Guiding Customer Choices: The Impact of Digital Nudging on Preferred Decisions Throughout the Customer Journey

The pervasive use of modern technologies is reshaping how professional decisions are made, increasingly occurring within digital environments. This study investigates digital nudging, a tactic that utilizes design features on digital platforms to influence behavior while still allowing individuals to maintain their decision-making autonomy. Despite the growing prominence of digital nudges in online marketing and e-commerce, there remains a deficiency in academic research focused on this subject area. To bridge this gap, a digital experiment was conducted on the website of a logistics company, involving 160 participants, to examine diverse digital nudging methodologies across distinct stages of the purchasing process. Findings indicate that these techniques effectively increase the intention to select options favored by the company, with variations observed depending on the purchase phase and the applied nudging approach. These insights offer practitioners a strategic framework to optimize their online presence and engage with consumers more effectively in the digital landscape.