Journal of Theoretical and Applied Electronic Commerce Research

14 pages, 846 KiB

Open AccessArticle

Empirical Research of Cold-Chain Logistics Service Quality in Fresh Product E-Commerce

by Ling Wang, Yuk-Ming Tang, Ka-Yin Chau and Xiaoxuan Zheng

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2543-2556; https://doi.org/10.3390/jtaer19030122 - 23 Sep 2024

Viewed by 477

Abstract

Logistics service quality (LSQ) plays a vital role in providing excellent customer experience, particularly in e-commerce. Using mobile devices for food and fresh product orders is very common, but delivering these products is very challenging. In this study, we aim to evaluate the [...] Read more.

Logistics service quality (LSQ) plays a vital role in providing excellent customer experience, particularly in e-commerce. Using mobile devices for food and fresh product orders is very common, but delivering these products is very challenging. In this study, we aim to evaluate the factors influencing logistics service quality (LSQ) in the context of fresh product e-commerce. The relevant literature was reviewed and a preliminary survey among field experts was conducted to establish the proposed LSQ scale. A qualitative study was carried out on fresh product e-commerce customers. A survey involving 222 participants was analyzed, and an LSQ evaluation scale was formed and evaluated scientifically and empirically. Research results showed that reliability, convenience, freshness, and personnel contact quality are the four key dimensions of the LSQ scale in the e-commerce platform for fresh and perishable items. The results of the study can help the managers of e-commerce companies to understand the LSQ criteria that determine customer satisfaction and consequently make the appropriate LSQ improvements. Full article

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21 pages, 884 KiB

Open AccessArticle

The Emerging Phenomenon of Shopstreaming: Gaining a More Nuanced Understanding of the Factors Which Drive It

by Ibrahim Mutambik

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2522-2542; https://doi.org/10.3390/jtaer19030121 - 23 Sep 2024

Viewed by 367

Abstract

Over the past decade, the concept and practice of shopstreaming (also known as livestream shopping) have grown significantly within the e-business world, as it integrates live streaming technology with e-commerce. However, the relationship between the perceived benefits of this shopping mode and the [...] Read more.

Over the past decade, the concept and practice of shopstreaming (also known as livestream shopping) have grown significantly within the e-business world, as it integrates live streaming technology with e-commerce. However, the relationship between the perceived benefits of this shopping mode and the intention to use it is not fully understood. This research seeks to enhance the current understanding of this relationship by studying the association in the context of fashion and personal care (FPC) goods. Uniquely, the study bases its core model on a combination of the theory of planned behaviour (TPB) and some elements of the enhanced stimulus–organism–response (ESOR) theory, which incorporates cognitive, emotional and physiological processes within the organism component. This enables the development of a framework which facilitates the examination of the relationship between perceived benefits and intention to purchase within a shopstreaming environment, moderated by attitude (organism). The uniqueness of the study is further enhanced by the inclusion and analysis of perceived platform quality and the streamer’s (seller’s) influence as moderating constructs. These analyses were carried out using data from 901 respondents to a structured questionnaire, collected over a 4-month period. The results of the study showed that the seller has a significant moderating effect on the mediation of intention to purchase by attitude, though the mediation between perceived benefits and attitude was not affected by perceived platform quality. The study therefore offers significant insights to Saudi FPC brands, streamers and marketing agencies to develop and optimise sales and content strategy. Full article

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25 pages, 2341 KiB

Open AccessArticle

Platform First-Party Product Entry and Pricing Strategy under Cost Differences and Capacity Constraints

by Haijun Chen and Qi Xu

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2497-2521; https://doi.org/10.3390/jtaer19030120 - 22 Sep 2024

Viewed by 321

Abstract

In the rapidly evolving platform economy, the competition between platform-owned products and third-party offerings is intensifying. This study examines the entry and pricing strategies of dominant e-commerce platforms such as Amazon and JD Mall which sell both platform-owned and third-party products. We use [...] Read more.

In the rapidly evolving platform economy, the competition between platform-owned products and third-party offerings is intensifying. This study examines the entry and pricing strategies of dominant e-commerce platforms such as Amazon and JD Mall which sell both platform-owned and third-party products. We use a complete information game model to analyze the strategic interactions between these platforms and third-party sellers, focusing on cost discrepancies and limited entry capabilities, areas previously underexplored. Our key findings include the following: (1) Platforms with dominant power can restrict third-party product pricing. (2) Increased consumer influence by the platform can reduce competition between platform-owned and third-party products. (3) Platforms prioritize high-value-product markets when entry capabilities are limited. (4) Commission-based revenue models are generally more efficient than entry fees. (5) Regulatory bans on hybrid models do not necessarily enhance social welfare; differentiated taxation on various revenue sources may be more effective. This study contributes by developing a comprehensive game-theoretic model to simulate strategic interactions, analyze pricing competition and entry strategies under cost asymmetry and capacity constraints, and provide theoretical guidance for regulatory policies. Full article

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21 pages, 391 KiB

Open AccessArticle

Boosting Customers’ Co-Creation in Open-Source Software Environments: The Role of Innovativeness and a Sense of Community

by Antonio Rebelo, Concepción Varela-Neira and Emilio Ruzo-Sanmartín

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2476-2496; https://doi.org/10.3390/jtaer19030119 - 20 Sep 2024

Viewed by 690

Abstract

The increasing need for continuous innovation has given rise to a substantial increase in co-creation initiatives. Since the co-creation of value involves customers participating in the creation of product offerings voluntarily and actively, this investigation tries to understand what drives customers to participate [...] Read more.

The increasing need for continuous innovation has given rise to a substantial increase in co-creation initiatives. Since the co-creation of value involves customers participating in the creation of product offerings voluntarily and actively, this investigation tries to understand what drives customers to participate in these co-creation initiatives. To do so, this study employs a probabilistic sample of 683 users enrolled in Linux forums for open-source software distributions. The path analysis and bootstrap samples revealed that customers who exhibit a high innate innovativeness and feel that they belong in the online community show a greater motivation towards platform exploration and participation in co-creation. Moreover, the effect of this synergic interaction on their co-creation participation was partially mediated by the normative dimension of their intrinsic motivation, while the hedonic dimension was not a strong predictor of co-creation contributions. This study fills the voids in the existing literature by showcasing the relevance of personal characteristics, beyond individual motivation, in co-creation behavior. Full article

(This article belongs to the Topic Consumer Psychology and Business Applications)

25 pages, 989 KiB

Open AccessArticle

Can Influencer Persona Increase the Effectiveness of Social Media Video Ads? The Mediating Effect of Consumer Perceptions of Self

by Haoyu Chen and Jifan Ren

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2451-2475; https://doi.org/10.3390/jtaer19030118 - 18 Sep 2024

Viewed by 405

Abstract

Persona, a special means of image management by social media influencers (SMIs), has become a trending phenomenon and it is expected to substantially affect SMIs’ persuasiveness and ad effect. This study aims to explore the impact of SMIs’ personas constructed through personal values [...] Read more.

