Consumer Behavior in the Digital Era: A Systematic Literature Review of Internal and External Influences, Learning and Decision-making Dynamics

Elias Susi Degefa; Shimels Zewdie Werke

doi:doi:10.11648/j.ipa.20250902.12

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Consumer Behavior in the Digital Era: A Systematic Literature Review of Internal and External Influences, Learning and Decision-making Dynamics

Elias Susi Degefa^*

, Shimels Zewdie Werke

Published in International and Public Affairs (Volume 9, Issue 2)

Received: 7 November 2025 Accepted: 18 November 2025 Published: 11 December 2025

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Abstract

Purpose: This study investigates the key determinants of digital consumer habits during the swift expansion of AI-driven platforms and social commerce between 2020 and 2025. It examines how internal psychological factors, external socio-technological influences, learning processes and innovation adoption jointly shapes online purchase decisions. As digital ecosystems increasingly integrate artificial intelligence, personalization and algorithmic recommendations, understanding these multidimensional drivers become essential for explaining how consumers form. Maintain and modify habitual online behaviors Methods: A Systematic Literature Review was conducted following PRISMA guidelines. A total of 31 peer reviewed articles published between 2020 to 2025 were identified through ScienceDirect, Google Scholar and ResearchGate. Descriptive analysis mapped publication trends, geographical distribution, methodological preferences and underlying theoretical Models. Thematic synthesis was applied to extract and integrate the main determination of digital consumer habits across technological, psychological and social domain. Findings: The shows a steady global rise in research on digital consumer habits with Asian studies focusing largely on personalization, livestream commerce and AI -mediated engagement, while western studies emphasize privacy concerns, data ethics and trust. Across contexts, trust, perceived usefulness, social influence and platform usability emerged as the most consistent predictors of behavioral intention. In addition, repeated interaction, positive reinforcement, familiarity with platform features and social learning processes significantly increased consumer confidence, technology adoption likelihood and long-term loyalty. Contributions: The study offers an integrated framework that connects internal cognition, external digital ecosystems and consumer learning processes to explain the formation of digital consumption habits. It advances theoretical understanding by linking and extending TAM, TPB, DOI and S-O-R models to better capture user behavior within AI-enhanced digital environments.

Published in	International and Public Affairs (Volume 9, Issue 2)
DOI	10.11648/j.ipa.20250902.12
Page(s)	59-70
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2025. Published by Science Publishing Group

Keywords

Digital Consumer Behavior, Social Commerce, Artificial Intelligence

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Degefa, E. S., Werke, S. Z. (2025). Consumer Behavior in the Digital Era: A Systematic Literature Review of Internal and External Influences, Learning and Decision-making Dynamics. International and Public Affairs, 9(2), 59-70. https://doi.org/10.11648/j.ipa.20250902.12

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Degefa, E. S.; Werke, S. Z. Consumer Behavior in the Digital Era: A Systematic Literature Review of Internal and External Influences, Learning and Decision-making Dynamics. Int. Public Aff. 2025, 9(2), 59-70. doi: 10.11648/j.ipa.20250902.12

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Degefa ES, Werke SZ. Consumer Behavior in the Digital Era: A Systematic Literature Review of Internal and External Influences, Learning and Decision-making Dynamics. Int Public Aff. 2025;9(2):59-70. doi: 10.11648/j.ipa.20250902.12

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  author = {Elias Susi Degefa and Shimels Zewdie Werke},
  title = {Consumer Behavior in the Digital Era: A Systematic Literature Review of Internal and External Influences, Learning and Decision-making Dynamics},
  journal = {International and Public Affairs},
  volume = {9},
  number = {2},
  pages = {59-70},
  doi = {10.11648/j.ipa.20250902.12},
  url = {https://doi.org/10.11648/j.ipa.20250902.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ipa.20250902.12},
  abstract = {Purpose: This study investigates the key determinants of digital consumer habits during the swift expansion of AI-driven platforms and social commerce between 2020 and 2025. It examines how internal psychological factors, external socio-technological influences, learning processes and innovation adoption jointly shapes online purchase decisions. As digital ecosystems increasingly integrate artificial intelligence, personalization and algorithmic recommendations, understanding these multidimensional drivers become essential for explaining how consumers form. Maintain and modify habitual online behaviors Methods: A Systematic Literature Review was conducted following PRISMA guidelines. A total of 31 peer reviewed articles published between 2020 to 2025 were identified through ScienceDirect, Google Scholar and ResearchGate. Descriptive analysis mapped publication trends, geographical distribution, methodological preferences and underlying theoretical Models. Thematic synthesis was applied to extract and integrate the main determination of digital consumer habits across technological, psychological and social domain. Findings: The shows a steady global rise in research on digital consumer habits with Asian studies focusing largely on personalization, livestream commerce and AI -mediated engagement, while western studies emphasize privacy concerns, data ethics and trust. Across contexts, trust, perceived usefulness, social influence and platform usability emerged as the most consistent predictors of behavioral intention. In addition, repeated interaction, positive reinforcement, familiarity with platform features and social learning processes significantly increased consumer confidence, technology adoption likelihood and long-term loyalty. Contributions: The study offers an integrated framework that connects internal cognition, external digital ecosystems and consumer learning processes to explain the formation of digital consumption habits. It advances theoretical understanding by linking and extending TAM, TPB, DOI and S-O-R models to better capture user behavior within AI-enhanced digital environments.},
 year = {2025}
}

