User Decision Research Articles

Keeping viewers hooked: Netflix’s innovative strategies for reducing churn

Netflix’s digital disruption in the entertainment industry has been significantly enhanced by digital nudging, which refers to using behavioural science techniques to subtly influence user decisions (Thaler and Sunstein, 2008). By leveraging data analytics, Netflix personalises the viewing experience, guiding users toward content they are likely to enjoy, which increases engagement and encourages binge-watching. The platform employs sophisticated algorithms to recommend titles, effectively nudging viewers to explore new genres or original content based on their viewing history (Lobato, 2019). This strategy has been pivotal in fostering a binge-watching culture, contrasting sharply with traditional broadcasting schedules offering weekly instalments. Netflix’s ability to analyse user data allows it to create content that aligns with viewer preferences, further enhancing its appeal. By understanding what resonates with audiences, Netflix can produce targeted original content that captures attention and retains subscribers. Digital nudging plays a crucial role in Netflix’s strategy, reinforcing its position as a leader in the streaming market while reshaping consumption habits across the industry. However, digital nudging presents both opportunities and challenges for customer churn management, raising critical ethical questions about autonomy and manipulation. Finding the right balance between effective customer retention strategies and ethical considerations will be vital for fostering trust and enhancing the overall user experience on the platform.

Exploring impacts of electricity tariff on charging infrastructure planning: An activity-based approach

In the past decade, electric vehicles (EVs) have gained popularity for their efficiency and environmental benefits. Advances in battery technology and charging equipment have yielded long-range EVs and fast-charging. However, many major cities lack adequate charging infrastructure for daily EV use. This study addresses this gap by integrating activity-based modeling, charging behavior simulation, and charging infrastructure optimization. The research utilizes the POLARIS agent-based transportation model to accurately capture user activities, trip patterns, and traffic flows. Additionally, the study investigates the impact of fixed and spatiotemporal electricity rate distributions on optimal charging infrastructure deployment. The framework is applied to the Chicago regional area network and analyzed under various EV ownership scenarios. The results reveal significant impacts of the charging pricing strategy on user decision-making and charging demand distribution. There is also a need for consistent pricing policies in charging infrastructure planning and operational phases to avoid drops in service quality.

Thinking or feeling? The effect of information diversity on consumption decisions based on the social support framework

PurposeInstrumental and emotional information influence paradoxically on people’s decision-making, and similar influences are more evident in e-commerce scenarios where physical information is limited. This study aims to construct a systematic explanatory framework for the influence of multidimensional recommendation information diversity (RID) on users' click and purchase decisions based on the social support theory (SST).Design/methodology/approachThis study analyses 453,176 data from 67,079 users of a Chinese e-commerce platform, applying lasso algorithmic techniques and cross-fit partialling-out (XPO) regression for empirical analysis.FindingsThe study finds that instrumental support information diversity (ISID) and emotional support information diversity (ESID) play divergent roles, and that the effects of both on user decision-making are inconsistent with mode-flip and marginal change. Differences in users' information craving and information overload processing mechanisms for instrumental and emotional information, leading to an inverted U-shaped effect of ISID on consumption decisions, while ESID has a U-shaped effect. Additionally, supplier certification eliminates the marginal change in ESID, and products with a high information standardisation degree eliminate the marginal change in ISID.Originality/valueResearch results reveal the opposing roles of the two types of RID and the application boundaries of their roles, providing empirical evidence for academic research.

Impact of gist intervention on automated system interpretability and user decision making.

As they become more common, automated systems are also becoming increasingly opaque, challenging their users' abilities to explain and interpret their outputs. In this study, we test the predictions of fuzzy-trace theory-a leading theory of how people interpret quantitative information-on user decision making after interacting with an online decision aid. We recruited a sample of 205 online crowdworkers and asked them to use a system that was designed to detect URLs that were part of coordinated misinformation campaigns. We examined how user endorsements of system interpretability covaried with performance on this coordinated misinformation detection task and found that subjects who endorsed system interpretability displayed enhanced discernment. This interpretability was, in turn, associated with both objective mathematical ability and mathematical self-confidence. Beyond these individual differences, we evaluated the impact of a theoretically motivated intervention that was designed to promote sensemaking of system output. Participants provided with a "gist" version of system output, expressing the bottom-line meaning of that output, were better able to identify URLs that might have been part of a coordinated misinformation campaign, compared to users given the same information presented as verbatim quantitative metrics. This work highlights the importance of enabling users to grasp the essential, gist meaning of the information they receive from automated systems, which benefits users regardless of individual differences.

