Paper Contents
Abstract
ABSTRACT People's online shopping habits have changed dramatically as a result of the explosive rise of e-commerce. This study examines the psychological, sociological, and technological elements that affect consumersdecisions to buy products when they shop online. Important factors are examined, including perceived value, simplicity of use, website usability, trust in online retailers, and the effects of digital marketing tactics. Additionally, in order to comprehend how they influence consumer behaviour, elements such as mobile commerce, the impact of discounts, customer evaluations, and social influence through recommendations are examined. The study looks at consumer desires for individualised experiences that are fuelled by augmented reality (AR), artificial intelligence (AI), and tailored marketing strategies. Consumer decisions are also heavily influenced by financial factors like pricing tactics, discounts, and shopping convenience. The barriers of trust and security concerns that prevent internet purchasing from becoming widely used are also highlighted in this study. The article seeks to provide insights into the changing online buying scene and its implications for business strategies by examining both positive and negative variables. In a cutthroat online industry, knowing these patterns of behaviour can improve e-commerce marketing strategies, cultivate loyalty, and improve the entire customer experience.
Copyright
Copyright © 2025 Chinnapaka Deepa. This is an open access article distributed under the Creative Commons Attribution License.
