Is Trust Gender Biased? A Bibliometric Review of Trust in E-Commerce

Abstract

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Purpose: The goal of this paper is to critically review studies on trust in e-commerce from the gender perspective. Methodology: This paper is based on a systematic literature review (SLR) and applies the bibliometric technique. SLR reduces selection bias, which helps to produce more accurate scientific conclusions. We examine 148 published studies in the Scopus database using VOSviewer and the bibliometrix package in the R statistical software program. We summarize previous findings in the form of theories and methodologies in the literature. Findings: The findings show that trust in e-commerce from the gender perspective is underexplored. Specific underexplored areas include gender differences, information systems, and consumer trust and consumption patterns on social-networking sites, among others. Also, there is considerable scope for developing theories and models of cross-country variations in trust, e-commerce, and gender. Originality: The previous literature did not identify the methods and the structural research constructs. This study for the first time develops generates scientific insights that will contribute to future research.