Clarification of two-stages purchase behavior on E-commerce: An Agenda for Future Research

This paper aims to systematically review and suggest new ideas for an E-commerce business that operates specifically to pre-purchase and post-purchase behavior. The authors screened the Web of Science database's initial data to identify and discuss several factors affecting consumer's purchase behavior, besides suggesting some ideas to cluster different socio-economic contexts. This work presents the theoretical system, the influencing factors, pre-purchase and post-purchase behavior attributes to cluster in different groups setting within e-commerce business. Besides, four major recommendations have provided to help other researchers in future study agendas.