EXCHANGE-RATE MARKETING: A SYSTEMATIC REVIEW OF CURRENCY FLUCTUATION EFFECTS ON CROSS-BORDER SHOPPING DECISIONS
DOI:
https://doi.org/10.51195/iga.v16i2.116Kata Kunci:
Cross Border Shopping, Exchange Rate, Price Perception, Consumer Trust, E-commerce, Systematic Literature ReviewAbstrak
This study presents a systematic literature review (SLR) examining the factors influencing cross-border shopping behavior, with a particular focus on the roles of exchange rates, price perception, and consumer trust within the e-commerce ecosystem. A literature search was conducted using the Scopus database, initially identifying 157 records. Following a stepwise screening process guided by the PRISMA protocol including the removal of duplicates (n = 11), exclusion of non-journal publications, irrelevant topics, and non-e-commerce contexts 63 peer-reviewed journal articles were deemed eligible for qualitative synthesis. The findings reveal that exchange rate fluctuations constitute a primary determinant of cross-border consumer purchasing decisions, operating both directly through relative price changes and indirectly through risk perception and cognitive biases. Furthermore, consumer trust in platforms, logistics service quality, and country-of-origin institutional signals emerged as significant contributing factors. The theoretical and practical implications of these findings are discussed in the context of digital marketing strategy development and cross-border trade policy in emerging markets.
Referensi
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