Behavioural economics in the context of business digitalisation

Abstract

The study explores the integration of behavioural economics tools to address the challenges of enterprise adaptation in the era of global digitalisation. The paper identifies that traditional business models are becoming obsolete due to the speed and complexity of digital change, which often triggers personnel resistance and technostress. To overcome these barriers, the research proposes a transition from coercive management to the use of "nudges" and the design of "choice architecture." The work details strategic areas for digital transformation, including the development of digital literacy, the transformation of leadership culture, and bridging the gap between positive attitudes and real workplace behaviour. Special attention is given to specific behavioural tools such as the use of default options, simplification of user journeys, framing of digital benefits, and gamification of learning processes. The study concludes that creating a favourable environment where rational digital choices become natural for employees is essential for maintaining competitive positions and ensuring long-term organisational sustainability.