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J. Theor. Appl. Electron. Commer. Res., Volume 16, Issue 4 (July 2021) – 8 articles

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Open AccessArticle
Looking Back to Move Forward: A Bibliometric Analysis of Consumer Privacy Research
by and
J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 727-747; https://doi.org/10.3390/jtaer16040042 - 14 Jan 2021
Viewed by 299
Abstract
Information privacy has attracted considerable attention in the information system research field. However, little effort has been made to review its latest developments from a marketing perspective. As research on consumer privacy advances rapidly, a comprehensive evaluation of the field is required. In [...] Read more.
Information privacy has attracted considerable attention in the information system research field. However, little effort has been made to review its latest developments from a marketing perspective. As research on consumer privacy advances rapidly, a comprehensive evaluation of the field is required. In this paper, two bibliographic databases retrieved from Web of Science were used to perform a series of bibliometric analyses consisting of co-citation analysis, co-occurring keyword analysis, and structural variation analysis. To facilitate these analyses, we use the software CiteSpace. Our results present the existing literature’s publication performance, thematic concentration, intellectual turning points and influential studies, and identify emerging trends in the literature. We found that a number of landmark studies has greatly affected the development of the consumer privacy research. Most importantly, this study proposes a research agenda for the field. Recent emerging topics focusing on privacy calculus, privacy ethic, privacy enhancing technologies, privacy-related coping strategies, and new contemporary privacy contexts should be further discussed in the future research. Full article
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Open AccessArticle
The Nonlinear Impact of Task Rewards and Duration on Solvers’ Participation Behavior: A Study on Online Crowdsourcing Platform
J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 709-726; https://doi.org/10.3390/jtaer16040041 - 12 Jan 2021
Viewed by 258
Abstract
Crowdsourcing has attracted significant attention in the past decade because it has more competitive advantages than traditional methods for mobilizing distributed labor and utilizing innovation. Crowdsourcing contests are one of the most popular and effective crowdsourcing modes. Reasonable task rewards and duration are [...] Read more.
Crowdsourcing has attracted significant attention in the past decade because it has more competitive advantages than traditional methods for mobilizing distributed labor and utilizing innovation. Crowdsourcing contests are one of the most popular and effective crowdsourcing modes. Reasonable task rewards and duration are the key factors for seekers to attract solvers who can efficiently participate in the crowdsourcing contest task. Previous studies have mainly focused on task results to analyze solvers’ participation behavior in crowdsourcing contests, but have paid little attention to the task process, and there have been conflicting conclusions regarding the impact of task rewards and duration on solvers’ participation behavior and the performance of crowdsourcing contests. In view of this gap, this study collected 2706 logo design task data points from 2015–2017 on an online crowdsourcing platform and measured the performance of solvers’ participation behavior in two stages. The participation time was used to represent the performance of solvers’ participation behavior in the task process, while the number of submissions of solutions was used to represent the performance of participation behavior in the task result. The results show that task rewards and duration have an inverted U-shaped effect on the number of submissions, money rewards have a positive impact on participation time, and duration has an inverted U-shaped relationship with participation time. This study proposes the nonlinear effects of task rewards and duration on participation behavior and explains the reason for the conflicting results of previous studies. This paper also expands upon existing research by using solvers’ participation time in the task process to measure the performance of solvers’ participation behavior. Full article
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Open AccessArticle
Professionalization of Online Gaming? Theoretical and Empirical Analysis for a Monopoly-Holding Platform
J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 682-708; https://doi.org/10.3390/jtaer16040040 - 11 Jan 2021
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Abstract
We analyze the private equilibrium of a two-sided market representing the online gaming industry under a principal-agent model. A monopoly-holding platform hires a manager to attract new members from both sides of the market while considering uncertainty on the adhesion of viewers and [...] Read more.
We analyze the private equilibrium of a two-sided market representing the online gaming industry under a principal-agent model. A monopoly-holding platform hires a manager to attract new members from both sides of the market while considering uncertainty on the adhesion of viewers and online gamers. First, we mathematically demonstrate that increasing cross-group network externalities can decrease the platform’s profit, which contradicts a canonical result from the field of two-sided markets. Moreover, knowing that the intermediary’s goal is aligned with the private interest of online gamers, machine learning models empirically show that the main theoretical outcome is observed in reality due to the presence of heterogeneous indirect network effects in online gaming activities. Second, we conclude that social welfare can be either harmed or improved for increasing cross-group network externalities, which means that the professionalization of online gaming may or may not be legitimized depending on the value taken by exogenous parameters related to the platform’s uncertainty on the number of agents that get on board, risk aversion of viewers, and royalty rate applied to online gamers. Finally, a discussion based on 2020 facts is provided and several policy recommendations are formulated to ensure the persistence of best regulatory practices. Full article
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Open AccessArticle
A New Measure of Complementarity in Market Basket Data
J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 670-681; https://doi.org/10.3390/jtaer16040039 - 06 Jan 2021
Viewed by 283
Abstract
Modern IT systems collect detailed data on each activity, transaction, forum entry, conversation and many other areas. The availability of large data volumes in the business, industry and research fields opens up new opportunities for the empirical verification of various economic theories and [...] Read more.
