Psychological aspects of market strategies in e-commerce

Abstract

Purpose: The purpose of this article is to identify and analyze the psychological determinants of consumer behavior in e-commerce from a dynamic (2018-2025) and comparative perspective, taking into account differences between markets with varying levels of digital maturity. Design/methodology/approach: The study is based on an analysis of secondary data, consisting of a systematic review of industry reports and analytical studies. A mixed-methods approach was employed, combining qualitative and quantitative analysis, including trend analysis, comparative analysis, and elements of content analysis across selected markets (Poland, Germany, the U.S., and China). Findings: The results indicate a shift in purchasing motivations from utilitarian to hedonic, a decline in the importance of technological risk in favor of quality-related risk, and a growing role of trust as a mediator of purchasing decisions. An increase in the importance of emotions and impulsivity was also observed, particularly in highly developed markets. The COVID-19 pandemic accelerated the transition from a rational model to a heuristic-emotional one, although these processes varied depending on cultural context and the level of market maturity. Originality/value: The originality of this study lies in combining a dynamic (2018-2025) and cross-market perspective to analyze psychological determinants of consumer behavior in e-commerce. The paper demonstrates how the COVID-19 pandemic accelerated the shift from rational to heuristic-emotional purchasing behavior and shows that the intensity of these changes differs depending on market maturity and cultural context. Keywords: e-commerce, consumer, shopping psychology, emotions, motivations, risk, trust. Category of the paper: Research paper.