Key Factors of Consumer Behavior in The Digital Era: A Systematic Literature Review
DOI:
https://doi.org/10.63208/21013-178Keywords:
Consumer Behavior, Digital Consumer Behavior, Digital Marketing, Purchase DecisionAbstract
Digital transformation has fundamentally changed consumer interactions with brands and the purchasing decision process, making an understanding of digital consumer behavior increasingly important. This study aims to identify, categorize, and synthesize the key factors influencing purchase intention in digital consumer contexts. Using a Systematic Literature Review (SLR) guided by PRISMA, 16 primary research articles published between 2020 and 2025 were systematically analyzed. The findings identify four interconnected conceptual pillars: Psychological Factors, Information Quality, Ease of Use, and Digital Aesthetics. The Psychological Pillar emerged as a central dimension, particularly through Trust, Emotion, and Engagement, while Information Quality and Ease of Use represent important functional factors and Digital Aesthetics represents the sensorial dimension. The synthesis also reveals several contradictory and context-dependent findings, indicating that these factors do not always produce uniform effects on consumer behavior. The study proposes an integrated conceptual model in which functional and sensorial factors contribute to psychological responses that subsequently influence purchase intention. This framework provides a synthesized perspective on digital consumer behavior and offers a foundation for future empirical research examining the interaction among these dimensions.
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