Consumer Behavior Analysis in E-commerce

Abstract

This paper delves into the intricate dynamics of consumer behavior in e-commerce, exploring the
psychological, social, and technological factors that drive online purchasing decisions. By analyzing
existing literature and employing a mixed-methods approach, the study uncovers key trends such as
the growing influence of personalization, social proof, and mobile commerce. It also highlights
challenges like data privacy concerns and cart abandonment, offering actionable recommendations for
businesses to enhance customer engagement and loyalty. The research contributes to a deeper
understanding of the digital consumer landscape, providing insights for both academics and industry
practitioners.