Journal of Theoretical and Applied Electronic Commerce Research

22 pages, 569 KB

Open AccessArticle

Predicting Trends and Maximizing Sales: AI’s Role in Saudi E-Commerce Decision-Making

by Razaz Waheeb Attar

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 311; https://doi.org/10.3390/jtaer20040311 - 3 Nov 2025

Artificial intelligence (AI) has emerged as a transformative force across various sectors, providing innovative solutions and enhancing operational processes. In the e-commerce domain, AI has significantly contributed to customer-centric approaches and strategic decision-making, fostering superior customer experiences. This study investigates the role and [...] Read more.

Artificial intelligence (AI) has emerged as a transformative force across various sectors, providing innovative solutions and enhancing operational processes. In the e-commerce domain, AI has significantly contributed to customer-centric approaches and strategic decision-making, fostering superior customer experiences. This study investigates the role and impact of AI in the Saudi e-commerce sector, focusing on the perspectives of female customers and retailers. Grounded in sociotechnical theory, the research employs a mixed-methods approach, combining quantitative surveys and semi-structured interviews. The quantitative findings demonstrate that AI-enabled e-commerce positively influences customer experience, customer satisfaction, and operational efficiency. Key AI capabilities, such as task automation, personalized recommendations, and predictive analytics, enhance online retail systems’ performance. The qualitative analysis highlights both the opportunities and challenges associated with AI adoption, emphasizing the need for specialized infrastructure and skilled professionals. Participants recommend addressing the skill gap and adopting phased implementation strategies to optimize AI integration. This study provides actionable insights and strategic recommendations for policymakers and stakeholders in the Saudi e-commerce sector. Full article

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

► Show Figures

Figure 1

20 pages, 927 KB

Open AccessArticle

Gamification in the Metaverse: How Design Attributes Shape User Preferences Across Age Groups

by Yunseul Choi, Dongnyok Shim, Yuri Park and Changjun Lee

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 310; https://doi.org/10.3390/jtaer20040310 - 3 Nov 2025

Abstract

We examine how gamification attributes shape user preferences for metaverse platforms and how these relationships vary across age groups. Using rank-ordered logit on 304 metaverse users from the Korean Media Panel Survey, we code platform features into four domains—character customization, experience/skill systems, social [...] Read more.

We examine how gamification attributes shape user preferences for metaverse platforms and how these relationships vary across age groups. Using rank-ordered logit on 304 metaverse users from the Korean Media Panel Survey, we code platform features into four domains—character customization, experience/skill systems, social networking, and economic systems—and link them to stated preference rankings of leading services. Results show that realistic avatars and expressive behaviors are positively associated with preference, whereas complex body/environment customization is not. Within experience/skill systems, quest presence, content creation, and real-world–mirroring quests relate positively to preference, while excessive freedom/option breadth does not. In social networking, close interactions and group conversation capacity are valued, but rigid chat-window styles are not. Users also prefer low device dependency and real-world task utility. Age heterogeneity emerges: teens show stronger interest in appearance customization, whereas users in their twenties and thirties value mirroring quests, conversational freedom, and monetization. We provide design guidelines for segment-sensitive gamification and discuss implications for inclusive metaverse retail and service strategy. Full article

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

► Show Figures

Figure A1

14 pages, 818 KB

Open AccessArticle

The Impact of NPO Credibility on Enterprise Brand Image in Cause-Related Marketing: A Study Based on the Mediating Effect of Perceived Corporate Hypocrisy

by Jun Wang, Ling Zheng, Xinyi Li and Chiquan Guo

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 309; https://doi.org/10.3390/jtaer20040309 - 3 Nov 2025

Abstract

In recent years, scandals regarding the malpractices of many nonprofit organizations (NPOs) for selfish ends have eroded public trust in them. Therefore, it is necessary to consider whether the credibility of NPOs, as one of the three key implementers in cause-related marketing (CRM) [...] Read more.

