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

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  • Shengnan Ren

    (Northwestern Polytechnical University)

  • Dawei Liu

    (Ningbo University of Finance and Economics)

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.

Suggested Citation

  • Shengnan Ren & Dawei Liu, 2024. "Effects of digital nudging on the adoption of APPs for value co-creation among online consumers," Information Technology and Management, Springer, vol. 25(2), pages 161-172, June.
    • Handle: RePEc:spr:infotm:v:25:y:2024:i:2:d:10.1007_s10799-022-00371-x
    DOI: 10.1007/s10799-022-00371-x
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