Influence of persuasive strategies on buyer types in an online shopping environment

As the trend towards online shopping continues to rise, Turkish organizations face the challenge of persuading potential customers to choose their online shops over competitors. In the digital era, understanding online buyer types is crucial. Persuasive techniques are commonly used in e-commerce to influence behavior, but customization for different groups is key for increased effectiveness. This study explores the effectiveness of persuasive techniques in e-commerce platforms and highlights the importance of customizing these methods for different types of groups of online buyers. By adjusting six popular influence strategies (scarcity, authority, social proof, liking, reciprocity, and commitment) in accordance with the factors that drive consumers to make online purchases, we aim to determine how these tactics can be tailored to increase their impact. Through a survey of 300 internet shoppers, our findings show that the influence tactics have varying effects on different types of online buyers. The purchasing behavior of balanced buyers is greatly impacted by the commitment strategy, whereas store-oriented buyers prioritize social interaction and acquiring products immediately. Convenience buyers are most influenced by scarcity, while those who value browsing through various goods and brands have the greatest impact on liking.