Title Effects of cognitive biases and their visual execution on consumer behavior in e-commerce platforms
Effects of cognitive biases and their visual execution on consumer behavior in e-commerce platforms
Authors Daugirdas Jankus
Abstract [eng] The purpose of this research was to examine what effect cognitive biases and their visual execution has on consumer behavior in e-commerce platforms. Cognitive biases are behavioral concepts which are explaining human decision making deviation form rational means of judgement, when decisions could be made unconsciously in deeper patterns of human thinking. Since the main field of interest of this research is consumer behavior on e-commerce platforms, the means of visual execution of cognitive biases should also have been taken into account, since visual representation is highly important factor of information provision online. Therefore, to empirically test the concept interaction outcomes it was decided to conduct and experiment on working e-commerce website. After collecting data and running multiple regressions it was concluded that cognitive biases and their visual execution has significant effects on consumer behavior in e-commerce platforms: assessment of these concepts increased conversions and boosted visitor engagement.
Abstract [lit] The purpose of this research was to examine what effect cognitive biases and their visual execution has on consumer behavior in e-commerce platforms. Cognitive biases are behavioral concepts which are explaining human decision making deviation form rational means of judgement, when decisions could be made unconsciously in deeper patterns of human thinking. Since the main field of interest of this research is consumer behavior on e-commerce platforms, the means of visual execution of cognitive biases should also have been taken into account, since visual representation is highly important factor of information provision online. Therefore, to empirically test the concept interaction outcomes it was decided to conduct and experiment on working e-commerce website. After collecting data and running multiple regressions it was concluded that cognitive biases and their visual execution has significant effects on consumer behavior in e-commerce platforms: assessment of these concepts increased conversions and boosted visitor engagement.
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