Optimization of consumer decisions and the impact of selected factors on purchasing behavior in polish e-commerce

In the world of online shopping, gaining and keeping consumer trust is crucial for successful transactions. It explores how consumers perceive and act when it comes to trusting e-commerce websites. Using a detailed case study method, this study looks closely at what influences consumer trust online, including website security, privacy concerns, brand reputation, and the impact of customer reviews. Ten (10) samples of respondents selected by the researchers. Those who have utilized online transactions and made purchases from online retailers in Noveleta, Cavite, such as Shopee and Lazada, are the participants of this study. Moreover, the increasing use of online shopping and the challenges of building trust in virtual spaces highlight the importance of understanding what influences how consumers behave when shopping online. This study aims to thoroughly explore the factors that shape consumer behavior in e-commerce and analyze the role of consumer trust regarding the role of multiple vendors in electronic commerce. Starting from the functional perspective of vendors and trust, the researchers used a qualitative method through initial surveys, in-depth interviews, and focus group discussions in Noveleta. The findings show that trust is a complex concept that affects how consumers make decisions. Additionally, the study investigates how e-commerce platforms work to build trust and address consumer worries. This research provides practical insights for online businesses to improve trust-building efforts and create better user experiences. By exploring the relationship between trust, consumer behavior, and online shopping, this study contributes to the researchers understanding of how e-commerce can engage consumers effectively in digital markets.

The existence of e-commerce has two sides of the coin for marketers. E-commerce can be very effective in marketing products or services. On the other hand, it also makes it easier for consumers to switch their choice to competing brands due to the ease of features in comparing prices and quality. Therefore, maintaining consumer satisfaction and dissatisfaction in the online shopping experience is very important for companies to retain their consumers. This study explores the relationship between dissatisfaction and switching behavior in e-commerce. The research was conducted qualitatively using the Critical Incident Technique (CIT) to achieve this goal. Informants in this study were consumers who experienced dissatisfaction when making online purchases in the last six months. The results show that even though consumers experience dissatisfaction, they persist in not switching behavior. The existence of switching barriers in online shopping in the form of ease of use of technology, time efficiency, convenience, and variety seeking are why consumers continue using e-commerce platforms even though they have experienced disappointing services.

The existence of e-commerce has two sides of the coin for marketers. E-commerce can be very effective in marketing products or services. On the other hand, it also makes it easier for consumers to switch their choice to competing brands due to the ease of features in comparing prices and quality. Therefore, maintaining consumer satisfaction and dissatisfaction in the online shopping experience is very important for companies to retain their consumers. This study explores the relationship between dissatisfaction and switching behavior in e-commerce. The research was conducted qualitatively using the Critical Incident Technique (CIT) to achieve this goal. Informants in this study were consumers who experienced dissatisfaction when making online purchases in the last six months. The results show that even though consumers experience dissatisfaction, they persist in not switching behavior. The existence of switching barriers in online shopping in the form of ease of use of technology, time efficiency, convenience, and variety seeking are why consumers continue using e-commerce platforms even though they have experienced disappointing services.

This study explores the impact of visual marketing elements on consumer purchasing behavior within the fashion e-commerce industry, focusing on visual aesthetics, user-generated content (UGC), and influencer endorsements. Using a qualitative approach, semi-structured interviews were conducted with 25 participants to capture in-depth insights into how visual cues shape consumer perceptions, build trust, and influence purchase intentions. Thematic analysis of the data revealed three main findings: high-quality visuals evoke emotional responses that increase product appeal, UGC serves as a crucial factor in establishing trust and reducing purchase hesitation, and influencer endorsements significantly impact consumer decision-making by adding perceived value and trend relevance. These findings contribute to existing theories, such as the Stimulus-Organism-Response (S-O-R) model, by illustrating the diverse ways in which visual stimuli influence consumer behavior on emotional, social, and practical levels. Managerial implications include the strategic use of high-quality visuals, encouragement of UGC, and selection of authentic influencers to enhance consumer engagement and conversion. This study provides a comprehensive understanding of how visual marketing shapes consumer behavior in fashion e-commerce, offering valuable insights for both academic research and practical applications in the digital marketplace.

This paper explores the impact of cultural factors on consumer behavior in e-commerce, specifically focusing on cultural dimensions, language and communication, trust and security, and social influence. The study recognizes that culture plays a crucial role in shaping individuals' attitudes, values, beliefs, and behaviors, thus influencing their decision-making processes and purchasing behaviors. Drawing on Hofstede's cultural dimensions theory, the analysis highlights how individualism-collectivism and power distance influence consumer behavior in e-commerce. Additionally, it emphasizes the significance of language and communication in catering to consumers' preferences, emphasizing the importance of using native languages and cultural symbols to enhance consumer engagement and understanding. Trust and security, as influenced by cultural factors such as individualism, collectivism, and uncertainty avoidance, are also discussed. The analysis underscores the importance of building trust and implementing robust security measures that align with cultural expectations. Furthermore, the study recognizes the impact of social influence in consumer behavior, particularly in collectivist cultures, where consumers rely on online reviews, recommendations from family and friends, and social media influence. By understanding and adapting to these cultural factors, businesses can tailor their e-commerce strategies to meet the needs and preferences of diverse cultural groups, ultimately enhancing customer satisfaction and loyalty. The findings of this study provide valuable insights for businesses operating in diverse markets, enabling them to optimize their online operations and effectively target consumers in different cultural contexts.