In recent years, scandals regarding the malpractices of many nonprofit organizations (NPOs) for selfish ends have eroded public trust in them. Therefore, it is necessary to consider whether the credibility of NPOs, as one of the three key implementers in cause-related marketing (CRM) campaigns, has a transfer effect on enterprise brand image. The aim of the current study is to examine the relationship between NPO credibility and enterprise brand image, along with its underlying mechanism and boundary conditions. Drawing on the affect-transfer model as well as attribution theory, we propose a theoretical model. This model highlights the mediating role of perceived corporate hypocrisy in the relationship between NPO credibility and enterprise brand image. Moreover, it incorporates public emergency, specifically in reference to the COVID-19 pandemic, as a moderator. Three experiments were conducted to test our model. Results reveal that consumers perceive a more negative enterprise brand image when the company partners with a low-credibility NPO compared to a high-credibility NPO. Additionally, the impact of NPO credibility on enterprise brand image is mediated by perceived corporate hypocrisy, which is weakened in the presence of a public emergency. Full article

► Show Figures

Figure 1

22 pages, 2357 KB

Open AccessArticle

Points Accumulation Framework and Spending Behavior—Accelerating vs. Linear Points: The Impact of Loyalty Framework on Consumer Spending

by Song Li, Hongyu Zhang, Atif Ullah and Jiao Feng

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 308; https://doi.org/10.3390/jtaer20040308 - 3 Nov 2025

Abstract

Despite widespread adoption of loyalty programs, little is known about how the shape of points accumulation frameworks influences consumer spending via psychological mechanisms and individual differences. Grounded in Prospect Theory and goal-gradient theory, this research examines the impact of linear versus accelerating points [...] Read more.

Despite widespread adoption of loyalty programs, little is known about how the shape of points accumulation frameworks influences consumer spending via psychological mechanisms and individual differences. Grounded in Prospect Theory and goal-gradient theory, this research examines the impact of linear versus accelerating points accumulation structures on spending intentions across four experiments (N = 1400) using online panels. Stages 1 and 2 manipulation experiments were conducted using simulated loyalty program brochures and e-commerce webpages, demonstrating that accelerating frameworks (versus linear) increase spending intentions by enhancing perceived reward value. Stage 3 used a 2 × 2 between-subjects design, manipulating the points framework with fictitious brochures and priming financial risk tolerance via a portfolio reflection task; temporal discounting was subsequently measured to assess its role (temporal discounting is the tendency for people to assign greater value to immediate rewards than to larger, delayed rewards), confirming the moderating effect of temporal discounting. Stage 4 also employed a 2 × 2 between-subjects design, manipulating the points framework and priming risk tolerance through a writing task, thereby confirming the moderating effect of financial risk tolerance. These findings identify perceived reward value as a key mediator and temporal discount rate and financial risk tolerance as critical moderators. Theoretical contributions include the first-time integration of temporal discounting and individual risk preferences into loyalty program theory, while practical implications offer guidance for designing loyalty programs tailored to specific market segments, thereby enhancing consumer engagement. Full article

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

► Show Figures

Figure 1

20 pages, 2421 KB

Open AccessArticle

AI-Generated Videos: Influencing Trustworthiness, Awe, and Behavioral Intention in Space Tourism E-Commerce

by Shanshan Wang, Kang-Lin Peng, Zhilun Huang and Linjie Ma

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 307; https://doi.org/10.3390/jtaer20040307 - 3 Nov 2025

Abstract

This study explores the effectiveness of artificial intelligence-generated videos (AIGV) as a scalable enabling technology within the e-commerce sector. It investigates the potential of AIGV to enhance marketing efficacy through the simulation of product experiences, with a particular focus on space tourism. A [...] Read more.

This study explores the effectiveness of artificial intelligence-generated videos (AIGV) as a scalable enabling technology within the e-commerce sector. It investigates the potential of AIGV to enhance marketing efficacy through the simulation of product experiences, with a particular focus on space tourism. A notable gap exists in the current understanding of how the attributes of AIGV and individual perceptions influence critical consumer responses in the context of space tourism e-commerce. This gap specifically pertains to their effects on trustworthiness, awe, and behavioral intentions, with an emphasis on the underlying mediating mechanisms. Purposive sampling was employed to gather samples, and partial least squares structural equation modeling (PLS-SEM) was utilized for data analysis. The results reveal that both AIGV attributes and personal perceptions exert a significant influence on trustworthiness, awe, and behavioral intentions within the context of space tourism e-commerce. Awe serves as a central mediating construct between AIGV attributes and behavioral intention, while also mediating the relationship between perceived risk and behavioral intention. In contrast, trustworthiness solely mediates the pathway between perceived risk and behavioral intention. The findings present novel theoretical insights into AI-driven consumer behavior within experiential e-commerce contexts. They also offer practical guidance for the effective implementation of the AIGV. Moreover, this study underscores the necessity for ethical frameworks to regulate consumer trust in AI-dominated marketplaces. Full article

