DESIGNING ADAPTIVE NUDGES FOR MULTI-CHANNEL CHOICES OF DIGITAL SERVICES: A LABORATORY EXPERIMENT DESIGN

Channel-switching, cross-channel free-riding, and research shopping is causing problems for companies offering multiple channels. Either customers could choose a channel that is more expensive for the company or they inform themselves in one channel but switch to a competitor for the final purchase. We aim to influence channel choice by using the recently proposed IS concept of digital nudging. In particular, we leverage the nudges of social norms and perceived risk in the online channel. In addition to this concept, we propose that the individual context of the user, like gender or personality, has to be incorporated as a moderator by designing customer specific (i.e. adaptive) nudges. To test these hypotheses, we outline an experiment design for a lab experiment and show how multi-channel choices can be influenced with design interventions in the form of nudges. As previous studies have only tested static nudges, we contribute to existing research by enhancing the nudge theory to adaptively consider user characteristics. Moreover, we apply the nudge theory to the new context of multi-channel choices. Finally, we provide guidance for practitioners on designing their own online channels

Adaptive System Use Revisited – A Methodological Replication

“A new concept, adaptive system use (ASU), is conceptualized as a user’s revisions of which and how system features are used.” (Sun, 2012, p. 453). Sun (2012) conceptualized, tested empirically, and validated this new concept for the first time. We conducted a methodological replication of Sun’s (2012) work. We show that his study on ASU can be successfully replicated under similar contextual conditions. While our research is a first step towards understanding ASU in more detail, further replications in the search for new potential moderators and the applicability of ASU in different contextual conditions are necessary. Additional replications further the generalizability of the ASU model and its triggers

The Evolution of Design Principles Enabling Knowledge Reuse for Projects: An Action Design Research Project

Knowledge is a fuzzy phenomenon and managing it a complex endeavor. In particular, knowledge reuse possesses the possibility to increase project performance since project teams can benefit from knowledge of former projects. Therefore, knowledge reuse is an essential knowledge management (KM) process phase that needs to receive special attention. Studying KM in general requires one to consider both social and technical aspects. On the one hand, KM highly depends on individuals, their interactions with each other, organizational rules, and cultural aspects forming KM’s social perspective. On the other hand, contemporary information technologies promise to support organizations, teams, and individuals in managing what they know. Today, the KM research field is tremendous and full of social and technical insights. However, independent of which aspect of KM is studied, most researchers follow either a technology-driven approach for building innovative KM technologies or a behavioral-research approach to observe and understand complex KM phenomena. Few papers report the design of a KM system that integrates the social and technical perspective by expressing and evaluating design principles according the design science research approach. In this paper, we address this challenge and present a comprehensive action design research (ADR) project in the context of managing project knowledge reuse. Thereby, we present our KMS artifact called Just KNow and discuss the entire process from specifying its requirements to its implementation step by step. This paper helps KM researchers and practitioners make informed decisions. We support researchers in deciding whether the ADR approach is appropriate for their particular research project and provide a guideline for how to apply ADR. We support practitioners by helping them make design decisions when creating and implementing an effective KMS

Multi-Channel Choice in Retail Banking Services: Exploring the Role of Service Characteristics

Companies are moving towards omni-channel management offering all products and services on all channels. Yet, some of these investments might be obsolete as certain products are associated with certain channels. At this point, service companies are still left behind as past research focused on product categories and it remains unclear if the results are transferrable to services. Our study addresses this gap by analyzing the influence of service characteristics on channel choice. We tested our research model by surveying 2,000 banking customers in Germany on their past channel choices for five financial services. The results show that complex services with a high value are rather purchased in a branch than the online channel. Thereby, demographics and behavior-related constructs are important control variables. The results improve the understanding of channel choice behavior in a multi-channel context for services and provide guidance for practitioners to right-channel IT investments

Determinants of Multi-Channel Behavior: Exploring Avenues for Future Research in the Services Industry

The rise of new technologies has led companies to offer their products and services on multiple channels. This has turned consumers into multi-channel shoppers and rendered their channel choice unpredictable. Yet, a thorough understanding of multi-channel behavior is needed to influence it appropriately. We conducted a systematic literature review on the determinants of multi-channel behavior with a focus on services, and numerically assessed the research frequency of each behavioral influence. Our results show that multi-channel behavior is influenced by the stage of the buying process, the channel characteristics, the consumer attributes and the product category. Moreover, we discovered that services are under-researched compared to the retail sector. Based on these under-researched areas, we derive three research questions that enhance the knowledge on multi-channel behavior in the service industry. Further, we offer an outlook for an upcoming laboratory experiment

Pre-Evaluation Results of Project KMS Artifact

The document contains the protocols and results of the three workshops and the pilot study conducted in the pre-evaluation of the ADR projec

Exploratory Interview Study for Project Knowledge Reuse

The data set contains the interview guideline, interview transcripts, the coding trees and the final presentation in the case company

Ex Post Evaluation of Project KMS

The document contains all data related to the ex post evaluation including the surveys, raw data and the data analysis results