THE EVOLUTION OF CONSUMER BEHAVIOR IN THE DIGITAL AGE: A SYSTEMATIC REVIEW OF E-COMMERCE MARKETING STRATEGIES

Ilham Akbar

doi:10.62207/bdnafw54

Authors

Ilham Akbar Universitas Kuningan, West Java, Indonesia Author

DOI:

https://doi.org/10.62207/bdnafw54

Keywords:

Real-time personalization, impulse shopping behavior, cultural differences, e-commerce, systematic literature review, cross-cultural marketing

Abstract

Real-time personalized marketing techniques are becoming important in improving consumer experience and driving impulse shopping behavior in digital e-commerce. However, the impact of these techniques on various cultural demographics remains underexplored, particularly in the context of consumer impulsivity. This research aims to systematically examine how real-time personalization influences impulse buying behavior in various cultural settings, using a systematic literature review approach. Through the PRISMA method, relevant studies are collected from databases such as Scopus, Web of Science, and JSTOR. Key findings suggest that cultural values significantly moderate responses to real-time personalization, with consumers from individualist cultures showing higher levels of impulsivity compared to collectivist cultures. This research contributes to the e-commerce literature by identifying cultural dynamics in real-time personalization strategies, providing practical insights for marketers to design adaptive and effective personalization strategies in global markets.

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