Analysis of the Main Factors that Influence Consumer Behavior when Making a Purchase Decision

Literature review

Abstract

The literature review article aims to identify and understand what are the main factors that influence the consumer when deciding to purchase products and services online. Thus, using five databases, the literature review was developed through a thorough and critical evaluation of previous research work in the field of e-business. The results point as the main influencing factors: cultural, social, personal and psychological. In addition to the influencing factors, it was found that throughout the literature review process several theories and models associated with consumer behavior are mentioned. The most prominent theory in the literature is Social Cognitive Theory focuses on the influence of the environment on the consumer.

The selection of the most relevant articles allowed to verify that consumer behavior is increasingly an object of study, being important in the areas of marketing and psychology.