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J. Theor. Appl. Electron. Commer. Res., Volume 16, Issue 7 (December 2021) – 21 articles

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Article
Study of the Operation Process of the E-Commerce Oriented Ecosystem of 5Ge Base Station, Which Supports the Functioning of Independent Virtual Network Segments
by and
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2883-2897; https://doi.org/10.3390/jtaer16070158 (registering DOI) - 23 Oct 2021
Abstract
According to specifications, flexible services for traffic management should be implemented within the 5G platform in order to improve its efficiency, which is and will remain an actual task. For the first time, the article presented here proposes a mathematical model for the [...] Read more.
According to specifications, flexible services for traffic management should be implemented within the 5G platform in order to improve its efficiency, which is and will remain an actual task. For the first time, the article presented here proposes a mathematical model for the operation process of an e-commerce-oriented ecosystem of a 5Ge base station, the information environment of which supports the operation of independent virtual network segments that provide terminal–segment information interaction services. In contrast to existing models, the presented model describes the studied process as a multi-pipeline queuing system, the inputs of which are coordinated with the flows of requests for communication with the relevant virtual network segments. The distribution of the total resources between the weighted virtual network segments in the simulated system is dynamically conducted by the appropriate software control mechanism. It considers the address intensities of new incoming requests and the maintenance of received incoming requests, but throughout the scale of the information environment of the 5Ge base station ecosystem. Based on the created mathematical model, a functional algorithm for the forced termination of an active terminal–segment information interaction session in the overloaded virtual network segment and the control mechanism of the distribution of the released system resources between other virtual network segments that takes into account the degree of their overload are formulated. The simulation and computational experiments showed that the implemented forced termination algorithm and system resource management mechanism allow the 5Ge base station to continue receiving incoming requests despite the overload of individual virtual network segments. It is empirically shown that the proposed services are effectively scaled concerning the value that is generally available for the distribution of the number of system resources and the allocation method within the guaranteed amounts of system resources for individual virtual network segments. Full article
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Article
Enhancing Consumer Experience through Development of Implicit Attitudes Using Food Delivery Applications
by , , , , , and
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2858-2882; https://doi.org/10.3390/jtaer16070157 (registering DOI) - 22 Oct 2021
Viewed by 117
Abstract
In the context created by the COVID-19 pandemic, the aim of the research in this article is to highlight how the consumer experience is constructed, starting from the consumer’s attitudes—which we consider to be implicitly positive—and from the formation of habits of using [...] Read more.
In the context created by the COVID-19 pandemic, the aim of the research in this article is to highlight how the consumer experience is constructed, starting from the consumer’s attitudes—which we consider to be implicitly positive—and from the formation of habits of using mobile applications for food supply. Data were collected from 610 people—users of applications for food delivery in urban areas—in the spring of 2021, using a quantitative type of research in the form of a field survey based on questionnaire completion; for the model validation, we used confirmatory factor analysis. The online questionnaire link was sent out in April 2021, followed by the consumers’ completion of the questionnaire in the same month. The proposed theoretical model highlights the influence of variables that are specific for technology acceptance models on the perceived utility and development of implicit attitudes based on it, as well as the habits of using the application. The results of the research validate the proposed model, showing that attitudes in the form of an implicit-type attitudes developed in time are influencing habits and aid the development of a certain usage behavior depicted by a consumption experience that has specific content. Our paper contributes to a better understanding of the consumer experience development process within the context of technology acceptance in the field of food delivery services, emphasizing the importance of satisfying hedonic motivations as an integral part of the compensatory mechanisms determined by the effects of the pandemic. Full article
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Article
Digitalization and Labor Market—A Perspective within the Framework of Pandemic Crisis
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2843-2857; https://doi.org/10.3390/jtaer16070156 - 21 Oct 2021
Viewed by 229
Abstract
The current pandemic crisis, which is far from being over, has led to a significant paradigm shift in economics. In a turbulent environment in which the labor market has encountered a long series of changes generated by the processes of automation, robotization and [...] Read more.
