An empirical study on Nudge effects for ethical SNSs uses in Japan, the United States, and China

Abstract

As smartphones and SNSs become popular, there are a string of unending problems due to lack of ethical awareness. To promote ethical use of SNSs, especially for youth, this study examined the effects of nudge, which has been proposed in the field of Behavioral Economics. First, we systematically verified nudge tools and presented a comprehensive framework. Then, the nine nudge tools, which had not been examined yet, were analyzed to promote ethical SNSs use among young people in Japan, the U.S., and China (n=1,220). The results indicated that three types of nudge tools; “reminder,” “default,” and “mental accounting” were significantly effective for the ethical use of SNSs and smartphones. The strongest nudge effects among Japanese youth, as well as the highest level of ethical awareness among U.S. youth were revealed. The results of this study suggest effective tools for the companies or service providers seeking ethical usage of SNSs and smartphones.