Persona, a special means of image management by social media influencers (SMIs), has become a trending phenomenon and it is expected to substantially affect SMIs’ persuasiveness and ad effect. This study aims to explore the impact of SMIs’ personas constructed through personal values on the effectiveness of social media video ads. Adopting the Stimulus-Organism-Response (S-O-R) framework, this study validates how SMIs’ personas constructed through self-enhancement values and self-transcendence values affect consumer cognitive processes and responses. Consumer behavioral intentions are used to verify the effectiveness of ads derived by SMIs. The findings reveal that influencers’ personas constructed by values can promote consumer purchase intention and forwarding intention. Consumer perceptions of self (i.e., ideal self and actual self) have a mediating role. Results also show that SMIs’ personas with self-enhancement values are more effective in stimulating female consumers’ forwarding intention, whereas personas with self-transcendence values are more influential in female consumers’ purchase intention. This study enriches the influencer marketing literature by providing a more tailored understanding of the impact of SMIs’ personas and extending the applicability of value theory. It also provides insights for stakeholders involved in influencer marketing on how to significantly capitalize on the benefits and deploy marketing campaigns. Full article

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18 pages, 1204 KiB

Open AccessArticle

Prevalence of Online Political Incivility: Mediation Effects of Cognitive and Affective Involvement

by Anam Javeed, Muhammad Yar Khan, Abdulrahman Alomair and Abdulaziz S. Al Naim

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2433-2450; https://doi.org/10.3390/jtaer19030117 - 12 Sep 2024

Viewed by 466

Abstract

The aim of this study is to explore the impact of political news posts, interactive discussion factors, and uncivil comments on participants’ online incivility. The moderating effects of cognitive and affective involvement have also been considered. The data have been gathered using self-administered [...] Read more.

The aim of this study is to explore the impact of political news posts, interactive discussion factors, and uncivil comments on participants’ online incivility. The moderating effects of cognitive and affective involvement have also been considered. The data have been gathered using self-administered questionnaires from 458 respondents. The results indicate that political news posts having interactive discussion factors positively impacts the online uncivil behaviour of the participants. The uncivil comments initiated by other users also significantly impact the participants’ incivility. The data have also been analysed for the mediation effects. The construct of affective involvement emerged as an effective mediator as compared to cognitive involvement. This study posits several theoretical implications for the literature. The combination of the variables used is also rare in the literature. The findings of this study are useful for behavioural scientists, as the outcomes have a potential to predict the online behaviour of Pakistani users. Full article

(This article belongs to the Topic Consumer Psychology and Business Applications)

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33 pages, 2791 KiB

Open AccessArticle

Four-Party Evolutionary Game Analysis of Value Co-Creation Behavior of Bulk Logistics Enterprises in Digital Transformation

by Yang Yao, Mengru Shen, Kai Yang and Yiwen Gao

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2400-2432; https://doi.org/10.3390/jtaer19030116 - 11 Sep 2024

Viewed by 537

Abstract

Bulk logistics is an important part of the modern logistics system. The degree of digital transformation of bulk logistics has a significant gap compared with other logistics forms. Combined with the successful experience of digital transformation, value co-creation may become one of the [...] Read more.

Bulk logistics is an important part of the modern logistics system. The degree of digital transformation of bulk logistics has a significant gap compared with other logistics forms. Combined with the successful experience of digital transformation, value co-creation may become one of the key strategies to solve the problem of digital transformation of bulk logistics. This study formulates a four-party evolutionary game model to analyze the strategic choices and the stability of strategy combinations in value co-creation activities among bulk logistics enterprises and related entities and conducts numerical simulation analysis to explore the factors affecting the outcomes of the proposed game. The numerical results demonstrate that the bulk logistics enterprises and government departments are the key players in the game form that drive the success of value co-creation activities, and the additional costs required by various enterprises and the policies and financial support from government departments are key factors affecting strategic choices. Our findings can serve as a reference for bulk logistics enterprises. Full article

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23 pages, 295 KiB

Open AccessArticle

Can Industrial Digitalization Boost a Consumption-Driven Economy? An Empirical Study Based on Provincial Data in China

by Hanzi Chen, Yue Liu and Zirui Wang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2377-2399; https://doi.org/10.3390/jtaer19030115 - 7 Sep 2024

Viewed by 829

Abstract

A consumption-driven economy refers to an economic growth model primarily driven by domestic consumption and is a common goal for the economic growth of various countries. To explore the impact of industrial digitalization on a consumption-driven economy, this paper conducts an empirical study [...] Read more.

A consumption-driven economy refers to an economic growth model primarily driven by domestic consumption and is a common goal for the economic growth of various countries. To explore the impact of industrial digitalization on a consumption-driven economy, this paper conducts an empirical study based on data from 31 provinces in China from 2013 to 2021. The empirical test results indicate: first, industrial digitalization significantly promotes the development of a consumption-driven economy, mainly reflected in the improvement of economic foundation and consumption levels, but shows no significant effect on improving the consumption structure. Second, mechanism analysis results show that industrial digitalization can promote the development of a consumption-driven economy by fostering innovation and advancing the industrial structure. Third, heterogeneity analysis results reveal that the promotion effect of industrial digitalization on the consumption-driven economy exists only in eastern and central China but not in western China, indicating that industrial digitalization in underdeveloped areas cannot exert a positive effect on the consumption-driven economy. Full article

17 pages, 730 KiB

Open AccessArticle

Online Social Influence and Negative Emotions toward Snow Sports Brands: Moderation and Mediation Effects

by Álvaro Iranzo-Barreira, Carla Ruiz-Mafe and Ines Küster

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2360-2376; https://doi.org/10.3390/jtaer19030114 - 7 Sep 2024

Viewed by 509

Abstract

This article draws on the stimulus–organism–response (SOR) model to understand the role of negative emotions in the anti-brand behaviors of online users who consume snow sports brands. To this end, both the online social influence and the mediating effect of symbolic incongruence (stimulus) [...] Read more.

