Pošta, telekomunikácie a elektronický obchod 2026, 21(1) | DOI: 10.26552/pte.C.2026.1.2

PSYCHOLÓGIA SPOTREBITEĽSKÉHO SPRÁVANIA V E-SHOPOCH: ČO MOTIVUJE ZÁKAZNÍKOV K NÁKUPU?

Marek Miklúš1, Natália Stalmašeková1
1 Katedra spojov, FPEDAS, Žilinská univerzita v Žiline


The rapid growth of e-commerce has significantly transformed consumer decision-making processes. Psychological factors play a crucial role in shaping customer behavior in online environments. This article examines key motivators influencing purchasing decisions in e-shops, including website design, social proof (reviews and ratings), personalized marketing, and psychological effects such as the anchoring effect, fear of missing out (FOMO), and pricing strategies. Special attention is given to the role of heuristics and cognitive shortcuts that impact the speed and nature of consumer decision-making in digital spaces. Research findings indicate that effectively leveraging these factors can significantly enhance e-shop conversion rates. The article also highlights the ethical considerations of psychological strategies in online retail. 

Kľúčové slová: e-commerce, consumer behavior, online shopping, sales psychology, marketing strategy

Vložený: March 13, 2026; Revidovaný: March 13, 2026; Přijatý: April 11, 2026; Uverejnené online: June 29, 2026; Uverejnené: June 30, 2026  Zobraziť citáciu

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Miklúš, M., & Stalmašeková, N. (2026). PSYCHOLÓGIA SPOTREBITEĽSKÉHO SPRÁVANIA V E-SHOPOCH: ČO MOTIVUJE ZÁKAZNÍKOV K NÁKUPU? Pošta, telekomunikácie a elektronický obchod, 21(1), . doi: 10.26552/pte.C.2026.1.2
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