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Location-Based Moderation in Digital Marketing and E-Commerce: Understanding Gen Z’s Online Buying Behavior for Emerging Tech Products

Journal Description

Journal of Theoretical and Applied Electronic Commerce Research

Journal of Theoretical and Applied Electronic Commerce Research is an international, peer-reviewed, open access journal of electronic commerce, published quarterly online by MDPI.

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 - Q2 (Business) / CiteScore - Q1 (General Business, Management and Accounting )
Rapid Publication: manuscripts are peer-reviewed and a first decision is provided to authors approximately 33.1 days after submission; acceptance to publication is undertaken in 4.9 days (median values for papers published in this journal in the first half of 2025).
Recognition of Reviewers: APC discount vouchers, optional signed peer review, and reviewer names published annually in the journal.

Impact Factor: 4.6 (2024); 5-Year Impact Factor: 5.1 (2024)

Imprint Information Journal Flyer Open Access ISSN: 0718-1876

Latest Articles

22 pages, 787 KB

Open AccessArticle

Leveraging Digital Innovation for Sustainable Performance via Supply Chain Resilience

by Yuhan Liu, Yubing Yu, Ye Wu, Yanqiu Liu and Min Zhang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 283; https://doi.org/10.3390/jtaer20040283 - 9 Oct 2025

As an emerging innovation paradigm in the digital economy era, digital innovation has become an important means for manufacturing firms to build supply chain resilience for sustainable development, but its intrinsic mechanism requires clarification. This research explores the impact of digital innovation (digital [...] Read more.

As an emerging innovation paradigm in the digital economy era, digital innovation has become an important means for manufacturing firms to build supply chain resilience for sustainable development, but its intrinsic mechanism requires clarification. This research explores the impact of digital innovation (digital organizational innovation and digital product innovation) on supply chain resilience (supply chain readiness, supply chain responsiveness, and supply chain recovery) and sustainable performance via structural equation modeling involving data from 226 Chinese manufacturing firms. The results show that digital organizational innovation can promote digital product innovation. Digital organizational innovation and digital product innovation contribute to supply chain readiness, supply chain responsiveness, and supply chain recovery. Supply chain readiness, supply chain responsiveness, and supply chain recovery enhance sustainable performance. Finally, supply chain resilience mediates the relationship between digital innovation and sustainable performance. These findings reveal the role of digital innovation in improving sustainable performance through supply chain resilience and provide practical guidance for manufacturing companies to better conduct digital innovation to build supply chain resilience and thus realize sustainable development. Full article

(This article belongs to the Special Issue Digitalization and Sustainable Supply Chain)

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26 pages, 695 KB

Open AccessArticle

Managing Service-Level Returns in E-Commerce: Joint Pricing, Delivery Time, and Handling Strategy Decisions

by Sisi Zhao

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 282; https://doi.org/10.3390/jtaer20040282 - 9 Oct 2025

This research investigates the strategic interplay between pricing, delivery promises, and handling strategies for service-level returns—products returned by consumers due to operational issues like late delivery rather than product defects. In a vertical decentralized supply chain with a manufacturer and an e-tailer, a [...] Read more.

This research investigates the strategic interplay between pricing, delivery promises, and handling strategies for service-level returns—products returned by consumers due to operational issues like late delivery rather than product defects. In a vertical decentralized supply chain with a manufacturer and an e-tailer, a shorter promised delivery lead time (PDL) attracts more customers but also increases the risk of late delivery, making products more return-prone. Modeling the return rate as an endogenous variable dependent on the e-tailer’s PDL decision, we develop a Manufacturer-Stackelberg (MS) game-theoretic model to examine whether service-level returns should be handled by the manufacturer (Buy-Back strategy) or the e-tailer (No-Returns strategy). The results suggest that the optimal handling strategy depends on the e-tailer’s reselling ratio—a measure of its efficiency in extracting value from returns. A win-win situation is achieved when the reselling ratio is smaller than a threshold, as the manufacturer’s decision to buy back these returns also benefits the e-tailer. Surprisingly, when the manufacturer leaves the e-tailer to handle FFRs, a higher reselling ratio is not necessarily profitable for the e-tailer. Extending the analysis to a retailer-Stackelberg (RS) scenario reveals that the supply chain’s power structure is a fundamental determinant of the optimal returns handling strategy, shifting the equilibrium from a counterintuitive, power-distorted outcome in a MS system to an intuitive, profit-driven one in a RS system. Full article

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22 pages, 2301 KB

Open AccessArticle

Handwritten Messages Boost Consumer Engagement in Food Delivery

by Yue Liu, Xiaoxiao Fu and Tian Lan

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 281; https://doi.org/10.3390/jtaer20040281 - 9 Oct 2025

Customer assistance (e.g., reviews and referrals) plays a vital role for catering merchants. This study investigates how handwritten (vs. printed) messages can enhance consumers’ intention to engage in such assistance activities in the context of food delivery. Using a multi-method approach (field and [...] Read more.