(This article belongs to the Special Issue Artificial Intelligence-Generated Content (AIGC) in Electronic Commerce: Innovations, Applications and Implications)

► Show Figures

Figure 1

27 pages, 1664 KB

Open AccessArticle

Website Loading Animation and Perceived Waiting Time: The Role of Temporal Attention

by Bin Wang, Kai Si, Hussain Ali and Jiao Feng

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 306; https://doi.org/10.3390/jtaer20040306 - 3 Nov 2025

Abstract

The persistent challenge of designing digital interfaces that minimize users’ perceived waiting time remains critical for user satisfaction and conversion rates. This research integrates Attentional Gate Theory to investigate how loading animation type (static vs. dynamic) influences perceived waiting duration through temporal attention [...] Read more.

The persistent challenge of designing digital interfaces that minimize users’ perceived waiting time remains critical for user satisfaction and conversion rates. This research integrates Attentional Gate Theory to investigate how loading animation type (static vs. dynamic) influences perceived waiting duration through temporal attention focus, and examines moderating roles of task involvement and browsing goal orientation. Across four online experiments—Study 1 (N = 198, MTurk) tested the main effect of animation type; Study 2 (N = 411, Prolific) validated full mediation via temporal attention focus using PROCESS analysis; Study 3 (2 × 2 design, N = 400, Prolific) examined task involvement as a moderator; and Study 4 (2 × 2 design, N = 400, Prolific) explored hedonic versus utilitarian browsing goals—the dynamic animation consistently shortened perceived waiting time relative to static displays. Mediation analyses confirmed that reduced temporal attention focus fully explains this effect, which is amplified under low task involvement and hedonic browsing but attenuated when involvement is high or goals are utilitarian. Theoretically, this work extends Attentional Gate Theory to user experience design by uncovering cognitive processes underlying time perception during waits. Managerially, it offers evidence-based recommendations for tailoring loading animations to user context, ultimately enhancing satisfaction and reducing abandonment. Full article

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

► Show Figures

Figure 1

29 pages, 3272 KB

Open AccessArticle

How Mind Perception Shapes Influencer–Product Fit: The Diverging Effects of Virtual Versus Human Influencers on Utilitarian and Hedonic Evaluations

by Yan Duan, Zicheng Hao, Fuqun Liang, Mingxuan Fan, Wei Zhang, Chenjing Wu and Xianyou He

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 305; https://doi.org/10.3390/jtaer20040305 - 3 Nov 2025

Abstract

As virtual influencers (VIs) increasingly replace human influencers (HIs) in digital marketing, it is important to understand when and why they are perceived as effective. Building on the Match-Up Hypothesis and Mind Perception Theory, this research examines how influencer type interacts with product [...] Read more.

As virtual influencers (VIs) increasingly replace human influencers (HIs) in digital marketing, it is important to understand when and why they are perceived as effective. Building on the Match-Up Hypothesis and Mind Perception Theory, this research examines how influencer type interacts with product type to shape perceived fit and consumer responses. Across six studies (N = 1118), we find a consistent crossover pattern: VIs are viewed as a better match for utilitarian products, whereas HIs are viewed as a better match for hedonic products. This effect is explained by differences in mind perception: VIs are perceived as higher in agency, which enhances their fit with utilitarian products, while HIs are perceived as higher in experience, which enhances their fit with hedonic products. Experiments manipulating perceived agency and experience provide causal support for this mechanism. Finally, we show that while a good fit strengthens persuasion, it also heightens reputational risks, as deceptive endorsements elicit stronger negative reactions when the influencer–product fit is high. These findings clarify how mind perception underlies influencer–product matching and highlight both the persuasive potential and the risks of leveraging virtual influencers in AI-mediated consumer persuasion. Full article

