The Influence of E-Commerce on Consumer Behavior and Market Structures

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Quantitative research reveals key factors influencing online shopping behavior in India, suggesting implications for e-commerce strategies.

Customer trust significantly influences online purchase decisions, indicating its central role in e-commerce.
Perceived risk is an important factor that affects consumer behavior and ultimately their buying choices when shopping online.
Surveys were conducted to quantify how online shopping affects consumer behavior, highlighting emerging patterns.
Understanding market structures will support e-commerce businesses in developing effective marketing strategies.

Sharma et al. (2024) studied this question.

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Quantitative research reveals key factors influencing online shopping behavior in India, suggesting implications for e-commerce strategies.