Customer assistance (e.g., reviews and referrals) plays a vital role for catering merchants. This study investigates how handwritten (vs. printed) messages can enhance consumers’ intention to engage in such assistance activities in the context of food delivery. Using a multi-method approach (field and scenario-based experiments), we demonstrate that handwritten messages significantly increase customers’ willingness to provide assistance, an effect mediated by perceived interpersonal intimacy. Moreover, the impact of handwritten messages interacts with message content structure. The positive effect of handwritten typefaces is stronger for individual catering businesses than for chain restaurants, and more effective among hedonic customers compared to utilitarian ones. These findings offer practical guidance for service merchants on leveraging handwritten messages to foster customer assistance behaviors. Full article

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18 pages, 828 KB

Open AccessArticle

Descriptive Trajectories of How Service Innovation Shapes Customer Exit Intentions in Online Travel Agencies

by Yingxue Xia and Hong-Youl Ha

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 280; https://doi.org/10.3390/jtaer20040280 - 9 Oct 2025

This study examines the descriptive trajectories through which service innovation is associated with customer exit dynamics after service failures, drawing on a three-wave panel of 532 online travel agency users and employing partial least squares structural equation modeling with predictive assessment. We analyze [...] Read more.

This study examines the descriptive trajectories through which service innovation is associated with customer exit dynamics after service failures, drawing on a three-wave panel of 532 online travel agency users and employing partial least squares structural equation modeling with predictive assessment. We analyze how innovation is associated with switching intentions via brand hate and brand distrust over time. Results reveal distinct temporal patterns: service innovation is linked to consistent reductions in both hate and distrust, yet only hate emerges as a salient mediator whose marginal association with switching intensifies over time. In contrast, distrust, although mitigated by innovation, remains relatively stable and behaviorally inert. Rather than asserting a causal explanation, we document temporal associations—labelled here as a “dilution effect”—to indicate that innovation coincides with weakening negative emotions but only partial attenuation of their behavioral correlates. By distinguishing between the fading but influential role of hate and the persistent yet inert nature of distrust, this study clarifies differentiated pathways through which negative states coincide with customer exit. For managers, the results highlight the need for staged innovation strategies to dissipate hate, complemented by long-term trust-repair initiatives to address enduring distrust and reduce customer churn. Full article

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

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18 pages, 747 KB

Open AccessArticle

Aurea EDEN: A 3D Visualization Approach for E-Commerce Customer Journey Analytics

by Robert Waszkowski

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 279; https://doi.org/10.3390/jtaer20040279 - 9 Oct 2025

This paper introduces and empirically evaluates Aurea EDEN, a novel 3D visualization library for e-commerce customer journey analytics. Traditional 2D dashboards often fragment performance data from the structural context of the conversion funnel, increasing analysts’ cognitive load. To address this, Aurea EDEN provides [...] Read more.

This paper introduces and empirically evaluates Aurea EDEN, a novel 3D visualization library for e-commerce customer journey analytics. Traditional 2D dashboards often fragment performance data from the structural context of the conversion funnel, increasing analysts’ cognitive load. To address this, Aurea EDEN provides a method for programmatically generating 3D funnel diagrams where Key Performance Indicators (KPIs) are encoded directly as geometric properties. This approach is validated through two empirical studies: a comparative user study and a technical performance benchmark. The user study demonstrates that, for common analytical tasks, the 3D visualization significantly reduces task completion time and perceived cognitive workload (measured via NASA-TLX) while improving usability (measured via SUS) compared to a traditional 2D dashboard baseline. The benchmark confirms the library’s scalability for complex, real-world scenarios. These findings indicate that integrating KPIs as geometric attributes in a 3D model offers a more effective and efficient alternative for analyzing e-commerce funnels, providing a tangible contribution to the fields of information visualization and e-commerce analytics. Full article

