Technology influences consumer behavior by shaping preferences, enhancing convenience, and enabling personalized experiences. With the advent of e-commerce, consumers now have instant access to products and services, allowing them to compare prices and read reviews quickly. Social media platforms also impact purchasing decisions, as users often rely on recommendations from peers and influencers. Additionally, data analytics allows businesses to tailor marketing strategies and offers based on consumer preferences and behaviors. Ultimately, technology empowers consumers with information and choices, fostering a dynamic marketplace.