Vliv nudgingu na nákupní chování

Abstract

This thesis examines the impact of selected nudging elements, specifically social proof and the scarcity effect, on the purchasing behavior of Generation Z in the e-commerce environment. The theoretical part is based on the principles of behavioral economics and focuses on the consumer decision-making process, cognitive biases, and the specifics of the online shopping environment. It also defines the concept of nudging, its selected forms, and the ethical aspects of its application in marketing practice.

The analytical part of the thesis is based on quantitative research conducted in the form of an online questionnaire with elements of a quasi-experiment. Respondents were divided into three groups and presented with different versions of the questionnaire: a control version, a version including social proof, and a version incorporating the scarcity effect. The research examined the influence of these stimuli on the choice of a more expensive product option, the willingness to make a purchase, and selected attitudinal characteristics related to purchasing decisions.

The results showed that nudging had a statistically significant effect on the choice of a more expensive product option; however, its influence on the actual purchase decision and on the observed attitudes of respondents was not confirmed. At the same time, social proof demonstrated a stronger effect on the willingness to make a purchase than the scarcity effect. The thesis contributes to a better understanding of the role of behavioral tools in the online environment and highlights that their effectiveness may manifest more in influencing specific choices rather than in initiating the purchase decision itself.