► Show Figures

Figure 1

21 pages, 720 KB

Open AccessArticle

Technological Empowerment and Meaning Co-Construction: The Reinforced Persuasion Mechanism of Multimodal Synergy in Smart Product Launch Events

by Huahua Dong and Junxi Yao

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 304; https://doi.org/10.3390/jtaer20040304 - 3 Nov 2025

Abstract

Product launch events serve as a crucial means of marketing and communication for technology brands. With the empowerment of multimodal technologies, the construction of meaning and the pathways of persuasion in these events have been reshaped. Drawing on grounded theory, this study systematically [...] Read more.

Product launch events serve as a crucial means of marketing and communication for technology brands. With the empowerment of multimodal technologies, the construction of meaning and the pathways of persuasion in these events have been reshaped. Drawing on grounded theory, this study systematically reviews and analyzes 258 smart product launch events organized by 20 leading technology brands. The findings reveal that product launch events consist of two major categories of content—namely, core information and peripheral information—which together form a reinforced persuasion mechanism, resonating with the additivity effects proposed in the Heuristic Systematic Model (HSM). Furthermore, the abundant multimodal cues embedded in these events contribute to the reinforcement mechanism through overlapping complementarity and dynamic supplementation. Finally, this study discusses the theoretical significance of the multimodality-assisted reinforced persuasion mechanism in relation to dual-process models and its appropriateness in contemporary communication contexts. By providing an in-depth investigation of smart product launch events as a novel form of content dissemination, the study conceptualizes a persuasion mechanism suitable for complex communication environments and offers practical guidance for industry marketing practice. Full article

(This article belongs to the Special Issue Emerging Technologies and Marketing Innovation)

► Show Figures

Figure 1

22 pages, 509 KB

Open AccessArticle

Why AI Needs to “Speak with Data”: The Impact Mechanism of Digitalized Descriptions by Virtual eWOM Senders on eWOM Effectiveness

by Wenting Feng, Ling Yang, Tianju Han and Jingya Xu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 303; https://doi.org/10.3390/jtaer20040303 - 3 Nov 2025

Abstract

Based on the Persuasion Knowledge Model (PKM), this research investigates how virtual electronic word-of-mouth (eWOM) senders’ message framing—numerical versus experiential—influences eWOM effectiveness across three experiments. We find that: (1) numerical descriptions from virtual eWOM senders significantly enhance eWOM effectiveness compared to experiential descriptions, [...] Read more.

Based on the Persuasion Knowledge Model (PKM), this research investigates how virtual electronic word-of-mouth (eWOM) senders’ message framing—numerical versus experiential—influences eWOM effectiveness across three experiments. We find that: (1) numerical descriptions from virtual eWOM senders significantly enhance eWOM effectiveness compared to experiential descriptions, while this effect does not emerge for human senders; (2) perceived diagnosticity mediates the relationship between message framing and eWOM effectiveness; and (3) product type moderates this effect pathway, with numerical descriptions showing stronger positive effects for search products than for experience products. This research enriches theoretical understanding of eWOM communication in interactive marketing and provides practical guidance for e-commerce companies to optimize their content marketing strategies. Full article

► Show Figures

Figure 1

31 pages, 666 KB

Open AccessArticle

From Perception to Purchase: How AI Literacy Shapes Consumer Decisions in AI-Generated Sponsored Vlogs Across Products and Services

by Qianwen Liu, Lokhman Hakim Osman, Zhongxing Lian, Che Aniza Che Wel and Siti Ngayesah Ab. Hamid

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 302; https://doi.org/10.3390/jtaer20040302 - 2 Nov 2025

Abstract

This study investigates the perception-to-purchase journey by examining how consumer artificial intelligence (AI) literacy influences the effectiveness of AI-generated sponsored vlogs (AISVs), an emerging digital marketing format. Using survey data from 413 consumers and structural equation modeling, we develop and test the AI [...] Read more.

