Institut für Marketing & Management

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Navigating the digitalization of individuals as employees, customers, and themselves
(2022) Nüske, Niclas; Gimpel, Henner
Digitalization has long since entered and transformed our professional lives, our interaction with companies, and our private lives. With the progress in digitalization in general and of individuals in particular, both opportunities and challenges arise. Digitalization represents a double-edged sword, with its vast potential on the one end and a number of risks and detrimental effects for individuals, such as technostress, on the other. Individuals need to navigate the opportunities provided by digitalization, as well as its risks, in all areas of their lives. Addressing digitalization in a way that is in the best interest of individuals requires a thorough understanding of developments, challenges, and possible interventions and solutions. Matt et al. (2019) propose a framework for studying the digitalization of individuals, which represents a holistic approach to structure, classify, and position research along different roles of individuals from a comprehensive set of research angles. By applying this framework as a guiding structure, this dissertation aims to advance knowledge for an improved, safer, and more deliberate navigation of digitalization for individuals in their roles as employees, customers, and themselves from the research angles design, behavior, and consequences. While building on and integrating qualitative research methods such as literature analysis and expert interviews, this dissertation mainly relies on the collection of empirical data and their quantitative analysis. This comprises several small- and large-scale surveys and field experiments, as well as analytical methods such as structural equation modeling, regression analysis, and cluster analysis. Chapter 2 of this dissertation discusses the digitalization of individuals in their role as employees. Chapter 2.1 covers workplace design in terms of equipment with digital workplace technologies (DWTs) and the user behavior of employees. It determines which DWTs exist and are used by individual employees in a comprehensive and structured fashion. Contributing to a deeper understanding of workplace digitalization, chapter 2.1 also demonstrates and elaborates how this overview of DWTs represents a basis for individualized digital work design as well as adequate interventions. Chapter 2.2 deals with the consequences of DWT user behavior. It focuses on the relationship between workplace digitalization, the negative consequence technostress, and possible countermeasures termed “technostress inhibitors.” By enabling a more detailed understanding of the underlying mechanisms as well as evaluating the effects of countermeasures, chapter 2.2 discusses the overall finding that workplace digitalization increases technostress. The dynamics of its different components and technostress inhibitors, however, require individual consideration at a more detailed level, as the interrelationships are not consistently intuitive. In chapter 3, the focus changes to individuals in their role as customers. As a response to increasing data collection by companies as well as increasing data privacy concerns of customers, chapter 3.1 focuses on the identification of a comprehensive list of data privacy measures that address these concerns. Furthermore, it is identified that the implementation of some of these measures would lead to increased customer satisfaction, demonstrating that there is an upside to data privacy for companies and that mutually beneficial outcomes for both involved parties are conceivable. Chapter 3.2 analyzes whether and how digital nudging can be applied to influence customers’ online shopping behavior towards the selection of more environmentally sustainable products in online supermarkets and how this influence differs with respect to individual customer characteristics. It determines the digital nudging element “default rules” to be generally effective and “simplification” to be effective among environmentally conscious customers. On a macro level, the findings contribute to a safer environment in which individuals live their lives, while at the individual level, they foster decision-making quality and health. Chapter 4 highlights the digitalization of individuals themselves. Chapter 4.1 deals with the design of a habit-tracking app that offers users autonomy in their goal-directed behavior. It is found that the provision of autonomy enhances well-being. Its exercise improves performance, which in turn positively affects well-being. Chapter 4.1 thus contributes insights into how digital technologies can foster the flourishing of users. As a summary, this dissertation aims to provide research and practice with contributions to a deeper understanding of how individuals as employees, customers, and themselves can successfully navigate digitalization.
Umweltfreundliches Verhalten am Arbeitsplatz – Analyse der Determinanten und Untersuchung eines umfassenden Modells
(2016) Ostertag, Felix; Hahn, Rüdiger
While considering moral, rational, and affective motivational factors the main purpose of this doctoral thesis is to promote a better understanding of the complex relationships between various determinants that influence employees’ pro-environmental behavior at work (PEB@work). Empirical studies on the employees’ level are scarce and often limited by an exclusive set of examined variables that either focus on a particular theoretical foundation (e.g., rational choice theory) or analyze behavior against the background of a specific psychological perspective (e.g., industrial and organizational psychology). In contrast, recent conceptual studies try to cover a broad range of possible determinants of PEB@work. However, they also fail to be exhaustive and additionally lack empirical validation. A comprehensive empirical analysis of individual factors is therefore a promising approach in providing a coherent picture of various motivational drivers of pro-environmental behavior and their complex interrelationships in the workplace. My outline of the theoretical origins and foundations of pro-environmental behavior research highlights the potential benefits of a synthesis of different theories and models (i.e., the Value-belief-norm theory, the Theory of planned behavior, and mosaics from additional affective theories that either regard the environmental context or the workplace). After introducing workplace specifics, I present distinct domains of pro-environmental behavior (i.e., energy and water conservation, mobility, responsible consumption, eco-activism, and recycling and waste avoidance). A thorough literature review of PEB@work studies, finally, leads to the formulation of 19 hypotheses and the development of a holistic model of pro-environmental behavior at work. In order to test whether the model is suitable for a large proportion of employees, the final sample consisted of working students, allowing me to capture employees that usually only have little to moderate positional power. Structural equation modelling with AMOS was employed separately for each of the pro-environmental domains to confirm the fit of the collected data for the respective PEB@work model. Previously conducted quasi-exploratory factor analyses (EFA) and confirmatory factor analyses (CFA) ensured the reliability and validity of measurement scales and latent variables. Model fit statistics and the variance explained reveal that the comprehensive PEB@work model fits the data convincingly well. The model is able to account for both, domain-specific pro-environmental behavior as well as unspecific pro-environmental behavior. Moreover, the results clearly show that pro-environmental behavior of employees is caused by a complex framework of causal dependencies between a diverse set of moral, rational, and affective determinants. These determinants vary in their influence depending on the considered domain. For most pro-environmental domains intentions are the best proximal predictor of PEB@work, followed by personal norms and subjective norms. However, regarding employees’ mobility and recycling behavior, perceived behavioral control is the most crucial factor. An additional objective of this doctoral thesis was to provide a theoretically grounded and comprehensible guide for practitioners on how to promote PEB@work of employees by means of interventions. To do so, an analysis of a broad range of antecedent and consequence intervention techniques was conducted, allowing me to identify which determinants of PEB@work these techniques are likely to address. Additionally, I developed a “9-paths-approach” that describes several paths within the tested model that organizational leaders and supervisors can basically take to encourage and support their employees’ pro-environmental efforts. Both, interventions and paths, combined with the empirical results led to the deduction of appropriate intervention techniques for each pro-environmental domain. Surprisingly, the dominant value orientation of employees (i.e., self-transcending values vs. self-enhancing values) is almost negligible, when supervisors have to decide which intervention to implement. In sum, on the basis of the developed model, the dissertation allows for a more in-depth understanding of the underlying motivational processes of PEB@work and provides theoretically grounded insights for practitioners to effectively target the diverse determinants of PEB@work.

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