Pengaruh Digital Marketing Dan Kualitas Pelayanan Terhadap Keputusan Penggunaan Layanan Transportasi Online Maxim Di Kota Bogor

This study aims to find out: 1) how much digital marketing influences the usage decisions for Maxim's online transportation services in Bogor, 2) how much service quality influences the usage decisions for Maxim's online transportation services in Bogor, and 3) how much digital marketing and service quality together influence the usage decisions for Maxim's online transportation services in Bogor. This research is quantitative. The research sample was 150 Maxim’s user respondents. The sampling method used is non-probability sampling with a purposive sampling technique, where every element in the population has an equal chance of being selected. Data collection was done using a questionnaire. The research instruments were tested for validity and reliability. Data analysis and testing techniques included multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination. The results show that digital marketing and service quality have positive and significant influence on the usage decisions for Maxim's online transportation services in Bogor City, both individually and together. The coefficient of determination, with an R Square value of 0.392 (39.2%), indicates that digital marketing and service quality together explain 39.2% of the usage decisions, while the remaining percentage is influenced by other factors not examined in this study. Keywords : Digital Marketing, Service Quality, dan Usage Decision

Utilidad de la realidad virtual en la formación médica: manejo clínico de un paciente con monoartritis de rodilla

The use of technological environments with virtual reality (VR) techniques for the practice of arthrocentesis offers an effective and safe way to learn and improve the necessary skills to carry out a medical procedure and patient care. This article presents an interactive simulator using immersive VR, in which the participant experiences practicing clinical management and decision-making in the face of a person presenting with monoarthritis in a medical consultation. The objective with this development is for the user to acquire the competence to perform, correctly and safely, a knee arthrocentesis and to differentiate the types of synovial fluids that can be found in a joint. In turn, it provides clinical guidance and assists with the user's medical decision-making. There fore, the aim is to improve the quality of care and patient safety when practicing this technique previously through clinical simulation.

Simply tell me how---On Trustworthiness and Technology Acceptance of Attribute-Based Credentials

Attribute-based Credential Schemes (ACS) have been long proposed as privacy-preserving means of authentication, yet have not found wide-spread adoption to date. We ask what factors explain whether users will adopt ACS or not. To that end, we aim to comprehend how factors interrelate to predict ACS technology acceptance and to investigate how intrinsic and presentation aspects of the ACS cause the intent to use them. We conducted two between-subject, random-controlled trials with a combined UK-representative sample of N = 812 participants. After having stated their privacy concerns and faith-in-technology, each participant then inspected one variant of an ACS website, which encoded a combination of three intrinsic aspects and three presentation aspects of an ACS. Participants then reported on the perceived trustworthiness, perceived usefulness, and their behavioral intention to adopt the technology. We proposed an extended Technology Acceptance Model incorporating privacy concern and perceived trustworthiness and show in covariance-based structural equation modeling that the model explains user decision making very well. We could show that communicating facilitating conditions and demonstrating results drives the overall technology acceptance. Communicating with simple language impacted the behavioral intent to use the ACS positively. Our work is the first to show cause-effect relations for ACS adoption with substantial sample size. This study not only informs what factors impact the technology acceptance of ACS, but likely also translates to other privacy-enhancing technologies and yields methodological considerations for research into the privacy paradox at large.

ANALYSIS OF SERVICE USAGE DECISIONS AND BRAND IMAGE ENHANCEMENT AT COURTESY AGENTS IN BATAM CITY

Marketing strategies have to evolve to increase service usage decisions and the company's brand image. In previous studies, it was stated that digital marketing, price, and trust were proven to influence service usage decisions and brand image. This study also aims to examine the effect of digital marketing, price, and trust on service usage decisions and brand image at Courtesy Agents, so that Courtesy Agents management can develop the right strategy to increase customers and brand image. By using quantitative methods and SmartPLS to analyze data obtained through questionnaires with respondents who are customers of Courtesy Agents services in making work permits for foreign workers, this study obtained the results that it is true and proven that digital marketing, price, and trust have a positive and significant effect on service usage decisions and brand image at Courtesy Agents, except for the price variable which has no significant effect on brand image.