This article draws on the stimulus–organism–response (SOR) model to understand the role of negative emotions in the anti-brand behaviors of online users who consume snow sports brands. To this end, both the online social influence and the mediating effect of symbolic incongruence (stimulus) on the generation of negative emotions (anger, stress, frustration, fear, boredom and sadness) (organism), and how these influence the formation of negative customer brand engagement (nCBE) (response), are analyzed. The study also analyses the moderating effects of “level of expertise”, this makes it possible to capture differences in behaviors based on the profile of the users in each of the proposed relationships. Questionnaire responses of 400 ski and snowboard users over 18 years of age were analyzed using a quantitative methodology. The results obtained have important theoretical and practical implications, since they confirm that online social influences have both a direct and indirect (mediating) effect on negative emotions, which positively affects the nCBE of online users of snow sports brands. Significant differences in behavior based on experience level (moderation effect) were also found. The study proposes useful practical recommendations applicable in online environments that the extreme sports industry could use to neutralize/avoid highly detrimental consequences. Full article

(This article belongs to the Section Digital Marketing and the Connected Consumer)

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17 pages, 1753 KiB

Open AccessArticle

Value Creation in Technology-Driven Ecosystems: Role of Coopetition in Industrial Networks

by Agostinho da Silva and António J. Marques Cardoso

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2343-2359; https://doi.org/10.3390/jtaer19030113 - 7 Sep 2024

Viewed by 383

Abstract

Coopetition, while offering significant strategic advantages, presents challenges in maintaining long-term collaboration among competitors, often due to a lack of perceived value for the participating actors. This study explores the role of technology in overcoming these challenges by applying the Service-Dominant Logic (S-D [...] Read more.

Coopetition, while offering significant strategic advantages, presents challenges in maintaining long-term collaboration among competitors, often due to a lack of perceived value for the participating actors. This study explores the role of technology in overcoming these challenges by applying the Service-Dominant Logic (S-D Logic) framework to investigate how technology-driven networks can enhance value co-creation among small and medium-sized enterprises (SMEs). The study hypothesizes that transitioning to technology-driven coopetition networks can substantially improve value co-creation. To test this hypothesis, the research critically evaluates existing theoretical approaches to coopetition, identifies gaps in understanding value creation mechanisms, and implements an experimental technology-driven coopetition network leveraging Internet of Things (IoT) technology. The research design is applied explicitly to the Portuguese ornamental stone industry, a significant economic and cultural sector. The findings confirm that technology-driven coopetition networks can enhance value co-creation and improve outputs. These results suggest that integrating technology into coopetition frameworks can provide a viable path to sustaining competitive advantages in SMEs. Full article

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31 pages, 2149 KiB

Open AccessArticle

Direct Mail or Bonded Warehouse? Logistics Mode Selection in Cross-Border E-Commerce under Exchange Rate Risk

by Xiaoyi Li, Hui Yu and Caihong Sun

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2312-2342; https://doi.org/10.3390/jtaer19030112 - 6 Sep 2024

Viewed by 513

Abstract

The rapid development of cross-border e-commerce (CBEC) has enabled more suppliers to expand into overseas markets, meeting increasingly diverse consumer demands. Selecting an effective logistics mode is a crucial issue for suppliers, yet uncertainty in demand and exchange rate fluctuations make this problem [...] Read more.

The rapid development of cross-border e-commerce (CBEC) has enabled more suppliers to expand into overseas markets, meeting increasingly diverse consumer demands. Selecting an effective logistics mode is a crucial issue for suppliers, yet uncertainty in demand and exchange rate fluctuations make this problem challenging. This paper considers a supply chain consisting of a supplier and a CBEC platform. Using a distributionally robust optimization approach, we provide optimal overseas warehousing strategies and logistics mode selection for suppliers, given partial distribution information of market demand and exchange rate, such as means, variances, and covariances. It is found that when demand and exchange rate fluctuations are small, the supplier chooses the bonded warehouse logistics mode to reduce costs. Conversely, when demand and exchange rate fluctuations increase, the supplier opts for the direct mail mode to respond flexibly to market risk. The correlation between exchange rate and demand also affects the choice of logistics mode. Specifically, with low correlation, the preference is for the bonded warehouse mode, whereas high correlation leads suppliers to choose the direct mail mode. In addition, the impact of demand and exchange rate fluctuations on suppliers’ overseas warehousing volumes depends on the product’s profit margin. These findings provide guidance for the selection of CBEC logistics under exchange rate risk. Full article

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23 pages, 3571 KiB

Open AccessArticle

Does the Weather Still Affect Me When I Shop at Home? The Impact of Weather on Online Shopping Behavior

by Hongde Liu, Jun Wang, Ruilin Zhang and Ou Liu

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2289-2311; https://doi.org/10.3390/jtaer19030111 - 5 Sep 2024

Viewed by 729

Abstract

Previous studies have acknowledged the impact of weather changes on retail uncertainty. They primarily focus on understanding how weather conditions affect offline consumer behavior and aim to develop effective marketing strategies. However, there is little research on the complex impact of weather on [...] Read more.

Previous studies have acknowledged the impact of weather changes on retail uncertainty. They primarily focus on understanding how weather conditions affect offline consumer behavior and aim to develop effective marketing strategies. However, there is little research on the complex impact of weather on online shopping behavior. To bridge this gap, we conduct a study with a sample of 261 consumers from China with shopping experience in community retail shops (CRSs). We utilize the S-O-R model and theories, including meteorological emotional effect theory, emotional coherence, and meteorological psychology, to model and elucidate the relationship between weather and consumers’ online shopping behavior in CRS. Our findings reveal that weather conditions affect consumers’ spending patterns and purchase diversity, mediated by consumers’ emotions and risk aversion when they comfortably shop online at home. Furthermore, employing the fsQCA model, we identify the critical path through which weather conditions and consumer types influence risk-aversion awareness. The results provide management implications for retailers to develop online marketing strategies for different consumer types. Full article

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20 pages, 3664 KiB

Open AccessArticle

Don’t Like Them but Take What They Said: The Effectiveness of Virtual Influencers in Public Service Announcements

by Zichuan Mo and Meihan Zhou

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2269-2288; https://doi.org/10.3390/jtaer19030110 - 5 Sep 2024

Viewed by 444

Abstract

Despite the growing use of virtual influencers in communicating public service announcements (PSAs), their PSA communication effectiveness remains underexplored. Virtual influencers are digital entities who generate content on social media to establish a digital identity and personal brand. This research examines the effectiveness [...] Read more.

