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J. Theor. Appl. Electron. Commer. Res., Volume 18, Issue 1 (March 2023) – 38 articles

Cover Story (view full-size image): Internet and digital technologies have changed retailing over the last few decades, leading to the emergence of multi-channel and omnichannel retail. Unlike traditional brick-and-mortar stores or pure players, multi-channel retailers can leverage consumer satisfaction through the interplay between offline and online behaviors and the provision of excellent servicescapes in both environments. Additionally, customers now expect every channel to have at least the same level of service. However, the integrated study of online and offline servicescapes remains unexplored. This study addresses this gap and investigates the effect of the dimensions of the online and offline servicescapes of multi-channel Indonesian retailers from three different industries on customer satisfaction and repurchase intention. View this paper
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21 pages, 2595 KiB  
Article
Co-Opetitive Strategy Optimization for Online Video Platforms with Multi-Homing Subscribers and Advertisers
by Jing Li, Shuying Gong and Xing Li
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 744-764; https://doi.org/10.3390/jtaer18010038 - 22 Mar 2023
Cited by 2 | Viewed by 2686
Abstract
In the two-sided market for online streaming content, the platform’s co-opetitive strategy has been wildly discussed, where the platforms cooperate in sharing the broadcasting right of content and meanwhile compete for both subscribers and advertisers. Although platform co-opetition in practice can be easily [...] Read more.
In the two-sided market for online streaming content, the platform’s co-opetitive strategy has been wildly discussed, where the platforms cooperate in sharing the broadcasting right of content and meanwhile compete for both subscribers and advertisers. Although platform co-opetition in practice can be easily captured, the impacts of cross-side network effects on pricing strategy are contingent upon the participation decision of both sides, including single-homing and multi-homing. Therefore, we examine the optimal co-opetitive strategy of duopoly platforms using a Hotelling model to capture user behaviors and investigate the equilibriums of pricing decisions and profits in three scenarios: single-single, multi-single, and multi-multi. The main findings are: (1) Advertisers choose multi-homing only when subscribers are also multi-homing, and the broadcasting cost is relatively low. (2) With single-homing advertisers, the primary broadcasting platform earns more profit than the re-broadcasting one. (3) With multi-homing advertisers, the primary broadcasting platform’s profit increases with the broadcasting rights cost. (4) Platforms should focus on building strong cross-side network effects with multi-homing advertisers. Alternatively, they would be better off contracting with single-homing advertisers if the effects are relatively low. Full article
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19 pages, 834 KiB  
Article
The Growth of Social Commerce: How It Is Affected by Users’ Privacy Concerns
by Ibrahim Mutambik, John Lee, Abdullah Almuqrin, Justin Zuopeng Zhang and Abdullah Homadi
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 725-743; https://doi.org/10.3390/jtaer18010037 - 22 Mar 2023
Cited by 13 | Viewed by 3817
Abstract
Over recent years, social commerce has evolved into a powerful segment of e-commerce, creating new opportunities for brands of all types and sizes. However, if social commerce is to continue to grow and deliver the many benefits it promises, it must address a [...] Read more.
Over recent years, social commerce has evolved into a powerful segment of e-commerce, creating new opportunities for brands of all types and sizes. However, if social commerce is to continue to grow and deliver the many benefits it promises, it must address a number of key challenges, including privacy, trust, and ethical concerns. This paper explores the extent to which privacy issues affect the attitudes and behaviours of social media platform (SMP) users towards social commerce, and investigates whether these attitudes and behaviours are a function of cultural context. The approach adopted for the research is a two-stage method, which initially uses semi-structured interviews of social-commerce users to identify their key privacy concerns. These concerns are then used to develop, using the theory of reasoned action (TRA), a structural model that facilitates the formation of hypotheses which relate users’ attitudes to privacy to subsequent behaviour. This model is assessed by analysing the responses to a questionnaire from a large sample of participants. This allows us to evaluate the general accuracy of the model and to compare culturally distinct subgroups (Saudi vs. Chinese) using partial least-squares analysis. Results show good support for all of our hypotheses and indicate that there are clear cultural effects. One of these effects is the inadequacy of privacy policies implemented by SMP providers, regarding culturally specific ethical concerns. Full article
(This article belongs to the Special Issue Social Commerce and the Recent Changes)
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19 pages, 735 KiB  
Article
The Impact of Return Shipping Insurance on a Retailer Based on Restricting Rights
by Xingyi Yang, Xiaopei Dai and Zhenyu Liu
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 706-724; https://doi.org/10.3390/jtaer18010036 - 20 Mar 2023
Viewed by 2194
Abstract
In e-commerce, retailers often use return shipping insurance (RSI) to solve consumer returns, leading to a high return rate. To reduce this negative effect, we consider restricting rights to restrict consumers from obtaining RSI or buying products. We examine the effect of RSI [...] Read more.
