What is it about?
Online platforms have a significant influence on consumer purchase patterns, making consumer decision-making in the digital marketplace more complicated. Although there has been research on impulse buying, little is known about the ways in which various platform-related and behavioral elements combine to influence such behavior. The study addressed gaps in understanding the combined effects of these factors and provided a structured framework for analyzing online impulse buying for digital commerce stakeholders.
Featured Image
Photo by rupixen on Unsplash
Why is it important?
The research contributes to the scope of behavioral economics and to the field of e-commerce by illustrating how several behavioral biases and design of the digital platforms combine to influence online impulse buying. By combining nudges, social proof, and financial elements into the framework using ISM, the study provides a holistic view of digital persuasion and its effect on consumer behavior.
Perspectives
In some, this study began with a conceptual framework to explore digital nudges, manipulative design, urgency cues, information overload, nudging effectiveness, social proof, and financial enablers interact to produce online impulse buying behaviour. These results confirm that lower-level designs and interface mechanism exert influence upward, ultimately triggering impulsive purchases supported by extant literature that environment and interface cues play a major role in consumer impulse actions online.
Dr. Hans Kaushik
Dayalbagh Educational Institute
Read the Original
This page is a summary of: Understanding Digital Nudges in E-Commerce: An Interpretative Structural Modeling-Based Analysis of Impulse Buying Behavior, Journal of Emerging Markets and Management, January 2026, Zhongyu International Education Centre (M) Sdn Bhd,
DOI: 10.63385/jemm.v2i1.341.
You can read the full text:
Contributors
The following have contributed to this page