The current pandemic crisis, which is far from being over, has led to a significant paradigm shift in economics. In a turbulent environment in which the labor market has encountered a long series of changes generated by the processes of automation, robotization and digitalization, the COVID-19 pandemic has revealed that a workforce with digital skills can quickly adjust to new circumstances. Since novel issues, such as restrictions on internal movement and distorted supply chains, put major stress on the labor market, it seems that there is an urgent need for reshaping economies and following up-to-date technological trends. Moreover, prior to the COVID-19 pandemic, a significant number of scholars and policymakers expressed their concerns about the volatility of employment and the weak ability of labor to adapt to new types of jobs. Within this framework, our paper aims to analyze the plausible impacts of digital efficiency on the future development of the labor market. Based upon the assumption that employment is facing ongoing challenges and the labor market is constantly being reshaped by technological trends, our study attempts to provide a pragmatic analysis of the effects of digital skills and the use of the Internet on salaries and wages in EU member states. Since, according to our results, the levels of salaries and wages are strongly correlated with digital proficiency and Internet usage, a consistent effort to increase the digital skills of individuals may be required to achieve a more effective and flexible labor market. Full article
(This article belongs to the Special Issue Digital Resilience and Economic Intelligence in the Post-Pandemic Era)
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Article
Evolutionary Game Analysis of Blockchain Technology Preventing Supply Chain Financial Risks
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2824-2842; https://doi.org/10.3390/jtaer16070155 - 21 Oct 2021
Viewed by 231
Abstract
Because of the risks existing in supply chain finance, taking accounts receivable factoring business as the research object, this paper uses the evolutionary game method to analyzes the factors affecting the decision-making of the participants in supply chain finance, constructs an evolutionary game [...] Read more.
Because of the risks existing in supply chain finance, taking accounts receivable factoring business as the research object, this paper uses the evolutionary game method to analyzes the factors affecting the decision-making of the participants in supply chain finance, constructs an evolutionary game model between small and medium-sized enterprises and financial institutions, and analyzes the mechanism of blockchain to solve the financial risks of the supply chain by comparing the changes of evolutionary stability strategies before and after the introduction of blockchain technology. This paper aims to reduce financing risks by analyzing the mechanism of blockchain technology in supply chain finance. It is found that, firstly, blockchain technology can reduce the credit risk of financial institutions and solve financing problem. Credit risk plays a decisive role in whether financial institutions accept financing business decisions. Blockchain technology can reduce the operational risk of financial institutions and improve the business income of financial institutions. Secondly, the strict regulatory environment formed by blockchain technology makes the default behavior of small and medium-sized enterprises and core enterprises in a high-risk state at all times. No matter the profit distribution proportion that small and medium-sized enterprises can obtain through collusion, they will not choose to default, which effectively solves the paradox that small and medium-sized enterprises cannot obtain loans from financial institutions despite the increased probability of compliance. Then, the evolutionary game between financial institutions and small and medium-sized enterprises is balanced in that financial institutions accept business applications, small and medium-sized enterprises abide by the contract, and the convergence effect is better. Therefore, blockchain technology not only reduces the financing risk of financial institutions but also helps to solve the financing problems of small and medium-sized enterprises. Full article
(This article belongs to the Special Issue Blockchain Commerce Ecosystem)
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Article
Social Networks and E-Loyalty: A New Means of Sports Training during COVID-19 Quarantines
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2808-2823; https://doi.org/10.3390/jtaer16070154 - 20 Oct 2021
Viewed by 170
Abstract
Globally, governments implemented several quarantine periods to attempt to slow the spread of the COVID-19 virus. As a result, people were unable to carry out their daily activities in person, and many began to undertake activities online. Gyms and sports schools were among [...] Read more.