Despite the growing use of virtual influencers in communicating public service announcements (PSAs), their PSA communication effectiveness remains underexplored. Virtual influencers are digital entities who generate content on social media to establish a digital identity and personal brand. This research examines the effectiveness of virtual (vs. human) influencers in conveying PSAs, focusing on consumers’ attitudes toward the influencers and their acceptance of PSA messages. Three experimental studies (N = 1429) spanning different cultural contexts reveal that consumers hold a less favorable attitude toward virtual (vs. human) influencers who post PSAs. Nevertheless, virtual influencers are equally effective as human influencers in influencing consumers’ acceptance of PSA messages. Dual-mediation processes involving mind perception and novelty perception are identified. Furthermore, we find that incorporating emotional appeal can enhance the effectiveness of virtual (vs. human) influencers’ PSA communications. These findings contribute to the literature on virtual influencer marketing and PSA marketing, offering practical insights for leveraging virtual influencers in PSA campaigns. Full article

(This article belongs to the Topic Consumer Psychology and Business Applications)

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30 pages, 6660 KiB

Open AccessArticle

Beyond Barriers: Constructing the Cloud Migration Complexity Index for China’s Digital Transformation

by Weiwei Wen, Chenglei Zhang and Qin Ye

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2239-2268; https://doi.org/10.3390/jtaer19030109 - 3 Sep 2024

Viewed by 434

Abstract

In the digital era, cloud computing stands as a pivotal tool in the transformative journey of enterprises, with China’s tech landscape serving as a prime exemplar. However, when enterprises embrace cloud computing, they face complex hurdles, mainly technical ones. To understand how the [...] Read more.

In the digital era, cloud computing stands as a pivotal tool in the transformative journey of enterprises, with China’s tech landscape serving as a prime exemplar. However, when enterprises embrace cloud computing, they face complex hurdles, mainly technical ones. To understand how the complexity of cloud migration affects their digital transformation, our research meticulously constructed business process models for business deployment in both non-cloud and cloud contexts, spanning the IaaS, PaaS, and SaaS levels. By harnessing China’s public cloud market data, we constructed the Cloud Migration Complexity Index, providing a tangible metric to gauge the intricacies of cloud migration and their implications on digital transformation. The findings illustrate that a decrease in cloud migration complexity significantly accelerates digital transformation, with the reduction in SaaS complexity having the most profound impact. Analyzing businesses of varying scales, the diminishing complexity of SaaS predominantly boosts digital transformation for non-SME enterprises, while reduced PaaS complexity is most beneficial for SMEs. This study advocates for the government to expand the PaaS market and suggest that cloud providers develop more PaaS-based products to optimize cloud migration both technically and economically. Full article

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21 pages, 1350 KiB

Open AccessArticle

Exploring Consumer Acceptance of AI-Generated Advertisements: From the Perspectives of Perceived Eeriness and Perceived Intelligence

by Chenyan Gu, Shuyue Jia, Jiaying Lai, Ruli Chen and Xinsiyu Chang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2218-2238; https://doi.org/10.3390/jtaer19030108 - 3 Sep 2024

Viewed by 1097

Abstract

The rapid popularity of ChatGPT has brought generative AI into broad focus. The content generation model represented by AI-generated content (AIGC) has reshaped the advertising industry. This study explores the mechanisms by which the characteristics of AI-generated advertisements affect consumers’ willingness to accept [...] Read more.

The rapid popularity of ChatGPT has brought generative AI into broad focus. The content generation model represented by AI-generated content (AIGC) has reshaped the advertising industry. This study explores the mechanisms by which the characteristics of AI-generated advertisements affect consumers’ willingness to accept these advertisements from the perspectives of perceived eeriness and perceived intelligence. It found that the verisimilitude and imagination of AI-generated advertisements negatively affect the degree of perceived eeriness by consumers, while synthesis positively affects it. Conversely, verisimilitude, vitality, and imagination positively affect the perceived intelligence, while synthesis negatively affects it. Meanwhile, consumers’ perceived eeriness negatively affects their acceptance of AI-generated advertisements, while perceived intelligence positively affects their willingness to accept AI-generated advertisements. This study helps explain consumers’ attitudes toward AI-generated advertisements and offers strategies for brands and advertisers for how to use AI technology more scientifically to optimize advertisements. Advertisers should cautiously assess the possible impact of AI-generated advertisements according to their characteristics, allowing generative AI to play a more valuable role in advertising. Full article

(This article belongs to the Section Digital Marketing and the Connected Consumer)

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20 pages, 434 KiB

Open AccessArticle

The Main Drivers of E-Commerce Adoption: A Global Panel Data Analysis

by Cristian Paun, Cosmin Ivascu, Angel Olteteanu and Dragos Dantis

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2198-2217; https://doi.org/10.3390/jtaer19030107 - 30 Aug 2024

Viewed by 837

Abstract

Digitalization has become more and more important for economic activities and economic development. E-commerce, as a part of local and international trade, is of increasing importance and is highly correlated with technological progress and innovation. Our research investigates the relevance of selected drivers [...] Read more.

