| Abstract [eng] |
The rapid growth of e-commerce has significantly transformed consumer purchasing behaviour and created new opportunities for emotionally driven online shopping. Alongside the increasing convenience of online shopping platforms, researchers have begun paying greater attention to compulsive online shopping behaviour and the factors that encourage it. This paper analysed the influence of website quality factors on compulsive shopping behaviour in the e-commerce environment. The theoretical part of the research examined the concepts of compulsive online shopping behaviour, website quality, hedonic values, impulsive shopping behaviour, customer satisfaction, trust, loyalty, and customization. Scientific literature analysis revealed that website quality factors may create emotionally engaging shopping environments that encourage impulsive and compulsive purchasing behaviour. Furthermore, the research results demonstrated that website quality factors such as easy payment, visual branding, website layout, product range, product information, and customization positively influence customer satisfaction, trust, loyalty, and impulsive shopping behaviour. Overall, the results of the study confirmed that website quality has a significant influence on compulsive online shopping behaviour and highlighted the importance of emotionally oriented website design in shaping consumer behaviour in e-commerce environments. |