Globally, governments implemented several quarantine periods to attempt to slow the spread of the COVID-19 virus. As a result, people were unable to carry out their daily activities in person, and many began to undertake activities online. Gyms and sports schools were among the economic sectors that were required to physically close their operations at the beginning of these quarantines. Thus, many people stopped exercising and turned to social networks as a form of entertainment. The aim of this study was to demonstrate how consumers found a new form of entertainment in the social networks of gyms and sports schools, which allowed them to be entertained and perform physical exercise at home. In this manner, consumers generated an e-loyalty towards the social networks of the gyms that they previously frequented physically. Thus, based on the e-loyalty of their social networks, gyms were able to identify a mechanism that enabled them to approach their consumers and continue offering a variety of products and services online, taking into account the context of COVID-19. Full article
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Article
Impact of Online Consumer Reviews on Amazon Books Sales: Empirical Evidence from India
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2793-2807; https://doi.org/10.3390/jtaer16070153 - 19 Oct 2021
Viewed by 347
Abstract
This study aims to assess the effect of online reviews on online book sales performance in the Indian context. A sales rank was used as a proxy measure for sales. The total sample size was 2028 books from the ‘bestseller’ and ‘recent’ book [...] Read more.
This study aims to assess the effect of online reviews on online book sales performance in the Indian context. A sales rank was used as a proxy measure for sales. The total sample size was 2028 books from the ‘bestseller’ and ‘recent’ book categories on Amazon.in. Cross-sectional analysis and difference-in-difference analysis approaches were adopted for data analysis. The results revealed that online reviews shared by the Indian consumers impact books sales, as the consumers prefer to analyze the books on the basis of available online reviews before making their purchase decision. Overall, the results indicated that reviews had a positive impact on the sales in both book categories. Full article
(This article belongs to the Special Issue The New Era of Digital Marketing)
Article
The Tales of Alphanumerical Symbols in Media: The Case of Bitcoin
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2768-2792; https://doi.org/10.3390/jtaer16070152 - 14 Oct 2021
Viewed by 202
Abstract
Bitcoin, a decentralized cryptocurrency, has not only given rise to a wave of digital innovations but also stirred up considerable controversy. Some have hailed it as the most significant innovation since the Internet, while others have dismissed it as a Ponzi scheme that [...] Read more.
Bitcoin, a decentralized cryptocurrency, has not only given rise to a wave of digital innovations but also stirred up considerable controversy. Some have hailed it as the most significant innovation since the Internet, while others have dismissed it as a Ponzi scheme that should be abandoned and forbidden. Regardless of these varying views, this is an innovation in need of scrutiny. In this paper we present a metastory of Bitcoin, based on an interpretative study of 737 news articles between 2011–2019. Through our analysis, we identified five narratives, including The Dark Side, The Bright Side, The Tulip Mania, The Idea, and The Normality. Our analysis demonstrates the interpretive flexibility of technology as influenced by ideologies, and we construct a theoretical model demonstrating media’s role as constructor and conduit. The metastory provides an institutional look at the broader interpretations of digital innovations as well as the multifaceted nature of digital innovations and how their interpretation evolve over time. Full article
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Article
Online Museums Segmentation with Structured Data: The Case of the Canary Island’s Online Marketplace
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2750-2767; https://doi.org/10.3390/jtaer16070151 - 13 Oct 2021
Viewed by 383
Abstract
This paper’s primary objective is to segment the online marketplace of the Canary Islands’ museums by using different conversion funnel metrics. Little systematic research exists on digital user behaviour, and much less is known about how to segment cultural users with structured data [...] Read more.
