Abstract
Technological innovation in the business field has provided a new paradigm commonly known as e-commerce. People can now do professional trading through the Internet. Thus, behavioral research would be beneficial for businesses engaging in this trend and for those who are still planning to do so. This paper deals with a descriptive study of consumer buying behavior in e-commerce. This discusses a brief history of e-commerce, consumer buying behavior, and the processes involved in purchasing decisions. In addition, the various factors and models of consumer buying behavior were enumerated. Furthermore, a collection of literature about e-commerce and elements affecting consumer behavior were discussed.
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