- 期刊
- OpenAccess
精準輕推：以客戶為導向的商業應用
Precision Nudge: Customer-Centric Business Applications
摘要
輕推（Nudge）的相關概念與應用早已行之有年，從感官知覺與藝術設計，到企業與客戶間的互動關係，再到金融與公共政策領域，都能看到輕推的巧妙運用。商業活動與我們的生活息息相關，但先前對輕推應用於商業領域的研究較少系統性整理，因此本文在應用介紹方面專注於與金融或商業活動相關的輕推。此外，過往研究探討了各種輕推運用的方式與有效性，但同樣的輕推方式不一定適合不同特質的人，若能精準輕推便能更有效提升個人福祉，因此本文也對輕推與心理學領域的性格特質、情緒等做延伸性探討。本文首先對輕推的理論做基本的介紹，再聚焦輕推在政府、企業、與金融或商業活動等相關應用，然後探討輕推使用上可能的風險以及因應的方法，最後整理並凸顯心理學中，心理特質的探討在輕推研究與應用上的發展潛力，以達到精準輕推的目的。期望藉著本文的回顧整理，讀者不僅對輕推的概念與應用有更廣泛的了解，也藉本文的梳理，了解更多輕推未來有潛力的研究方向。最後，輕推的使用者可透過本文，檢視輕推的目的、形式、客群與強度，設計出最有效且最合適的輕推方式。
並列摘要
The concept of "nudge" has gained prominence over time across diverse domains, from sensory perception and artistic design to interactions between businesses and customers, and even within the fields of finance and public policy. Although commercial activities are closely linked to our daily lives, systematic reviews on nudging within the business realm have been relatively sparse. Therefore, this paper focuses on applications related to financial or commercial activities. Previous research has looked into various methods/techniques and the effectiveness of nudging, however, the same approach may not be appropriate for individuals with different personality traits. Precision in nudging can more effectively enhance individual well-being. Consequently, this paper also explores the relationship between nudging and psychological aspects such as personality traits and emotions. This paper begins with a fundamental introduction to nudge theory, then examines its applications in government, corporate, financial, and commercial settings. It further discusses potential risks associated with nudging and possible mitigation strategies. Finally, it highlights the development potential of integrating psychological traits in nudge research and application to achieve precision nudging. Through this review, the paper aims to enhance readers' comprehension of the concepts and applications of nudging, and uncover potential future research directions in nudging. This article also serves as a valuable resource for nudge practitioners to examine the purpose, form, target audience, and intensity of nudges, enabling them to design the most effective and appropriate nudging strategies.