EXAMINING THE INFLUENCES OF CONSUMER BEHAVIOR ON PURCHASE DECISIONS IN E-COMMERCE: A COMPREHENSIVE STUDY

This study explores the complex factors influencing consumer behavior in the ever-changing e-commerce environment, particularly in light of the changing digital marketing paradigm. In a time when technology is constantly changing the way that consumers shop online, it is critical for businesses to understand the complex aspects that influence customer choices in order to develop tactics that work. Our study takes a broad approach to deciphering the intricacies of the e-commerce industry by looking at social impact, product ratings, and user experience. Our goal is to find insights that help to improve e-commerce strategy through a thorough examination. We investigate the complex relationships that exist between users and digital platforms, illuminating the ways in which conventional consumer behavior and the results of digital marketing campaigns interact.