User's Dilemma: A Qualitative Study on the Influence of Netflix Recommender Systems on Choice Overload

AbstractIn the digital era, where choices saturate daily life, the phenomenon of choice overload becomes a significant concern in consumer behavior and psychology. Recommender systems, exemplified by Netflix's sophisticated model, play a transformative role in navigating the vast landscape of digital entertainment. This qualitative study examines the impact of recommender systems on choice overload through 12 semi-structured interviews with Netflix users, revealing the intricate dynamics between personalization algorithms and user decision-making processes. The study is guided by the following research questions: (1) How does the Netflix recommendation system influence users' experiences of choice overload and ease of decision-making? (2) To what extent do users perceive Netflix's recommended content as appealing and diverse, and how reliant are they on these recommendations for content selection? (3) How do user interactions with Netflix's recommendation system, including user feedback, impact variables such as search time, choice effort, and choice satisfaction? The findings reveal a notable absence of explicit user feedback and the presence of choice overload in Netflix users. This is evident in prolonged search times, heightened choice effort, and moderate satisfaction levels, coupled with perceptions of unattractiveness and limited diversity in the recommended content. Negative emotional responses during content selection further underscore the challenges users face on the platform. Paradoxically, this gives rise to a potential “user's dilemma,” as the study exposes a high reliance and trust in recommendation lists. However, this reliance also results in users frequently experiencing frustration and disappointment when recommendations fail to meet expectations. The study provides valuable insights into the nuanced interactions between users and the Netflix platform and offers a foundational framework for ongoing refinement of recommender systems in the ever-evolving landscape of streaming services and emphasizes the need for recommendation lists to strike a delicate balance between effective guidance and user exploration.

Environmental time-of-use scheme: Strategic leveraging of financial and environmental incentives for greener electric vehicle charging

If charged with green electricity, electric vehicles (EVs) can contribute greatly toward mitigation of greenhouse gas (GHG) emissions. To promote greener EV charging practices, this study proposes the environmental time-of-use (E-ToU) which provides time-varying prices and GHG intensity signals. Specifically, in E-ToU, GHG intensity is used as a nudge to steer drivers’ charging behavior, providing a mixed financial-environmental incentive. Conjoint-based choice experiments were conducted with participation of 1220 South Korean drivers (including 129 EV owners) to simulate EV charging under this novel scheme. Unit commitment was utilized to determine time-varying prices and GHG intensity, as well as evaluate the effectiveness of E-ToU. The results indicated that both charging costs and GHG intensity influenced the charging decisions (timing) of EV users. The E-ToU shifted EV charging to renewable-abundant daytime, reducing EV charging costs by 14.1 % and GHG emission from EV charging by 15.7 %. Additionally, it reduced the generation costs by 2.2 %, GHG emissions by 1.5 %, and renewable energy curtailments by 2.5 % in the power system. Notably, E-ToU outperformed flat-rate/ToU with respect to all evaluated metrics, highlighting its effectiveness. Therefore, this study recommends the mixed financial-environmental incentive approach for generating synergistic co-benefits for sustainability of power and transportation sectors.

Adaptasi Penggunaan Teknologi Media Sosial dan Media Televisi dalam Mengakses Informasi pada Generasi X di Desa Tapos Depok

As one of the developing countries, the development of the information society is marked by the emergence of media industries such as print media (newspapers, magazines, tabloids, etc.) and electronic media (radio, television). The ease of use of new technologies most influences the decisions of users of different ages. The influence of age has a direct impact on a person's perception of the usefulness of information technology in short-term and long-term use. A generation is defined as a group of individuals identified based on the year of birth, age, characteristics, and life events that occur at their developmental stage. The emergence of new media technologies creates new habits and new cultures in media consumption, which has an impact on social, cultural, economic, and political aspects. This research was conducted using a descriptive quantitative method to understand what factors affect the attitude of using social media and television media in generation X in Tapos Village. The population in this study is generation X of Tapos Village. The research sample was 100 people. Sampling was done using purposive sampling and data analysis using SEM-PLS with Smart PLS. The results of this study show that there is no digital divide seen from several aspects, namely, monthly income, interest in media use and strong network ownership, they can still keep up with technological developments even though they have limited access.

