Influence of technologies on consumer browsing behavior in online retail

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Lehrstuhl für Wirtschaftswissenschaften für Ingenieure und Naturwissenschaftler
Bachelor; Master


Technologies disrupt almost every aspect of our daily lives – also how we search for information. Online retailers continuously shift their focus to integrating new features and technologies into websites to simplify the customer journey and engage visitors more, hoping for higher purchase intentions. However, a holistic overview of how and to what extent technologies change consumer browsing behavior in eCommerce is lacking in academic literature.
The main goal of the thesis is an elaborate literature review, comprised of the status quo of current research.

Keywords: Technology, Consumer behavior, eCommerce, digital marketing