In e-commerce, retailers often use return shipping insurance (RSI) to solve consumer returns, leading to a high return rate. To reduce this negative effect, we consider restricting rights to restrict consumers from obtaining RSI or buying products. We examine the effect of RSI on retail pricing strategies and profits under restricting rights. We formulate a game-theoretical model which consists of one insurer, a retailer and two types of consumers (informed consumers and uninformed consumers). By solving the model, we find that even though the insurer has restricted uninformed consumers from obtaining RSI, the retailer further restricts them from buying the product when the salvage value is low. Second, when the retailer and insurer have no right to restrict uninformed consumers, purchasing RSI may hurt the retailer. Third, when the insurer restricts uninformed consumers and the product salvage is low, the retailer adopts the high-price strategy; otherwise, the retailer adopts the low-price strategy. Finally, when the product salvage is low, the retailer will prevent uninformed consumers from buying the product by adopting the high-price strategy or using the restricting right. In this case, the insurer will set a higher premium. Full article
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17 pages, 709 KiB  
Article
Impact of Community-Based Governance Mechanisms on Transaction Intention on a Second-Hand Trading Platform
by Yuru Liu, Yan Wan and Jun Kang
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 689-705; https://doi.org/10.3390/jtaer18010035 - 20 Mar 2023
Viewed by 3889
Abstract
Second-hand trading platforms are helpful to the recycling of resources. It is important to accelerate the construction of second-hand trading platforms and improve people’s willingness to buy second-hand goods. However, due to the uncertainty of second-hand goods, it is difficult to establish the [...] Read more.
Second-hand trading platforms are helpful to the recycling of resources. It is important to accelerate the construction of second-hand trading platforms and improve people’s willingness to buy second-hand goods. However, due to the uncertainty of second-hand goods, it is difficult to establish the trust between users and complete second-hand transactions. Nowadays, more and more platforms use community-based governance mechanisms to promote relationships between users. Taking the second-hand trading platform Xianyu as an example, this study explores the influence of three specific community-based mechanisms (interest group, feedback mechanism and dispute resolution mechanism) on trust and transaction intention from three dimensions of relational governance. This study compares the different effect between consumers and prosumers. Based on 721 valid questionnaires, a structural equation model was used to analyze the data. The results show that interest group, feedback mechanism and dispute resolution mechanism all have significant positive effects on trust in sellers and platforms. In addition, the impact of a dispute resolution mechanism on trust in sellers and platforms is higher for prosumers than for consumers. This study extends the previous research on community-based governance, contributes to the design of second-hand trading platforms and promotes more users to participate in recycling economy. Full article
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21 pages, 2688 KiB  
Article
Exploring Enablers of Contagious Content for Dining Blogs: An Integrated Approach by Using Content Analysis and Interpretive Structural Modeling
by Kuo-Chien Chang, Yi-Sung Cheng, Shih-Ming Hu and Nien-Te Kuo
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 668-688; https://doi.org/10.3390/jtaer18010034 - 20 Mar 2023
Viewed by 1928
Abstract
Blogs remain a popular and reliable form of online communication. As the number of dining blogs continues to rise, competition is increasingly fierce. Thus, it is important to not only draw the attention of users but to also secure followers. To increase reader [...] Read more.
Blogs remain a popular and reliable form of online communication. As the number of dining blogs continues to rise, competition is increasingly fierce. Thus, it is important to not only draw the attention of users but to also secure followers. To increase reader loyalty, bloggers must consider blog marketing from a blog reader’s perspective. Although previous studies have explored how blog narratives influence consumer behaviors, few studies have focused on exploring the enablers of contagious content for dining blogs from a blog reader’s perspective. Creating contagious content helps to achieve the maximum benefits from blog marketing. Therefore, this study identifies the enablers of contagious blogs and models their interrelationships to aid dining bloggers in framing a consistently popular blog. Based on Berger’s six principles—social currency (S), triggers (T), emotion (E), public (P), practical value (P), and stories (S) (STEPPS)—13 main factors were first compiled through a literature review. Qualitative content analysis was then applied to extract the 31 enablers related to the main factors within the context of dining blogs. In order to identify the hierarchical relationships among the extracted enablers, this study applied interpretive structural modeling (ISM). Based on the results of ISM, cross-impact matrix multiplication applied to classification (MICMAC) describes the driving and dependence behaviors of the enablers. The results of ISM and MICMAC show areas of priority on which dining bloggers should focus to create contagious content. The most important areas include emotional stimulation, storytelling, and gamification. Finally, the theoretical and managerial implications of the findings were provided. Full article
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12 pages, 349 KiB  
Editorial
The Future of E-Commerce: Overview and Prospects of Multichannel and Omnichannel Retail
by Santiago Iglesias-Pradas and Emiliano Acquila-Natale
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 656-667; https://doi.org/10.3390/jtaer18010033 - 17 Mar 2023
Cited by 8 | Viewed by 11308
Abstract
Multichannel and omnichannel strategies have become a critical aspect of retailing. In this study, we present an overview of multichannel and omnichannel retail and discuss its applications in the future of retail. To do so, we explore the different areas of interest in [...] Read more.
