This research dissertation investigates consumer behavior in the context of online purchasing, specifically focusing on Amazon. The study aims to identify ways to influence customer behavior during online shopping. It begins with an introduction outlining the research's aim, objectives, and research questions. A literature review provides a theoretical understanding of consumer behavior. The methodology employs a quantitative approach, gathering data through questionnaires and secondary sources. The results section presents findings related to factors influencing buying intentions, such as market competition, consumer choice, and security risks. The analysis interprets the data and discusses the challenges Amazon faces in attracting and retaining customers. Finally, the dissertation concludes with recommendations for Amazon to improve its customer engagement and satisfaction. The project includes an abstract, table of contents, and detailed chapters covering introduction, literature review, research methodology, results, analysis, conclusion, and recommendations.
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