Save money, book now! - Nudging users to complete online travel bookings

Item Type Conference or Workshop Item (Poster)
Abstract

Online travel agencies have emerged as the preferred channel to make travel arrangements, but industry reports show that the conversion rates on OTA websites are extremely low. Against this background, we aimed to create a user-interface design element that motivates users to complete their online booking instead of searching and comparing further options. This research in progress builds on insights from the emerging field of digital nudging and used a systematic process for developing a digital nudge based on the design science research paradigm. Specifically, we created a text-based nudge leveraging the goal framing effect, which will be empirically tested through an experiment in future research. Our research contributes to both behavioral and design-oriented research on persuasive technology and digital nudging as well as to practice aiming to create persuasive choice architectures for specific use contexts and goals.

Authors Lehrer, Christiane & Jung, Reinhard
Projects Jung, Prof. Dr. Reinhard; Lehrer, Prof. Dr. Christiane; Mirsch, Tobias & Wieneke, Alexander (2017) Competence Center Digital Service Innovation [applied research project] Official URL
Journal or Publication Title Proceeding of the 23rd Americas Conference on Information Systems (AMCIS 2017)
Language English
Keywords Digital nudging, online travel booking, goal framing, experiment
Subjects information management
Institute/School IWI - Institute of Information Management
HSG Classification contribution to scientific community
HSG Profile Area SoM - Business Innovation
Date 2017
Title of Book Proceeding of the 23rd Americas Conference on Information Systems (AMCIS 2017)
Event Title 23rd Americas Conference on Information Systems (AMCIS 2017)
Event Location Boston
Event Dates August 10-12, 2017
Depositing User Prof. Dr. Christiane Lehrer
Date Deposited 23 Aug 2017 15:02
Last Modified 23 Aug 2017 15:04
URI: https://www.alexandria.unisg.ch/publications/251426

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Lehrer, Christiane & Jung, Reinhard: Save money, book now! - Nudging users to complete online travel bookings. [Conference or Workshop Item]

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https://www.alexandria.unisg.ch/id/eprint/251426
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