Multichannel and omnichannel strategies have become a critical aspect of retailing. In this study, we present an overview of multichannel and omnichannel retail and discuss its applications in the future of retail. To do so, we explore the different areas of interest in multichannel and omnichannel retail highlighted in previous scholarly research, as a preliminary step to propose a comprehensive framework of themes that should be paid attention to for future advancements in the field. A total of 11 studies addressing the main theme of Multichannel Retail and Its Applications in the Future of E-Commerce illustrate this overview and the framework. Full article
(This article belongs to the Special Issue Multi-Channel Retail and Its Applications in the Future of E-Commerce)
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22 pages, 3983 KiB  
Article
Understanding Factors Influencing Click-Through Decision in Mobile OTA Search Engine Systems
by Hongming Gao and Mingjun Zhan
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 634-655; https://doi.org/10.3390/jtaer18010032 - 13 Mar 2023
Cited by 2 | Viewed by 2200
Abstract
Mobile commerce has changed the decision environment for users who intend to reserve a preferred hotel. This study aims to investigate the factors that affect the dynamic click-through decision (CTD) in mobile online travel agency (OTA) search engines. We propose a dynamic Bayesian [...] Read more.
Mobile commerce has changed the decision environment for users who intend to reserve a preferred hotel. This study aims to investigate the factors that affect the dynamic click-through decision (CTD) in mobile online travel agency (OTA) search engines. We propose a dynamic Bayesian inference framework to model individual-level users’ CTDs and examine the effects of item position, price, search cost, and the use of refinement tools. The study uses real-world search log datasets from a global OTA for both mobile and desktop searches. Our results show that (1) the primacy effect is weaker and the effect of item-ranking positions is non-linear in a mobile OTA search compared to a desktop OTA search. Mobile users pay the most attention to the top-ranking results and are less likely to click through the middle or bottom results. (2) Hotel prices have a positive effect on mobile CTDs in the whole mobile searching journey. Additionally, mobile users also tend to seek out hotels with lower price rankings on the current search engine result page. (3) The search cost, measured by the cumulative time duration, has a positive impact on mobile CTDs. The use of refinement tools enhances the effect of search cost. This study extends previous research on position and price effects in an online consumer search from PC-based internet to mobile devices. It also provides managerial implications for mobile OTA search engine marketing and investment for bidding ranking positions. Full article
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19 pages, 1619 KiB  
Article
Does Impulsive Posting Hurt or Help? The Effects of Conflicting Online Information on Attitude Uncertainty and Behavioural Consequences: The Moderating Role of Peer Social Network Support
by Tinnanat Techinakarawin and Jin Sun
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 615-633; https://doi.org/10.3390/jtaer18010031 - 13 Mar 2023
Viewed by 2246
Abstract
Prior research suggests that consumers may find prematurely written online information trivial, nondiagnostic, and most likely to be neglected. This article examines the effects of impulsive posting caused by the incentive algorithm of e-commerce on attitude uncertainty and behavioural consequences. Impulsive posting comprises [...] Read more.
Prior research suggests that consumers may find prematurely written online information trivial, nondiagnostic, and most likely to be neglected. This article examines the effects of impulsive posting caused by the incentive algorithm of e-commerce on attitude uncertainty and behavioural consequences. Impulsive posting comprises two perspectives: consumer-generated reviews (i.e., perceived tentativeness and irrelevance of conflicting online reviews) and corporate-generated responses (i.e., perceived depersonalisation of incongruent managerial responses). Our central premise is that facilitating the processing of conflicting information by a systematic route induced by accountability warrants more cognitive resources and amplifies the use of nonoptimal information during attitude formation. Thus, confidence decreases when the information that underlies the attitude is difficult to determine, leading to attitude uncertainty and reverse intentions (i.e., site stickiness and purchase intention). Full article
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18 pages, 1025 KiB  
Article
Rural E-Customers’ Preferences for Last Mile Delivery and Products Purchased via the Internet before and after the COVID-19 Pandemic
by Małgorzata Markowska, Jakub Marcinkowski, Maja Kiba-Janiak and Danuta Strahl
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 597-614; https://doi.org/10.3390/jtaer18010030 - 11 Mar 2023
Cited by 5 | Viewed by 3231
Abstract
The purpose of this paper is to assess the impact of the COVID-19 pandemic on rural e-customers’ preferences in terms of last mile delivery and products purchased via the Internet. This paper is based on the theory of last mile delivery (with a [...] Read more.
