The Study of Factors Influencing E-commerce Consumers' Purchasing Decisions

This study aims to analyse the main factors influencing consumers' purchasing decisions under traditional consumption and e-commerce platforms, and to explore the differences in behaviour between these two environments. By comparing factors such as price competitiveness, user evaluation, personalised recommendation, logistics speed and in-store experience, it reveals their performance in different shopping environments. In this paper, Relevant consumer behaviour theories such as the Theory of Rational Behaviour, the Theory of Planned Behaviour and the Technology Acceptance Model were cited. Walmart, Nike and Jingdong are also selected as representative companies, and the case study method is used to study the impact of their operational strategies on consumer behaviour. The results show that on e-commerce platforms, price competitiveness, logistics speed, user reviews and personalised recommendations have more significant influence, while in-store experience remains an important factor in consumer decision-making in traditional retail environments. The study reveals the differences between online and offline shopping environments, provides theoretical support for companies to develop targeted marketing strategies, and offers practical suggestions for future omni-channel integration