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Nudging users into digital service solutions

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Abstract

With the ubiquity and prevalence of advanced technologies in society, transactions have become increasingly digital, requiring new user identity verification mechanisms. Electronic identification (eID) enables user identity authorization in online environments. Although eID plays a central role in government initiatives worldwide to digitalize citizen transactions, eID adoption remains surprisingly low. Drawing on digital nudging theory and e-government literature, we examine how eID adoption can be increased by changing the decision environment in which users choose eID. In a controlled experiment with 161 participants, we investigate the effect of default options (eID vs. offline ID as default) and popularity signals (presence vs. absence of social proof) on users’ eID adoption behavior. Both nudges increase eID adoption, but default options are a double-edged sword as they simultaneously fuel privacy concerns towards the government, attenuating the effect of default option on eID adoption. These concerns can be mitigated by adding social proof cues.

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Authors and Affiliations

  1. Technical University of Darmstadt, Hochschulstraße 1, 64289, Darmstadt, Germany

    David Schneider, Johannes Klumpe, Martin Adam & Alexander Benlian

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  1. David Schneider
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  2. Johannes Klumpe
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  3. Martin Adam
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  4. Alexander Benlian
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Correspondence to David Schneider.

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Appendix

Appendix

Table 4 Measurement items
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Table 5 Frequency distribution of occupation scale
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Table 6 Frequency distribution of education scale
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Table 7 Systematic literature overview of digital nudging in privacy contexts
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Schneider, D., Klumpe, J., Adam, M. et al. Nudging users into digital service solutions. Electron Markets 30, 863–881 (2020). https://doi.org/10.1007/s12525-019-00373-8

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