This paper’s primary objective is to segment the online marketplace of the Canary Islands’ museums by using different conversion funnel metrics. Little systematic research exists on digital user behaviour, and much less is known about how to segment cultural users with structured data from manually extracted and SEO software sources. With this aim in mind, we built a database with data related to the different phases of the conversion funnel of the museums to segment this online museum marketplace. In the findings, not only do we acknowledge the existence of different segments, but we also provide insight into the user’s digital behaviour by considering different metrics from the different phases of the conversion model process (awareness, consideration, conversion and loyalty). The originality of this paper is multifold. Firstly, it estimates the potential optimisation of these websites to improve the digital marketing implemented by the museum sector of the Canary Islands. Secondly, it sheds light on what benchmarking tactics and statistics procedures can be followed to carry out a non-hierarchical segmentation with standardised and comparable data. Thirdly, it contributes to the literature of digital marketing by eclectically combining the conversion funnel model, benchmarking techniques and non-hierarchical segmentation procedures. Full article
(This article belongs to the Section e-Commerce Analytics)
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Article
The Impact of Organizational Context on the Levels of Cross-Border E-Commerce Adoption in Chinese SMEs: The Moderating Role of Environmental Context
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2732-2749; https://doi.org/10.3390/jtaer16070150 - 11 Oct 2021
Viewed by 441
Abstract
With the rapid technological developments, cross-border e-commerce (CBEC) as a sector is also expanding rapidly. In the past couple of decades, China has become a major force in promoting and developing CBEC and, therefore, it was needed to explore the various antecedents and [...] Read more.
With the rapid technological developments, cross-border e-commerce (CBEC) as a sector is also expanding rapidly. In the past couple of decades, China has become a major force in promoting and developing CBEC and, therefore, it was needed to explore the various antecedents and outcomes of Chinese CBEC to expand the understanding and existing CBEC scholarship. Ample studies have been conducted to understand the antecedents and outcomes of CBEC. However, limited studies have explored such variables which can mitigate the adoption of CBEC. With this background, this empirical study was focused on addressing this gap by studying the moderating role of environmental context between organizational context and the four levels of CBEC adoption with the help of a technology-organization-environment framework. SMEs operating in China were targeted for data collection, where data were collected through an online survey. A final sample size of 208 was recorded. It was found that the organizational context has a direct and positive impact on all four levels of CBEC adoption. Furthermore, the moderating role of environmental context on Level 1 and 2 was not supported. Finally, the moderating role of environmental context on Level 3 and 4 was supported by the data. It was concluded that the organizational context plays a significant role in shaping CBEC at all four levels, whereas the environmental context has the potential to mitigate the relationships between organizational context and CBEC Level 3 and 4. Full article
(This article belongs to the Section Digital Business Organization)
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Article
The Impact of Guarantees on Peer-to-Peer Lending Platform: Evolutionary Game Analysis and Empirical Evidence from China
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2708-2731; https://doi.org/10.3390/jtaer16070149 - 10 Oct 2021
Viewed by 345
Abstract
The peer-to-peer lending market has developed rapidly over the past decade and reveals a severe problem of information asymmetry. This research constructed a four-party evolutionary game model to analyze the influence pathway of the guarantee mechanism on the users’ participation of the peer-to-peer [...] Read more.
The peer-to-peer lending market has developed rapidly over the past decade and reveals a severe problem of information asymmetry. This research constructed a four-party evolutionary game model to analyze the influence pathway of the guarantee mechanism on the users’ participation of the peer-to-peer lending platform and conducted an empirical study applying the mediating effect model and simultaneous equation model based on data of China’s peer-to-peer lending platform. The theoretical model shows that the guarantee mechanism reduced the participation of borrowers of the peer-to-peer lending platform through a screening effect, but increased the participation of investors through a signal effect. In the case of the platform self-guarantee, there existed a self-screening effect, whose influence on the participation of investors depended on the strength of external constraints imposed on the platform enterprises. Further, the empirical study shows that during the sample period, the platform self-guarantee mechanism reduced the scale of borrowers and investors of the peer-to-peer lending platform at the same time, thus reducing the transaction volume of the platform. Although the third-party guarantee mechanism reduced the scale of borrowers, it increased the scale of investors, and the comprehensive effect was to increase the transaction volume of the platform. On this basis, this research puts forward suggestions such as strengthening the qualification examination of the platform enterprises, transforming the platform self-guarantee mechanism into the third-party guarantee mechanism, and introducing more signal mechanisms. Full article
(This article belongs to the Section e-Commerce Analytics)
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Article
Mechanism Linking AR-Based Presentation Mode and Consumers’ Responses: A Moderated Serial Mediation Model
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2694-2707; https://doi.org/10.3390/jtaer16070148 - 10 Oct 2021
Viewed by 276
Abstract
The technological development of online product presentation modes (e.g., augmented reality, virtual reality) will greatly impact the future of e-retailing. The potential benefits of applying these new technologies for e-retailers need further investigation. Based upon the stimulus-organism-response (S-O-R) model, this study examines the [...] Read more.
