CHANGES IN CONSUMER BEHAVIOR IN THE MICROECONOMY IN THE DIGITAL AGE: A SYSTEMATIC LITERATURE REVIEW ON THE IMPACT OF E-COMMERCE PLATFORMS, SOCIAL COMMERCE, AND ARTIFICIAL INTELLIGENCE
Abstrak
Rapid advancements in digital technology have driven significant transformations in consumer behavior across various economic sectors. This study aims to conduct a systematic synthesis to identify patterns, trends, and implications of changes in consumer behavior within the microeconomy in the digital age. The methodology employed is qualitative, utilizing a Systematic Literature Review (SLR) approach to articles from DOAJ, Scopus, and Google Scholar spanning the period 2016–2025. The results indicate that digital transformation through machine learning and Artificial Intelligence enhances efficiency, personalization, and user experience. Psychological factors such as perceived usefulness, perceived risk, and consumer engagement also influence consumer decisions. Additionally, social commerce and the dominance of Generation Z reinforce interactive consumption patterns. These findings confirm that consumer behavior is multidimensional and influenced by the interplay of technology, psychology, and the digital ecosystem.
Referensi
Abdul-Rahim, R., Bohari, S. A., Aman, A., & Awang, Z. (2022). Benefit–risk perceptions of FinTech adoption for sustainability from bank consumers’ perspective: The moderating role of fear of COVID-19. Sustainability, 14(14), 8357. https://doi.org/10.3390/su14148357
Acatrinei, C., Apostol, I. G., Barbu, L. N., Chivu, R. G., & Orzan, M. C. (2025). Artificial intelligence in digital marketing: Enhancing consumer engagement and supporting sustainable behavior through social and mobile networks. Sustainability, 17(14), 6638. https://doi.org/10.3390/su17146638
Al-Kfairy, M. (2024). Factors impacting the adoption and acceptance of ChatGPT in educational settings: A narrative review of empirical studies. Applied System Innovation, 7(6), 110. https://doi.org/10.3390/asi7060110
Alkudah, N. M., & Almomani, T. O. (2024). The Integration of Artificial Intelligence Techniques in E-Commerce: Enhancing Online Shopping Experience and Personalization. Global Journal of Economics & Business, 14(6). 10.31559/GJEB2024.14.6.8
Androutsopoulou, A., Karacapilidis, N., Loukis, E., & Charalabidis, Y. (2019). Transforming the communication between citizens and government through AI-guided chatbots. Government Information Quarterly, 36(2), 358–367. https://doi.org/10.1016/j.giq.2018.10.001
Ashrafuzzaman, M., Parveen, R., Sumiya, M. A., & Rahman, A. (2025). AI-powered personalization in digital banking: A review of customer behavior analytics and engagement. American Journal of Interdisciplinary Studies, 6(1), 40–71. https://doi.org/10.63125/z9s39s47
Beke, F. T., Eggers, F., & Verhoef, P. C. (2018). Consumer informational privacy: Current knowledge and research directions. Foundations and Trends® in Marketing, 11(1), 1–71. https://doi.org/10.1561/1700000057
Bhuiyan, M. S. (2024). The role of AI-enhanced personalization in customer experiences. Journal of Computer Science and Technology Studies, 6(1), 162–169. https://doi.org/10.32996/jcsts.2024.6.1.17
Chang, C. W., & Chang, S. H. (2023). The impact of digital disruption: Influences of digital media and social networks on forming digital natives’ attitude. Sage Open, 13(3), 21582440231191740. https://doi.org/10.1177/21582440231191741
Constantinides, E., & Holleschovsky, N. I. (2016). Impact of online product reviews on purchasing decisions. In International Conference on Web Information Systems and Technologies, 2, 271–278. https://www.scitepress.org/Papers/2016/58610/
Fen, K., Kolomytseva, O., Vasylchenko, L., Burtseva, T., & Pelykh, Y. (2025). Shaping Consumer Satisfaction with Pricing Amidst the Digital Transformation of Economic Relations. Salud, Ciencia y Tecnología-Serie de Conferencias, 4(0), 28. https://dialnet.unirioja.es/servlet/articulo?codigo=9872522
Firdaus, A. (2025). The influence of user-generated content on brand image on social media. Oikonomia: Journal of Management Economics and Accounting, 2(3), 176–185. https://doi.org/10.61942/oikonomia.v2i3.349
Imamov, M., & Semenikhina, N. (2021). The impact of the digital revolution on the global economy. Linguistics and Culture Review, 5(S4), 968–987. https://doi.org/10.21744/lingcure.v5nS4.1775
