Developing a Framework for Effective Digital Nudges in Online Shopping: A Systematic Literature Review

Asadollahi, Mohammadreza; Seyed Javadin, Seyed Reza; Nazari, Mohsen

Document Type : Review Article

Authors

¹ PhD student in Business Administration, Faculty of Management, University of Tehran (Kish Campus), Tehran, Iran

² Professor, Department of Marketing and Market Development, Faculty of Management, University of Tehran, Tehran, Iran

³ Associate Professor, Marketing and Market Development Department, School of Management, University of Tehran, Tehran, Iran

Abstract

With the growing popularity of online shopping, new challenges have emerged for consumers in choosing and purchasing the right products. Digital nudges, as innovative solutions, can help consumers make more informed and rational decisions in the online shopping process. Therefore, this research aims to develop a framework for effective digital nudges in online shopping using a systematic literature review approach. The research method is qualitative and uses a systematic literature review approach. In this study, 255 articles were reviewed and finally, after several screening stages, 34 articles were selected and evaluated for final analysis. The research results show that digital nudges fall into four main categories: "Decision Information", "Decision Structure", "Decision Assistance" and "Social Decision Prompt". In the "Decision Information" category, nudges based on information, biases and cognitive effects, visual presentation and decision architecture were identified. In the "Decision Structure" category, factors such as complexity and structure of decision making, defaults and pre-selections, reinforcement and behavioral motivation, commitment and consistency, effort and cognitive load, substitution and change, cognitive and behavioral drivers, and monitoring and feedback were identified. In the "Decision Assistance" category, factors such as marketing and consumer behavior, psychological and economic theories, social influence and psychology, cognitive and exploratory biases, decision and information processing, and action and behavioral change were identified.Finally, in the "Social Decision Prompt" category, factors such as behavioral reinforcement, persuasion and social psychology, cognitive biases, motivational techniques, and focusing and highlighting decision were identified.

Keywords

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Developing a Framework for Effective Digital Nudges in Online Shopping: A Systematic Literature Review

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Volume 28, Issue 3October 2024Pages 179-208

Volume 28, Issue 3
October 2024
Pages 179-208