डिजिटल युग में उपभोक्ता व्यवहार: ई-कॉमर्स और ऑनलाइन शॉपिंग प्रवृत्तियों की समीक्षा

प्रवीण सिंह पैकरा

doi:10.69968/ijisem.2025v4i1136-147

Authors

प्रवीण सिंह पैकरा सहायक प्राध्यापक, शासकीय नवीन महाविद्यालय, वटगन

DOI:

https://doi.org/10.69968/ijisem.2025v4i1136-147

Keywords:

ई-कॉमर्स, ऑनलाइन शॉपिंग, उपभोक्ता व्यवहार, डिजिटल परिवर्तन, डिजिटल मार्केटिंग

Abstract

ई-कॉमर्स ने उपभोक्ता जीवनशैली में क्रांति ला दी है, जो तेजी से हो रही तकनीकी प्रगति और ऑनलाइन शॉपिंग रुझानों के विकास से प्रेरित है। चूँकि उपभोक्ता व्यवहार लगातार डिजिटल परिवर्तनों के अनुकूल हो रहा है, व्यवसायों को प्रतिस्पर्धी बने रहने के लिए इन परिवर्तनों के साथ अद्यतन रहना चाहिए। यह समीक्षा ऑनलाइन उपभोक्ता व्यवहार के प्रमुख पहलुओं की पड़ताल करती है, जिसमें खरीदारी की आदतें, विश्वास, सुरक्षा और ई-कॉमर्स प्लेटफ़ॉर्म की विशेषताएँ शामिल हैं। यह समझना कि उपभोक्ता डिजिटल बाज़ारों के साथ कैसे बातचीत करते हैं और उनके खरीदारी निर्णयों पर क्या प्रभाव पड़ता है, उभरते खुदरा परिदृश्य में कारोबार करने वाले व्यवसायों के लिए महत्वपूर्ण है। साहित्य समीक्षा से संकेत मिलता है कि ई-कॉमर्स खरीद व्यवहार सुविधा, मूल्य, उत्पाद जानकारी, समीक्षा और विश्वास जैसे कारकों से आकार लेता है। जो कंपनियाँ इन कारकों पर प्रभावी ढंग से प्रतिक्रिया करती हैं और बदलती उपभोक्ता प्राथमिकताओं के अनुकूल होती हैं, उनके प्रतिस्पर्धी ऑनलाइन मार्केटप्लेस में सफल होने की अधिक संभावना होती है।

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