Abstract
Two design recommendations (digital nudges) for decreasing user churn in mobile apps are presented. We examine commitment and personalization nudges, both of which are linked to the extant literature, in the context of a randomized online experiment with 150 participants. Our experimental study reveals that commitment and personalization cues distinctly affect consumers' intention to use a mobile app. Moreover, our study demonstrates that personalization amplifies the effect of commitment cues on users' intention to use a mobile app.
Recommended Citation
Terres, Philipp; Klumpe, Johannes; Jung, Dominik; and Koch, Oliver, (2019). "DIGITAL NUDGES FOR USER ONBOARDING: TURNING VISITORS INTO USERS". In Proceedings of the 27th European Conference on Information Systems (ECIS), Stockholm & Uppsala, Sweden, June 8-14, 2019. ISBN 978-1-7336325-0-8 Research Papers.
https://aisel.aisnet.org/ecis2019_rp/125