Consumer Behavior in the Age of E-Commerce


  • Dr. Naveed Aslam Department of Economics, University of Peshawar Author


The advent of e-commerce has revolutionized the way consumers interact with products and services, significantly impacting their purchasing behaviors. This scholarly article delves into the complexities of consumer behavior within the digital landscape, exploring the latest trends, challenges, and implications for businesses. Drawing upon existing literature and empirical studies, this paper examines the key factors influencing consumer decision-making processes online, including convenience, personalization, social influence, and trust. Moreover, it discusses the role of technology, such as artificial intelligence and augmented reality, in shaping consumer experiences and preferences. Additionally, this article highlights the challenges posed by e-commerce, such as information overload, privacy concerns, and counterfeit products, and offers insights into strategies for businesses to address these issues. By understanding the dynamics of consumer behavior in the age of e-commerce, companies can adapt their marketing strategies and enhance their competitiveness in the digital marketplace.