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TY  - JOUR
T1  - Consumer Behavior in the Digital Era: A Systematic Literature Review of Internal and External Influences, Learning and Decision-making Dynamics
AU  - Elias Susi Degefa
AU  - Shimels Zewdie Werke
Y1  - 2025/12/11
PY  - 2025
N1  - https://doi.org/10.11648/j.ipa.20250902.12
DO  - 10.11648/j.ipa.20250902.12
T2  - International and Public Affairs
JF  - International and Public Affairs
JO  - International and Public Affairs
SP  - 59
EP  - 70
PB  - Science Publishing Group
SN  - 2640-4192
UR  - https://doi.org/10.11648/j.ipa.20250902.12
AB  - Purpose: This study investigates the key determinants of digital consumer habits during the swift expansion of AI-driven platforms and social commerce between 2020 and 2025. It examines how internal psychological factors, external socio-technological influences, learning processes and innovation adoption jointly shapes online purchase decisions. As digital ecosystems increasingly integrate artificial intelligence, personalization and algorithmic recommendations, understanding these multidimensional drivers become essential for explaining how consumers form. Maintain and modify habitual online behaviors Methods: A Systematic Literature Review was conducted following PRISMA guidelines. A total of 31 peer reviewed articles published between 2020 to 2025 were identified through ScienceDirect, Google Scholar and ResearchGate. Descriptive analysis mapped publication trends, geographical distribution, methodological preferences and underlying theoretical Models. Thematic synthesis was applied to extract and integrate the main determination of digital consumer habits across technological, psychological and social domain. Findings: The shows a steady global rise in research on digital consumer habits with Asian studies focusing largely on personalization, livestream commerce and AI -mediated engagement, while western studies emphasize privacy concerns, data ethics and trust. Across contexts, trust, perceived usefulness, social influence and platform usability emerged as the most consistent predictors of behavioral intention. In addition, repeated interaction, positive reinforcement, familiarity with platform features and social learning processes significantly increased consumer confidence, technology adoption likelihood and long-term loyalty. Contributions: The study offers an integrated framework that connects internal cognition, external digital ecosystems and consumer learning processes to explain the formation of digital consumption habits. It advances theoretical understanding by linking and extending TAM, TPB, DOI and S-O-R models to better capture user behavior within AI-enhanced digital environments.
VL  - 9
IS  - 2
ER  -

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Author Information

Elias Susi Degefa

Department of Management, Jimma University, Jmma, Ethiopia

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http://orcid.org/0009-0004-4236-0722
Shimels Zewdie Werke

Department of Management, Jimma University, Jmma, Ethiopia

Contact Email

http://orcid.org/0009-0001-3960-3277

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APA Style

Degefa, E. S., Werke, S. Z. (2025). Consumer Behavior in the Digital Era: A Systematic Literature Review of Internal and External Influences, Learning and Decision-making Dynamics. International and Public Affairs, 9(2), 59-70. https://doi.org/10.11648/j.ipa.20250902.12

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ACS Style

Degefa, E. S.; Werke, S. Z. Consumer Behavior in the Digital Era: A Systematic Literature Review of Internal and External Influences, Learning and Decision-making Dynamics. Int. Public Aff. 2025, 9(2), 59-70. doi: 10.11648/j.ipa.20250902.12

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AMA Style

Degefa ES, Werke SZ. Consumer Behavior in the Digital Era: A Systematic Literature Review of Internal and External Influences, Learning and Decision-making Dynamics. Int Public Aff. 2025;9(2):59-70. doi: 10.11648/j.ipa.20250902.12