Modern IT systems collect detailed data on each activity, transaction, forum entry, conversation and many other areas. The availability of large data volumes in the business, industry and research fields opens up new opportunities for the empirical verification of various economic theories and laws. The analysis of big datasets in turn allows us to look at many issues from a new point of view and see the dependencies that are otherwise difficult to derive. In this paper, we propose a new measure for dependencies between goods in market basket data. The introduced measure was inspired by the well-known microeconomic concept of complementarity. Due to its similar properties to those of complementarity, the new measure was called basket complementarity (b-complementarity). B-complementarity not only measures the strength of dependencies between goods but also measures the direction of these dependencies. The values of the proposed measure can be relatively easily calculated using market basket data. This paper also presents a simple example illustrating this new concept, areas of possible application (e.g., in e-commerce) and preliminary results of searching for goods that meet the criteria of basket complementarity in real market basket data. Full article
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Open AccessArticle
Online Reviews and Product Sales: The Role of Review Visibility
J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 638-669; https://doi.org/10.3390/jtaer16040038 - 05 Jan 2021
Viewed by 281
Abstract
When studying the impact of online reviews on product sales, previous scholars have usually assumed that every review for a product has the same probability of being viewed by consumers. However, decision-making and information processing theories underline that the accessibility of information plays [...] Read more.
When studying the impact of online reviews on product sales, previous scholars have usually assumed that every review for a product has the same probability of being viewed by consumers. However, decision-making and information processing theories underline that the accessibility of information plays a role in consumer decision-making. We incorporate the notion of review visibility to study the relationship between online reviews and product sales, which is proxied by sales rank information, studying three different cases: (1) When every online review is assumed to have the same probability of being viewed; (2) when we assume that consumers sort online reviews by the most helpful mechanism; and (3) when we assume that consumers sort online reviews by the most recent mechanism. Review non-textual and textual variables are analyzed. The empirical analysis is conducted using a panel of 119 cosmetic products over a period of nine weeks. Using the system generalized method of moments (system GMM) method for dynamic models of panel data, our findings reveal that review variables influence product sales, but the magnitude, and even the direction of the effect, vary amongst visibility cases. Overall, the characteristics of the most helpful reviews have a higher impact on sales. Full article
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Open AccessArticle
Young Generation’s Mobile Payment Adoption Behavior: Analysis Based on an Extended UTAUT Model
J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 618-637; https://doi.org/10.3390/jtaer16040037 - 04 Jan 2021
Viewed by 174
Abstract
Younger generations comprise an essential segment for the mobile payment market to prosper. However, empirical evidence of the drivers/barriers of the young generation’s adoption of mobile payment has been inconclusive. This study intends to advance the body of knowledge on this subject based [...] Read more.
Younger generations comprise an essential segment for the mobile payment market to prosper. However, empirical evidence of the drivers/barriers of the young generation’s adoption of mobile payment has been inconclusive. This study intends to advance the body of knowledge on this subject based on the extended Unified Theory of Acceptance and Use of Technology (UTAUT), incorporating the young generation’s risk perception and bonus/rewards provided by the mobile-pay firms. To this end, 295 samples with the majority being more tech-savvy, namely generation Y and generation Z, were collected from an online survey in Taiwan. The empirical results in this study demonstrate the uniquely positive effect of social influence on the young generations’ behavioral intention to adopt mobile payment. While behavioral intention and promotional activities are the drivers of the young generation’s actual usage of mobile payment, perceived risks are found to exert a negative impact, reflecting the risk-averse preferences of the young generation in Taiwan. The ignorable moderation effect of gender, on the other hand, suggests the absence of a gender gap in the use of mobile payment among the young generations. The findings in this research have important implications for the development of promotion programs motivating the young generation’s adoption of mobile payment. Full article
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Open AccessArticle
Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India
J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 602-617; https://doi.org/10.3390/jtaer16040036 - 31 Dec 2020
Viewed by 387
Abstract
In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions [...] Read more.
In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM. Full article
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Open AccessArticle
Study of Price Determinants of Sharing Economy-Based Accommodation Services: Evidence from Airbnb.com
J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 584-601; https://doi.org/10.3390/jtaer16040035 - 28 Dec 2020
Viewed by 382
Abstract
This research aims to identify price determinants for sharing economy-based accommodation services and to further use the identified price determinants to predict accommodation prices. A dataset drawn from Airbnb.com, was collected for analysis. We identify price determinants from five categories. The top five [...] Read more.
This research aims to identify price determinants for sharing economy-based accommodation services and to further use the identified price determinants to predict accommodation prices. A dataset drawn from Airbnb.com, was collected for analysis. We identify price determinants from five categories. The top five price determinants are identified as room type, city, distance to tourist attractions, number of pictures posted, and number of amenities provided. More importantly, we find that interaction effects between variables can also significantly influence price. Finally, a series of price prediction models are built based on the identified price determinants. Full article
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