(This article belongs to the Section e-Commerce Analytics)

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23 pages, 598 KB

Open AccessArticle

From Participation to Embedding: Unpacking the Income Effects of E-Commerce-Led Digital Chain on Chinese Farmers

by Yuanyuan Peng, Xuanheng Wu and Yueshu Zhou

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 278; https://doi.org/10.3390/jtaer20040278 - 5 Oct 2025

This study aims to investigate the multifaceted effects of e-commerce-led digital chain engagement on the income of Chinese crop farmers, distinguishing between participation status and participation depth. The analysis uses data from the China Rural Revitalization Survey (CRRS) conducted in 2020, with 1815 [...] Read more.

This study aims to investigate the multifaceted effects of e-commerce-led digital chain engagement on the income of Chinese crop farmers, distinguishing between participation status and participation depth. The analysis uses data from the China Rural Revitalization Survey (CRRS) conducted in 2020, with 1815 crop-farming households as the sample. To estimate causal effects, treatment effect models and instrumental variable strategies are employed. Results show that e-commerce-led digital chain participation significantly enhances household income, and deeper digital chain engagement amplifies this effect. Mechanism analyses reveal that deep engagement promotes income through multiple channels, including improved digital preparedness, enhanced product sales performance, and increased participation in digital financial services. Heterogeneity analysis indicates that the income gains mainly stem from agricultural revenue, and are more pronounced among cooperative members, though marginal benefits from deeper engagement appear limited. Quantile regressions uncover a pronounced Matthew effect: higher-income households benefit more from digital chain embedding, thereby widening the income gap. Moreover, e-commerce-led digital chain participation also improves farmers’ income satisfaction and their expectations of income sustainability. These findings suggest that policymakers should not only promote basic e-commerce participation but also implement targeted support for deep digital chain embedding to foster inclusive growth while mitigating the Matthew effect. By shifting the focus from binary participation to embedded intensity, this study provides new insights into how e-commerce-led digital transformation shapes rural income structures, offering theoretical and empirical contributions to the literature on agricultural modernization and digital inclusion. Full article

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24 pages, 540 KB

Open AccessArticle

Enhancing Omnichannel Customer Experience: From a Customer Journey Design Perspective

by Wei Gao and Ning Jiang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 277; https://doi.org/10.3390/jtaer20040277 - 5 Oct 2025

Customer experience is central to omnichannel marketing and is increasingly the focus of research attention. However, few studies have focused on the development of excellent omnichannel customer experiences. To fill this research gap, we examined the drivers of these experiences from a customer [...] Read more.

Customer experience is central to omnichannel marketing and is increasingly the focus of research attention. However, few studies have focused on the development of excellent omnichannel customer experiences. To fill this research gap, we examined the drivers of these experiences from a customer journey design perspective. Partial least squares structural equation modeling (PLS-SEM) and partial least squares multigroup analysis (PLS-MGA) were employed to analyze 775 valid omnichannel customers’ data, which were collected through an online survey. The findings suggest that the thematic cohesion, consistency, context sensitivity, and connectivity of touchpoints play an important role in improving omnichannel customer experience. Value co-creation behavior can be significantly increased by affective, cognitive, physical, relational, and symbolic experiences, but not by sensorial omnichannel customer experiences. These results not only contribute to the knowledge of omnichannel customer experiences, customer journeys, and value co-creation behavior, but also offer useful advice for omnichannel marketers. Full article

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22 pages, 1534 KB

Open AccessArticle

BNTree for Predicting Persuasion Effect in Digital Era Crisis Communication

by Wanglai Li, Hanzhe Yang, Huizhang Shen and Zhangxue Huang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 276; https://doi.org/10.3390/jtaer20040276 - 5 Oct 2025

With rapid digital transformation, online information and reviews have become more consequential, which may lead to a public opinion crisis. How to predict the persuasion effect is an important research problem in the design of a crisis communication strategy. The method for solving [...] Read more.

