The Role of Emotional Factors in Shaping Online Shopping Behavior: A Comprehensive Analysis of Consumer Engagement and Decision-Making

Abstract

Purchasing behavior of people has made a radical transformation after the Covid -19 outbreak. This shift is not only driven by the advancement in technology but also by multifaceted relationship between consumer emotion and decision-making process. Numerous research conducted in this area to understand the impact of emotional factors in online purchase decision making. This paper mainly focuses on the influence of emotional and psychological factors in shaping the connection between customer interaction and digital retail platforms. By conducting a comprehensive analysis, the impact of emotional factors like trust, security, social influence, hedonic motivational factors etc. in making online shopping decisions are made.