This study investigates the perception-to-purchase journey by examining how consumer artificial intelligence (AI) literacy influences the effectiveness of AI-generated sponsored vlogs (AISVs), an emerging digital marketing format. Using survey data from 413 consumers and structural equation modeling, we develop and test the AI Literacy Perception–Decision Model (AILPDM). Results show that AI literacy affects information adoption through three pathways: emotional value, information usefulness, and source credibility. Separate SEM analyses further suggest that the direct effect of AI literacy on purchase intention was observed in experiential service AISVs, whereas in tangible product AISVs the effect operated mainly through information adoption. The AILPDM framework advances marketing theory by tracing a decision pathway from AI literacy, through perceived value and information adoption, to purchase intention, thereby demonstrating how technological competence evolves from a cost barrier into a cognitive resource that shifts source credibility evaluation from peripheral to central processing. For practitioners, the findings suggest differentiated strategies: Marketers of experiential services should emphasize anthropomorphic elements, whereas marketers of tangible products should prioritize technological transparency to foster consumer trust. Full article

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

► Show Figures

Figure 1

34 pages, 406 KB

Open AccessArticle

The Impact of Supply Chain Structure Diversification on High-Quality Development: A Moderating Perspective of Digital Supply Chains

by Fei Song, Mark Wu and Ruizhi Liu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 301; https://doi.org/10.3390/jtaer20040301 - 2 Nov 2025

Abstract

This study examines how supply chain structure diversification drives high-quality enterprise development in the digital economy. Using panel data from Chinese listed non-financial firms (2009–2023), we find that diversification of both suppliers and customers significantly improves firms’ total factor productivity (TFP), and the [...] Read more.

This study examines how supply chain structure diversification drives high-quality enterprise development in the digital economy. Using panel data from Chinese listed non-financial firms (2009–2023), we find that diversification of both suppliers and customers significantly improves firms’ total factor productivity (TFP), and the results remain robust after controlling for endogeneity. Mechanism analyses show that diversification enhances innovation capability, sustainability performance, and risk resilience, while digital supply chains strengthen these effects by improving information flow and coordination. Heterogeneity tests reveal that the impact is greater for firms with higher operational efficiency, cultural synergy, and information transparency. Overall, the findings highlight that diversified and digitally integrated supply chains are essential for innovation-driven, resilient, and sustainable enterprise growth. Full article

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

23 pages, 4784 KB

Open AccessArticle

Brand Image of Beijing’s Time-Honored Restaurants: An Analysis Through Large Language Model-Driven Review Mining

by Xiaohang Li, Aihua Zhou, Bin Meng and Ruize Wang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 300; https://doi.org/10.3390/jtaer20040300 - 2 Nov 2025

Abstract

Understanding consumer perceptions of brand image is vital for the sustainable development of China Time-honored Brands, which combine cultural heritage with commercial value. This study aims to systematically analyze the brand image of Beijing’s time-honored restaurants by developing a large language model (LLM)-driven [...] Read more.

Understanding consumer perceptions of brand image is vital for the sustainable development of China Time-honored Brands, which combine cultural heritage with commercial value. This study aims to systematically analyze the brand image of Beijing’s time-honored restaurants by developing a large language model (LLM)-driven framework that advances beyond the limits of traditional text mining in semantic depth and adaptability. Using Dianping reviews from 2016 to 2022, we apply the Qwen3-32B model to map consumer feedback onto a Functional–Experiential–Symbolic (F–E–S) framework. Sentiment quantification and clustering analysis are employed to generate brand image profiles and identify common brand types, while topic modeling is used to uncover the specific consumer concerns shaping these perceptions. The results reveal a dual structure: the symbolic dimension, rooted in cultural heritage, is consistently high and stable, whereas the functional and experiential dimensions, associated with daily operations, are relatively low and highly volatile. Clustering further distinguishes two significantly different categories: comprehensive performers and heritage struggler brands. The key difference lies in whether brands can transform symbolic capital derived from historical legacy into positive consumer experiences through excellent operational performance. By integrating dynamic and structural perspectives, this study advances brand image research and provides data-driven insights to guide the targeted management and modernization of heritage brands. Full article

