Consumer behaviour in the digital environment

Abstract

The development of digital technologies and online platforms has significantly changed consumer behaviour, purchasing decision-making processes, and interactions with companies. This study analyzes consumer behaviour in the digital environment, identifying key behavioural patterns and factors that influence consumer decision-making. The study aims to examine consumer behaviour patterns in the digital environment using two complementary methods: a literature review and a systematic literature review. The literature review is based on classical and contemporary consumer behaviour models, analyzing their application in a digital context. The systematic literature review allows for a structured evaluation of empirical studies and identification of the most used theoretical frameworks in digital consumer behaviour research. The study’s results show that traditional models remain important on theoretical grounds. However, in the digital environment, stimulus-based and modern, experience-oriented models provide the best empirical fit. It is concluded that consumer behaviour in the digital environment is multi-channel, dynamic, and non-linear, with trust mechanisms, digital literacy, user experience, and post-purchase behaviour all playing significant roles.