Consumer behavior
Pro Research Analysisby 
Searched over 200M research papers for "consumer behavior"
Consensus Meter
Understanding Consumer Behavior: Insights from Recent Research
Consumer Behavior in Social Commerce
Emergence and Impact of Social Commerce
The rise of social commerce has significantly altered how businesses and consumers interact. Understanding consumer behavior in this context is crucial for companies aiming to leverage social ties to influence purchasing decisions. A systematic review of social commerce studies reveals that consumer behavior on social networking sites can be understood through various theoretical frameworks, including the stimulus-organism-response model and the five-stage consumer decision-making process. These frameworks help elucidate the factors influencing consumer decisions in social commerce environments.
Theoretical Frameworks and Trust
A meta-analysis of consumer behavior in social commerce highlights the importance of several theoretical models, such as the Technology Acceptance Model (TAM), Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB), and Unified Theory of Acceptance and Use of Technology (UTAUT). Among these, UTAUT variables show a stronger correlation with social commerce behavior compared to others. Trust, particularly interpersonal trust, plays a significant role in consumer behavior, being more influential than organizational trust.
Consumer Behavior in the Online Context
Categories of Online Consumer Behavior
Research on online consumer behavior spans various categories, including cognitive issues, user-generated content, Internet demographics, online usage, cross-cultural studies, online communities, strategic use, and consumer Internet search. These categories provide a comprehensive understanding of how consumers interact with online platforms and the factors that drive their behavior.
Integrated Models and Research Gaps
Despite extensive research, there are still underexplored areas in e-consumer behavior, such as the role of image, trust, and e-interactivity. An integrated model of e-consumer behavior has been proposed to address these gaps and stimulate further research. This model emphasizes the need for e-retailers to understand and satisfy e-consumers by considering these critical factors.
Environmental Influences on Consumer Behavior
Unconscious Consumer Choices
Consumer behavior is often influenced by subtle environmental cues, which can lead to unconscious decision-making. Traditional perspectives on consumer choice, which focus on conscious information processing, may not fully explain consumer behavior. Instead, many choices are made unconsciously and are strongly affected by the environment. This insight is crucial for marketers aiming to design environments that positively influence consumer behavior.
Consumer Behavior in Online-to-Offline (O2O) Commerce
Complexity and Influencing Factors
O2O commerce, which integrates online and offline channels, presents a more complex consumer behavior landscape. A thematic review of O2O commerce research identifies eight main clusters of factors influencing consumer behavior: service and product quality, technical and utilitarian factors, emotional and hedonic factors, trust and risk, price and cost, social factors, online content, and habit. Understanding these factors can help businesses develop effective strategies to engage consumers across both online and offline channels.
Conclusion
Recent research provides valuable insights into consumer behavior across various contexts, including social commerce, online environments, and O2O commerce. Theoretical frameworks, trust, environmental influences, and integrated models are key to understanding and influencing consumer behavior. By leveraging these insights, businesses can better meet consumer needs and drive successful marketing strategies.
Sources and full results
Most relevant research papers on this topic