"Decoding E-Commerce: Understanding Influences on Online Purchase Behavior - A Comprehensive Literature Review" delves into the myriad factors that shape consumer behavior in the digital marketplace. This paper synthesizes existing literature to provide insights into the complex interplay of psychological, social, and economic factors influencing online purchasing decisions. From individual motivations and perceptions to external influences such as website design and marketing strategies, this review offers a comprehensive analysis of the determinants driving consumer behavior in e-commerce. By shedding light on these influences, businesses and policymakers can better understand and adapt to the evolving landscape of online retail.

E-commerce, Online shopping, Consumer behavior

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