The Impact of Electronic Nudges on E-Consumer Behavior Evidence from Jordanian Market
Year : 2021-10-03
Faculty : Business
Author : ايهاب كمال عبدالرحيم هيكل /
Abstarct :
The current study aimed at highlighting the impact of e-nudges including variables of (Retargeting, Privacy, Purchase Decision ,Product Choice and User Interface) on e-consumer behavior. Through employing the quantitative approach; a questionnaire was distributed on (444) consumers in Jordan for primary data. SPSS V. 23rd was employed to screen and process data, results of study indicated that there is a high level of relationship between electronic nudges and consumer behavior and this relationship scored a variance of (41%), as for the variables of enudges, it can be said that variables including (Retargeting, Privacy, Purchase Decision, and Product Choice) scored a low relationship to the dependent variable except for the sub variable of user interface which scored a medium relationship with a variance of 33.7%. Based on results of study, it was recommended that variables gathered are stronger than taking them individually, meaning that the influence of e-nudges is more powerful along with all the variables than them separated.
Year : 2021-10-03
Faculty : Business
Author : ايهاب كمال عبدالرحيم هيكل /
Abstarct :
The current study aimed at highlighting the impact of e-nudges including variables of (Retargeting, Privacy, Purchase Decision ,Product Choice and User Interface) on e-consumer behavior. Through employing the quantitative approach; a questionnaire was distributed on (444) consumers in Jordan for primary data. SPSS V. 23rd was employed to screen and process data, results of study indicated that there is a high level of relationship between electronic nudges and consumer behavior and this relationship scored a variance of (41%), as for the variables of enudges, it can be said that variables including (Retargeting, Privacy, Purchase Decision, and Product Choice) scored a low relationship to the dependent variable except for the sub variable of user interface which scored a medium relationship with a variance of 33.7%. Based on results of study, it was recommended that variables gathered are stronger than taking them individually, meaning that the influence of e-nudges is more powerful along with all the variables than them separated.