THE DIGITAL CONSUMER: A SCOPUS AI-BASED REVIEW OF ONLINE SHOPPING BEHAVIOR
DOI:
https://doi.org/10.35631/JISTM.1142008Keywords:
AI-driven Personalization, Digital Consumer Behavior, E-commerce Trends, Online Shopping ExperienceAbstract
E-commerce does not stand still, and neither do consumers. As online shopping becomes more common, decisions are shaped by more than speed or convenience. Concerns about security, uneven digital skills, and the growing use of AI now sit at the center of how people shop online, sometimes encouraging participation and sometimes holding it back. This study examines digital consumer behavior by looking across four connected areas: the virtual marketplace, consumer attitudes, data analytics, and predictive modelling. Drawing on a systematic review and thematic analysis of Scopus-indexed studies, it brings together research that is often discussed separately. The review shows that AI-driven personalization, especially through recommendations and targeted promotions, can improve engagement and customer satisfaction, and may contribute to repeat purchasing over time. However, these benefits are not universal. Trust remains fragile. Security and privacy concerns continue to limit adoption, particularly in emerging economies where regulatory protection and digital literacy are still developing. While digital transformation has improved access and usability, predictive modelling reveals how deeply machine learning has become embedded in e-commerce decision-making rather than functioning as a background tool. The findings suggest that firms cannot rely on personalization alone. Trust-building measures and transparent data practices are just as critical. Policymakers also have a role to play, particularly in strengthening transaction security and supporting consumer digital skills. Future research should pay closer attention to how demographic and cultural differences shape responses to AI-enabled shopping. Overall, this study offers a grounded view of the digital consumer landscape and highlights practical directions for improving online engagement and satisfaction.
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