Investigating the impact of behavioral economics psychological factors on digital consumer behavior

To truly understand digital consumer behavior, it's essential to explore not only users' actions but also the underlying reasons for those actions. This study explores the impact of behavioral economics principles, specifically loss aversion, framing effects, anchoring, and the fear of missing out (FOMO) on the purchasing intentions, satisfaction, and loyalty of Amazon and Trendyol users in Afyonkarahisar, focusing particularly on iPhone users. Based on previous studies, a theoretical framework was developed to guide the analysis. Data was collected through a structured survey distributed via Google Forms, resulting in 102 valid responses. The data were analyzed using SmartPLS, incorporating factor analysis and path modeling. The results indicate that psychological biases play a significant role in shaping online shopping behavior. In particular, loss aversion and FOMO had a notable influence on consumers' intentions to purchase, while framing and anchoring were closely linked to their satisfaction and loyalty. These findings suggest that digital platforms are not neutral spaces; they actively influence consumer decisions through subtle cognitive effects. This study offers valuable guidance for digital marketers looking to boost engagement by aligning their platforms with users' psychological tendencies. It also expands the field of behavioral economics by applying well-known decision-making biases to the context of modern e-commerce. Keywords: Behavioral Economics, Loss Aversion, Framing, Anchoring, FOMO, Purchase Intention, Loyalty, Satisfaction, Digital Marketing, iPhone Users, Amazon Türkiye, Trendyol.