Consumer Behavior in Online Marketplaces: A Review of Recent Studies

Abstract

Recent research on consumer behaviour in online marketplaces is the subject of this study, which offers a complete evaluation of the relevant research. Consumers are increasingly turning to online marketplaces as a means of discovering, evaluating, and purchasing goods and services. This is a direct result of the exponential rise of e-commerce. In this study, we explore major aspects that influence customer behaviour in online marketplaces. These elements include product selection, price tactics, user-generated content, and platform design. We do this by drawing on a synthesis of empirical data and theoretical frameworks. In addition, the purpose of this article is to investigate the influence that technology breakthroughs, such as artificial intelligence and personalised suggestions, have on the decision-making processes of consumers. This study contributes to a deeper understanding of the complex dynamics of consumer behaviour seen in online marketplaces by synthesising existing literature and finding gaps in current research. Additionally, it offers insights for companies and academics who are attempting to navigate this fast shifting field.