The rapid growth of e-commerce has transformed the retail landscape, necessitating a deeper understanding of consumer behavior in this digital era. This paper critically reviews the factors influencing consumer behavior in e-commerce, drawing on theoretical frameworks such as the Theory of Planned Behavior and Consumer Decision-Making Models. It examines product-related factors, website design, pricing strategies, and trust and security issues that affect online shopping decisions. Additionally, the study explores the consumer decision-making process, from information search to post-purchase behavior, and considers the psychological and social influences at play. The impact of technological advancements, including artificial intelligence and personalization trends, is also discussed. Ethical considerations, privacy concerns, and consumer protection issues are highlighted as critical challenges in the e-commerce domain. Finally, the paper identifies future trends and directions, such as the adoption of augmented reality and the growing importance of sustainability in e-commerce. By synthesizing insights from research conducted between 2012 and 2017, this review provides a comprehensive understanding of the evolving dynamics of consumer behavior in the era of e-commerce.

Consumer Behavior, E-commerce, Theory of Planned Behavior, Consumer Decision-Making Models