Human-centricity in a Sustainable Digital Economy
Permanent URI for this collectionhttps://hdl.handle.net/10125/107517
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Item type: Item , Promoting Sustainable Consumer Behavior in E-commerce: An Empirical Study on the Influence of Gamification on Consumers’ Return Motivation(2024-01-03) Rauh, Caterina; Straubert, Christian; Sucky, EricAn increasing number of product returns accompanies growing e-commerce sales, and is a major burden for companies but also for the environment. This paper analyzes the effect of gamification on return motivation (RM) and purchase motivation (PM). Drawing on self-determination theory by Deci & Ryan (1985), we designed a consumer-centric gamification scenario to investigate whether gamification can influence return motivation in terms of sustainability. Furthermore, we elaborate participants’ autonomy (A), competence (C), and relatedness (R) need satisfaction through gamification. A survey-based online experiment with online shoppers from the U.S. (n=973) is analyzed using a structural equation model (SEM). Among other results, we show that gamification has a strong direct effect on return motivation. We conclude that gamification acts as extrinsic motivation. Our results indicate that gamification is a promising tool to sensitize consumers for sustainable online shopping behavior.Item type: Item , I Trust You Dr. Researcher, but not the Company that Handles My Data –Trust in the Data Economy(2024-01-03) Rousi, Rebekah; Piispanen, Joni-Roy; Boutellier, JaniIn the rising era of artificial intelligence (AI), learning machinery and hyper surveillance, trust is a sought-after attribute. The General Data Protection Regulation (GDPR) was introduced to increase individuals’ control over their own personal data, yet proof of its effectiveness is still lacking. Indeed, contrary to the intentions of the GDPR recent studies have shown numerous flaws in the regulation including issues from user negligence and ignorance to manipulation via dark design patterns etc. Even informed through the compulsory privacy notices and consent, people are experiencing less trust than ever. This is impacting every area of human society. This paper reports two interview studies (N=31) that probed individuals’ trust company-driven data handling practice and communication. The results demonstrate low to no trust in the perception of data-related information given by companies, rather perceiving researchers as trustworthy in terms of correspondence between data-handling related communication and the applied reality.Item type: Item , Introduction to the Minitrack on Human-centricity in a Sustainable Digital Economy(2024-01-03) Alt, Rainer; Neumann, Gustaf; Human, Soheil