THE ETHICAL PERSONALISATION NUDGING MODEL (EPNM): EXTENDING TAM TO PROMOTE TRUST AND RESPONSIBLE GAMING BEHAVIOUR

Abstract

This study combines nudge theory with the Technology Acceptance Model (TAM) to explore how personalised digital nudges can encourage ethical behaviour and foster trust in online gaming, especially among Indian university students. Using a mixed-methods design, data were gathered from 200 participants aged 19–35 to assess the effects of nudges such as spending limits and transparency notifications on behavioural intentions, ethical considerations, and trust. The study introduces the Ethical Personalisation Nudging Model (EPNM), which builds on TAM by integrating autonomy-supportive design principles from Self-Determination Theory and ethical evaluation based on Beauchamp and Childress’ principlist framework. This framework, focusing on autonomy, beneficence, non-maleficence, and justice, was utilised to evaluate the moral legitimacy of nudging strategies. Results show that personalised digital nudges increased responsible gaming behaviour by 37% (p < 0.01), improved perceived trust by 28% (p < 0.05), and decreased excessive playtime by an average of 1.2 hours daily. The model demonstrated particularly significant effects among younger users (β = 0.45, p < 0.001), highlighting demographic differences in the response to nudges. The EPNM provides a validated, culturally-informed framework for developers and policymakers to create ethical, user-focused gaming environments that balance persuasive technology with moral accountability, empowering users rather than manipulating them.