Digital Shopping Behavior Model (DSBM): Exploring the Role of Personalization, Reviews, and Purchase Intent on Amazon

Document Type

Article

Source of Publication

International Journal of Consumer Studies

Publication Date

12-28-2025

Abstract

As online retail platforms continue to evolve, understanding consumer behavior in digital shopping environments has become important, particularly for startups which aim to strive and grow in highly competitive markets. This study introduces the Digital Shopping Behavior Model (DSBM), a data-driven framework designed to analyze the impact of personalization, customer reviews, and browsing behavior on purchase intent, using data set collected from Amazon's consumers. This research has applied Amazon's ecosystem, which uncovers behavioral insights that not only reflect consumer expectations in mature e-commerce environments but also serve as benchmarking for many startups which aim to optimize user engagement, conversion, and retention on their online platforms. This study has proposed a model that explains the complete digital shopping journey from initial product search and evaluation to cart activity and post-purchase behaviors. We have applied a quantitative method using the application of K-Means Clustering to analyze four key customer personas: value seekers, review-driven buyers, convenience-oriented shoppers, and personalization responders. Each segment represents recommendation systems and review credibility, offering actionable insights into satisfaction, loyalty, and purchasing decisions for online retail. The findings confirm that personalization frequency, review reliability, and browsing intensity significantly influence consumer intent and engagement in an online environment. The proposed DSBM provides startups with a replicable model to refine their digital strategies, enhance recommendation engines, and craft targeted marketing approaches tailored to specific customer segments. By drawing from Amazon's proven techniques, the model offers a scalable roadmap for emerging e-commerce ventures to build customer-centric platforms that emulate and innovate upon the success of established digital giants.

ISSN

1470-6423

Publisher

Wiley

Volume

50

Issue

1

Disciplines

Business

Keywords

digital shopping behavior model, K-means clustering, recommendation systems

Scopus ID

105026311104

Indexed in Scopus

yes

Open Access

no

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