Understanding Digital Nudges in E-Commerce: An Interpretative Structural Modeling-Based Analysis of Impulse Buying Behavior
Journal of Emerging Markets and Management · 92–108 · 10.63385/jemm.v2i1.341
Online platforms have a significant influence on consumer purchase patterns, making consumer decision-making in the digital marketplace more complicated. Although there has been research on impulse buying, little is known about the ways in which various platform-related and behavioral elements combine to influence such behavior.

