Behavioural Nudging of Alcohol Consumption Behaviour in Online Shopping Environments

在大流行后的环境中，英国的酒精消费发生了重大变化。在因酒吧、俱乐部和餐馆关闭而停止营业的地方，无证消费有所增加。采购酒精的方法改变了，除了传统的实体店外，还利用了在线渠道。这给酒类行业带来了重大变化，因为在线购物行为构成了不同范围的消费者产品探索和决策过程。这项研究的目标人群是那些使用网上购物来完成杂货购物的人，根据目前的市场数据，这是中高收入家庭的中年人。前期工作将利用6SQuiD框架选择用于项目实验阶段的行为改变理论（bct）。行为改变理论将从行为改变理论列表中选择，这些理论正在用于更大的戒酒研究领域，主要是在移动应用程序领域。将选出10个进行进一步的探索。该项目的实验阶段利用模拟的数字购物平台环境，在“野外”应用之前实现行为改变理论。这种模拟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。“野外”探索受到当前人机交互（HCI）研究方法的推动，HCI研究侧重于用户对周围技术的反应，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考的形式提供的定性输出，以及所购买饮料的酒精含量等定量输出。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被单独测试，然后结合起来观察影响大小的影响。这些发现将产生具有最大影响量的个体行为改变理论，以及与大影响量的潜在组合。影响大小有可能不是相加的，但这是一个有待探索的领域，部分原因是现有的戒酒应用结合了行为改变理论。作为一系列实验和相关研究的结果，将制定一个在线环境下测试行为改变理论及其组合的实验方案。这将建立在现有框架（如6SQuiD）的基础上。对研究人群的次要影响将包括促进和教育目标人群关于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下购买高酒精含量饮料，并通过纳入无酒精/低酒精选择的方式推动降低消费率。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，而且还将为那些使用在线购买点的人提供一个个性化的、预防性的酒精消费干预框架。该框架可在数字卫生领域内外以多种方式加以利用。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，向消费者提供的与酒精有关的健康警告可能会发生变化（包括地点、频率和方法）。在政策方面，可能会改变在线购物空间的互动要求，以核实年龄和限制向消费者提供的酒精含量，反映实体店地点的现有政策。

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.