The Impact of Technological Innovations on Consumer Behavior in E-Commerce

This study systematically reviews the literature on the impact of technological innovations in e-commerce on consumer behavior, using the SPAR-4-SLR methodology and TCCM framework. It consolidates research across various technologies, including websites, social media, live streaming, AR/VR, and AI. The analysis reveals a growing interest in this field post-2017, with a focus on websites and social media, but highlights a research gap in emerging technologies. Key theoretical frameworks are identified, emphasizing the need for integration to comprehensively understand consumer behavior. The review maps out antecedents, mediators, moderators, and outcomes, stressing the importance of longitudinal studies and advanced analytics. This approach aims to bridge research gaps and suggest future directions, enhancing theoretical and practical understanding of e-commerce technological innovations, and contributing to a more dynamic and consumer-centric e-commerce ecosystem.