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The Role of Emotions in Online Purchase Decisions

Student: Dovgan Ekaterina

Supervisor: Olga I. Patosha

Faculty: Faculty of Social Sciences

Educational Programme: Psychology (Bachelor)

Year of Graduation: 2021

This study examines the association between emotions (anger, fear, joy, interest), personalized content and online purchase intent. The aim of the research is to identify and analyze the relationship between website personalization, emotions and making a purchase decision in an online environment. Data collection is planned to be carried out using a questionnaire, which includes 6 scales: site personalization scale, purchase intent scale, interest scale, joy scale, fear scale, anger scale (Pappas et al., 2014, The Psychology of Emotions, 1991). The data will be analyzed using structural modelling and model building, in which emotions presumably mediate the association between website personalization and online purchasing decisions. Structural modelling is expected to reveal the relationship between emotion, personalization, and online shopping intent.

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