Impact and Assessment of Electronic Commerce on Consumer Buying Behaviour

Abstract

Electronic commerce (E-com) is now adopted by most of the firms, especially after the first phase of the COVID-19 pandemic. Consumers are conscious of increasing online purchases and demand sustainable consumption friendly actions. This study aims to analyze the intellectual, conceptual, and social knowledge of consumer buying behavior in E-com research to generate new understandings for online consumer behavior. A survey on LinkedIn was conducted to measure the impact of E-com on consumer behavior and results are shown on Likert's five scale. The survey questions were closed ended and not specific to any industry or firm rather general questions to measure the impact of E-com on consumer buying behavior. The questions were based on factors of customer satisfaction, security, information quality, payment methods, shipping, time, and delivery services. Analysis shows a variation in types, factors, and method of consumer buying behavior in an online environment.