(This article belongs to the Special Issue AI-Based Disruption, Innovations, and New Business Models in E-Commerce: Empirical Research, Case Studies and Current Trends)

► Show Figures

Figure 1

21 pages, 611 KB

Open AccessArticle

“High-Tech” and “High-Touch”: Complementary Effects of Logistics Service Quality Orientations on Consumer Satisfaction in Omni-Channel Retailing

by Diancen Xie, Jiahui Xie, Lanhui Cai, Po-Lin Lai and Xueqin Wang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 299; https://doi.org/10.3390/jtaer20040299 - 2 Nov 2025

Abstract

Based on the self-determination theory and social presence theory, this study examined how high-tech and high-touch orientations in logistics service quality (LSQ) influence consumer satisfaction in omni-channel retailing. LSQ was modelled as two second-order constructs: high-tech orientation (timeliness, physical facilities, and ease of [...] Read more.

Based on the self-determination theory and social presence theory, this study examined how high-tech and high-touch orientations in logistics service quality (LSQ) influence consumer satisfaction in omni-channel retailing. LSQ was modelled as two second-order constructs: high-tech orientation (timeliness, physical facilities, and ease of return) and high-touch orientation (employees’ knowledge, flexibility, and responsiveness to delivery discrepancies). Survey data from 455 consumers were analyzed using structural equation modelling. Both orientations significantly improved satisfaction, with high-tech orientation showing a slightly stronger effect, reflecting the digital literacy of the predominantly young sample. The findings extended self-determination theory and social presence theory by offering a dual-orientation perspective and practical guidance for balancing high-tech and high-touch in omni-channel logistics service design. Full article

► Show Figures

Figure 1

23 pages, 737 KB

Open AccessArticle

The Role of Perceived Value and Risk in Shaping Purchase Intentions in Live-Streaming Commerce: Evidence from Indonesia

by Dedy Syamsuar and Deden Witarsyah

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 298; https://doi.org/10.3390/jtaer20040298 - 1 Nov 2025

Abstract

This study examines how dual appraisals of value and risk jointly shape purchase intention in live-streaming commerce, refining the Stimulus–Organism–Response (S-O-R) framework for an understudied market context. Drawing on data from Indonesian live-stream shoppers, we demonstrate that stimuli such as streamer credibility, interactivity, [...] Read more.

This study examines how dual appraisals of value and risk jointly shape purchase intention in live-streaming commerce, refining the Stimulus–Organism–Response (S-O-R) framework for an understudied market context. Drawing on data from Indonesian live-stream shoppers, we demonstrate that stimuli such as streamer credibility, interactivity, and media richness enhance value perceptions and reduce perceived risk, which in turn increases purchase intention. The findings indicated that perceived value is the dominant pathway to intention, while perceived risk shows a small but positive association in this context. The study contributes by advancing S-O-R with dual appraisals and offers design guidance for stream formats. Practically, the findings provide explicit direction for allocating resources towards media richness and structured interactivity, while simultaneously emphasising the importance of safeguards. These design decisions consistently increase consumers’ purchase intentions and perceived value. Full article

► Show Figures

Figure 1

22 pages, 842 KB

Open AccessArticle

Contingent Affordance Actualization: Nexus of Digital Technology Adoption and Sustainable Performance with the Roles of Supply Chain Innovation and Environmental Munificence

by Zifeng Li, Jinliang Chen and Yu Wang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 297; https://doi.org/10.3390/jtaer20040297 - 1 Nov 2025

Abstract

Digital technology adoption can be beneficial for sustainable development of firms. This study seeks to illuminate how it works, based on the contingent affordance actualization theory that emphasizes both action potential and achievement context of technology. Specifically, it considers supply chain innovation as [...] Read more.