With rapid digital transformation, online information and reviews have become more consequential, which may lead to a public opinion crisis. How to predict the persuasion effect is an important research problem in the design of a crisis communication strategy. The method for solving this problem is to propose a predictive framework for digital persuasion, grounded in the elaboration likelihood model. Within this framework, a database is constructed, and a machine learning algorithm integrating Bayesian networks and decision trees, BNTree (Bayesian Network and Tree), is proposed. The results demonstrate that BNTree can predict persuasion effects more accurately. In addition, the prediction of BNTree also reflects the major cognitive route of netizens and the critical influence factors for persuasion effects. These findings imply that integrating psychological theory into algorithm design can enhance predictive performance and interpretability, providing practical support for crisis communication in the digital era. Full article

(This article belongs to the Special Issue Electronic Commerce and Information Management Towards the Digital Era)

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19 pages, 715 KB

Open AccessArticle

Can Digital Finance Unleash the Potential for Household Consumption? A Comparison Based on the Inconsistency Between Income and Consumption Classes

by Ziqing Du and Guangming Lv

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 275; https://doi.org/10.3390/jtaer20040275 - 4 Oct 2025

The high savings propensity of households has led to inconsistencies between income and consumption classes in China. The issue of unleashing the consumption potential of households arouses public concern. This paper explores the effect of digital finance DF on unleashing the consumption potential [...] Read more.

The high savings propensity of households has led to inconsistencies between income and consumption classes in China. The issue of unleashing the consumption potential of households arouses public concern. This paper explores the effect of digital finance DF on unleashing the consumption potential of households from the perspective of household consumption habits. By examining the inconsistency between income and consumption classes, the findings reveal that households in China have substantial untapped consumption potential, and that prioritizing household consumption potential is a more effective approach to stimulating consumption. The mechanism analysis shows that DF facilitates consumption growth through both reducing time costs and precautionary savings, as well as easing credit and liquidity constraints. Notably, these effects are more pronounced in underconsumption households compared to equal-consumption households. Full article

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19 pages, 1508 KB

Open AccessArticle

The Digitalization–Performance Nexus in the European Union: A Country-Level Analysis of Heterogeneity and Complementarities

by Dragos Paun, Ciprian Adrian Paun and Nicolae Paun

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 274; https://doi.org/10.3390/jtaer20040274 - 4 Oct 2025

This study investigates the multifaceted impact of digitalization on economic performance across the 27 European Union member states from 2017 to 2023. Using a comprehensive panel dataset, the analysis moves beyond aggregate metrics to dissect how specific digital levers contribute to trade performance [...] Read more.

This study investigates the multifaceted impact of digitalization on economic performance across the 27 European Union member states from 2017 to 2023. Using a comprehensive panel dataset, the analysis moves beyond aggregate metrics to dissect how specific digital levers contribute to trade performance and national income. A two-way fixed effects (FEs) regression model is employed to rigorously control for unobserved country-specific heterogeneity and common time-based shocks, with diagnostic tests confirming the suitability of this specification. The results reveal a complex and often counter-intuitive set of relationships. One key finding is a statistically significant negative association between the EU’s headline Digital Economy and Society Index (DESI) and goods exports, a paradox that emerges in the model once specific business-level digital tools are accounted for. This suggests that composite indices can be misleading for granular policy analysis. The marginal benefit of cloud adoption diminishes significantly in countries with higher levels of public investment in Research and Development (R&D), indicating a substitution rather than a complementary relationship between these two innovation channels. Full article

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27 pages, 4873 KB

Open AccessArticle

The Streamer Selection Strategy for Live Streaming Sales: Genuine, Virtual, or Hybrid

by Delong Jin

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 273; https://doi.org/10.3390/jtaer20040273 - 3 Oct 2025

Research Problem and Gap: Live streaming sales rely heavily on streamers, with both genuine and AI-generated virtual streamers gaining popularity. However, these streamer types possess contrasting capabilities. Genuine streamers are superior at building trust and reducing product valuation uncertainty but have limited reach, [...] Read more.

