محمود قاسميان

With the rapid expansion of e-commerce, consumers are increasingly exposed to a vast array of products and information, making the decision-making process more complex and challenging. While rational choice theory assumes that individuals eva‎luate costs and benefits logically to make the best decisions, behavioral economics demonstrates that cognitive biases significantly influence decision-making. These biases, particularly in digital and online environments, are intensified due to the fast-paced and often unconscious nature of decision-making, leading to the emergence of a concept known as "digital nudging." Digital nudging refers to the use of user interface design elements to influence user behavior in digital environments without restricting choices or significantly altering individuals’ economic incentives. The aim of this study is to examine the effect of digital nudging on consumers' willingness to pay (WTP) in the context of e-commerce. Employing a neuro-economic approach and utilizing neurophysiological tools, this research investigates the implicit and unconscious processes that influence consumer purchasing behavior—processes that are often undetectable through traditional marketing research methods such as surveys and interviews. This study analyzes the impact of numerical and semantic stimuli (priming) as key forms of digital nudging on consumer decision-making, while also considering variables such as gender and personality types. The findings of this research address gaps in previous studies and contribute to advancing knowledge in the field of digital choice architecture. The results demonstrate that digital nudging can serve as a powerful tool for influencing consumer behavior in online environments. The study provides valuable insights for user interface designers and e-commerce businesses, enabling them to create more effective designs and strategies by better understanding the psychological impacts and cognitive biases of consumers. Furthermore, the research emphasizes the importance of ethical design in utilizing digital nudges, ensuring that business objectives are achieved while simultaneously promoting informed and rational decision-making for users.

هدايت ديجيتال , تمايل به پرداخت , آغازگر عددي , آغازگر معنايي , رهگيري چشمي

Eye Tracking , Willingness to pay , Numeric Priming , Semantic Priming

Mahmoud Ghasemian

Ali Bonyadi Naeini