Digital technology adoption can be beneficial for sustainable development of firms. This study seeks to illuminate how it works, based on the contingent affordance actualization theory that emphasizes both action potential and achievement context of technology. Specifically, it considers supply chain innovation as the underexplored mechanism and environmental munificence as the context factor. With the matched multisource data of 157 human resources service firms in China, the empirical findings show that supply chain innovation mediates the relationship between digital technology adoption and sustainable performance. Additionally, environmental munificence, the extent of the resources available in an environment, weakens this indirect relationship. By demonstrating these relations, this study provides firms with insights that allow them to utilize both the functional and coordinated action potentials of digital technology to conduct supply chain innovation, which in turn enhances sustainable performance. During this process, firms are further advised to be watchful to cope with organizational inertia when environmental munificence is high. Full article

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

► Show Figures

Figure 1

35 pages, 1618 KB

Open AccessArticle

Exploring the Impact of Streamer Competencies and Situational Factors on Consumers’ Purchase Intention in Live Commerce: A Stimulus–Organism–Response Perspective

by Xiu Cai and Woojong Suh

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 296; https://doi.org/10.3390/jtaer20040296 - 1 Nov 2025

Abstract

Recently, the live commerce market has experienced rapid growth, accompanied by increasingly intense competition. To improve business performance in this dynamic environment, it is essential to foster competent streamers and create effective commerce environments. Therefore, this study developed a research model based on [...] Read more.

Recently, the live commerce market has experienced rapid growth, accompanied by increasingly intense competition. To improve business performance in this dynamic environment, it is essential to foster competent streamers and create effective commerce environments. Therefore, this study developed a research model based on the stimulus–organism–response (S-O-R) framework, focusing on streamer competencies and the commerce environment, to explore ways to effectively enhance live commerce business performance. Data for this study were collected through a questionnaire and analyzed using statistical techniques with 390 respondents. The results revealed that streamers’ competencies (expertise, demonstration skills, and interactive ability) significantly influence consumers’ internal states (perceived functional value of products and perceived trust in product recommendations), which in turn significantly influence purchase intentions. Moreover, the physical surroundings of the studio and the social surroundings, including peers’ perceptions of live commerce, were found to moderate the relationships between consumers’ internal states and their purchase intentions. This study holds academic significance in that it presents a model that effectively understands the mechanisms influencing viewers’ purchase decisions in live commerce contexts. The findings and practical implications discussed in this study are expected to provide valuable insights for developing strategies to enhance the performance of live commerce. Full article

► Show Figures

Figure 1

25 pages, 458 KB

Open AccessArticle

Shifting Perceptions and Behaviors: The Impact of Digitalization on Banking Services

by Alina Elena Ionașcu, Vlad I. Bocanet, Nicoleta Asaloș, Cristina Mihaela Lazăr, Elena Cerasela Spătariu, Corina Aurora Barbu and Dorinela Nancu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 295; https://doi.org/10.3390/jtaer20040295 - 1 Nov 2025

Abstract

The rapid digitalization of banking services has transformed consumer interactions, necessitating a deeper understanding of the factors influencing online banking adoption. This research investigates the factors influencing consumer adoption in a country undergoing rapid digital transformation but still facing gaps in digital skills [...] Read more.

The rapid digitalization of banking services has transformed consumer interactions, necessitating a deeper understanding of the factors influencing online banking adoption. This research investigates the factors influencing consumer adoption in a country undergoing rapid digital transformation but still facing gaps in digital skills and infrastructure—Romania. The objective of the study is to analyze how key variables such as ease of use, security, speed, usefulness, and social pressure influence online banking behavior of Romanian consumers, especially the most digitally engaged ones. The study utilizes a multi-method empirical approach, hypothesis testing, binary logistic regression for prediction modeling, and segmentation analysis to offer a comprehensive view of customer behavior. The findings identify essential adoption drivers and separate customer profiles, providing useful information for financial organizations aiming to enhance their digital strategy. Perceived ease of use and perceived security are primary factors influencing adoption; nevertheless, decision tree analysis indicates that speed and usefulness have a more significant impact than logistic regression implies, but social pressure unexpectedly serves as an impediment. These results highlight the necessity for banks to customize their digital services, harmonizing security and user-friendliness with improved efficiency and usefulness to promote broader adoption in emerging digital economies like Romania. Full article

(This article belongs to the Topic Artificial Intelligence Applications in Financial Technology, 2nd Edition)

► Show Figures

Figure 1

34 pages, 5251 KB

Open AccessArticle

AI-Based Sentiment Analysis of E-Commerce Customer Feedback: A Bilingual Parallel Study on the Fast Food Industry in Turkish and English

by Esra Kahya Özyirmidokuz, Bengisu Molu Elmas and Eduard Alexandru Stoica

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 294; https://doi.org/10.3390/jtaer20040294 - 1 Nov 2025

Abstract

Across digital platforms, large-scale assessment of customer sentiment has become integral to brand management, service recovery, and data-driven marketing in e-commerce. Still, most studies center on single-language settings, with bilingual and culturally diverse environments receiving comparatively limited attention. In this study, a bilingual [...] Read more.

