A DEMOGRAPHIC ANALYSIS OF CONSUMER BEHAVIORAL PATTERNS ON DIGITAL E-COMMERCE PLATFORMS
DOI:
https://doi.org/10.1234/jumder.v1i2.22Keywords:
Demographic, E-Commerce, Patterns, Shopping, Consumer BehaviorAbstract
This systematic literature review investigates how demographic variables influence consumer behavior on e-commerce platforms, with a specific focus on shopping patterns. Drawing from peer-reviewed empirical studies published between 2020 and 2025, the review synthesizes findings related to age, gender, income, education, and geographic location in shaping online purchasing behavior. Younger consumers show higher levels of confidence and frequency in digital shopping, while older users express greater concern regarding security and usability. Gender and socioeconomic status further differentiate preferences and buying approaches, while rural-urban disparities affect access and platform engagement. Thematic synthesis reveals distinct patterns in online shopping behavior linked to demographic traits, while bibliometric analysis highlights two dominant research themes: the impact of the COVID-19 pandemic and the rise of user-centered e-commerce models. This study contributes to the literature by offering a comprehensive overview of how consumer demographics interact with digital retail environments. It also provides practical implications for businesses and policymakers aiming to design more inclusive and effective e-commerce strategies.
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