Research Problem and Gap: Live streaming sales rely heavily on streamers, with both genuine and AI-generated virtual streamers gaining popularity. However, these streamer types possess contrasting capabilities. Genuine streamers are superior at building trust and reducing product valuation uncertainty but have limited reach, while virtual streamers excel at broad audience engagement but are less effective at mitigating uncertainty, often leading to higher product return rates. This trade-off creates a critical strategic gap; that is, brand firms lack clear guidance on whether to invest in genuine or virtual streamers or adopt a hybrid approach for their live channels. Objective and Methods: This study addresses this gap by developing a theoretical analytical model to determine a monopolistic brand firm’s optimal streamer strategy among three options: using only a genuine streamer, only a virtual streamer, or a combination of the two (hybrid approach). The researchers model consumer utility, factoring in uncertainty and the streamers’ differential impact on reach, to derive optimal decisions on pricing and streamer selection. Results and Findings: The analysis yields several key findings with direct managerial implications. First, while a hybrid strategy leverages the complementary strengths of both streamer types, its success depends on employing high-quality streamers; in other words, this strategy does not justify settling for inferior talent of either type. Second, employing a virtual streamer requires a moderate price reduction to compensate for higher consumer uncertainty and prevent high profit-eroding return rates. Third, a pure strategy (only genuine or only virtual) is optimal only when that streamer type has a significant cost advantage. Otherwise, the hybrid strategy tends to be the most profitable. Moreover, higher product return costs directly diminish the viability of virtual streamers, making a genuine or hybrid strategy more attractive for products with expensive return processes. Conclusions: The results provide a clear framework for brand firms—that is, the choice of streamer is a strategic decision intertwined with pricing and product return costs. Firms should pursue a hybrid strategy not as a compromise but as a premium approach, use targeted pricing to mitigate the risk of virtual streamers, and avoid virtual options altogether for products with high return costs. Full article

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26 pages, 1137 KB

Open AccessArticle

“One Face, Many Roles”: The Role of Cognitive Load and Authenticity in Driving Short-Form Video Ads

by Yadi Feng, Bin Li, Yixuan Niu and Baolong Ma

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 272; https://doi.org/10.3390/jtaer20040272 - 3 Oct 2025

Short-form video platforms have shifted advertising from standalone, time-bounded spots to feed-embedded, swipeable stimuli, creating a high-velocity processing context that can penalize casting complexity. We ask whether a “one face, many roles” casting strategy (a single actor playing multiple characters) outperforms multi-actor executions, [...] Read more.

Short-form video platforms have shifted advertising from standalone, time-bounded spots to feed-embedded, swipeable stimuli, creating a high-velocity processing context that can penalize casting complexity. We ask whether a “one face, many roles” casting strategy (a single actor playing multiple characters) outperforms multi-actor executions, and why. A two-phase pretest (N = 3500) calibrated a realistic ceiling for “multi-actor” casts, then four experiments (total N = 4513) tested mechanisms, boundary conditions, and alternatives. Study 1 (online and offline replications) shows that single-actor ads lower cognitive load and boost account evaluations and purchase intention. Study 2, a field experiment, demonstrates that Need for Closure amplifies these gains via reduced cognitive load. Study 3 documents brand-type congruence: one actor performs better for entertaining/exciting brands, whereas multi-actor suits professional/competence-oriented brands. Study 4 rules out cost-frugality and sympathy using a budget cue and a sequential alternative path (perceived cost constraint → sympathy). Across studies, a chain mediation holds: single-actor casting reduces cognitive load, which elevates brand authenticity and increases purchase intention; a simple mediation links cognitive load to account evaluations. Effects are robust across settings and participant gender. We theorize short-form advertising as a context-embedded persuasion episode that connects information-processing efficiency to authenticity inferences, and we derive practical guidance for talent selection and script design in short-form campaigns. Full article

(This article belongs to the Topic Innovations in New Media: Shaping the Future of Interactive Marketing)

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12 pages, 243 KB

Open AccessArticle

“You Only Buy What You Love”: Understanding Impulse Buying Among College Students Through Values, Emotion, and Digital Immersion

by Yuanbo Qi

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 271; https://doi.org/10.3390/jtaer20040271 - 3 Oct 2025

Impulsive purchasing behavior among university students has gained increased attention in the context of digital consumption settings; however, much of the existing research is product-specific and quantitative, leaving the subjective nuances of this phenomenon underexplored. This study investigates how college students perceive and [...] Read more.

Impulsive purchasing behavior among university students has gained increased attention in the context of digital consumption settings; however, much of the existing research is product-specific and quantitative, leaving the subjective nuances of this phenomenon underexplored. This study investigates how college students perceive and explain their impulsive purchase behavior across various product categories and platforms, using qualitative data from focus groups (n = 72). By revealing the prevalence of key patterns—interest-aligned, emotional relief, hedonistic lifestyle, social influence, inquisitive reviewer, presentation appeal, and controlled purchase—this research uncovers the underlying identity-affirming practices, internal emotional negotiations, and external sociotechnical cues that shape such behavior. Ultimately, it reframes impulsive buying as a socially embedded, identity-driven act rather than an act of irrationality. These findings advance our understanding of consumer psychology by emphasizing the lived experiences and self-construction processes of young consumers navigating media-saturated, algorithmically curated purchasing environments. Full article

