Published Paper Details:

Consumer behavior in the context of online shopping encompasses the choices and actions individuals undertake when acquiring products or services via digital platforms. The swift expansion of e-commerce has significantly boosted online shopping, allowing consumers to explore options, compare prices, and complete transactions from the ease of their own homes. Research indicates that various elements, such as product quality, website aesthetics, pricing, convenience, and security, play a pivotal role in shaping consumer behavior in this domain. Additionally, social influences, including customer reviews and recommendations, further impact purchasing decisions. The recent pandemic has further accelerated the trend towards online shopping, as more consumers recognize the convenience and safety it provides. Consequently, businesses have been compelled to modify their marketing approaches to align with this evolving consumer behavior. Ultimately, grasping consumer behavior in online shopping is essential for businesses aiming to deliver a smooth and satisfying online shopping experience, which in turn fosters customer loyalty and enhances profitability.