Integrating intercultural communication into E-commerce theory: The DCEM framework for online shopping behavior

This study introduces the Digital Commerce Evolution Matrix (DCEM), a multidimensional framework that integrates Digital, Cognitive, Emotional, and Motivational dimensions to understand consumer behavior in e-commerce environments. Moving beyond technological determinism that has dominated earlier research, we present a comprehensive bibliometric analysis of 1038 papers spanning three decades to trace the theoretical evolution of online shopping research. The DCEM framework reveals how e-commerce research has progressed through three distinct phases: Technology Adoption (1995–2005), Trust-Centric (2006–2015), and Integrated Experience (2016-present). Our analysis incorporates intercultural communication theory to demonstrate how cultural norms significantly influence consumer interpretation of online messages and trust formation, particularly in Asia-Pacific markets. The framework identifies critical shifts in theoretical approaches, methodological sophistication, contextual adaptation, and knowledge transfer dimensions, offering a roadmap for future e-commerce research. For practitioners, the DCEM provides actionable insights for developing culturally responsive digital platforms that enhance trust, emotional resonance, and purchase intention across diverse markets. This integration of theoretical perspectives, characterized by multi-theoretical hybridization rather than convergence, addresses key challenges in contemporary e-commerce. Limitations include English-language publication focus potentially underrepresenting regional theories, citation threshold effects on recent innovations, and rapid technological change affecting emerging framework representation.