Understanding Online Consumer Behaviour: A Bibliometric Systematic Review of Trust, Website Quality, Reviews and FOMO Buying

This review of 616 Scopus-indexed studies shows that research on online consumer behaviour grew steadily after 2015 and peaked in 2022. Trust remains the best-established mediator between website quality and purchase intention, but its effect depends on conditions such as perceived risk. The consumer psychology literature on FOMO, urgency and scarcity and the persuasive design literature on nudges and dark patterns describe the same seller tactics yet rarely cite each other, and joining them is the clearest opening for future work. Researchers should also measure actual rather than declared behaviour and test how AI personalisation and social influence interact with these factors. The limitations below should be kept in mind when reading these findings.

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