Consumer Behavior in Online Retail

Rapid technological advancements have led to significant growth in e-commerce, with more people purchasing products online. These online shopping activities are associated with multiple benefits, such as convenience, access to various products, and consumer ability to compare offers and select the most favorable deal. So, understanding consumer behavior in online retail is crucial for businesses to design effective marketing strategies, enhance the user experience, build trust, and drive sustainable growth in the digital marketplace. This paper aims to identify research trends in the field through a systematic bibliometric literature review of research on consumer behavior in online retail. The review includes 115 articles published in the Scopus™ and WoS™ databases, presenting up-to-date knowledge. The R-Tool “Biblioshiny for Bibliometrix” was used to perform a comprehensive bibliometrics analysis based on evaluative and relational bibliometrics techniques, which allow us to analyze the knowledge structure in terms of three different structures: conceptual, intellectual, and social. The findings indicate that the factors affecting consumer online behaviors in e-commerce can be categorized into seven significant classifications: demographic, psychographic, economic, technological, social, environmental, and cultural. The success of online retail businesses depends on their ability to cater to diverse customer needs and expectations to ensure that these factors are met. As a result, companies need to address potential challenges such as cybersecurity risks, data privacy concerns, cultural stereotypes, and misinterpretations that may hinder customers' willingness to participate in online shopping activities.