The technological development of online product presentation modes (e.g., augmented reality, virtual reality) will greatly impact the future of e-retailing. The potential benefits of applying these new technologies for e-retailers need further investigation. Based upon the stimulus-organism-response (S-O-R) model, this study examines the effect of AR-based presentation modes on consumer patronage intention, with the mediating role of immersion, enjoyment, perceived product risk and attractiveness of the online store. Furthermore, it explores the moderating effect of technophilia that reflects consumers’ positive attitude towards technology. A single factor between-subject experiment study was conducted with a sample of 420 university students. Results suggest that the serial indirect effects of AR presentation on patronage intention through immersion/enjoyment/perceived product risk and attractiveness of online store are conditional upon the level of technophilia. Technophilia is a critical factor that explains consumers’ psychological and behavioral responses when they are using new technologies. The study provides new knowledge for e-marketing practitioners, as well as AR literature by indicating how and when new technology-based presentation works in evoking consumers’ patronage intention. Full article
(This article belongs to the Section Digital Marketing and the Connected Consumer)
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Article
Use of Mobile Grocery Shopping Application: Motivation and Decision-Making Process among South Korean Consumers
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2672-2693; https://doi.org/10.3390/jtaer16070147 - 07 Oct 2021
Viewed by 346
Abstract
With the revitalization of the online grocery trading market, many consumers are using mobile applications to purchase groceries. Although past studies were conducted on online grocery purchases, few measured mobile app users in a conceptual model that combines both motivational needs and behavioral [...] Read more.
With the revitalization of the online grocery trading market, many consumers are using mobile applications to purchase groceries. Although past studies were conducted on online grocery purchases, few measured mobile app users in a conceptual model that combines both motivational needs and behavioral components. Grounded in the uses and gratifications theory and the theory of planned behavior, this study investigated utilitarian motives, hedonic motives, experiential motives, attitudes, subjective norms, perceived behavioral control, purchase intention, and purchase behavior among mobile grocery app users in South Korea. As an additional analysis, a comparison between users and non-users of mobile grocery apps was implemented. The results showed that the utilitarian motives of grocery app users significantly influenced attitudes, attitudes and subjective norms influenced user intention, and user intention influenced grocery purchase behavior. Users showed statistically higher utilitarian motives, hedonic motives, and attitudes than non-users. The results suggest that South Korean consumers hold positive attitudes toward mobile grocery shopping and that the opinions of others may influence the decision to use the services. Mobile groceries in South Korea may have the potential for continued growth if individuals’ perceived control of the service improves. Implications and suggestions for future research are discussed. Full article
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Review
Supplier Encroachment in the Supply Chain in the E-Commerce Age: A Systematic Literature Review
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2655-2671; https://doi.org/10.3390/jtaer16070146 - 07 Oct 2021
Viewed by 378
Abstract
The evolution of e-commerce drives suppliers to develop online direct selling channels to encroach on the retail market, in addition to the traditional distribution channels through the retailer. A systematic literature review (SLR) approach is adopted in this paper to review the existing [...] Read more.
