KIT | KIT-Bibliothek | Impressum | Datenschutz

Designing Adaptive Nudges for Multi-Channel Choices of Digital Services : A Laboratory Experiment Design

Hummel, Dennis; Schacht, Silvia; Mädche, Alexander

Abstract (englisch):

Channel-switching, cross-channel free-riding, and research shopping is causing problems for companies offering multiple channels. Either customers could choose a channel that is more expensive for the company or they inform themselves in one channel but switch to a competitor for the final purchase. We aim to influence channel choice by using the recently proposed IS concept of digital nudging. In particular, we leverage the nudges of social norms and perceived risk in the online channel. In addition to this concept, we propose that the individual context of the user, like gender or personality, has to be incorporated as a moderator by designing customer specific (i.e. adaptive) nudges. To test these hypotheses, we outline an experiment design for a lab experiment and show how multi-channel choices can be influenced with design interventions in the form of nudges. As previous studies have only tested static nudges, we contribute to existing research by enhancing the nudge theory to adaptively consider user characteristics. Moreover, we apply the nudge theory to the new context of multi-channel choices. Finally, we provide guidance for practitioners on designing their own online channels.

Zugehörige Institution(en) am KIT Fakultät für Wirtschaftswissenschaften – Institut für Informationswirtschaft und Marketing (IISM)
Publikationstyp Proceedingsbeitrag
Publikationsjahr 2017
Sprache Englisch
Identifikator KITopen-ID: 1000071312
Erschienen in Proceedings of the 25th European Conference on Information Systems (ECIS), June 5-10 2017, Guimarães, Portugal
Bemerkung zur Veröffentlichung Volltext bald hier erhältlich:
Externe Relationen Siehe auch
Schlagwörter Adaptive nudges; Multi-channel choice; Social norms; Experiment design
KIT – Die Forschungsuniversität in der Helmholtz-Gemeinschaft
KITopen Landing Page