CUSTOMER BEHAVIOR AND PURCHASING PATTERNS TOWARDS ONLINE SHOPPING - A LITERATURE REVIEW

The corporate revolution and growth can be best shown by the example of online shopping. The ability to collect information, compare the available products or their costs, and make online purchases is now available to consumers thanks to digital platforms. More business owners have switched from traditional to online channels during the last ten years. This affected customer and business model purchase behaviours as well as the shopping experience. So, for e-commerce businesses, consumer behaviour is crucial. An extensive literature evaluation was used to study consumer purchasing behaviour with regard to internet shopping. The review of scholarly contributions from 2010 to 2020. The conclusions drawn from the analysis can serve as an effective road map for market orientation. The study’s findings imply that measuring consumer purchasing behaviour can aid in improving our knowledge of consumer purchasing behaviour with regard to online shopping.