Психология на потребителя в онлайн туризма: влиянието на социалното доказателство и недостига

Автори:
Страници: 329-335

Резюме:

This study examines the role of social proof and scarcity as key psychological mechanisms influencing consumer behaviour in the context of online tourism. The research is positioned within the framework of digital transformation, where consumers increasingly rely on online information, user-generated content, and heuristic cues when making decisions under conditions of uncertainty and perceived risk. A quantitative research approach was applied through a structured survey con ducted among 450 respondents. The data were analyzed using descriptive and inferential statistical methods, including frequency analysis and ANOVA. The findings indicate that both social proof and scarcity exert a moderate influence on consumer behaviour, functioning primarily as supportive heuristic cues rather than dominant determinants of decision-making. The results further demonstrate that consumers do not respond automatically to persuasive techniques but rather evaluate them crit ically in relation to trust, credibility, and perceived authenticity. While gender shows a statistically significant effect on consumer awareness, age does not significantly influence perceptions, suggest ing increasing homogeneity in digital behaviour across generations. The study contributes to the lit erature on consumer psychology and digital marketing by highlighting the conditional effectiveness of persuasion strategies and the growing importance of transparency in online environments. The findings provide practical implications for marketers, emphasizing the need for balanced and ethical application of persuasive techniques in order to build sustainable consumer trust.

Ключови думи:

consumer behaviour; online tourism; social proof; scarcity; digital marketing.

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