Understanding the Factors Influencing Consumer Behavior in the Digital Economy: A Case Study of Online Shopping Trends
Keywords:
consumer behavior, digital economy, online shopping, qualitative research, e-commerce, Tehran, user experience, trust, personalization, economic uncertaintyAbstract
This study aims to explore the multifaceted factors influencing consumer behavior in the context of the digital economy, with a specific focus on online shopping trends in Tehran. This qualitative research employed a case study approach to gain an in-depth understanding of consumer behavior in digital marketplaces. Data were collected through semi-structured interviews with 27 participants, all active online shoppers residing in Tehran. Participants were selected using purposive sampling to ensure diversity in age, occupation, and shopping frequency. Interviews continued until theoretical saturation was achieved. The collected data were transcribed verbatim and analyzed using thematic analysis with the aid of NVivo software. Open coding led to the development of subthemes and broader thematic categories reflecting the lived experiences and perceptions of digital consumers. Three main themes emerged from the analysis: (1) Technological Drivers of Online Shopping, including platform usability, payment flexibility, and security features; (2) Psychological and Emotional Factors, such as trust, shopping enjoyment, and perceived convenience; and (3) Economic and Market Conditions, including promotional strategies, price sensitivity, and product availability. Participants highlighted that ease of use, emotional engagement, social influence, and economic uncertainty significantly shaped their online shopping behaviors. Trust in the platform, prior experiences, and value-for-money perceptions were consistent motivators, while fear of fraud and delivery concerns acted as inhibitors. The study provides a comprehensive understanding of the interconnected technological, emotional, and economic factors influencing online consumer behavior in a developing economy. These insights can inform the development of user-centered digital platforms, localized marketing strategies, and consumer protection policies to enhance trust and engagement in e-commerce environments.
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