REVIEWING THE ROLE OF E-COMMERCE IN SHAPING CONSUMER DECISION MAKING PROCESSES

Authors

  • Rifki Arohman Riau University
  • Abd. Rasyid Syamsuri Universitas Riau
  • Marcella Angraini Universitas Riau

Keywords:

E-Commerce, Consumer Behavior, PPurchase Decision Making

Abstract

This literature review explores the evolving relationship between e-commerce and consumer behavior, particularly in the context of the decision making process. Through a review of recent scholarly literature, this study analyzes eight academic articles on the dynamics of digital consumer behavior and the factors influencing online purchase decisions. The findings indicate that e-commerce plays a crucial role in shaping how consumers search for information, evaluate alternatives, and ultimately complete transactions. Factors such as ease of navigation, trust in the platform, customer reviews, and personalized content are shown to enhance purchase intention and decision making. Additionally, the emergence of impulsive buying behavior in digital contexts highlights a shift in the emotional and social roles involved in consumer decisions. These findings reinforce the understanding that consumer behavior in e-commerce is influenced by a combination of platform design, user experience, and data driven digital strategies that adapt to consumer preferences.

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Published

2025-07-30

How to Cite

Arohman, R., Abd. Rasyid Syamsuri, & Marcella Angraini. (2025). REVIEWING THE ROLE OF E-COMMERCE IN SHAPING CONSUMER DECISION MAKING PROCESSES. IJMaKS: International Journal of Management Knowledge Sharing, 2(1), 299–310. Retrieved from https://feb-unri.com/index.php/ijmaks/article/view/87

Issue

Vol. 2 No. 1 (2025): International Journal of Management Knowledge Sharing

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Articles

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Copyright (c) 2025 Rifki Arohman, Abd. Rasyid Syamsuri, Marcella Angraini

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