A Look at the New Online Consumer Behavior on Social Media Platforms

Abstract

Technological advances have caused great business changes. In this new business environment, the internet has become an indispensable technology tool in the creation of new business models, based on the exchange relations between customers/suppliers/distributors/partners, with a significant increase in online purchasing transactions. This virtual environment has provided the development of e-commerce and efficiency gains and influences changes in consumer habits, thus changing consumer behavior. The online purchase presents an important change in consumer behavior; thus, the understanding of online consumer behavior is essential to understand the impact of this behavior on business. This chapter follows a systematic analysis of the literature with a qualitative approach to online consumer behavior in the last 5 years (2015-2020) in order to verify research topics and development patterns. The aim is to identify trends in online consumer behavior and recognize research gaps by providing avenues for further research into online consumer behavior.

The Role of Price Discounts in Moderating, Customer Reviews and Free Shipping on Shopee Purchase Decisions in Surabaya

“…For example, it is projected that the majority of the net/millennial generation will start using computers between the ages of 16 and 18, making e-commerce a natural and convenient purchasing channel. (Rosário, 2022). In the era of digitalization, consumer behavior has now changed according to the demands of the times, technology has become a tool for consumers to make buying and selling transactions online and can make it easier for consumers to make transactions by only using smartphone electronic media, utilizing technology as a medium for selling and purchasing products can provide more advantages, compared to marketing products offline (traditional marketing).…”