Digitalization has become more and more important for economic activities and economic development. E-commerce, as a part of local and international trade, is of increasing importance and is highly correlated with technological progress and innovation. Our research investigates the relevance of selected drivers that could explain the latest e-commerce adoption at global level. In our analysis, we used the UNCTAD B2C E-commerce Index (2014–2020, yearly data, covering 133 countries, 931 observations) which can be considered relevant to express an economy’s readiness to support e-commerce. E-commerce adoption is assessed in our research by the following six factors: (i) wealth, economic freedom, and economic development; (ii) access and sophistication of the financial sector; (iii) education; (iv) regulations; (v) development of ICT infrastructure; and (vi) frontier drivers (such as AI, cryptocurrencies, and blockchain technologies). In our research, we used a panel data analysis framework using hard data provided by different databases (UNCTAD, World Bank, etc.). The results we obtained confirmed that developed countries with a higher income level are higher adopters of e-commerce, financial development and the accessibility of financial services significantly help e-commerce adoption, a regulatory system (particularly economic freedom and property rights) strongly supports e-commerce adoption, education has a positive impact on e-commerce adoption, ICT infrastructure increases the adoption of e-commerce and the readiness and use of AI, and frontier technologies generate an increased adoption of e-commerce. The results we obtained are consistent with the findings of similar studies (most of them using different research methodologies) and opens the ground for interesting discussions and further research developments. The novelty of our research consists in the exhaustive perspective on e-commerce adoption drivers (including frontier technologies such as AI or blockchain) based on hard country data collected from various sources for a consistent panel of countries and a relevant number of years, providing an alternative approach to the mainstream studies on e-commerce adoption that process data from surveys, interviews, or focus groups. Full article

(This article belongs to the Topic Digital Marketing Dynamics: From Browsing to Buying)

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18 pages, 1222 KiB

Open AccessArticle

Encountering Product Information: How Flashes of Insight Improve Your Decisions on E-Commerce Platforms

by Lu Wang, Guangling Zhang and Dan Jiang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2180-2197; https://doi.org/10.3390/jtaer19030106 - 30 Aug 2024

Viewed by 496

Abstract

Serendipity-oriented recommendation systems have been widely applied in major e-commerce and social platforms. Platform managers aim to enhance user satisfaction and increase platform sales by creating serendipitous encounters with information. Previous research has shown that the unexpectedness of encountering product information in serendipity-oriented [...] Read more.

Serendipity-oriented recommendation systems have been widely applied in major e-commerce and social platforms. Platform managers aim to enhance user satisfaction and increase platform sales by creating serendipitous encounters with information. Previous research has shown that the unexpectedness of encountering product information in serendipity-oriented recommendation systems can effectively stimulate positive emotions in customers, resulting in unplanned purchases, such as impulse buying. However, little research has focused on another critical aspect of encountering product information: perceived value. Our study suggests that encountering product information can positively affect the intention to purchase planned products (focal products) based on their perceived value. To explore this, we conducted three experiments and found that: (1) encountering product information positively influences planned product purchase intention (e.g., reduced decision-making time, improved focal product purchase intention), compared to the absence of encountering product information (precision-oriented recommendation systems); (2) this effect is mediated by customer inspiration; and (3) the characteristics of recommendation system strategies can moderate this effect. Specifically, when the strategy features exhibit a low level of explainability, the impact of encountering product information on customer inspiration and purchase intention is more significant than when a high level of explainability is presented. Full article

(This article belongs to the Topic Online User Behavior in the Context of Big Data)

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23 pages, 1648 KiB

Open AccessArticle

Research on Dynamic Pricing and Long-Term Profit of Companies under Influence of Word of Mouth

by Feiyan Han, Yunchao Guo, Haofei Yu and Bo Li

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2157-2179; https://doi.org/10.3390/jtaer19030105 - 27 Aug 2024

Viewed by 623

Abstract

Word of mouth (WOM) is crucial in customers’ purchasing decisions and affects companies’ long-term profits. This study examines the long-term trends in companies’ dynamic pricing and profits by using the Hamiltonian function method and dynamic simulation to construct a dynamic equation. It takes [...] Read more.

Word of mouth (WOM) is crucial in customers’ purchasing decisions and affects companies’ long-term profits. This study examines the long-term trends in companies’ dynamic pricing and profits by using the Hamiltonian function method and dynamic simulation to construct a dynamic equation. It takes into account the intensity of word of mouth faced by companies and analyzes the level of publicity and consumers’ predictions of product quality. In this paper, we also discuss the interactive processes between WOM and advertising levels, the two most prominent market factors, and their ultimate impact on companies. The experimental results show that elevated levels of external advertising can potentially prompt companies to establish higher product pricing strategies, particularly in scenarios where the intensity of word of mouth is pronounced. In the initial phases of market development, the saturation level of consumers within the market exerts a negligible influence on companies’ long-term profit margins. Conversely, the rate of natural attrition from consumers’ upper threshold of product quality expectations distinctly impacts companies’ profitability. Full article

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18 pages, 712 KiB

Open AccessArticle

Adopting Artificial Intelligence to Strengthen Legal Safeguards in Blockchain Smart Contracts: A Strategy to Mitigate Fraud and Enhance Digital Transaction Security

by Hassen Louati, Ali Louati, Abdulla Almekhlafi, Maha ElSaka, Meshal Alharbi, Elham Kariri and Youssef N. Altherwy

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2139-2156; https://doi.org/10.3390/jtaer19030104 - 27 Aug 2024

Viewed by 753

Abstract

As blockchain technology increasingly underpins digital transactions, smart contracts have emerged as a pivotal tool for automating these transactions. While smart contracts offer efficiency and security, their automation introduces significant legal challenges. Detecting and preventing fraud is a primary concern. This paper proposes [...] Read more.

As blockchain technology increasingly underpins digital transactions, smart contracts have emerged as a pivotal tool for automating these transactions. While smart contracts offer efficiency and security, their automation introduces significant legal challenges. Detecting and preventing fraud is a primary concern. This paper proposes a novel application of artificial intelligence (AI) to address these challenges. We will develop a machine learning model, specifically a Convolutional Neural Network (CNN), to effectively detect and mitigate fraudulent activities within smart contracts. The AI model will analyze both textual and transactional data from smart contracts to identify patterns indicative of fraud. This approach not only enhances the security of digital transactions on blockchain platforms but also informs the development of legal standards and regulatory frameworks necessary for governing these technologies. By training on a dataset of authentic and fraudulent contract examples, the proposed AI model is expected to offer high predictive accuracy, thereby supporting legal practitioners and regulators in real-time monitoring and enforcement. The ultimate goal of this project is to contribute to legal scholarship by providing a robust technological tool that aids in preventing cybercrimes associated with smart contracts, thereby laying a foundation for future legal research and development at the intersection of law, technology, and security. Full article

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25 pages, 2572 KiB

Open AccessArticle

Manufacturer Encroachment on a Sustainable Supply Chain under Asymmetric Green Information

by Yufei Hu, Xiaorong Du and Lianghua Chen

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2114-2138; https://doi.org/10.3390/jtaer19030103 - 26 Aug 2024

Viewed by 518

Abstract

This paper investigates manufacturer encroachment on a sustainable supply chain, where the manufacturer holds exclusive information on product greenness and is responsible for both corporate social responsibility (CSR) and greening. The manufacturer and the retailer play a signaling game whereby CSR effort and [...] Read more.

