Integrating Relationship Marketing and the Theory of Planned Behavior in Digital Platform Research: A Systematic Literature Review
DOI:
https://doi.org/10.30651/blc.v23i2.29433Kata Kunci:
Relationship Marketing, Theory Of Planned Behavior, Behavioral Intention, Digital Platforms, Systematic Literature ReviewAbstrak
This study examines how Relationship Marketing, the Theory of Planned Behavior, and the Theory of Reasoned Action are integrated to explain behavioral intention in digital platform research. A PRISMA-based systematic literature review was conducted using Scopus as the primary database. The search on 1 December 2025 identified 565 records and after filtering and eligibility assessment, 56 empirical articles published between 2020 and 2025 were synthesized through descriptive profiling, theory mapping, variable-role mapping, and narrative-thematic analysis. The review shows that behavioral intention is not explained by isolated cognitive predictors. It emerges from layered mechanisms involving platform and technology evaluations, social-interaction cues, relational mediators, TPB/TRA cognitive variables, and post-intention outcomes such as loyalty, recommendation, usage behavior, eWOM, and engagement. This study contributes an integrative map of RM–TPB/TRA synthesis that clarifies how cognitive and relational mechanisms jointly shape digital platform behavior and future marketing research agendas in interactive commercial environments.
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