Scholarlink

<p>Digital nudging has emerged as a subtle yet powerful strategy for guiding user behaviour in online environments. Despite growing academic interest, the literature remains fragmented across disciplines, lacking theoretical consolidation and a comprehensive review. This study conducts a systematic literature review to map the intellectual landscape of digital nudging, employing a hybrid approach that integrates the theory-context-characteristics-method (TCCM) framework with bibliometric and content analysis techniques. A total of 102 peer-reviewed journal articles published between January 2010 and May 2025 were analysed, sourced from Scopus and Web of Science, and examined using VOSviewer and the Bibliometrix R package. These articles span multiple business domains, including e-commerce, sustainability, health, and public policy. The review identifies critical themes, theoretical anchors, and methodological patterns while uncovering substantial gaps with conceptual clarity, contextual diversity, and empirical rigour. The study's findings revealed that a notable share of studies did not ground their analyses in any stated theoretical lens and were primarily concentrated in experimental settings, thereby limiting their generalizability. As a key outcome, the review presents an integrated conceptual framework grounded in the stimulus-organism-response model and dual-process theory, offering a structured lens to explain how digital nudges influence user behaviour through cognitive and affective mechanisms. This study contributes to the advancement of behavioural insights in digital environments by offering an organised synthesis and actionable pathways for future inquiry. The paper proposes a future research agenda grounded in six thematic propositions, emphasising the need for theory-driven, ethically grounded, and contextually adaptable digital nudging research. For practitioners, it highlights how digital nudges, when designed with ethical sensitivity, can enhance user engagement, influence sustainable behaviours, and improve decision-making without compromising autonomy in e-commerce landscapes.</p>

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Influence Without Intrusion: Decoding the Role of Digital Nudging in Shaping Online Decisions

  • 期刊论文

  • 发表日期：

    2025年11月19日

查看全文
  • Tanya Verma,
  • Dr. Sourabh Arora

摘要

Digital nudging has emerged as a subtle yet powerful strategy for guiding user behaviour in online environments. Despite growing academic interest, the literature remains fragmented across disciplines, lacking theoretical consolidation and a comprehensive review. This study conducts a systematic literature review to map the intellectual landscape of digital nudging, employing a hybrid approach that integrates the theory-context-characteristics-method (TCCM) framework with bibliometric and content analysis techniques. A total of 102 peer-reviewed journal articles published between January 2010 and May 2025 were analysed, sourced from Scopus and Web of Science, and examined using VOSviewer and the Bibliometrix R package. These articles span multiple business domains, including e-commerce, sustainability, health, and public policy. The review identifies critical themes, theoretical anchors, and methodological patterns while uncovering substantial gaps with conceptual clarity, contextual diversity, and empirical rigour. The study's findings revealed that a notable share of studies did not ground their analyses in any stated theoretical lens and were primarily concentrated in experimental settings, thereby limiting their generalizability. As a key outcome, the review presents an integrated conceptual framework grounded in the stimulus-organism-response model and dual-process theory, offering a structured lens to explain how digital nudges influence user behaviour through cognitive and affective mechanisms. This study contributes to the advancement of behavioural insights in digital environments by offering an organised synthesis and actionable pathways for future inquiry. The paper proposes a future research agenda grounded in six thematic propositions, emphasising the need for theory-driven, ethically grounded, and contextually adaptable digital nudging research. For practitioners, it highlights how digital nudges, when designed with ethical sensitivity, can enhance user engagement, influence sustainable behaviours, and improve decision-making without compromising autonomy in e-commerce landscapes.