INFLUENCE OF FIRM-GENERATED CUSTOMER ENGAGEMENT FACTORS ON THE ONLINE SHOPPING PATTERNS OF CUSTOMERS

Customer engagement has become a strategic focus for online businesses in the rapidly changing world of digital commerce.In e-commerce, firm-generated elements including price systems, promotional tactics, and website design greatly influence customer involvement.This study looks at how these factors affect consumers' online buying habits, paying special attention to how long a customer spends looking, how long a session lasts, and how often they make purchases.A sample of frequent internet shoppers is given structured questionnaires as part of the study's quantitative research approach, which is based on the Stimulus-Organism-Response (S-O-R) theoretical paradigm.Multiple regression analysis was used to examine the data.Findings show that while competitive price and tailored promotions have a good impact on purchase frequency, a well-designed and aesthetically pleasing website has a considerable impact on shopping time and duration.By emphasizing the ways in which strategic firm-controlled engagement aspects influence consumer behavior in online retail contexts, this research adds to the expanding corpus of work on digital marketing.