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@article{10.11648/j.ipa.20250902.12,
  author = {Elias Susi Degefa and Shimels Zewdie Werke},
  title = {Consumer Behavior in the Digital Era: A Systematic Literature Review of Internal and External Influences, Learning and Decision-making Dynamics},
  journal = {International and Public Affairs},
  volume = {9},
  number = {2},
  pages = {59-70},
  doi = {10.11648/j.ipa.20250902.12},
  url = {https://doi.org/10.11648/j.ipa.20250902.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ipa.20250902.12},
  abstract = {Purpose: This study investigates the key determinants of digital consumer habits during the swift expansion of AI-driven platforms and social commerce between 2020 and 2025. It examines how internal psychological factors, external socio-technological influences, learning processes and innovation adoption jointly shapes online purchase decisions. As digital ecosystems increasingly integrate artificial intelligence, personalization and algorithmic recommendations, understanding these multidimensional drivers become essential for explaining how consumers form. Maintain and modify habitual online behaviors Methods: A Systematic Literature Review was conducted following PRISMA guidelines. A total of 31 peer reviewed articles published between 2020 to 2025 were identified through ScienceDirect, Google Scholar and ResearchGate. Descriptive analysis mapped publication trends, geographical distribution, methodological preferences and underlying theoretical Models. Thematic synthesis was applied to extract and integrate the main determination of digital consumer habits across technological, psychological and social domain. Findings: The shows a steady global rise in research on digital consumer habits with Asian studies focusing largely on personalization, livestream commerce and AI -mediated engagement, while western studies emphasize privacy concerns, data ethics and trust. Across contexts, trust, perceived usefulness, social influence and platform usability emerged as the most consistent predictors of behavioral intention. In addition, repeated interaction, positive reinforcement, familiarity with platform features and social learning processes significantly increased consumer confidence, technology adoption likelihood and long-term loyalty. Contributions: The study offers an integrated framework that connects internal cognition, external digital ecosystems and consumer learning processes to explain the formation of digital consumption habits. It advances theoretical understanding by linking and extending TAM, TPB, DOI and S-O-R models to better capture user behavior within AI-enhanced digital environments.},
 year = {2025}
}

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TY  - JOUR
T1  - Consumer Behavior in the Digital Era: A Systematic Literature Review of Internal and External Influences, Learning and Decision-making Dynamics
AU  - Elias Susi Degefa
AU  - Shimels Zewdie Werke
Y1  - 2025/12/11
PY  - 2025
N1  - https://doi.org/10.11648/j.ipa.20250902.12
DO  - 10.11648/j.ipa.20250902.12
T2  - International and Public Affairs
JF  - International and Public Affairs
JO  - International and Public Affairs
SP  - 59
EP  - 70
PB  - Science Publishing Group
SN  - 2640-4192
UR  - https://doi.org/10.11648/j.ipa.20250902.12
AB  - Purpose: This study investigates the key determinants of digital consumer habits during the swift expansion of AI-driven platforms and social commerce between 2020 and 2025. It examines how internal psychological factors, external socio-technological influences, learning processes and innovation adoption jointly shapes online purchase decisions. As digital ecosystems increasingly integrate artificial intelligence, personalization and algorithmic recommendations, understanding these multidimensional drivers become essential for explaining how consumers form. Maintain and modify habitual online behaviors Methods: A Systematic Literature Review was conducted following PRISMA guidelines. A total of 31 peer reviewed articles published between 2020 to 2025 were identified through ScienceDirect, Google Scholar and ResearchGate. Descriptive analysis mapped publication trends, geographical distribution, methodological preferences and underlying theoretical Models. Thematic synthesis was applied to extract and integrate the main determination of digital consumer habits across technological, psychological and social domain. Findings: The shows a steady global rise in research on digital consumer habits with Asian studies focusing largely on personalization, livestream commerce and AI -mediated engagement, while western studies emphasize privacy concerns, data ethics and trust. Across contexts, trust, perceived usefulness, social influence and platform usability emerged as the most consistent predictors of behavioral intention. In addition, repeated interaction, positive reinforcement, familiarity with platform features and social learning processes significantly increased consumer confidence, technology adoption likelihood and long-term loyalty. Contributions: The study offers an integrated framework that connects internal cognition, external digital ecosystems and consumer learning processes to explain the formation of digital consumption habits. It advances theoretical understanding by linking and extending TAM, TPB, DOI and S-O-R models to better capture user behavior within AI-enhanced digital environments.
VL  - 9
IS  - 2
ER  -

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