E- Commerce and Changing Consumer Behavior: Analyzing the Role of Technology

Abstract

The rapid advancement of technology has significantly transformed the landscape of e-commerce, profoundly influencing consumer behavior. This study, titled "E-Commerce and Changing Consumer Behavior: Analyzing the Role of Technology," aims to evaluate how the integration of advanced technologies impacts consumer purchasing decisions and to understand consumer perceptions towards the use of these technologies in e-commerce applications. Utilizing a quantitative research design, data were collected through structured online questionnaires distributed to a sample of 335 active e-commerce users, selected via simple random sampling to ensure representativeness. Descriptive statistics were employed to summarize the demographic characteristics and key variables, while one-sample t-tests were conducted to test the hypotheses. The findings revealed that advanced technologies such as artificial intelligence, augmented reality, secure payment systems, chatbots, and personalized user interfaces significantly influence consumer purchasing decisions. A majority of respondents agreed that these technologies facilitate easier product discovery, personalize recommendations, improve search functionalities, and provide secure payment options. Additionally, consumers generally perceive these technological advancements positively, associating them with increased satisfaction, trust, and an enhanced overall shopping experience. These results underscore the crucial role of technology in shaping modern consumer behavior within the e-commerce sector and highlight the importance for businesses to continuously innovate and integrate advanced technological solutions to meet evolving consumer expectations. The study contributes to the existing literature by providing empirical evidence on the positive impact of technology integration in e-commerce and offers practical insights for businesses aiming to enhance customer engagement and satisfaction through technological advancements.