LE NUDGE PEUT-IL SOUTENIR LA PERCEPTION D'INCLUSION NUMÉRIQUE DE L'UTILISATEUR ?

Léa Cauchard () and Sara Laurent
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Léa Cauchard: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier, UM - Université de Montpellier

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Abstract: Nowadays user journeys are mainly dominated by digital technology. User digital journeys are perceived as the guarantee of a win-win exchange between companies and users. However, user digital journeys can be both a source of co-creation and co-destruction of value depending on the user's relationship to digital. To overcome these inequalities, organizations must propose digital inclusion strategies to create user journeys in which all users can easily participate. We will discuss the value for organizations of using nudge to build more inclusive user (and digital) journeys. Indeed, some nudge mechanisms could improve the user's perception of control in favor of his autonomy and recognition. This discussion leads us to ask the role of nudge mechanisms on the user's perception of digital inclusion and his participation in the process of co-creation of value during a digital journey.

Keywords: autonomy; recognition; user journey; Digital inclusion; Inclusion numérique; nudge; autonomie; reconnaissance; parcours utilisateur (search for similar items in EconPapers)
Date: 2021-09-02
New Economics Papers: this item is included in nep-pay
Note: View the original document on HAL open archive server: https://hal.science/hal-03544586v1
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Published in 20° colloque sur le Marketing Digital, Sep 2021, Paris, France

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