Description
Digital nudging is receiving increasing attention by academics and practitioners in recent years. In this research, our main goal is to determine the relative impact of different nudging techniques on the customers’ product choice processes and their attitudes towards e-commerce sites employing these techniques. Specifically, we are interested in the interaction effects of defaulting, customer reviews (star ratings of products) and purchase pressure cues with the centrality choice bias. Prior research has predominantly investigated nudging techniques or positioning effects in separation. We try to fill this gap and explore possible interaction effects in an eye-tracking experiment. In our study, we plan to research not only the effects of digital nudging techniques on product choice, but also in how far they shape users’ attitudes towards an e-commerce site.
Recommended Citation
Djurica, Djordje and Figl, Kathrin, "The Effect of Digital Nudging Techniques on Customers’ Product Choice and Attitudes towards E-Commerce Sites" (2017). AMCIS 2017 Proceedings. 13.
https://aisel.aisnet.org/amcis2017/HumanCI/Presentations/13
The Effect of Digital Nudging Techniques on Customers’ Product Choice and Attitudes towards E-Commerce Sites
Digital nudging is receiving increasing attention by academics and practitioners in recent years. In this research, our main goal is to determine the relative impact of different nudging techniques on the customers’ product choice processes and their attitudes towards e-commerce sites employing these techniques. Specifically, we are interested in the interaction effects of defaulting, customer reviews (star ratings of products) and purchase pressure cues with the centrality choice bias. Prior research has predominantly investigated nudging techniques or positioning effects in separation. We try to fill this gap and explore possible interaction effects in an eye-tracking experiment. In our study, we plan to research not only the effects of digital nudging techniques on product choice, but also in how far they shape users’ attitudes towards an e-commerce site.