Save Money, Book Now! Nudging Users to Complete Online Travel Bookings

Christiane Lehrer, Reinhard Jung

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review


Online travel agencies have emerged as the preferred channel to make travel arrangements, but industry reports show that the conversion rates on OTA websites are extremely low. Against this background, we aimed to create a user-interface design element that motivates users to complete their online booking instead of searching and comparing further options. This research in progress builds on insights from the emerging field of digital nudging and used a systematic process for developing a digital nudge based on the design science research paradigm. Specifically, we created a text-based nudge leveraging the goal framing effect, which will be empirically tested through an experiment in future research. Our research contributes to both behavioral and design-oriented research on persuasive technology and digital nudging as well as to practice aiming to create persuasive choice architectures for specific use contexts and goals.
Original languageEnglish
Title of host publicationProceedings of the 23rd Americas Conference on Information Systems (AMCIS)
Number of pages1
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems (AIS)
Publication date2017
ISBN (Print)9781510856578
Publication statusPublished - 2017
Externally publishedYes


  • Digital nudging
  • Online travel booking
  • Goal framing
  • Experiment

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