Consumer behavior and experience in digital environments represent a dynamic intersection of technology, psychology, and marketing, profoundly influenced by the rapid evolution of e-commerce, social media, mobile technologies, augmented reality (AR), virtual reality (VR), the metaverse, and artificial intelligence (AI). This article provides a comprehensive synthesis of scholarly research from 2023 to 2026, drawing on systematic literature reviews and bibliometric analyses to explore how digital platforms shape decision-making processes, engagement levels, satisfaction, loyalty, and sustainable practices. Key findings highlight the adaptation of traditional models like the Stimuli-Organism-Response (SOR) framework to digital contexts, where stimuli such as interface design and algorithmic recommendations evoke emotional and cognitive responses leading to behavioral outcomes like purchase intentions or continuance usage.

Bibliometric mappings reveal clusters around immersive technologies, AI-driven personalization, social commerce, live streaming, and green digital behaviors, with emerging trends indicating hyper-personalized experiences dominating by 2030. Empirical evidence underscores the mediating roles of trust, perceived value, sociability, immersiveness, and environmental fidelity in enhancing experiences, while challenges include information overload, privacy erosion, digital divides, and ethical concerns in AI applications.

This review proposes an integrative framework extending the SOR model with digital-specific antecedents (e.g., platform affordances, algorithmic transparency) and outcomes (e.g., digital advocacy, sustainable consumption). By analyzing 13 key references, the article offers insights for researchers, marketers, and policymakers to foster ethical, inclusive, and engaging digital ecosystems, emphasizing the need for interdisciplinary approaches to address evolving consumer landscapes amid technological acceleration.