Effects of digital nudging on the adoption of APPs for value co-creation among online consumers

Shengnan Ren () and Dawei Liu ()
Additional contact information
Shengnan Ren: Northwestern Polytechnical University
Dawei Liu: Ningbo University of Finance and Economics

Information Technology and Management, 2024, vol. 25, issue 2, No 4, 172 pages

Abstract: Abstract Digital nudging is attracting increasing attention to online decision-making processes and digital choice environments. Thus, understanding how digital nudging affects the acceptance of social media is essential for successful market segmentation. Using a modified technology acceptance model and 270 participants, this paper examines how digital nudging as a mediator influences the acceptance of social media among Chinese customers. By means of a structural equation model based on the partial least squares technique, this study aims to develop an intriguing model based on the TAM. Perceived usefulness and perceived ease of use influence the acceptance of social media less, as previously expected. All objective factors, i.e., social benefits, trust and ubiquitous connectivity, had a positive effect when nudging was used as a mediator. The models and the accompanying commentary will add to the debate over the scope of factors that affect the adoption of social marketing in terms of digital nudging. The results of the survey in this study should be interpreted as speculative and should not be relied upon as an accurate depiction of behavior in the surveyed communities.

Keywords: Social media; Digital nudging; Technology acceptance model; Trust; Ubiquitous connection; Social benefit; Perceived usefulness; Perceived ease of use (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s10799-022-00371-x Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:infotm:v:25:y:2024:i:2:d:10.1007_s10799-022-00371-x

Ordering information: This journal article can be ordered from
http://www.springer.com/journal/10799

DOI: 10.1007/s10799-022-00371-x

Access Statistics for this article

Information Technology and Management is currently edited by Raymond Patterson and Erik Rolland

More articles in Information Technology and Management from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().