The nudge effect to change the previous users' misbehaviors to stewardship behavior in personal mobility platforms

Sung Hun Bae, Joonheui Bae, Seonggeun Jo

Research output: Journal article publicationJournal articleAcademic researchpeer-review

Abstract

Purpose: This research aims to examine some nudges for creating psychological ownership in order to reduce misbehaviors, consequently encouraging subsequent users to demonstrate stewardship behaviors. Design/methodology/approach: This research examined the sentiment of tweets (Study 1) to explore user experience and conducted two experiments (Studies 2 and 3) to test the hypotheses. Findings: The misbehavior of the previous user in relation to the subsequent user's stewardship behavior was moderated by nudges based on self-investment and local identity. Perceived responsibility mediated the relationship between misbehavior and stewardship behavior as a result of nudges. Originality/value: The findings of this study provide a framework for the transition from misbehavior to stewardship behavior in PMVs.

Original languageEnglish
JournalAsia Pacific Journal of Marketing and Logistics
DOIs
Publication statusAccepted/In press - 2023
Externally publishedYes

Keywords

  • Nudge
  • Perceived responsibility
  • Personal mobility vehicles
  • Psychological ownership
  • Sharing economy platforms

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management
  • Marketing

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