Digitalization of services in today’s society is moving rapidly forward and to be able to use digital services is usually expected, at least among younger and middle-aged population groups. The generation of people who grew up in a totally analog context are trying to get used to more and more services getting digitised. Some of the senior citizens are automatically getting excluded from the digital world when important services that they need are transforming into digital services. To reduce the digital exclusion and increase the digital literacy among seniors more research is needed connected to the age group and what they need to be able to use online services more easily. Nudging is a well-known theory in the behavioural economics field and a nudge can be described as a gentle push in the right direction. A nudge is supposed to help an individual to make the right decision. Nudging in a digital context is called digital nudging. By designing digital nudges in user interfaces, the choice environments in the digital world can be designed to help individuals make the right decisions in digital services or websites. This thesis explores if digital nudging could be a possible solution to increase seniors ability and motivation in online contexts. It aims to understand how digital nudges affect senior citizens' motivation and ability in online contexts. Empirical data was collected by using an online questionnaire. Twelve senior citizens in Sweden answered the online questionnaire. Three different digital nudges; social, friction and reminder were included in the research. The result shows that most respondents get affected by the digital nudges and so in different ways. Some get affected by the digital nudges in the way that the digital nudges are intended to affect the respondents, while others get affected in other ways, such as feeling sceptical and irritated. The predominant effect of the three digital nudges is overall that motivation and ability increases. A conclusion is that the effect of digital nudges on seniors is diverse and depending on many factors such as personal preferences and that it might be beneficial to use personalised and tailored digital nudges for this particular age group.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-130714 |
| Date | January 2024 |
| Creators | Beventorp, Jennie, Lindh, Matilda |
| Publisher | Linnéuniversitetet, Institutionen för informatik (IK) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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