Impacto de la psicología del consumidor en las decisiones de compra en plataformas digitales

Abstract

This research was conducted with the purpose of analyzing consumer psychology in the 21st century, considering the influences of emotions on purchase decisions in both digital and physical platforms. The study was qualitative in approach, with a documentary design, based on the review and analysis of academic sources related to consumer behavior and marketing. Among the main findings, it was identified that emotions influence more than 70% of purchase decisions, in addition to observing significant differences according to gender and consumption environment. The relevance of omnichannel and personalization in today’s consumer experience was also highlighted. The research concluded that emotional, social and technological factors are determinants in purchasing behavior, and that companies must adjust their strategies to the new expectations of the modern consumer.

Keywords

Comportamiento del consumidor

Emociones

Marketing digital

Plataformas digitales

Psicología del consumidor

Consumer behavior

Emotions

Digital marketing

Digital platforms

Consumer psychology

References

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