Behavioural Biases Influencing Online Purchase Intentions in Canada

Abstract

Canada’s e-commerce market has expanded rapidly, with nearly three-quarters of Canadians engaging in online shopping and digital channels accounting for a growing share of total retail sales.(Landmark Global) Yet, many purchasing decisions are not purely rational; they are shaped by behavioural biases that systematically distort perceptions of value, risk, and satisfaction. This conceptual paper examines how key biases—including loss aversion, anchoring, scarcity and urgency effects, social proof and herding, default and status quo bias, and choice overload—affect online purchase intentions in the Canadian context. Drawing on behavioural economics, the Theory of Planned Behaviour, and the Technology Acceptance Model, the paper develops an integrative conceptual framework linking platform design features, consumer biases, and online purchase intentions. The Canadian e-commerce landscape, characterized by high digital adoption, inflationary pressure, and significant cross-border shopping, provides a relevant setting to analyze how retailers and policymakers can leverage or mitigate these biases.(Landmark Global) The paper proposes testable propositions, outlines a survey-based methodological design, and discusses implications for e-retailers, consumer protection agencies, and regulators. It concludes with directions for future research on ethical personalization, generative AI interfaces, and cross-cultural comparisons of bias strength in online purchasing.

Keywords: behavioural biases, cognitive biases, online purchase intention, e-commerce, Canada, consumer behaviour, loss aversion, anchoring, social proof