19 pages, 515 KB

Open AccessArticle

The Experience Paradox: Problematizing a Common Digital Trace Proxy on Crowdfunding Platforms

by Ohsung Kim and Jungwon Lee

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 270; https://doi.org/10.3390/jtaer20040270 - 3 Oct 2025

Information Systems (ISs) research frequently relies on digital trace data, often using simple activity counts as proxies for complex latent constructs like ‘experience’. However, the validity of such proxies is often assumed rather than critically scrutinized. This study problematizes this practice by treating [...] Read more.

Information Systems (ISs) research frequently relies on digital trace data, often using simple activity counts as proxies for complex latent constructs like ‘experience’. However, the validity of such proxies is often assumed rather than critically scrutinized. This study problematizes this practice by treating a common proxy—a creator’s prior project count on Kickstarter—not as a measure of experience, but as a focal signal whose meaning is inherently ambiguous and context-dependent. By analyzing large-scale data (N ≈ 16,407 projects), we uncover a nuanced ‘experience paradox.’ The proxy exhibits a significant inverted-U association with backer mobilization and non-linearly moderates the value of other positive signals. Strikingly, it also maintains a persistent negative direct association with total funding, with its meaning varying significantly across project categories. These findings reveal the profound ambiguity of seemingly objective digital traces. Our primary contribution is methodological and theoretical: we provide a robust empirical critique of naive proxy use and refine signaling theory for digital contexts by integrating it with cognitive limitations and contextual factors. We urge IS scholars to develop more sophisticated measurement models and offer specific, evidence-based cautions for platform managers against the simplistic use of activity metrics in the digital economy. Full article

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32 pages, 2020 KB

Open AccessArticle

Research on Coordination of the E-Commerce Platform Supply Chain Considering Tripartite AI Investments

by Zijiao Sun and Jun Tu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 269; https://doi.org/10.3390/jtaer20040269 - 2 Oct 2025

This study examines a three-tier e-commerce platform supply chain consisting of a manufacturer, an e-commerce platform, and a logistics provider, where three members invest in artificial intelligence. Market demand is modeled as a function of retail price and the AI investment efforts of [...] Read more.

This study examines a three-tier e-commerce platform supply chain consisting of a manufacturer, an e-commerce platform, and a logistics provider, where three members invest in artificial intelligence. Market demand is modeled as a function of retail price and the AI investment efforts of three members. To coordinate the supply chain, all possible coalition forms and the cost-sharing contract are investigated. Game models under different scenarios are established and solved. The results show that: (1) Compared with the centralized structure, each member’s AI investment effort will decrease under decentralized structures; (2) The cost-sharing contract is always effective for the AI investment efforts of the manufacturer and platform, but it is effective for the logistics provider’s AI investment effort under certain conditions; (3) The cost-sharing contract effectively coordinates the e-commerce platform supply chain compared to the revenue-sharing contract. Market demand and supply chain profit are larger under the cost-sharing contract than under the fully decentralized structure. This paper provides a theoretical basis for the design of AI investment strategies, product pricing, and coordination mechanisms for supply chain members of the e-commerce supply chain. Full article

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34 pages, 1369 KB

Open AccessArticle

Intergenerational Differences in Impulse Purchasing in Live E-Commerce: A Multi-Dimensional Mechanism of the ASEAN Cross-Border Market

by Yanli Pei, Jie Zhu and Junwei Cao

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 268; https://doi.org/10.3390/jtaer20040268 - 2 Oct 2025

Existing research on live-streaming e-commerce consumption behavior is mostly limited by a single disciplinary framework, unable to systematically parse the mechanism of macro-policies and cultural values on intergenerational consumer psychology. This study takes ASEAN cross-border live-streaming e-commerce as a scenario, integrates theories of [...] Read more.

