-commerce platforms, and changes in consumer behavior, online purchasing has gained a significant position in contemporary economic and social systems. The increasing availability of Internet access, widespread use of smartphones, and development of electronic payment services in Iran have also substantially transformed how consumers search for, evaluate, and select goods and services. Despite the growing number of studies on online purchasing in Iran, their findings are often fragmented and inconsistent, and a comprehensive understanding of the factors influencing online purchase intention and behavior remains limited. Therefore, the present study sought to systematically integrate the findings of previous research, identify the factors influencing online purchasing, and determine the overall magnitude of their effects.

Methodology
The statistical population consisted of all scientific studies examining factors influencing online purchasing in Iran between 2011 and 2023. To identify relevant studies, a comprehensive search was conducted in domestic and international databases. After reviewing the titles, abstracts, and full texts of the identified studies, predefined inclusion and exclusion criteria were applied. Studies that met the required criteria for research topic, study population, variables examined, and sufficient statistical information to calculate effect sizes were included in the meta-analysis. Ultimately, 15 eligible studies were selected for the final analysis. Data were analyzed using Comprehensive Meta-Analysis (CMA) software. Overall effect sizes were calculated to synthesize the findings of the included studies, while statistical indicators of heterogeneity were used to assess differences across studies. In addition, publication bias was examined using funnel plots and relevant statistical tests. Sensitivity and cumulative analyses were also conducted to assess the robustness and stability of the findings.

Findings
The results indicated substantial statistical heterogeneity among the studies included in the meta-analysis. Cochran’s Q test was statistically significant (p = 0.000), and rejection of the null hypothesis indicated the presence of heterogeneity across the studies. Accordingly, given the differences among the studies and the contexts in which they were conducted, a random-effects model was employed to estimate the overall effect size. The overall effect size obtained from the random-effects model was 0.637, indicating a substantial and statistically significant effect of the examined factors on online purchasing. Assessment of publication bias using the funnel plot and statistical tests did not provide significant evidence of publication bias. Furthermore, the results of the sensitivity and cumulative analyses indicated that the overall effect estimate was relatively stable and that removing individual studies did not substantially alter the result.

Conclusion
The findings demonstrated that online purchase intention and behavior in Iran are influenced by a combination of individual, technological, and contextual factors. At the individual level, trust in online stores and sellers, perceived ease of use of platforms, and the quality and credibility of the information provided were among the most important factors identified. At the technological and structural levels, factors such as the quality of information technology infrastructure, access to high-speed Internet, transaction security, and the capabilities of online shopping platforms were also found to be important. In addition, consumer culture and broader social and economic conditions may provide an important context for the formation of online purchasing behavior. An examination of the purchasing process in digital environments suggested that this process can be conceptualized in four main stages: information search, evaluation of alternatives, decision-making, and final purchase. During the information-search stage, consumers gather information about the desired product or service from various sources. During the evaluation stage, available alternatives are compared based on criteria such as price, quality, and other users’ reviews. Consumers then select their preferred option during the decision-making stage, followed by the completion of the transaction in the final purchase stage. These findings can help online businesses develop more effective marketing strategies, strengthen consumer trust, and improve the overall shopping experience. Policymakers can also use these findings to develop digital infrastructure, enhance e-commerce security, and support the growth of online businesses. Finally, future research should pay greater attention to generational, cultural, and social differences, as well as rapid technological changes, to develop a more comprehensive understanding of the factors shaping online purchasing behavior in Iran.
Keywords
Online shopping stages
e-commerce
Online shopping
Meta-analysis
Subjects
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Journal of Business Management
Volume 18, Issue 3
2026
Pages 1097-1115