Environmental Awareness and Social Sustainability: Insights from an Agent-Based Model with Social Learning and Individual Heterogeneity

Social sustainability requires both technological innovations and societal changes within energy systems, with decentralization playing a critical role. This shift emphasizes the increasing importance of individual user decision-making, posing significant management challenges. An individual’s environmental awareness has a key influence on their energy decisions. However, the relationship between individual environmental awareness and social sustainability, particularly from a systemic perspective, remains underexplored. Our study uses agent-based modeling to examine this relationship within Japan’s electricity market, focusing on social learning and consumer heterogeneity. We find that social learning leads to the formation of consumer clusters with specific electricity preferences, affecting environmental awareness differently across high- and low-carbon groups. This process reveals the nuanced role of social learning in promoting low-carbon technology adoption, which varies according to the market share of low-carbon energy. Additionally, our results suggest that initial heterogeneity in environmental awareness among consumers has a limited and varied effect on sustainable transition pathways. However, the diversity resulting from social learning significantly shapes these trajectories. These insights highlight the complex interplay between individual behaviors, societal dynamics, and technological advancements in steering the sustainable transition, providing valuable considerations for future energy system management.

Pengaruh Kemudahan, Kepercayaan dan Keamanan terhadap Keputusan Penggunaan Mobile Banking BCA di Jakarta

With the increasingly rapid development of information technology, people need to do things quickly, effectively and efficiently, especially when carrying out transaction activities. Banking companies are improving services with the introduction of mobile banking. Mobile banking is an innovation from development, science, information technology and communications used by banking companies to facilitate customer transactions and meet needs, which can be accessed by installing an application on the phone. BCA Bank is a private bank that offers digital banking services, one of which is a mobile banking product known as BCA mobile, launched in 2011. By providing banking services via smartphone. BCA bank hopes that customers can enjoy the convenience and speed of BCA Mobile. The aim of this research is to determine the influence of convenience, trust and security on decisions to use mobile banking in Jakarta. The method used in this research is non-probability sampling, namely purposive sampling. The data collection technique was through distributing questionnaires to 100 respondents and processed using SPSS version 25. The analysis method used was multiple linear regression. The results of the hypothesis test show that the variables of ease, trust and security have a significant effect on usage decisions.

ANALISIS KEMUDAHAN PENGGUNAAN DAN PERSEPSI RISIKO TERHADAP MINAT MENGGUNAKAN SHOPEE PAYLATER (STUDI KASUS PADA MAHASISWA POLITEKNIK NEGERI BALI)

In today's digital era, technology has advanced rapidly, enabling people to use their phones for various purposes easily, quickly, and instantly. E-commerce has grown rapidly in Indonesia, with Shopee being a leading platform. Shopee PayLater (SPayLater) allows users to make purchases with payment deferred to a later date. This study aims to analyze the factors of user-friendliness and risk perception influencing the interest of Bali State Polytechnic students in using SPayLater. Based on a survey conducted, SPayLater is very popular among students due to its convenience and various promotions offered. However, risk perceptions such as concerns about personal data and financial risks also influence user decisions. This research is quantitative, using data collected from 100 respondents who met the criteria through questionnaires. The method employed is multiple linear regression analysis using SPSS. The results show that userfriendliness and risk perception have a positive and significant impact on the interest in using SPayLater. High user-friendliness increases consumer interest, while risk perception does not reduce it. Both variables simultaneously influence consumer interest in using SPayLater. This study is expected to contribute to both companies and users.

The Influence of Digital Platform Quality and Security on Decision and Satisfaction through Trust in the DANA Digital Wallet

This research reveals several significant findings related to the factors influencing the use of the Dana digital wallet platform. The study aims to examine the impact of digital platform quality, security on decision-making, and user satisfaction through trust in the Dana digital wallet. The research was conducted among users of the Dana digital wallet application, with 166 respondents as the sample. The research method employed a quantitative approach, specifically a causal associative approach, with research instruments in the form of a Likert scale questionnaire ranging from 1 to 5. Sampling was carried out using a non-probability incidental sampling technique. The analytical approach used SEM-PLS, utilizing Smart-PLS version 4.0. The research results demonstrate that the variables of digital platform quality, security, and trust have a significant direct impact on decision-making. The user decision-making variable has the most dominant direct influence, accounting for 85.6% of user satisfaction. Furthermore, digital platform quality and security significantly influence trust directly. Additionally, digital platform quality and security also have a significant indirect impact on decision-making through trust as a mediating variable.