Ismail, M. N., Kallow, S. M., Ridah, M. J., Abu-AlShaeer, M. J., & Khlaponin, Y. (2024). Quantitative insights and challenges in big data from a statistical perspective. Journal of Ecohumanism, 3(5), 290–307. https://www.ceeol.com/search/article-detail?id=1273659
Kaponis, A., Maragoudakis, M., & Sofianos, K. C. (2025). Enhancing user experiences in digital marketing through machine learning: Cases, trends, and challenges. Computers, 14(6), 211. https://doi.org/10.3390/computers14060211
Krisna, A. M. (2025). E-Commerce and Digital Economy: An Analysis of Changing Consumption Patterns and Their Impact on Economic Growth. Oikonomia: Journal of Management Economics and Accounting, 2(3), 123–137. https://doi.org/10.61942/oikonomia.v2i3.359
Kumar, V., Ramachandran, D., & Kumar, B. (2021). Influence of new-age technologies on marketing: A research agenda. Journal of Business Research, 125, 864–877. https://doi.org/10.1016/j.jbusres.2020.01.007
Lariba, C. (2023). The role of user-generated content in shaping brand perceptions. International Journal of Public Relation and Communication, 1(1), 25–37. https://forthworthjournals.org/journals/index.php/IJPRC/article/view/58
Makki, A. M., Ozturk, A. B., & Singh, D. (2016). Role of risk, self-efficacy, and innovativeness on behavioral intentions for mobile payment systems in the restaurant industry. Journal of Foodservice Business Research, 19(5), 454–473. https://doi.org/10.1080/15378020.2016.1188646
Marriott, H. R., Williams, M. D., & Dwivedi, Y. K. (2017). Risk, privacy and security concerns in digital retail. The Marketing Review, 17(3), 337–365. https://doi.org/10.1362/146934717X14909733966254
Mehmood, K., Verleye, K., De Keyser, A., & Lariviere, B. (2024). The transformative potential of AI-enabled personalization across cultures. Journal of Services Marketing, 38(6), 711–730. https://doi.org/10.1108/JSM-08-2023-0286
O’Halloran, K. L., Tan, S., Pham, D. S., Bateman, J., & Vande Moere, A. (2018). A digital mixed methods research design: Integrating multimodal analysis with data mining and information visualization for big data analytics. Journal of Mixed Methods Research, 12(1), 11–30.
Ofordi, J., Ayodele, J. B., & Ahmad, R. (2024). In female consumption patterns of digital media: An analysis of ait live platform. UCP Journal of Mass Communication, 2(1), 1–29. https://doi.org/10.24312/ucp-jmc.02.01.272
Oualid, C., Selma, D., & Soufyane, B. (2024). The impact of content personalization on customer engagement and market risks of E-Stores. Financial Markets, Institutions and Risks, 8(3), 37–56. https://doi.org/10.61093/fmir.8(3).37-56.2024
Pappas, N. (2017). Effect of marketing activities, benefits, risks, confusion due to over-choice, price, quality and consumer trust on online tourism purchasing. Journal of Marketing Communications, 23(2), 195–218. https://doi.org/10.1080/13527266.2015.1061037
Park, H., & Lee, T. (2018). Adoption of e-government applications for public health risk communication: Government trust and social media competence as primary drivers. Journal of Health Communication, 23(8), 712–723. https://doi.org/10.1080/10810730.2018.1511013
Patwa, N., Gupta, M., & Mittal, A. (2025). Modeling the influence of online communities and social commerce. Global Knowledge, Memory and Communication, 74(7–8), 2777–2794. https://doi.org/10.1108/GKMC-01-2023-0014
Razak, I. (2022). The role of digital marketing for Generation Z. Jurnal Ekonomi, Akuntasi Dan Manajemen Indonesia (JEAMI), 1(01), 18–25. https://doi.org/10.58471/jeami.v1i01.512
Šostar, M., Kumar, K. S., & Dražetić, M. (2025). The Influence of the Internet on Consumer Purchasing Behavior across Different Product Categories. Theoretical and Practical Research in Economic Fields, 16(3), 564–587. https://doi.org/10.14505/tpref.v16.3(35).05
Theodorakopoulos, L., & Theodoropoulou, A. (2024). Leveraging big data analytics for understanding consumer behavior in digital marketing: A systematic review. Human Behavior and Emerging Technologies, 2024(1), 3641502.
Xiong, Y. (2022). The impact of artificial intelligence and digital economy consumer online shopping behavior on market changes. Discrete Dynamics in Nature and Society, 2022(1), 9772416. https://doi.org/10.1155/2022/9772416
Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking: An International Journal, 25(9), 3882–3905. https://doi.org/10.1108/BIJ-05-2017-0092
##submission.copyrightStatement##
##submission.license.cc.by-sa4.footer##
