Revue des reformes Economique et intégration dans l’économie mondiale
Volume 19, Numéro 2, Pages 33-42
2025-12-28
From Social Norms To Purchase Decision: A Study On The Effectiveness Of Digital Nudging
Authors : Mohamed-tich-tich Bochra . Ghidouche Faouzi .
Abstract
Although marketing and behavioral science literature has examined cognitive biases and their impact on consumer behavior, few studies have analyzed the specific role of digital nudging based on the social norm bias in purchase decisions. This bias, which drives individuals to align their behavior with socially approved or majority-held practices, may be particularly effective in digital environments where social signals are pervasive. This study explores the direct and indirect relationships between this type of digital nudge, personal perception, and purchase decision. An online survey of 153 respondents was analyzed with SPSS to test the hypotheses. Results confirm a direct positive effect of digital nudging on both personal perception and purchase decision, and a positive effect of personal perception on purchase decision. However, the mediating role of personal perception was not supported. These findings provide theoretical contributions to understanding online decision-making and managerial insights for optimizing digital marketing strategies.
Keywords
Digital nudge ; social norm bias ; personal perception ; purchase decision ; behavioral marketing
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