Consumer Behavior in E-commerce: A Psychological Perspective

Abstract

The meteoric rise of e-commerce has fundamentally reshaped the retail landscape, demanding a deeper understanding of how consumers navigate and interact within this digital shopping environment. This article delves into the psychological underpinnings of consumer behavior in e-commerce, exploring key influences on decision-making, motivation, and purchase experience. We examine prominent theoretical frameworks within social psychology and cognitive science, analyzing their applicability to online shopping behavior. Additionally, we explore the impact of factors such as website design, user interface, personalization, and social proof on consumer engagement and purchasing decisions. By shedding light on the psychological drivers of e-commerce behavior, this article offers valuable insights for online retailers seeking to optimize their platforms and drive customer engagement.