This paper investigates manufacturer encroachment on a sustainable supply chain, where the manufacturer holds exclusive information on product greenness and is responsible for both corporate social responsibility (CSR) and greening. The manufacturer and the retailer play a signaling game whereby CSR effort and wholesale price serve as joint green signals. Findings reveal that, firstly, encroachment induces higher CSR efforts from manufacturers. When customers exhibit a strong CSR preference, the resulting CSR increment leads to increased offline demand and drives up both wholesale and retail prices in a mutually beneficial manner. This phenomenon is referred to as the CSR effect, yielding a win-win encroachment. Secondly, when signaling product greenness to highly CSR-sensitive customers, the high-greenness manufacturer principally distorts her CSR effort downward to an extent unprofitable for the low-greenness manufacturer to mimic and subordinately distorts the wholesale price downward to counter CSR-induced demand decrement and mitigate CSR cost pass-through downstream. Finally, the win-win encroachment pattern is characterized by encroachment profit and signal expense sharing, with encroachment strengthening downward-distorted signaling while signaling weakens the CSR effect. These insights contribute valuable guidance for green manufacturers in CSR decision-making, which functions as a component of green signaling and facilitates transitioning to dual-channel sustainable supply chains. Full article

(This article belongs to the Collection Advances in Supply Chain Management in the Era of Electronic Commerce)

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26 pages, 1024 KiB

Open AccessArticle

User Communities: The Missing Link to Foster KIBS’ Innovation

by Joana Costa and Ricardo de Pinho Brandão

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2088-2113; https://doi.org/10.3390/jtaer19030102 - 23 Aug 2024

Viewed by 384

Abstract

In today’s knowledge-driven economy, collaboration among stakeholders is essential for the framing of innovative trends, with knowledge-intensive business services (KIBS) playing a core role in addressing market demand. Users’ involvement in shaping products and services has been considered in innovation ecosystem frameworks. Fewer [...] Read more.

In today’s knowledge-driven economy, collaboration among stakeholders is essential for the framing of innovative trends, with knowledge-intensive business services (KIBS) playing a core role in addressing market demand. Users’ involvement in shaping products and services has been considered in innovation ecosystem frameworks. Fewer risks in service/product development, and more sustainability and market acceptance, are a few of the benefits arising from including the user community (UC) in innovation partnerships. However, the need for resources, absorptive capacity and tacit knowledge, among other capabilities, is often a reason for overlooking this important contributor. KIBS possess a vast knowledge base, cater to digital tools, and mediate and propel innovation with different partners, benefiting from exclusive cognitive proximity to remix extant knowledge with emergent information from communities into new products and services. The aim of this study is to assess and quantify the effect of the collaboration with UC through three active forms of collaboration (co-creation, mass customization, and personalization) on different innovation types developed in KIBS. The significance of the user community was proven across all innovation types. Robustness analysis confirmed the results for both P-KIBS and T-KIBS. P-KIBS may be better suited to co-creation policies for product and service innovation, personalization of processes, and organizational and marketing innovations. T-KIBS can focus on mass customization, ensuring good innovation success. Additionally, co-creation with user community is best for product innovation. Full article

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18 pages, 1043 KiB

Open AccessArticle

An Empirical Test of the Impact of the Online Review–Review Skepticism Mechanism on Behavioral Intentions: A Time-Lag Interval Approach between Pre- and Post-Visits in the Hospitality Industry

by Tianhao Wen and Hong-Youl Ha

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2070-2087; https://doi.org/10.3390/jtaer19030101 - 16 Aug 2024

Cited by 1 | Viewed by 643

Abstract

The relationship between online review types and their outcomes is dynamic. However, it remains unclear how the influence of the three prominent kinds of online reviews (ratings, photos, and text) evolves from the initial to the phases of the restaurant visit cycle. To [...] Read more.

The relationship between online review types and their outcomes is dynamic. However, it remains unclear how the influence of the three prominent kinds of online reviews (ratings, photos, and text) evolves from the initial to the phases of the restaurant visit cycle. To address this gap in the literature, this study administers a survey in mainland China using two time-lag intervals. Based on the data collection methodology proposed in the consumption-system approach, this survey separates the pre- (T1) and post- (T2) stages of specific restaurant visits. While rating reviews’ direct impact on behavioral intentions increases during the visit cycle, that of photo reviews does not change before and after restaurant visits. As for text reviews, these do not directly influence behavioral intentions before a restaurant visit; however, the impact increases after a visit, highlighting a difference in behavioral responses between the pre- and post-restaurant-visit phases. Rating reviews’ direct effect on review skepticism is negatively significant after visiting a restaurant; moreover, review skepticism is important in mediating the relationship between rating reviews and behavioral intentions after a visit. Full article

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19 pages, 451 KiB

Open AccessArticle

From Technology to Traffic: How Website Technological Sophistication, Brand Recognition, and Business Model Innovation Drive Consumer Traffic in Korean E-Commerce

by Si Yu, Yutong Liu and Eun-jung Hyun

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2051-2069; https://doi.org/10.3390/jtaer19030100 - 8 Aug 2024

Viewed by 872

Abstract

As e-commerce continues to expand, understanding the factors that drive consumer traffic to business-to-consumer (B2C) websites is crucial. This study investigates the interplay between website technological sophistication, brand recognition, and business model innovation in influencing website traffic among Korean B2C companies. Drawing on [...] Read more.