The evolution of e-commerce drives suppliers to develop online direct selling channels to encroach on the retail market, in addition to the traditional distribution channels through the retailer. A systematic literature review (SLR) approach is adopted in this paper to review the existing studies using theoretical models to capture supplier encroachment behavior, as well as the related industry practice phenomena and strategic factors in the supply chain. We present the major research streams according to the selected encroachment literature from two aspects: channel conflict and coordination as well as information structures. We also generalize the significant practical strategies and strategic factors that have been investigated, combined with supplier encroachment, such as investment and spillover effects, the retailer’s store brand introduction, strategic inventory, and contract mechanism designs. More importantly, we summarize the classical theoretical models which include the basic models, the signaling game model, and the Hotelling model, and these have been widely used by scholars to capture the supplier’s encroachment behavior. Finally, we provide several suggestions which may be valuable for researchers to identify future potential research directions. Full article
(This article belongs to the Special Issue Advances in Supply Chain Management in the Era of Electronic Commerce)
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Article
Measuring Customer Engagement in Social Media Marketing: A Higher-Order Model
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2633-2654; https://doi.org/10.3390/jtaer16070145 - 03 Oct 2021
Viewed by 399
Abstract
Customer engagement has emerged as a vital component in social media marketing strategies, prompting considerable interest from both marketers and academics. This study investigates customer engagement (CE) in a framework that includes three antecedents and a main outcome (loyalty). Based on the survey [...] Read more.
Customer engagement has emerged as a vital component in social media marketing strategies, prompting considerable interest from both marketers and academics. This study investigates customer engagement (CE) in a framework that includes three antecedents and a main outcome (loyalty). Based on the survey method, we test a proposed model on social media users. The data analysis focuses on exploratory and confirmatory factor analyses, as well as structural equation modeling to test the hypotheses, and a multi-group analysis. The results validate CE as a multidimensional construct and support all hypotheses of the conceptual model. As key contributions, the study reveals involvement as the strongest antecedent of customer engagement and emphasizes the importance of CE in predicting and fostering customer loyalty. This paper adds to the existing body of knowledge on customer–brand relationships by establishing the main drivers for customer engagement in digital settings, with valuable theoretical and practical perspectives. Finally, our findings provide managerial recommendations on the development of social media marketing strategies conveyed to enhance customer engagement. Full article
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Article
Engagement of Ethnic-Minority Consumers with Electronic Word of Mouth (eWOM) on Social Media: The Pivotal Role of Intercultural Factors
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2608-2632; https://doi.org/10.3390/jtaer16070144 - 01 Oct 2021
Viewed by 430
Abstract
Social network sites (SNS) facilitate eWOM communication among consumers of different cultures. Building on contact theory and the theory of planned behavior, we propose a conceptual framework that integrates intercultural factors as predictors of minority consumers’ engagement with eWOM communicated by and to [...] Read more.
Social network sites (SNS) facilitate eWOM communication among consumers of different cultures. Building on contact theory and the theory of planned behavior, we propose a conceptual framework that integrates intercultural factors as predictors of minority consumers’ engagement with eWOM communicated by and to individuals of the dominant culture on social media. A partial least squares (PLS) analysis on data collected from the Israeli-Arab minority shows that intercultural factors (i.e., acculturation, social interaction, and language proficiency) are antecedents of minority consumer engagement with eWOM. However, this relationship is mediated by consumer beliefs (attitudes, subjective norms, and perceived behavioral control) concerning this behavior, and moderated by the cultural distance between minority and dominant culture consumers. The findings help marketers plan marketing communications that engage audiences meaningfully and generate positive eWOM when targeting ethnic-cultural minorities. The current study contributes to our understanding of minority consumers’ engagement with eWOM communicated by and to members of the hegemonic culture. It further contributes to consumer engagement theory and acculturation research by supporting the post-assimilationist view. The proposed model is highly valuable in light of the importance of the concept of consumer engagement in marketing research. Full article
(This article belongs to the Collection The Connected Consumer)
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Article
Leveraging the Power of Online Referral for E-Business: The Moderated Mediation Model
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2594-2607; https://doi.org/10.3390/jtaer16070143 - 29 Sep 2021
Viewed by 354
Abstract
This study utilized the Kano model to practically identify the key attributes of online service quality of e-learning education companies. Along with a review of theoretical sources related to service quality, this paper placed similar attributes into the same cluster and finalized four [...] Read more.
