Evaluation of the effect of consumer's income level on purchasing decisions in electronic commerce from the perspective of behavioral economics

Electronic commerce, which has become widespread rapidly with the developing technology, has led to a reshaping of consumer behavior. While traditional economic theories assume that individuals are rational decision makers, behavioral economics argues that individuals make decisions influenced by psychological, social and emotional factors. In this context, the aim of this study is to evaluate the impact of consumers' income levels on their purchasing decisions in electronic commerce from the perspective of behavioral economics. In the study, the attitudes, spending tendencies and decision-making processes of consumers belonging to different income groups while shopping electronically were analyzed. The research was conducted with a quantitative approach using a survey method and the data obtained were interpreted through statistical analysis. The findings show that low-income individuals tend to be price-oriented and more cautious while high-income individuals prioritize factors such as brand, quality and convenience. In addition, when evaluated within the framework of behavioral economics, cognitive biases, habits and emotional reactions were found to be determinant in individuals' decisions depending on income level.