Abstract

Digital transformation has fundamentally changed consumer interactions with brands and the purchasing decision process, making an understanding of digital consumer behavior factors crucial for designing effective marketing strategies. This research aims to identify, categorize, and map the relationships between key factors influencing consumer purchasing decisions across various digital platforms. Using the Systematic Literature Review (SLR) method with PRISMA guidelines, a systematic analysis was conducted on selected articles published in recent years. The results identify key factors that can be categorized into several dominant themes, such as Information Quality, Ease of Use, and Aesthetics. Among these factors, Information Quality was identified as having one of the most significant influences on consumer satisfaction and purchase intention. Another key finding is the mediating role of psychological factors; variables such as trust and self-brand connection can act as mediators that strengthen or intermediate the relationship between other variables and consumer loyalty. This research contributes by developing an integrative conceptual model that maps the dynamic interactions and potential mediating roles among these factors, an approach that aims to extend existing frameworks. This model is expected to provide a foundation for future research in the field of digital consumer behavior.