A Study on Consumer Behaviour in the E-Commerce Era

In today's rapidly digitalizing marketplace, consumer behavior has evolved significantly under the influence of e-commerce platforms, social media, and emerging technologies.This study explores the dynamic patterns of consumer behavior in the e-commerce era, focusing on how technological advancements, peer influence, and cultural trends shape purchase decisions.Data were collected through both primary and secondary sources, including an online questionnaire distributed among 104 respondents.Statistical tools such as Percentage Analysis, Chi-square, ANOVA, and Regression Analysis were employed to interpret the data using SPSS software.The findings reveal that the majority of online shoppers belong to the 25-44 age group, indicating that younger and middle-aged adults dominate the digital marketplace.Quality and price emerged as the most influential factors affecting online purchase decisions, followed by convenience, reviews, and recommendations.The study also found that while electronics and clothing are the most frequently purchased categories, groceries and household items are gradually gaining traction.However, the regression and ANOVA analyses showed that factors like payment security and navigation ease did not have a statistically significant impact on overall customer satisfaction.This study aims to examine these shifts in consumer behavior, identify key influencing factors, and offer recommendations for businesses to better align with the preferences and expectations of modern digital consumers.