Across digital platforms, large-scale assessment of customer sentiment has become integral to brand management, service recovery, and data-driven marketing in e-commerce. Still, most studies center on single-language settings, with bilingual and culturally diverse environments receiving comparatively limited attention. In this study, a bilingual sentiment analysis of consumer feedback on X (formerly Twitter) was conducted for three global quick-service restaurant (QSR) brands—McDonald’s, Burger King, and KFC—using 145,550 English tweets and 15,537 Turkish tweets. After pre-processing and leakage-safe augmentation for low-resource Turkish data, both traditional machine learning models (Naïve Bayes, Support Vector Machines, Logistic Regression, Random Forest) and a transformer-based deep learning model, BERT (Bidirectional Encoder Representations from Transformers), were evaluated. BERT achieved the highest performance (macro-F1 ≈ 0.88 in Turkish; ≈0.39 in temporally split English), while Random Forest emerged as the strongest ML baseline. An apparent discrepancy was observed between pseudo-label agreement (Accuracy > 0.95) and human-label accuracy (EN: 0.75; TR: 0.49), indicating the limitations of lexicon-derived labels and the necessity of human validation. Beyond methodological benchmarking, linguistic contrasts were identified: English tweets were more polarized (positive/negative), whereas Turkish tweets were overwhelmingly neutral. These differences reflect cultural patterns of online expression and suggest direct managerial implications. The findings indicate that bilingual sentiment analysis yields brand-level insights that can inform strategic and operational decisions. Full article

► Show Figures

Figure 1

28 pages, 903 KB

Open AccessArticle

Encourage Online Consumers to Embrace Voice Shopping: Roles of Tasks, Technology, and Individual Characteristics

by Li Wang and SungMin Bae

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 293; https://doi.org/10.3390/jtaer20040293 - 1 Nov 2025

Abstract

Voice shopping brings consumers convenience and retailers a new channel to reach buyers, which is an important component of online shopping. However, it has received a tepid response recently. Two issues must first be addressed to promote voice shopping: why consumers have a [...] Read more.

Voice shopping brings consumers convenience and retailers a new channel to reach buyers, which is an important component of online shopping. However, it has received a tepid response recently. Two issues must first be addressed to promote voice shopping: why consumers have a low acceptance of voice shopping and how to motivate their use. Since technology is intended to serve practical purposes, it is necessary to achieve a fit among voice shopping, online shopping tasks, and consumers. Accordingly, this study elaborates on fit and integrates the task-technology fit (TTF) theory (for objective fit) and the technology acceptance model (TAM, for subjective fit) to build a research model in which task, technology, and individual characteristics affect fit that will stimulate voice shopping intention. Using Structural Equation Modeling to analyze the data collected from 425 consumers who do not accept voice shopping, the results show that both objective fit and subjective fit can determine voice shopping intention; however, some critical task, technology, and individual characteristics cannot affect either aspect of fit, indicating that consumers still do not believe voice is workable in online shopping. These findings make suggestions for a purposeful upgrade of the voice shopping experience, which helps promote voice shopping and ultimately contributes to the prosperity of online shopping. This study also offers insights into what constitutes fit and its roles in the integrated model of the TTF theory and TAM. Full article

► Show Figures

Figure 1

Journal Description

Journal of Theoretical and Applied Electronic Commerce Research

Latest Articles

Journal Menu

Journal Browser

Highly Accessed Articles

Latest Books

E-Mail Alert

News

Topics

Conferences

Special Issues

Topical Collections

Further Information

Guidelines

MDPI Initiatives

Follow MDPI