Abstract: The e-commerce sector is dynamic in nature, with a number of factors being responsible for inconsistency in consumer behavior and online buying trends. This study investigates the phenomenon of inconsistency in consumer behavior, a term referring to erratic and irregular changes in consumer preferences and choices, by examining responses gathered from a targeted population sample. The objective is to identify the root causes and emerging trends in digital consumer interaction that drive buying decisions and overall e-commerce performance...

| DOI: 10.17148/IARJSET.2025.125195