Empirical Analysis of Behavioral Factors in Consumer Decision-Making under Digital Transformation of Online Trade

Abstract

This article explores the mechanisms of behavioral economics' influence on the consumer decision-making process in the online environment. Based on empirical research, the study identifies key cognitive biases and emotional triggers dominating the behavior of modern users, specifically social proof, fear of missing out (FOMO), and the impact of personalized recommendations. Particular attention is paid to the transformation of consumer patterns under the influence of social media algorithms, which serve not only as information channels but also as tools for shaping choice norms. The specifics of the Ukrainian online market under martial law are analyzed, where factors of trust, service security, and psychological compensation through impulsive purchases become critically important. The study confirms that in the digital environment, economic rationality is often superseded by emotional and social incentives. Practical recommendations for online businesses on the ethical use of behavioral tools to enhance customer loyalty and sales efficiency are formulated.