Modeling the Impact of External Factors on E-Commerce Consumer Behavior

This paper presents the impact of external factors on consumer purchasing behavior in e-commerce. It examines how variables such as time of day, weather conditions, economic fluctuations, social influences, cultural trends, seasonal events, and others can influence online purchasing decisions. Using data from an e-commerce website, a model was built using GIA GMDH to analyze the impact of these factors on consumer purchasing behavior. The study found significant correlations between seemingly minor external factors and consumer behavior, highlighting the importance of holistic analysis for companies to adapt their strategies and improve e-commerce performance.