PSYCHOLOGICAL AND TECHNOLOGICAL DETERMINANTS OF ONLINE PURCHASING BEHAVIOR: A COMPARATIVE ANALYSIS

OXANA SAVCIUC
Assoc. Prof., PhD, Marketing and logistics Department, Academy of Economic Studies from Moldova, Chișinău, Republic of Moldova
ORCID: 0000-0001-8629-5660
Email: ox.savciuc@ase.md

DOI: https://doi.org/10.24818/cike2025.75

Pages: 608–606

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Abstract

The decision to buy online is influenced by a multitude of factors specific to the virtual environment, which differ significantly from those that determine consumer behavior in traditional commerce. In a digital environment characterized by a lack of direct physical interaction, products are evaluated based on information available on online platforms, reviews from other consumers, brand reputation, or payment process security. In addition, emotional, psychological, and social factors play an increasingly important role in online purchasing decisions, influencing consumer behavior in a subtle but decisive way. E-commerce, an essential component of the digital economy, has gone from being a convenient alternative to an integral part of everyday life, radically changing not only commercial processes but also consumer behavior. In this context, understanding the factors that influence online purchasing decisions is a necessary and timely endeavour for both academic research and the business environment. The research methods used in this context are analysis, comparison, synthesis, and deduction. The results of the research allowed us to conclude that promotion through social networks in Moldova should be intensified, as customers are influenced by attractive videos; collaboration with influencers can help attract new customers; the information on the website must always be up to date, clear, and accurate; the product return process must be clearly explained, organized simply, and without creating major inconveniences for the customer, trends that are also valid internationally. Thus, online consumer behavior is influenced equally by technical factors, such as ease of navigation on the website, the process of placing an order and payment, along with psychological factors—trust in the brand, attractiveness through product style, quality, and reviews from other customers.

 

Keywords: E-commerce, online purchasing behavior, psychological and technological determinants / factors.

JEL Classification: M31, D87, L81

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