| Summary: | 碩士 === 國立臺灣科技大學 === 資訊管理系 === 107 === Individuals make increasingly more decisions online through screens on websites and mobile applications. These decisions are influenced by the environment in which they are presented since there is no perfectly neutral way of arranging options. In this context, user experience designers become choice architects, that should better knowingly than unknowingly influence peoples’ decisions to ensure a beneficial outcome. For this reason, the nudging theory was recently extended into digital domains, employing interface design elements to guide user behavior according to a libertarian paternalistic approach. This study investigates the effectiveness of digital nudges for users depending on their relationship with the website operator as well as the extent of personalization applied to the website and links it with perceived information transparency and privacy concerns. It focuses on exploring how nudges can be deployed in digital choice environments and quantitatively measures their effectiveness in different experimental conditions through a between-subjects design. The research framework tests for several hypotheses, trying to improve our understanding of which variables carry the strongest influence within a certain choice environment. The results based on the data of 215 participants suggest that increasing information transparency and closeness between the consumer and website operator contribute significantly to the effectiveness of nudges. On the other hand, privacy concerns have been proven to diminish with increasing information transparency, but play only a secondary role with regard to nudge effectiveness. Higher levels of the perceived quality of personalization could furthermore be identified to moderate the relationship construct and therefore indirectly exert impact over the consumers’ acceptance of nudges.
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