This study utilized the Kano model to practically identify the key attributes of online service quality of e-learning education companies. Along with a review of theoretical sources related to service quality, this paper placed similar attributes into the same cluster and finalized four constructs, i.e., reliability, responsiveness, competence, and engagement. In addition, consumer perception plays a mediating role in the relationship between online service quality and online purchase intention, while online customer referral is taken as a moderator indirectly influencing customer perceptions because people like to share their purchasing and usage experiences online. Subsequently, a structured questionnaire was designed and survey data were collected from 418 respondents through various social media. Hypotheses were tested using the structural equation modeling (SEM) and SPSS Process Model 4 and 7. The outcomes show (1) consumer perception significantly mediates the relationship between online service quality and online purchase intention, and (2) online customer referral has a profound effect on consumer perception, indicating that it indirectly affects purchase intention. Online customer referral, therefore, may help e-learning education companies to improve service quality with key features that better positions them to target online learners. Full article
(This article belongs to the Section Digital Marketing and the Connected Consumer)
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Article
The Impact of International Electronic Commerce on Export Trade: Evidence from China
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2579-2593; https://doi.org/10.3390/jtaer16070142 - 29 Sep 2021
Viewed by 465
Abstract
The impact of international electronic commerce (IEC) on export trade increases along with its expanding scale. Based on relevant data and the gravity model of China’s IEC export trade, this paper develops a theoretical model that can be used in IEC scenarios, applies [...] Read more.
The impact of international electronic commerce (IEC) on export trade increases along with its expanding scale. Based on relevant data and the gravity model of China’s IEC export trade, this paper develops a theoretical model that can be used in IEC scenarios, applies regression equations, a Hausman test, and other empirical methods to verify relevant data, and performs a robustness test. The purpose of this paper is to explore the mechanism of IEC impact on China’s trade, and hopefully to study the temporal structural changes of the impact of IEC activities on China’s export trade based on the financial crisis and European debt crisis variables. The innovation of this paper is mainly reflected in the large sample of China’s trade selected in this paper. It can also determine the changes in the distance effect of international trade in the era of IEC, and reveal the mechanism by which IEC applications help foreign trade enterprises overcome economic crises. Four key conclusions are obtained as follows. First, the development of IEC has significantly promoted the expansion of China’s export trade scale. Second, in the context of the global financial crisis and European debt crisis, the positive promotion effect of IEC on exports is not significant. Third, the promotion effects of IEC on China’s exports to both developing and industrialized countries are significant, with the impact on developed country exports being slightly greater. Fourth, although the geographical distance for measuring transportation costs has a negative effect on China’s exports, such effect has been greatly weakened. Full article
Communication
An Experimental Pricing Framework for E-Commerce
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2571-2578; https://doi.org/10.3390/jtaer16070141 - 28 Sep 2021
Viewed by 467
Abstract
Characterizing the demand curve of products is important for pricing them optimally. However, in deriving empirical demand curves, econometricians have to contend with identification issues. Furthermore, theoretical demand curves derived using standard economic theory are divorced from empirical realities: firms rarely have information [...] Read more.
Characterizing the demand curve of products is important for pricing them optimally. However, in deriving empirical demand curves, econometricians have to contend with identification issues. Furthermore, theoretical demand curves derived using standard economic theory are divorced from empirical realities: firms rarely have information on customers’ budget constraints; theoretical utility functions are seldom derived empirically. Recognizing these issues, we propose an experimental approach for determining a product’s demand curve and, in turn, its profit-maximizing price in online environments. The proposed approach yields precise estimates and is quick and inexpensive to implement. Full article
(This article belongs to the Section Digital Marketing and the Connected Consumer)
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Article
Integrated Production and Transportation Scheduling in E-Commerce Supply Chain with Carbon Emission Constraints
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2554-2570; https://doi.org/10.3390/jtaer16070140 - 26 Sep 2021
Viewed by 296
Abstract
Carbon emission constraints and trading policies in e-commerce environments have brought huge challenges to the operation of supply chain enterprises. In order to ensure the good operation of the e-commerce supply chain in a low-carbon environment, a supply chain scheduling optimization method based [...] Read more.