E-commerce is a relatively new way of trade, which brings production enterprises, circulation enterprises and consumption enterprises into a brand-new era of network economy and digital existence. Consumption behavior can be divided into positive consumption and negative consumption. The marketing factor is a good business strategy to change consumers from passive purchase to active purchase. A targeted marketing by an enterprise will greatly stimulate the purchase desire of the target consumers and prompt them to buy. At this time, it is very important to be good at analyzing the economic psychology in marketing, deeply understanding and controlling the consumer psychology, so as to promote marketing. This paper analyzes the economic psychology of consumers' online consumption and the specific performance of consumers' behavior in e-commerce, and puts forward how modern enterprises formulate relevant marketing strategies in the face of the specific psychology of online consumers.

Artificial Intelligence (AI) significantly influences consumer behavior in e-Commerce by enabling personalized experiences. Through data analysis and machine learning, AI systems provide tailored product recommendations, dynamic pricing, and real-time customer support via chatbots. These enhancements improve user satisfaction, increase engagement, and drive purchase decisions, reshaping how consumers interact with online platforms. In this context, this article aims to examine the impact of AI implementation in e-Commerce on consumer behavior, with a particular focus on how it influences customer satisfaction and decision-making process. A quantitative approach is adopted in this study through the use of a structured consumer survey. The results of the research conducted among 355 online consumers in Romania indicated that the integration of AI-based tools (such as chatbots, personalized marketing, and product recommendations) within e-Commerce platforms has a positive impact on the online shopping experience and influences the purchase decision-making process, with younger consumers, in particular, considering these tools essential to their digital buying behavior. Therefore, this research offers insights into the evolving relationship between technological advancements and consumer behavior in the online marketplace.

In the era of the information-communication technology with the development of electronic commerce, consumers can buy almost everything anywhere and at any time. One of the greatest benefits of e-commerce has been the convenience and the vast choices which consumers get online. However, some serious issues exist that impede consumers from transaction online. These issues have attracted the attention of many marketing researchers in recent years. In this research, the authors focus on the impact of consumers' ethics perception of e-retailer on their purchase intention and satisfaction. The authors also try to clarify the roles of trust and commitment in the relationship of ethics on consumers purchase decision and satisfaction because of their importance in e-commerce but also the privation in the research of previous studies. The data collected from a survey of 390 online consumers in Vietnam. Results reveal that there are significant relationships between online retailers' ethics and consumers' purchase intention and satisfaction via the mediation of trust and commitment.

In the era of the information-communication technology with the development of electronic commerce, consumers can buy almost everything anywhere and at any time. One of the greatest benefits of e-commerce has been the convenience and the vast choices which consumers get online. However, some serious issues exist that impede consumers from transaction online. These issues have attracted the attention of many marketing researchers in recent years. In this research, the authors focus on the impact of consumers' ethics perception of e-retailer on their purchase intention and satisfaction. The authors also try to clarify the roles of trust and commitment in the relationship of ethics on consumers purchase decision and satisfaction because of their importance in e-commerce but also the privation in the research of previous studies. The data collected from a survey of 390 online consumers in Vietnam. Results reveal that there are significant relationships between online retailers' ethics and consumers' purchase intention and satisfaction via the mediation of trust and commitment.

Online shopping has developed rapidly in Indonesia since the Covid-19 outbreak, making potential customers frequently browse e-commerce. In e-commerce there is a social commerce construct which is a construction originating from social commerce such as online reviews. Depth from online reviews on a product cannot necessarily be trusted and prospective customers also cannot use other people's experiences as an assessment of product quality. Customer review also considers perceived value from a utilitarian and hedonic perspective. Therefore, this study analyzes the effect of perceived value on browsing behavior in C2C e-commerce with the antecedent depth of review in Indonesia. This study uses SOR (stimulus-organism-response) theory. The population of this study are individuals who live in Indonesia and have done shopping online in one commerce which has facilities online review such as Tokopedia, Blibli, Amazon, Alibaba, and JD.ID. Sampling technique nonprobability sampling by using techniques convenience sampling total 137 samples. The data collection method uses the survey method, while the data analysis method used is PLS-SEM. The results of the study show that depth review affects perceived utilitarian and hedonic values, and perceived utilitarian and hedonic values also affect browsing. Thus, all hypotheses are accepted, which means that there is an influence of perceived value on browsing behavior in C2C e-commerce with an antecedent of review depth. This research can be used as a reference for further studies by digging deeper into the effect of the depth of review on other variables that can have an impact on the viability of a seller's business in e-commerce. This research can be used as a reference for sellers to evaluate and create strategies to encourage customers to give positive reviews so that they can influence other readers when browsing e-commerce where it is hoped that purchases will occur. This research pioneered the study of perceived value of browsing behavior in C2C e-commerce with antecedents of depth of review in Indonesia.

