Nudging in e-commerce: the impact of user experience as a nudge on customer loyalty in grocery retailing

This study investigates how nudging in e-commerce and user experience (UX) influence customer attitudes, emotions, satisfaction, trust, and loyalty within the context of online grocery retailing. As e-commerce continues to influence customer shopping behaviour, understanding how digital design features subtly steer user decision-making is vital. The study draws upon the Nudge Theory, PAD Emotional Theory, and Brand Relationship Quality Theory to examine how digital nudging influences customer emotions, mental well-being, relationship quality and customer loyalty in grocery retailing. The study also examines the moderating role of trust.