Cognitive Complexity in e-Commerce: An Application of Cognitive Load Theory Using the Example of Zalando
Cognitive Complexity in e-Commerce: An Application of Cognitive Load Theory Using the Example of Zalando

Summary/Abstract: This study examines the influence of psychological methods on digital purchasing behavior using the example of the online shop Zalando with special consideration of the concept of cognitive complexity. After building on the theoretical foundations of business psychology and cognitive load theory, the work analyzes five central design dimensions of digital systems: Description, Structure, Interaction, Limitation and Communication. This underlies the methodological basis, a combination of theoretical foundation with a practical case study that examains the user experience and the psychological effectiveness of Zalando’s e-commerce platform. Thereby, the combination of classical and neuroscientific findings on the design of cognitively supportive digital environments has not been reviews as in this approach. The analysis shows that Zalando creates a balance between cognitive relief and activating customer loyalty through clear information structure, personalized communication and targeted incentives. At the same time, potentials become visible, such as non-transparent sustainability communication and the optimization of interactive elements which minimize uncertainties and cognitive dissonance. Overall, the study underlines the relevance of cognitive complexity for the design of digital sales processes and provides practical recommendations for the further development of user-centric online stores.

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