E-COMMERCE AND CONSUMER BEHAVIOR IN THE DIGITAL AGE - VISION 2047: PATTERNS, DRIVERS AND STRATEGIC IMPLICATIONS FOR A DIGITAL INDIA

Abstract

The rapid diffusion of the internet, smart phones and digital payment systems has transformed how consumers search for information, evaluate alternatives and make purchase decisions. In India, the expansion of e-commerce is a critical component of the national Vision 2047, which aims at a digitally empowered, inclusive and sustainable economy. This paper examines the evolving patterns of consumer behavior in the digital age and analyses the key factors influencing online purchase intention and loyalty in the context of Vision 2047. Based on technology acceptance, consumer behavior and digital marketing literature, the study proposes a model linking website/app quality, perceived usefulness, convenience, price value, trust, perceived risk, social influence, digital payments and electronic word-of-mouth (e-WOM) to online purchase intention and loyalty. Primary data can be collected through a structured questionnaire from online shoppers aged 18-45 years, and analysed using factor analysis and regression/structural equation modelling (SEM). Illustrative findings suggest that convenience, trust, website/app quality and digital payment ease significantly drive purchase intention, while satisfaction and trust emerge as strong predictors of loyalty. The paper concludes with implications for policymakers and e-commerce firms on how to design inclusive, secure and customer-centric digital ecosystems aligned with Digital India and Vision 2047.