As e-commerce continues to expand, understanding the factors that drive consumer traffic to business-to-consumer (B2C) websites is crucial. This study investigates the interplay between website technological sophistication, brand recognition, and business model innovation in influencing website traffic among Korean B2C companies. Drawing on data from 9003 companies across seven key sectors—finance, retail, healthcare, technology, food, education, and media—we employ Ordinary Least Squares (OLS) regression analysis to test our hypotheses. Our findings reveal that website technological sophistication is positively associated with monthly website visits. This relationship is particularly pronounced for companies with innovative business models, highlighting the synergistic effect of advanced website features and novel business strategies in attracting consumers. Conversely, the positive impact of website technological sophistication on traffic is less significant for well-established brands with high recognition levels, indicating that strong brand equity can mitigate the need for highly sophisticated websites. These results align with the Technology Acceptance Model (TAM), Innovation Diffusion Theory (IDT), and Signaling Theory (ST), providing a nuanced understanding of how technology, branding, and innovation intersect to drive online consumer behavior. Our study offers valuable insights for e-commerce firms seeking to optimize their digital presence and underscores the importance of investing in advanced website functionalities, particularly for lesser-known brands and companies with innovative business models. Future research should explore these dynamics in different cultural and industry contexts to enhance the generalizability of our findings. Full article

(This article belongs to the Topic Digital Marketing Dynamics: From Browsing to Buying)

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21 pages, 447 KiB

Open AccessArticle

Effect of E-Servicescape on Emotional Response and Revisit Intention in an Internet Shopping Mall

by Zeyu Li, Ana Belén Tulcanaza-Prieto and Chang Won Lee

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2030-2050; https://doi.org/10.3390/jtaer19030099 - 5 Aug 2024

Viewed by 1123

Abstract

This study aims to explore the effect of the e-servicescape on the emotional response and revisit intention of customers in an internet shopping mall (ISM) environment. The literature was reviewed on the e-servicescape, emotional response, and revisit intention in an internet shopping mall. [...] Read more.

This study aims to explore the effect of the e-servicescape on the emotional response and revisit intention of customers in an internet shopping mall (ISM) environment. The literature was reviewed on the e-servicescape, emotional response, and revisit intention in an internet shopping mall. A relevant model and hypothesis were established. For the empirical study, a survey form was developed and conducted on 150 customers with experience using a certain ISM. Reliability analysis and confirmatory factor analysis were performed using SPSS 27.0 and Amos 26.0 software, and the causal relationships were identified through structural equation modeling (SEM). Study results and implications were discussed and suggested. Among the factors of the e-servicescape in an ISM, aesthetics and surrounding elements did not have a significant effect on emotional responses, and spatial functionality showed a positive effect on emotional responses. Aesthetics had a weak negative effect on revisit intention. Surrounding elements and spatial functionality had no significant effect on revisit intention. The emotional response had a positive effect on revisit intention. This study identified the importance of the e-servicescape in the ISM environment and especially emphasized the importance of spatial functionality on the emotional response and aesthetics on revisit intention. This study presented several suggestions and implications to corporate managers regarding the development and management of the future ISM environment and other similar business settings. Full article

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30 pages, 1446 KiB

Open AccessArticle

Towards Frugal Innovation Capability in Emerging Markets within the Digitalization Epoch: Exploring the Role of Strategic Orientation and Organizational Ambidexterity

by Josephat Deusidedith Sengura, Renyan Mu and Jingshu Zhang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2000-2029; https://doi.org/10.3390/jtaer19030098 - 2 Aug 2024

Viewed by 889

Abstract

Digitalization has forced emerging market (EM) firms operating in resource-constrained environments to adopt market-driven strategies, particularly frugal innovation, to provide affordable, optimized processes and high-value solutions. However, understanding the mechanisms behind developing frugal innovation capability (FIC) at the firm level in diverse EMs [...] Read more.

Digitalization has forced emerging market (EM) firms operating in resource-constrained environments to adopt market-driven strategies, particularly frugal innovation, to provide affordable, optimized processes and high-value solutions. However, understanding the mechanisms behind developing frugal innovation capability (FIC) at the firm level in diverse EMs remains limited. From the perspective of the resource-based view, this study added to the existing body of knowledge by exploring how strategic orientation (entrepreneurial orientation (EO) and market orientation (MO)) and organizational ambidexterity (OA) impact the development of FIC in EMs. To empirically validate our theoretical predictions, this study used a cross-sectional survey to collect data from 386 valid respondents from Tanzanian manufacturing firms. The results demonstrate that both EO and MO have a strong and positive relationship with OA and the development of FIC in EMs. In addition, OA partially mediates the relationship of both EO and MO with the development of FIC. Furthermore, our results indicate that MO exerts a more significant impact on the development of FIC than EO in EMs. Managers of manufacturing firms in EMs can use these findings to review their strategic decisions and their exploitative and exploratory approaches to enhance supply chains, develop cost-effective technologies, and produce affordable offerings that cater to the preferences of price-conscious consumers in the digital age. Full article

(This article belongs to the Section Entrepreneurship, Innovation, FinTech Accounting and Industry 4.0)

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16 pages, 704 KiB

Open AccessArticle

Enhancing E-Business Communication with a Hybrid Rule-Based and Extractive-Based Chatbot

by Onur Dogan and Omer Faruk Gurcan

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 1984-1999; https://doi.org/10.3390/jtaer19030097 - 1 Aug 2024

Viewed by 694

Abstract

E-businesses often face challenges related to customer service and communication, leading to increased dissatisfaction among customers and potential damage to the brand. To address these challenges, data-driven and AI-based approaches have emerged, including predictive analytics for optimizing customer interactions and chatbots powered by [...] Read more.

E-businesses often face challenges related to customer service and communication, leading to increased dissatisfaction among customers and potential damage to the brand. To address these challenges, data-driven and AI-based approaches have emerged, including predictive analytics for optimizing customer interactions and chatbots powered by AI and NLP technologies. This study focuses on developing a hybrid rule-based and extractive-based chatbot for e-business, which can handle both routine and complex inquiries, ensuring quick and accurate responses to improve communication problems. The rule-based QA method used in the chatbot demonstrated high precision and accuracy in providing answers to user queries. The rule-based approach achieved impressive 98% accuracy and 97% precision rates among 1684 queries. The extractive-based approach received positive feedback, with 91% of users rating it as “good” or “excellent” and an average user satisfaction score of 4.38. General user satisfaction was notably high, with an average Likert score of 4.29, and 54% of participants gave the highest score of 5. Communication time was significantly improved, as the chatbot reduced average response times to 41 s, compared to the previous 20-min average for inquiries. Full article

(This article belongs to the Topic Online User Behavior in the Context of Big Data)

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41 pages, 1005 KiB

Open AccessArticle

A Conceptual Approach to Understanding the Customer Experience in E-Commerce: An Empirical Study

by Paulo Botelho Pires, Mariana Prisco, Catarina Delgado and José Duarte Santos

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 1943-1983; https://doi.org/10.3390/jtaer19030096 - 30 Jul 2024

Viewed by 1038

Abstract

This study aimed to identify the constructs related to customer experience that underpin e-commerce, as well as their interconnections, to develop a comprehensive conceptual model based on theories-in-use. A quantitative approach was employed through a survey of 441 respondents. Data analysis was conducted [...] Read more.

