Why We Buy What We Don’t Need: An Experimental Study on Consumer Behaviour in Online Fast Fashion

Hordós Kíra (2025) Why We Buy What We Don’t Need: An Experimental Study on Consumer Behaviour in Online Fast Fashion. Menedzsment Kar (2025-)-.

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Absztrakt (kivonat)

In the past few decades, digitalization has significantly transformed consumer behaviour and how people interact with brands, creating fast-fashion environments where decisions are made quickly, intuitively and often emotionally. This thesis examines how these developing digital surfaces, through heuristic cues, visual structuring, loss-based and gain-based framing, shapes the psychological experience of online shopping. The study by using an explanatory mixed-method approach, explores how such structural features of the interface activate cognitive shortcuts and result in biases, influence emotional responses and alter perceived autonomy. Results show that loss-framed cues heighten urgency and pressure, whereas gain-framed messages promote comfort, trust and a sense of autonomy. These findings demonstrate that design choices and strategies matter not only because they influence what consumers buy but because they affect how consumers feel during the decision and purchasing process. As digital commerce continues to evolve, this research underscores the responsibility of interface designers and managers to apply these cognitive insights in ways that support user autonomy rather than exploit cognitive vulnerabilities, ensuring that online environments remain both commercially effective and ethically grounded.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Menedzsment Kar (2025-)-

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Gazdálkodási és menedzsment

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	cognitive biases, consumer autonomy, digital design, fast fashion e-commerce, framing effect, heuristics, impulsive buying
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:07
Utolsó módosítás:	2026. Júl. 09. 11:07

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