The Impact of E-Commerce on Consumer Buying Behavior: A Comprehensive Study of Digital Transformation in Retail

Abstract

This research article examines the profound impact of electronic commerce on consumer buying behavior in the contemporary retail landscape. The study investigates how digital transformation has fundamentally altered purchasing patterns, decision-making processes, and customer expectations across various demographic segments. Utilizing a mixed-methods research approach, this study collected quantitative data from 847 respondents through structured questionnaires and qualitative insights from 45 in-depth interviews conducted across multiple geographic regions. The findings reveal that e-commerce adoption has significantly influenced consumer behavior through enhanced convenience, expanded product accessibility, price transparency, and personalized shopping experiences. Statistical analysis using multiple regression models demonstrates strong correlations between e-commerce usage frequency and changes in traditional shopping habits (r = 0.73, p < 0.001). The study further identifies key factors driving online purchasing decisions, including website usability, mobile optimization, social proof mechanisms, and secure payment infrastructure. Results indicate that 78.4% of respondents have modified their purchasing behavior due to e-commerce availability, with younger demographics (18 to 34 years) showing the highest adaptation rates. The research contributes to existing literature by providing empirical evidence of behavioral shifts and offers practical implications for retailers navigating the digital transformation. Recommendations for business practitioners include investment in omnichannel strategies, enhancement of digital customer experience, and adoption of data-driven personalization techniques.