IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-031-62135-2_20.html
   My bibliography  Save this book chapter

Guiding Customer Choices: The Impact of Digital Nudging on Preferred Decisions Throughout the Customer Journey

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Christian Koch

    (FernUniversität in Hagen)

  • Waldemar Pförtsch

    (CIIM Business School)

  • Philipp Brüggemann

    (FernUniversität in Hagen)

Abstract

The pervasive use of modern technologies is reshaping how professional decisions are made, increasingly occurring within digital environments. This study investigates digital nudging, a tactic that utilizes design features on digital platforms to influence behavior while still allowing individuals to maintain their decision-making autonomy. Despite the growing prominence of digital nudges in online marketing and e-commerce, there remains a deficiency in academic research focused on this subject area. To bridge this gap, a digital experiment was conducted on the website of a logistics company, involving 160 participants, to examine diverse digital nudging methodologies across distinct stages of the purchasing process. Findings indicate that these techniques effectively increase the intention to select options favored by the company, with variations observed depending on the purchase phase and the applied nudging approach. These insights offer practitioners a strategic framework to optimize their online presence and engage with consumers more effectively in the digital landscape.

Suggested Citation

  • Christian Koch & Waldemar Pförtsch & Philipp Brüggemann, 2024. "Guiding Customer Choices: The Impact of Digital Nudging on Preferred Decisions Throughout the Customer Journey," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Luis F. Martinez & Philipp Brüggemann (ed.), Advances in Digital Marketing and eCommerce, pages 186-193, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-62135-2_20
    DOI: 10.1007/978-3-031-62135-2_20
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-031-62135-2_20. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.