Consumer Behavior in Online Marketplaces: A Review of Recent Studies

Abstract

This paper provides a comprehensive review of recent studies on consumer behavior in online marketplaces. With the exponential growth of e-commerce, online marketplaces have become increasingly popular platforms for consumers to discover, evaluate, and purchase products and services. Drawing on a synthesis of empirical research and theoretical frameworks, this review examines key factors influencing consumer behavior in online marketplaces, including product assortment, pricing strategies, user-generated content, and platform design. Furthermore, this paper explores the impact of technological advancements, such as artificial intelligence and personalized recommendations, on consumer decision-making processes. By synthesizing existing literature and identifying gaps in current research, this review contributes to a deeper understanding of the complex dynamics of online marketplace consumer behavior and provides insights for businesses and researchers seeking to navigate this rapidly evolving landscape.