Unraveling the Effects of Online Shopping on Consumer Behavior: An In-depth Exploration

Abstract

In today's ever-evolving landscape, the rise of digital technologies has fundamentally transformed the operational dynamics of businesses, particularly within the realm of e-commerce. This study delves into the patterns of consumer purchasing behavior in the context of online shopping. The internet has redefined the shopping experience, serving as a potent tool for conducting business transactions. With numerous advantages, an increasing number of individuals favor online stores over traditional brick- and-mortar establishments. A key aspectof online shopping is its round-the-clock accessibility, allowing customers to make purchases at any hour due to the 24/7 availability of online shopping platforms. This research seeks to identify the various factors that influence consumers' buying behavior during online shopping endeavors. The investigation focuses on several factors that commonly impact customers' shopping patterns, including trust, perceived risk, social influence, product variety and pricing, technological features, or website quality, as well as demographic elements such as age and gender. The findings of the study are that trust, product variety and price, gender positively impact online shopping behavior and online shopping behavior positively impact customer satisfaction.