Journal Description
Journal of Theoretical and Applied Electronic Commerce Research
Journal of Theoretical and Applied Electronic Commerce Research
published since 2006, is an international, peer-reviewed, scientific journal owned by the Faculty of Engineering of the Universidad de Talca, and MDPI provides publishing services for the journal since Volume 16, Issue 3 (2021).
- Open Access— free for readers, with article processing charges (APC) paid by authors or their institutions.
- High Visibility: indexed within Scopus, SSCI (Web of Science), dblp, and other databases.
- Journal Rank: JCR - Q1 (Business) / CiteScore - Q1 (General Business, Management and Accounting )
- Rapid Publication: manuscripts are peer-reviewed and a first decision is provided to authors approximately 32 days after submission; acceptance to publication is undertaken in 4.5 days (median values for papers published in this journal in the first half of 2024).
- Recognition of Reviewers: APC discount vouchers, optional signed peer review, and reviewer names published annually in the journal.
Impact Factor:
5.1 (2023);
5-Year Impact Factor:
5.1 (2023)
Latest Articles
Unraveling the Influential Mechanisms of Smart Interactions on Stickiness Intention: A Privacy Calculus Perspective
J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2582-2604; https://doi.org/10.3390/jtaer19040124 - 26 Sep 2024
Abstract
Artificial intelligence (AI) technologies are changing the ways of interaction between humans and machines, and smart interactions have become one of the hot topics of artificial intelligent in-home voice assistants (AVAs) by connecting humans, machines, content, and AVAs. Based on the privacy calculus
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Artificial intelligence (AI) technologies are changing the ways of interaction between humans and machines, and smart interactions have become one of the hot topics of artificial intelligent in-home voice assistants (AVAs) by connecting humans, machines, content, and AVAs. Based on the privacy calculus theory (PCT), the authors conducted an online questionnaire-based survey to investigate the influential mechanisms of smart interactions on stickiness intention (SI), demonstrated the positive (negative) effects of smart interactions on benefits and risks, and verified the moderating role of susceptibility to normative influence (SNI). The results show that smart interactions positively impact SI via utilitarian benefit and hedonic benefit; humanness has a U-shaped effect on privacy risk; personalization, connectivity, and linkage positively impact privacy risk; multimodal control negatively impacts privacy risk; and SNI positively moderates the effects of smart interactions on stickiness intention. The study enriched and expanded the literature on smart interactions in the context of AIoT and offered practical implications for AVA service providers and developers to design or optimize smart interactions for AI interactive services. By examining the double-edged sword effects of personalization and humanness, our findings offer novel insights into the privacy calculus in smart interactions.
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(This article belongs to the Topic Interactive Marketing in the Digital Era)
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Strategic Interactions in Omnichannel Retailing: Analyzing Brand Competition and Optimal Strategy Selection
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Jing Yu, Yufei Ren and Chi Zhou
J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2557-2581; https://doi.org/10.3390/jtaer19040123 - 25 Sep 2024
Abstract
The rapid advancement of digital technology has blurred the line between online and brick-and-mortar stores, leading to the proliferation of omnichannel retailing. Two widely adopted strategies are Buy Online and Pick Up in Store (BOPS) and Ship from Store (SFS). This study examines
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The rapid advancement of digital technology has blurred the line between online and brick-and-mortar stores, leading to the proliferation of omnichannel retailing. Two widely adopted strategies are Buy Online and Pick Up in Store (BOPS) and Ship from Store (SFS). This study examines a supply chain where a manufacturer sells national brand products through an e-commerce platform (e-platform) that also offers its own brand products. We analyze the optimal omnichannel strategies for both the e-platform and the manufacturer, considering scenarios of cooperation and brand competition, across four strategy combinations. Our findings highlight that the profits of both the e-platform and manufacturer are primarily influenced by the commission rate, product category valuation and competition intensity. The commission rate plays a pivotal role in shaping the e-platform’s strategy: a low rate leads to direct competition with the manufacturer, while a high rate prioritizes the manufacturer’s products. When the spillover profit is less than the net difference between the customer’s additional benefits and the firm’s additional costs for SFS compared to BOPS, and the commission rate is high, an equilibrium is achieved. Sensitivity analyses reveal that as the product differentiation decrease, the manufacturer’s profits decline, while the e-platform’s profits rise with an increasing commission rate.
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(This article belongs to the Collection Advances in Supply Chain Management in the Era of Electronic Commerce)
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Open AccessArticle
Empirical Research of Cold-Chain Logistics Service Quality in Fresh Product E-Commerce
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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
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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
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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.
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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
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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
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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.
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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
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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
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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.
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Open AccessArticle
Boosting Customers’ Co-Creation in Open-Source Software Environments: The Role of Innovativeness and a Sense of Community
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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
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
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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.
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(This article belongs to the Topic Consumer Psychology and Business Applications)
Open AccessArticle
Can Influencer Persona Increase the Effectiveness of Social Media Video Ads? The Mediating Effect of Consumer Perceptions of Self
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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
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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
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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.
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Open AccessArticle
Prevalence of Online Political Incivility: Mediation Effects of Cognitive and Affective Involvement
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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
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
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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.
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(This article belongs to the Topic Consumer Psychology and Business Applications)
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Four-Party Evolutionary Game Analysis of Value Co-Creation Behavior of Bulk Logistics Enterprises in Digital Transformation
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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
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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
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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.
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Open AccessArticle
Can Industrial Digitalization Boost a Consumption-Driven Economy? An Empirical Study Based on Provincial Data in China
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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
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
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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.
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Open AccessArticle
Online Social Influence and Negative Emotions toward Snow Sports Brands: Moderation and Mediation Effects
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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
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)
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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.
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(This article belongs to the Section Digital Marketing and the Connected Consumer)
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Value Creation in Technology-Driven Ecosystems: Role of Coopetition in Industrial Networks
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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
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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
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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.
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Open AccessArticle
Direct Mail or Bonded Warehouse? Logistics Mode Selection in Cross-Border E-Commerce under Exchange Rate Risk
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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
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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
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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.
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Open AccessArticle
Does the Weather Still Affect Me When I Shop at Home? The Impact of Weather on Online Shopping Behavior
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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
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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
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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.
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Open AccessArticle
Don’t Like Them but Take What They Said: The Effectiveness of Virtual Influencers in Public Service Announcements
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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
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
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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.
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(This article belongs to the Topic Consumer Psychology and Business Applications)
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Beyond Barriers: Constructing the Cloud Migration Complexity Index for China’s Digital Transformation
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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
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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
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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.
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Open AccessArticle
Exploring Consumer Acceptance of AI-Generated Advertisements: From the Perspectives of Perceived Eeriness and Perceived Intelligence
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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
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
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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.
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(This article belongs to the Section Digital Marketing and the Connected Consumer)
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Open AccessArticle
The Main Drivers of E-Commerce Adoption: A Global Panel Data Analysis
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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
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
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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.
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(This article belongs to the Topic Digital Marketing Dynamics: From Browsing to Buying)
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Open AccessArticle
Encountering Product Information: How Flashes of Insight Improve Your Decisions on E-Commerce Platforms
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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
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
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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.
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(This article belongs to the Topic Online User Behavior in the Context of Big Data)
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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
Abstract
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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
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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.
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