Carbon emission constraints and trading policies in e-commerce environments have brought huge challenges to the operation of supply chain enterprises. In order to ensure the good operation of the e-commerce supply chain in a low-carbon environment, a supply chain scheduling optimization method based on integration of production and transportation with carbon emission constraints is proposed; we use it to analyze the impact of centralized decision-making mode and decentralized decision-making mode on supply chain scheduling and establish a scheduling optimization model that aims at optimal carbon emissions and costs. A multilevel genetic algorithm was designed according to the characteristics of the model, and numerical examples are used to verify the effectiveness of the model and algorithm. The results show that the centralized decision-making mode plays the role of the carbon emission constraints to the greatest extent; the carbon emissions and the cost are smallest in the centralized decision-making mode. The decentralized decision-making mode leads to the overall cost preference of the supply chain due to separate decisions made by enterprises, and the carbon emissions in the supply chain are greater. Transportation experts, business managers and government departments are interesting for integrated production and transportation scheduling in e-commerce supply chain with carbon emission constraints. Further research should address integrated production and transportation scheduling in dual-channel low supply chains. Full article
(This article belongs to the Special Issue Advances in Supply Chain Management in the Era of Electronic Commerce)
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Article
The Common Values of Social Media Marketing and Luxury Brands. The Millennials and Generation Z Perspective
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2532-2553; https://doi.org/10.3390/jtaer16070139 - 25 Sep 2021
Viewed by 532
Abstract
As consumers spend more time on social media, brands can take advantage of this opportunity to better serve and communicate with their followers. Still, given the characteristics of luxury, luxury brands may be reluctant to use social media. To determine the extent to [...] Read more.
As consumers spend more time on social media, brands can take advantage of this opportunity to better serve and communicate with their followers. Still, given the characteristics of luxury, luxury brands may be reluctant to use social media. To determine the extent to which Millennials and Generation Z consumers perceive compatibility between social media marketing and luxury brands, a purposive sampling technique was employed. We collected data from 303 Romanian visitors of the Facebook page entitled Do You Like Luxury? This page, with postings from luxury producers, was specially created and sponsored in order to raise interest in completing the questionnaires. For data analysis, we used statistical tests, including confirmatory factorial analysis, regression, and independent-samples t-test. Our research shows that, for Millennials and Generation Z, luxury brands are compatible with social media apps as marketing channels. Even in the case of inadequacy, managers can still use the facilities of digital technologies to depict exclusivity, emotions, and sensory experiences specific to luxury. Unlike other studies, which only focused on a few dimensions, we proposed a multidimensional approach of the perceived value of luxury and social media marketing. Moreover, this is one of the few studies to focus on Eastern European consumers. Full article
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Article
One Good Turn Deserves Another: Antecedents of Online Karaoke Paid Gift-Sending from Social Exchange Perspectives
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2515-2531; https://doi.org/10.3390/jtaer16070138 - 23 Sep 2021
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Abstract
Understanding the dynamics of online karaoke virtual gift sending helps maximize its utility for all participants, including viewers, broadcasters, and platforms. However, extant paid gift-sending studies lack an integrated theoretical explanation of its incentives as well as practical implications that can facilitate the [...] Read more.
Understanding the dynamics of online karaoke virtual gift sending helps maximize its utility for all participants, including viewers, broadcasters, and platforms. However, extant paid gift-sending studies lack an integrated theoretical explanation of its incentives as well as practical implications that can facilitate the quantifiable implementation of service improvement. This study has successfully uncovered the motivation of paid gift-sending in an online karaoke context from a social exchange perspective using social exchange theory. By observing the activities of 11,640 online karaoke users over one year, it was discovered that their gift-sending behaviors adhere to the patterns of more-follower-more-gift-sending and receive-more-send-more. Moreover, such patterns are more pronounced for collaborative users and are accentuated over time. Theoretically, this study extends the scope of social commerce studies from B2C to C2C scenarios with more complicated interpersonal dynamics. Meanwhile, managers are advised to encourage following, stimulate collaboration, inject additional virtual gifts into the “market”, and retain their customers to generate long-term profits. Full article
(This article belongs to the Special Issue Emerging Topics in Omni-Channel Operations)
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