Existing research on live-streaming e-commerce consumption behavior is mostly limited by a single disciplinary framework, unable to systematically parse the mechanism of macro-policies and cultural values on intergenerational consumer psychology. This study takes ASEAN cross-border live-streaming e-commerce as a scenario, integrates theories of economics, political science, and sociology, and constructs an innovative three-layer analysis model of “macroeconomic system–meso-market–micro-behavior” based on multi-source data from 2020 to 2024. It empirically explores the formation mechanism of intergenerational differences in impulse buying. The results show that the behavior differences of different groups are significantly driven by income gradient, cross-border policies (tariff adjustment and consumer protection regulations), and collectivism/individualism cultural orientations. The innovative contribution of this study is reflected in three aspects: Firstly, it breaks through the limitation of a single discipline, and for the first time, it incorporates structural variables such as policy synergy effect and family structure change into the theoretical framework of impulse buying, quantifying and revealing the differentiated impact of institutional heterogeneity in ASEAN markets on intergenerational behavior. Secondly, it reconstructs the transmission path of “cultural values–family structure–intergenerational behavior” and finds that the inhibitory effect of collectivism on impulse buying tends to weaken with age. Thirdly, it proposes a “policy instrument–generational response” matching model and verifies the heterogeneous impact of the same policy (such as tariff reduction) on different generations. This study fills the gaps in related research and can provide empirical support for ASEAN enterprises to formulate stratified marketing strategies and for policymakers to optimize cross-border e-commerce regulation. which is of great significance to promote the sustainable development of the regional live-broadcast e-commerce ecology. Full article

(This article belongs to the Special Issue Electronic Commerce and Information Management Towards the Digital Era)

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25 pages, 759 KB

Open AccessArticle

How Do Complementary Assets Influence the Value Innovation of Service Platform Enterprises? Evidence from a Dual Case Study in China

by Kexin Rong, Yanzhang Gu and Longying Hu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 267; https://doi.org/10.3390/jtaer20040267 - 2 Oct 2025

Service platform enterprises have become a prominent economic form in China’s digital economy in the past two decades. The scope of complementary assets is expanding; for example, big data, precision marketing and user traffic conversion are among the emerging manifestations of complementary assets. [...] Read more.

Service platform enterprises have become a prominent economic form in China’s digital economy in the past two decades. The scope of complementary assets is expanding; for example, big data, precision marketing and user traffic conversion are among the emerging manifestations of complementary assets. Nevertheless, scholars have not yet explored how service platform enterprises utilize and maintain these vast complementary assets in the dynamic environment. Building on value innovation theory, this article attempts to reveal the impacts of complementary assets on the value innovation of service platform enterprises, and the conditioning roles of environmental dynamics. By contrasting findings and theoretical replication, we find that (1) complementary assets (specialized complementary assets, universal complementary assets) have promoting effects on service platform enterprises’ value innovation (customer value, partnership, business model changes); (2) environmental dynamics (market changes, technological changes) have moderating effects on the relationship between complementary assets and the value innovation of service platform enterprise. This research provides a novel and fine-grained theoretical framework to illustrate the multidimensional impacts of complementary assets and the contingent roles of a two-dimensional environmental dynamics on value innovation, thereby enriching the literature on value innovation theory and complementary assets, and providing actionable insights for service platform enterprises in leveraging complementary assets for value innovation, as well as guidance for regulatory departments in digital governance. Full article

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21 pages, 417 KB

Open AccessArticle

From Browsing to Buying: Determinants of Impulse Buying Behavior in Mobile Commerce

by Manuel Escobar-Farfán, Iván Veas-González, Elizabeth Emperatriz García-Salirrosas, Karen Veas-Salinas, Valentina Veas-Santibañez and Josune Zavala-González

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 266; https://doi.org/10.3390/jtaer20040266 - 2 Oct 2025

Mobile commerce has transformed the retail landscape, yet the determinants of impulse buying behavior in this environment remain understudied, particularly in emerging markets. This research investigates the factors influencing impulse buying in mobile commerce in Chile using the Stimulus–Organism–Response framework. A quantitative cross-sectional [...] Read more.

Mobile commerce has transformed the retail landscape, yet the determinants of impulse buying behavior in this environment remain understudied, particularly in emerging markets. This research investigates the factors influencing impulse buying in mobile commerce in Chile using the Stimulus–Organism–Response framework. A quantitative cross-sectional study collected data from 451 mobile shoppers via an online survey. Structural equation modeling with PLS-SEM revealed that eight of the thirteen hypothesized relationships were significant. Mobile application factors (visual appeal and portability) positively influenced hedonic and utilitarian values. Among personal factors, economic well-being, family influence, and credit card use directly impacted impulse buying, while time availability did not. Hedonic value strongly influenced impulse buying behavior, but utilitarian value showed no significant effect. Contrary to expectations, the COVID-19 pandemic negatively impacted impulse buying. These findings extend theoretical understanding of mobile impulse buying determinants and provide practical insights for mobile commerce developers and marketers to enhance their platforms and strategies. Full article

