Abstract

This pioneering study presents the first systematic review and analysis of consumer online purchasing behavior in the Association of Southeast Asian Nations (ASEAN) region, a dynamic and rapidly growing market. Despite increasing attention from businesses and researchers, no comprehensive overview of consumer behavior in this region exists, largely due to economic disparities and the scarcity of reliable research materials. Nowadays, most of the research on the online purchasing behavior of consumers in the ASEAN region focuses on the more developed economies or some of the more developed regions in ASEAN and often ignores the overall interpretation of ASEAN as an emerging market. This study uses a systematic literature review to reveal the common factors of consumer behavior within ASEAN and the specific nuances that exist between different ASEAN countries from a holistic research perspective. The results show that factors such as trust, product, price, and brand have the greatest impact on the online purchasing behavior of consumers in ASEAN countries. These factors also show differences due to the different national conditions of ASEAN countries. At the same time, different ASEAN countries will have subtle differences in their consumers’ online purchasing preferences due to economic development level, culture, and religion. The findings also provide important insights for businesses and researchers, filling a major gap in empirical research on ASEAN consumer behavior in the current academia.