Internal and External Factors Affecting Consumer Behavior in the Context of E-commerce

DOI

10.2991/978-2-38476-509-6_59How to use a DOI?

Keywords

E-commerce; Consumer Behavior; Online Shopping Decision; Internal and External Factors; Personalized Recommendation

Abstract

The rapid development of e-commerce has profoundly changed consumer behavior patterns, leading to increased online shopping frequency, personalized purchasing decisions, and greater reliance on digital platforms for product selection and comparison. The present study aims to draw on empirical research and industry observations to systematically analyze the internal and external factors that influence consumers’ online shopping decisions. The study finds that internal factors such as psychological motivation, risk perception and cognitive characteristics, as well as external factors such as social influence, marketing strategy and technological design, work together in the consumer decision-making process. The study also reveals the dynamic interaction mechanism of internal and external factors, for example, impulsive consumers are more likely to be influenced by promotional activities. Accordingly, this paper proposes practical recommendations for e-commerce platforms, such as personalized recommendations and trust mechanism optimization, and points out that future research directions could further explore cross-cultural differences and AI technology applications.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Yuming Luo
PY  - 2025
DA  - 2025/12/15
TI  - Internal and External Factors Affecting Consumer Behavior in the Context of E-commerce
BT  - Proceedings of the 2025 International Conference on Mental Growth and Human Resilience (MGHR 2025)
PB  - Atlantis Press
SP  - 546
EP  - 555
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-509-6_59
DO  - 10.2991/978-2-38476-509-6_59
ID  - Luo2025
ER  -