Behavioural Nudging of Alcohol Consumption Behaviour in Online Shopping Environments

网上购物环境中酒精消费行为的行为助推

• 批准号: 2601331
• 金额: --
• 依托单位: University of Bristol
• 依托单位国家: 英国
• 项目类别: Studentship
• 财政年份: 2021
• 资助国家: 英国
• 起止时间: 2021 至 无数据
• 项目状态: 未结题
• 来源: https://gtr.ukri.org/projects?ref=studentship-2601331
• 关键词: Behavioural; Nudging; Alcohol; Consumption; Behaviour

Alcohol consumption has significantly changed in the United Kingdom in the post-pandemic environment. Where on-license consumption had stopped during lockdowns due to pub, club, and restaurant closures, off-license consumption increased. The methods of sourcing alcohol changed to utilize online sources as well as traditional brick and mortar shops. This brings a significant change to the alcohol landscape as online shopping behaviors constitute a different range of consumer product exploration and decision making processes. The target population of the study is those using online shopping to complete their grocery shopping, which according to current market data is middle-aged individuals in middle to high income households.Preliminary work will utilize the 6SQuiD framework to select behavioral change theories (BCTs) to be used in the experimental phase of the project. The behavioral change theories will be selected from a list of behavioral change theories that are being utilized in the larger field of alcohol cessation research, predominantly in the mobile application space. Ten will be selected for further exploration. The experimental phase of the project utilizes a simulated digital shopping platform environments to implement behavior change theories prior to "in the wild" application. This simulated shopping environment has been tested in other alcohol studies and works to establish the forms in which behavior change theories are incorporated. The "in the wild" exploration is motivated by current approaches in human computer interaction (HCI) research which focuses on how users react to technology around them as opposed to person-based approaches. These experiments rely heavily on qualitative outputs from users in a think-aloud format as well as quantitative outputs such as alcohol content of beverages purchased. This is to discover effective behavior change theories in reducing alcohol purchasing behavior in online shopping settings. These behavior change theories will be tested individually before being combined to see affect size impacts. The findings would yield the individual behavior change theories with the greatest affect sizes as well as potential combinations with large affect sizes. There is potential for affect sizes to not be additive, but this is an area which will be explored in part due to existing alcohol consumption cessation applications using combinations of behavioral change theories.As a result of the series of experiments and associated studies, an experimental protocol for testing behavior change theories and their combinations in an online setting will be developed. This will be built on top of existing frameworks such as 6SQuiD.Secondary impacts to the researched population will include promoting and educating the target population about the health implications of moderate to high alcohol consumption and the health benefits of consumption reduction. The target is to reduce the purchasing of high alcohol content beverages in off license settings and nudging towards lower consumption rates by way of incorporating no/low alcohol options. The final output would be not only the individual behavioral change theories and their combinations with the largest affect sizes, but also a framework for a personalized, preventative alcohol consumption intervention at the point of purchase for those utilizing online purchase points. This framework could be utilized in a number of ways inside and outside the digital health space. In the digital space it can impact the website architecture of online shopping platforms. In the health space, there could be changes in which alcohol related health warnings are supplied to consumers (including place, frequency, and method). In the policy space there could be changes to requirements around interactions in the online shopping space to verify ages and limiting amount of alcohol supplied to consumers, mirroring existing policies in place at physical shop locations.

在大流行后的环境中，英国的酒精消费发生了重大变化。由于酒吧、俱乐部和餐馆关闭，持牌消费在封锁期间停止，持牌消费增加。采购酒精的方法改变了利用在线资源以及传统的实体店。这给酒类行业带来了重大变化，因为在线购物行为构成了一系列不同的消费者产品探索和决策过程。本研究的目标人群是那些使用网上购物完成杂货购物的人，根据目前的市场数据，这是中高收入家庭的中年人。初步工作将利用6SQiD框架选择行为改变理论（BCT）用于项目的实验阶段。行为改变理论将从正在戒酒研究的更大领域中使用的行为改变理论列表中选择，主要是在移动的应用空间中。将选出10个进行进一步探索。该项目的实验阶段利用模拟的数字购物平台环境，在“野外”应用之前实施行为改变理论。这种模拟的购物环境已经在其他酒精研究中进行了测试，并致力于建立行为改变理论的形式。“在野外”的探索是由当前的人机交互（HCI）研究方法的动机，重点是用户如何反应，他们周围的技术，而不是基于人的方法。这些实验在很大程度上依赖于用户以有声思维格式提供的定性输出，以及定量输出，如所购买饮料的酒精含量。这是为了发现有效的行为改变理论，以减少在线购物环境中的酒精购买行为。这些行为改变理论将在组合之前进行单独测试，以了解影响规模的影响。这些发现将产生具有最大影响大小的个体行为改变理论以及具有大影响大小的潜在组合。有可能的影响大小不添加剂，但这是一个领域，将探索部分由于现有的酒精消费停止应用程序使用的组合行为改变theors.As一系列的实验和相关研究的结果，将开发一个实验协议，用于测试行为改变理论及其组合在网上设置。这将建立在现有的框架之上，如6SQiD。对研究人群的次要影响将包括促进和教育目标人群了解中度至高度饮酒对健康的影响以及减少饮酒对健康的好处。目标是减少在无许可证环境中购买高酒精含量饮料，并通过纳入无/低酒精选择，逐步降低消费率。最终的结果将不仅是个人行为改变理论及其与最大影响大小的组合，而且是一个个性化的框架，预防性酒精消费干预在购买点为那些利用在线购买点。这个框架可以在数字健康空间内外以多种方式使用。在数字空间中，它可以影响在线购物平台的网站架构。在健康领域，向消费者提供与酒精相关的健康警告（包括地点，频率和方法）可能会发生变化。在政策空间中，可能会改变在线购物空间中交互的要求，以验证年龄并限制向消费者提供的酒精量，反映实体店的现有政策。