The rapid evolution of e-commerce has significantly influenced consumer behavior, particularly among Generation Z, the cohort born between the mid-1990s and early 2010s.This study aims to investigate the advancements in e-commerce, consumer behavior, and the z-generation to help academics identify new areas of interest and generate fresh perspectives for future research in this area. The study's data was retrieved from the SCOPUS database, and its analysis was carried out using R studio and VOS viewer. Thematic mapping, topic trends, co-occurrence, and Tree-Map analysis are also shown within this domain. The data set included the years 1990 through 2023. Our analysis reveals that the initial nine papers were published in 1996. However, there was a decrease in publications in 1998, which can be considered the lowest point in terms of the quantity of publications in this area. From 2000 to 2023, the number of publications gradually increased. There is a strong correlation between decision-making, website traffic, e-commerce, electronic commerce, marketing, decision-making processes, consumer behavior, and patron behavior on the Internet. Using these keywords will help academics in the future have a better grasp of Generation Z's e-commerce habits and provide a more comprehensive description of the associated bodily knowledge. Additionally, There are several topic trends related to Generation-Z consumer behaviour in E-commerce such as innovation, research work, technology adoption, consumption behaviour, perception, and marketing.

This research investigates the relationship between factors such as accessibility, social media influence, personalization, user satisfaction, customer retention strategies, and consumer behavior in the context of e-commerce. Through a systematic literature review, the authors explore how these factors influence the way consumers search for information, evaluate options, and make purchasing decisions in an electronic commerce environment. The results show that there is a significant relationship between these factors and consumer behavior in e-commerce, with relevant implications for companies' marketing and sales strategies in the digital era.

This paper conducted a critical analysis and review of literature, spanning from 2019 to 2023, on how recommendation algorithms affected consumer behavior in e-commerce. The study explored the role of AI-driven recommendation algorithms in influencing consumer behavior and examined the impacts of various recommendations on e-commerce dynamics. By screening relevant articles from the Web of Science Core Collection database, with predefined keywords, the study applied visualization techniques, using the Bibliometrix and Biblioshiny tools within R Studio. The research investigated the different recommendation algorithms, documented in prior studies and their effects on consumer behavior in e-commerce. Our analysis uncovered significant insights into how these AI-driven recommendations shape consumer behavior, highlighting its influence on purchase decisions and product engagement. This study provides actionable insights for e-commerce businesses, to leverage recommendation algorithms, to boost consumer engagement and enhance sales effectiveness. By understanding the impacts of diverse recommendations, businesses can tailor their recommendation strategies to better align with consumer preferences. This paper could contribute to broader understanding of the role of artificial intelligence in consumer decision-making processes and offer valuable perspectives for future research in this field.

This study aims to provide a detailed analysis of academic literature on consumer behavior in e-commerce, specifically in business and management. Using the PRISMA framework, we conducted a systematic search in the Web of Science database covering the last 25 years. This resulted in a dataset of 629 documents. For the quantitative analysis and visualizations, we used tools like Biblioshiny and VOSviewer to chart research trends and academic networks. The findings include lists of the most productive authors and their institutions, the top contributing countries, and keywords that show how the field has changed over time. The results highlight key areas explored so far, such as online buying behavior, digital trust, and technology adoption. This study gives policymakers, academics, and practitioners a solid foundation to better understand consumer behavior in online marketplaces. This understanding can help inform strategic decisions that respond to changing digital trends and consumer needs.

Introduction; Understanding modern shopping behaviors and developing effective marketing strategies have made e-commerce consumer analysis a critical tool for businesses. Objective; This study delves into consumer behavior patterns by analyzing a comprehensive Kaggle dataset centered on online retail activities, which includes demographic details, purchasing trends, and user engagement metrics. Utilizing advanced data science methodologies—such as data preprocessing, exploratory data analysis, and predictive modeling—the research uncovers valuable insights into customer segmentation, spending behaviors, and strategies to enhance customer retention.Method; The analysis reveals significant trends, such as the impact of seasonal variations on online shopping, the role of demographic factors in shaping product preferences, and the effectiveness of personalized marketing in boosting conversion rates. Result; These findings underscore the importance of tailoring marketing efforts to align with consumer needs and preferences. Additionally, the study highlights the necessity for e-commerce businesses to adopt continuous data monitoring and implement robust analytical frameworks to remain competitive in an ever-evolving digital marketplace.Conclusion; This research provides actionable recommendations for e-commerce stakeholders, emphasizing the integration of data-driven insights into their strategies. By leveraging these insights, businesses can optimize their marketing approaches, improve customer satisfaction, and ultimately drive growth in the highly competitive online retail landscape.