Factors Influencing Consumer Behaviour in the Next Generation of E-Commerce: A Study on Emerging Online Business Trends

The next generation of e-commerce is characterized by platform
intelligence, immersive interfaces, hyper-personalization, and
sustainability-driven value creation. This chapter examines the key
factors influencing consumer behaviour in emerging online business
models by integrating technological, psychological, economic, and
sustainability perspectives. A structured empirical investigation is
conducted using data collected from 512 online consumers across
multiple demographic segments. The results indicate that artificial
intelligence–driven personalization improves purchase intention by
27.4%, while trust-enhancing mechanisms such as secure payment
systems and transparent data policies increase customer retention
by 31.6%. Sustainability-related attributes, including eco-friendly
logistics and ethical sourcing, positively influence consumer loyalty
with a standardized effect size of 0.42. The findings demonstrate that
next-generation e-commerce success depends on the synergistic
interaction between advanced digital technologies, perceived value,
and alignment with Sustainable Development Goals (SDGs).