Pengaruh Kemudahan Penggunaan, Kualitas Pelayanan dan Persepsi Keamanan Terhadap Keputusan Penggunaan Mobile Banking bagi Mahasiswa Fakultas Ekonomi UKI Toraja

The research objectives Namely to determine the simultaneous influence of ease of use, Service quality and security perceptions on mobile usage decisions banking for UKI Toraja economics faculty students. Type of research used in this research is quantitative research. The research results are (1) ease of use influences the decision to use. (2) Service quality influences usage decisions. (3) perception security influences usage decisions

The HIV prevention decision-making cascade: Integrating behavioural insights into HIV prevention efforts

The syndemic of HIV, sexually transmitted infections (STIs), and early pregnancy remain a key challenge to global public health. Decision-making around sexual and reproductive health (SRH) behaviours is critical to ensuring the uptake of biomedical technologies. Drawing from behavioural science theories, we propose a novel conceptual framework—the Decision Cascade—to describe the decision-making process that a user will go through as they navigate these decisions. Analogous to the HIV prevention and treatment cascade, this model describes key steps individuals go through when deciding to use HIV prevention technologies. Each step (being cued/triggered to act, reacting to the behaviour, evaluating the behaviour, assessing the feasibility of acting and the timing and final execution of the action), is influenced by a myriad of individual and socio-cultural factors, shaping the ultimate decision and behaviour outcome in a continual cycle. This framework has applications beyond HIV prevention, extending to other SRH technologies and treatments. By prioritizing human-centered design and understanding user decision-making intricacies, interventions can enhance effectiveness and address the complexities of SRH service uptake across diverse populations. The Decision Cascade framework offers a comprehensive lens to inform intervention design, emphasizing the need for nuanced approaches that resonate with the realities of decision-makers. Adopting such approaches is essential to achieving meaningful impact in HIV prevention and broader SRH initiatives.

Predictive digital twin driven trust model for cloud service providers with Fuzzy inferred trust score calculation

Cloud computing has become integral to modern computing infrastructure, offering scalability, flexibility, and cost-effectiveness. Trust is a critical aspect of cloud computing, influencing user decisions in selecting Cloud Service Providers (CSPs). This paper provides a comprehensive review of existing trust models in cloud computing, including agreement-based, SLA-based, certificate-based, feedback-based, domain-based, prediction-based, and reputation-based models. Building on this foundation, we propose a novel methodology for creating a trust model in cloud computing using digital twins for CSPs. The digital twin is augmented with a fuzzy inference system, which computes the trust score of a CSP based on trust-related parameters. The architecture of the digital twin with the fuzzy inference system is detailed, outlining how it processes security parameter values obtained through penetration testing mechanisms. These parameter values are transformed into crisp values using a linear ridge regression function and then fed into the fuzzy inference system to calculate a final trust score for the CSP. The paper also presents the outputs of the fuzzy inference system, demonstrating how different security parameter inputs yield various trust scores. This methodology provides a robust framework for assessing CSP trustworthiness and enhancing decision-making processes in cloud service selection.

ANALISIS PENGARUH HARGA, PELAYANAN, DAN PROMOSI TERHADAP KEPUTUSAN PENGGUNAAN JASA OJEK ONLINE “GOJEK” PADA MAHASISWA STIE JAYAKARTA TAHUN 2024

This article was conducted with the aim of evaluating the impact of prices, services and promotions offered by the Indonesian Gojek company on the decision to use Gojek online motorcycle taxi services among STIE Jayakarta 2024 students. A numbers-based approach was used in the descriptive method. The required sample of 63 individuals was obtained using the Slovin method. This study revealed that although individual price is not a significant factor in consumer decisions, usage decisions are strongly influenced by service and promotions. The level of certainty of the coefficient of determination is 52%. This proves that price, service and promotion variables influence 52% of usage decisions, while the remaining 48% can be analyzed by factors not investigated by this article.

The Influence of Social Media Marketing on the Decision to Use Grab Online Transportation Services among Students

This study aims to determine the effect of social media marketing on decisions to use Grab online transportation services for students of Universitas HKBP Nommensen Medan. The type of research used in this research is a quantitative approach. The population in this study were all students of Universitas HKBP Nommensen Medan who had used grab online transportation services whose population size was unknown. Based on the Lemeshow formula, the sample used in this study was 96 respondents who were taken randomly to represent each faculty. The results showed that Social Media Marketing significantly influences service usage decisions, this is shown in the partial test results (t test) t-value 8.632> t-table 0.2006 and a significance value of 0.000 <0.05. The Coefficient of Determination (R2) is obtained at 0.442, meaning that the Service Usage Decision variable can be explained by the Social Media Marketing variable by 44.2% and the remaining 55.8% is influenced by other variables outside of this research variable, such as Service Quality, Price, and so on. The conclusion in this study is that Social Media Marketing has a positive and significant effect on the Decision to Use Grab Online Transportation Services for Students of Universitas HKBP Nommensen Medan.