General Discussion and Conclusion

Abstract

Both the respective literature reviews and the results of the six essays listed illustrate the relevance and ubiquity of the four subareas of e-commerce in consumers’ everyday online shopping. On the one hand, the results represent an important basis for marketing and consumer research to support a better understanding of the behavioral psychological motives of consumers and better evaluate correlations in shopping behavior. On the other hand, the practice benefits from the newly gained insights, as online retailers, in particular, can use them to better adapt their offers to consumer needs and optimize consumers’ online shopping experience, leading in return to increasing sales.