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

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37 pages, 1228 KB

Open AccessArticle

Strategic Interactions in Omni-Channel Retailing: Analyzing Manufacturer’s Green Contract Design and Mode Selection

by Zhibing Liu and Chi Zhou

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 265; https://doi.org/10.3390/jtaer20040265 - 2 Oct 2025

Omni-channel retailers arise to address the deficiencies in consumers’ online shopping experiences; the resulting competition between such retailers and traditional online platforms presents substantial challenges for green product manufacturers. A three-level game model is established to examine a manufacturer’s green contract design (product [...] Read more.

Omni-channel retailers arise to address the deficiencies in consumers’ online shopping experiences; the resulting competition between such retailers and traditional online platforms presents substantial challenges for green product manufacturers. A three-level game model is established to examine a manufacturer’s green contract design (product pricing and greenness determination) and mode selection under the competition between an online platform and a new retailer providing omni-channel services to end customers. The manufacturer can select between two modes: supplying a green product to the online platform and new retailer (mode RR) or selling it directly through the online platform and reselling it to the new retailer (mode PR). Our findings indicate that, first, even if the relationship between the manufacturer and new retailer has changed from cooperation under mode RR to competition and cooperation under mode PR, the manufacturer still favors two-channel sales over single-channel sales and affects consumer channel choices to adjust market shares through mode selection. Second, regarding the impacts of the key parameters on the manufacturer, downstream e-commerce platform retailers and environment are intricate and nuanced. While raising the omni-channel service level enhances profitability in the new retailer across both modes, its environmental impacts differ significantly between them. Additionally, it can harm the online platform in some cases. Nevertheless, when the parameters fall within suitable ranges, the manufacturer and both downstream retailers have a consistent preference for improved omni-channel services under both modes. Finally, there is a significant divergence in mode preferences among the manufacturer and both downstream platform retailers. Due to the first-mover advantage, the manufacturer opts for mode RR over mode PR in most cases. Notably, within a specific range of parameters, they consistently prefer mode RR, which also proves beneficial for the environment, resulting in a Pareto optimal outcome. This proposes a concrete cooperation mechanism among the manufacturer, retailers, and consumers from quantitative insights, which can promote green products to achieve the objective of low-carbon environmental protection. Full article

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

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Open AccessArticle

Influencing Factors of Behavioral Intention to Use Cloud Technologies in Small–Medium Enterprises

by Fotios Nikolopoulos and Spiridon Likothanassis

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 264; https://doi.org/10.3390/jtaer20040264 - 2 Oct 2025

As small–medium-sized enterprises (SMEs) increasingly adopt cloud technologies, understanding the factors influencing this shift is crucial as it helps to optimize cloud integration strategies, enabling SMEs to thrive in today’s digital economy. A cross-sectional, quantitative survey was conducted in February 2022 on 626 [...] Read more.

As small–medium-sized enterprises (SMEs) increasingly adopt cloud technologies, understanding the factors influencing this shift is crucial as it helps to optimize cloud integration strategies, enabling SMEs to thrive in today’s digital economy. A cross-sectional, quantitative survey was conducted in February 2022 on 626 employees of SMEs in the USA, based on the TAM-2, TAM-3, and UTAUT-2 models. The questionnaire presented satisfactory reliability, as well as factorial and convergent validity. Employees presented positive behavioral intentions to use cloud technologies, particularly during the COVID-19 period. SMEs were satisfied with the use of Software as a Service (SaaS), Infrastructure as a Service (IaaS), and the public cloud development model in the wake of the COVID-19 period. Behavioral intention to use cloud technologies was linked with higher performance and effort expectancy, price, perceived enjoyment, computer self-efficacy, and social influence. A higher behavioral intention was observed in employees (a) with a mid–top-level role; (b) who worked in finance and insurance, information services data, construction, or software and in an SME with 26–500 employees; (c) who had a master’s degree; (d) were 35–44 years old; and (e) had family obligations. Higher experience with the use of cloud technologies enhanced the positive impacts of effort expectancy, computer self-efficacy, and perceived enjoyment on behavioral intention. Full article

(This article belongs to the Section Digital Business Organization)

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