Browsing by Author "Dannewitz, Anja"
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- Exploring the impact of nudges on employees’ technology adoptionPublication . Dannewitz, Anja; Simão, Cláudia Patrícia CandeiasEffective digital transformation is becoming increasingly important to a company’s success. Employees are crucial to these transformation processes as their active participation in decision-making and adoption of new behaviours are required for driving and sustaining change. A prominent approach to facilitating behaviour change is the concept of nudging which refers to interventions that gently steer people to a specific positive behaviour while preserving their freedom of choice. In this study, the effects of three types of nudges (default, social influence, feedback) on innovative technology adoption behaviour were investigated in an online experiment (N = 159). In hypothetical scenarios, participants were introduced to a new fictitious collaboration tool, named COTEWO. The experimental groups received different user interface settings coupled with nudges to experience features of the new tool, whereas the control group was not presented with any nudge. Participants were randomly assigned to one of the groups. Seven variables (acceptance, motivation, attitude, commitment, willingness, satisfaction, and preference) were analysed as factors of the multidimensional construct of innovative technology adoption among the employees. The variables resistance to change and age were evaluated as potential moderators. Results showed that nudges motivate employees to explore a new tool. Other differences were not found to be significant. Moderation analyses confirmed that resistance to change influences the impact of nudges on motivation. Despite age differences, age did not necessarily moderate the tested influence. These findings support the use of nudges as potential effective strategy for new technology implementation at work, particularly for designing more individualised interventions in organisations. Furthermore, this research also discusses recommendations for future investigations and limitations associated with this study. Conclusions and results must be interpreted with caution due to the lack of statistical power caused by the small sample size.