This study aimed to identify the constructs related to customer experience that underpin e-commerce, as well as their interconnections, to develop a comprehensive conceptual model based on theories-in-use. A quantitative approach was employed through a survey of 441 respondents. Data analysis was conducted using partial least squares structural equation modeling. The research findings revealed that there are a total of 11 constructs: customer experience, customer satisfaction, customer loyalty, word-of-mouth, trust, perceived risk, security and privacy, web content, perceived price, perceived value, and service quality. Furthermore, twelve relationships were established between these constructs, which led to the development of a holistic conceptual model. The identified constructs and the relationships between them are hierarchized, which has practical implications for businesses. It allows them to concentrate on operational activities and formulate and implement strategies that are valued by consumers and supported by empirical evidence. The originality and value of this research lie in the conception and development of a comprehensive e-commerce model, which includes eleven constructs and twelve relationships. It also highlights the pivotal role of the customer experience. Full article

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21 pages, 1144 KiB

Open AccessArticle

Understanding How Streamer’s Self-Presentation in E-Commerce Live Streaming Affects Consumers: The Role of Persuasion Knowledge

by Shuangshuang Song, Ying Xu, Baolong Ma and Xin Zong

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 1922-1942; https://doi.org/10.3390/jtaer19030095 - 30 Jul 2024

Viewed by 872

Abstract

In recent years, live streaming has become the mainstream way of online shopping in China. As the dominant player and performer in live streaming, streamers play a crucial role in consumers’ purchase decisions. Therefore, this study focuses on the self-presentation behavior of streamers [...] Read more.

In recent years, live streaming has become the mainstream way of online shopping in China. As the dominant player and performer in live streaming, streamers play a crucial role in consumers’ purchase decisions. Therefore, this study focuses on the self-presentation behavior of streamers in the context of e-commerce live streaming and explores the mechanism of its influence on consumers’ purchase intention from the perspective of persuasion knowledge. A total of 538 consumers from China participated in this anonymous survey. The results indicate that helpful and empathetic behaviors of streamers can significantly enhance consumers’ purchase intention, while derogatory, exaggerated, and flattering behaviors of streamers can significantly diminish consumers’ purchase intention. Persuasion knowledge played a mediating role and had a significant negative impact on purchase intention, while anticipated inaction regret weakened its effect on purchase intention. Full article

(This article belongs to the Topic Consumer Psychology and Business Applications)

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15 pages, 1275 KiB

Open AccessArticle

The Evolution of Price Discrimination in E-Commerce Platform Trading: A Perspective of Platform Corporate Social Responsibility

by Ying Ma, Xiaodong Guo, Weihuan Su and Guo Fu

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 1907-1921; https://doi.org/10.3390/jtaer19030094 - 26 Jul 2024

Viewed by 727

Abstract

The widespread use of data in e-commerce has facilitated the implementation of different pricing strategies for platforms and merchants. However, the excessive use of algorithms for differential pricing has sparked discussions about fairness and price discrimination, disrupting the platform trading system. To address [...] Read more.

The widespread use of data in e-commerce has facilitated the implementation of different pricing strategies for platforms and merchants. However, the excessive use of algorithms for differential pricing has sparked discussions about fairness and price discrimination, disrupting the platform trading system. To address this challenge, we adopt an evolutionary game approach to analyze the evolutionary strategies of all parties from the perspective of platform CSR. It is based on a special type of e-commerce platform trading in which major merchants have data analytics capabilities. We construct an evolutionary game model considering reputation and punishment, explore the impact of different situations and factors on the system’s evolutionary stability strategy, and conduct its verification via simulation experiments. The results show that long-term reputation is the internal driving force for platforms to fulfill responsibilities. The joint punishment of collusion is the external binding force. Consumer complaints are key to restricting merchants’ integrity operation. Moreover, penalties imposed by e-commerce platforms can help eradicate price discrimination. This study provides a new perspective to solve price discrimination in the digital era. Measures based on reputation and punishment can guide platforms to fulfill other social responsibilities. Full article

(This article belongs to the Topic Consumer Psychology and Business Applications)

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14 pages, 869 KiB

Open AccessArticle

The Role of Service Quality Attributes and Perceived Value in US Consumers’ Impulsive Buying Intentions for Fresh Food E-Commerce

by Jee-Won Kang and Young Namkung

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 1893-1906; https://doi.org/10.3390/jtaer19030093 - 23 Jul 2024

Viewed by 677

Abstract

Given the widespread adoption of fresh food e-commerce, this study aimed to explore the service quality attributes influencing utilitarian value, hedonic value, and impulsive buying behavior. A survey was conducted with 263 participants who had experience in purchasing fresh food online. Their responses [...] Read more.

Given the widespread adoption of fresh food e-commerce, this study aimed to explore the service quality attributes influencing utilitarian value, hedonic value, and impulsive buying behavior. A survey was conducted with 263 participants who had experience in purchasing fresh food online. Their responses were analyzed to test hypotheses using structural equation modeling. The findings reveal significant influences of information quality, ease of use, and problem resolution on utilitarian value. Additionally, ease of use, problem resolution, and trendiness were found to impact hedonic value. Problem resolution was a quality factor that affected both practical value and hedonic value, and its influence was found to be greater than that of other service quality factors. Hedonic value was also found to significantly affect impulsive buying behavior; however, utilitarian value did not exhibit a significant impact on impulsive buying behavior. The results provide useful theoretical and managerial implications in the field of fresh food e-commerce business. Full article

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J. Theor. Appl. Electron. Commer. Res., Volume 19, Issue 3 (September 2024) – 43 articles

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