The purpose of this paper is to assess the impact of the COVID-19 pandemic on rural e-customers’ preferences in terms of last mile delivery and products purchased via the Internet. This paper is based on the theory of last mile delivery (with a strong focus on the methods of delivery) and customers’ preferences. It combines both theories to fulfil the paper’s goal. In the paper, the literature review and multivariate data analysis of rural e-customers in Poland were used. The hypothesis states that there is a requirement for different last mile delivery solutions in rural areas than in urban areas in Poland. The research was carried out on a sample of 1071 adult Poles, who are residents of rural areas, using the standardized and structured computer-assisted interview (CAWI). The authors used the chi-square independence test, the Student t-test, one-way analysis of variance (ANOVA), regression models, and logistic models. The research shows that more than 60% of respondents living in rural areas order goods purchased online with a home delivery method and that online shopping preferences’ changes are not so significant after the occurrence of COVID-19. Both before and after the pandemic, rural e-customers made online purchases most often 2–3 times a month. Nevertheless, some differences in the preferences of rural e-customers in terms of last mile delivery and purchasing preference can be seen considering their age, gender, or family size. The survey found that smaller families were more likely to choose free home delivery with a free return after the pandemic. The research presented in this paper provides essential information for courier companies, stores, and online platforms alike. Knowledge of preferences and their changes after the occurrence of COVID-19 can support the reorganization of last mile delivery to meet the needs of e-customers and to adapt to the increasing demands for sustainable transportation. Full article
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26 pages, 2231 KiB  
Article
A Hyper-Personalized Product Recommendation System Focused on Customer Segmentation: An Application in the Fashion Retail Industry
by Emre Yıldız, Ceyda Güngör Şen and Eyüp Ensar Işık
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 571-596; https://doi.org/10.3390/jtaer18010029 - 11 Mar 2023
Cited by 12 | Viewed by 7464
Abstract
Providing the right products, at the right place and time, according to their customer’s preferences, is a problem-seeking solution, especially for companies operating in the retail industry. This study presents an integrated product RS that combines various data mining techniques with this motivation. [...] Read more.
Providing the right products, at the right place and time, according to their customer’s preferences, is a problem-seeking solution, especially for companies operating in the retail industry. This study presents an integrated product RS that combines various data mining techniques with this motivation. The proposed approach consists of the following steps: (1) customer segmentation; (2) adding the location dimension and determining the association rules; (3) the creation of product recommendations. We used the RFM technique for customer segmentation and the k-means clustering algorithm to create customer segments with customer-based RFM values. Then, the Apriori algorithm, one of the association rule mining algorithms, is used to create accurate rules. In this way, cluster-based association rules are created. Finally, product recommendations are presented with a rule-based heuristic algorithm. This is the first system that considers customers’ demographic data in the fashion retail industry in the literature. Furthermore, the customer location information is used as a parameter for the first time for the clustering phase of a fashion retail product RS. The proposed systematic approach is aimed at producing hyper-personalized product recommendations for customers. The proposed system is implemented on real-world e-commerce data and compared with the current RSs used according to well-known metrics and the average sales information. The results show that the proposed system provides better values. Full article
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23 pages, 7544 KiB  
Article
The Impact of Topological Structure, Product Category, and Online Reviews on Co-Purchase: A Network Perspective
by Hongming Gao
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 548-570; https://doi.org/10.3390/jtaer18010028 - 10 Mar 2023
Viewed by 2262
Abstract
Understanding the relationships within product co-purchasing is crucial for designing effective cross-selling and recommendation systems in e-commerce. While researchers often detect co-purchase rules based on product attributes, this study explores the influence of consumer behavior preferences and electronic word-of-mouth (eWOM) on co-purchase formation [...] Read more.
Understanding the relationships within product co-purchasing is crucial for designing effective cross-selling and recommendation systems in e-commerce. While researchers often detect co-purchase rules based on product attributes, this study explores the influence of consumer behavior preferences and electronic word-of-mouth (eWOM) on co-purchase formation by analyzing the topological network structure of products. Data were collected from a major Chinese e-retailer and analyzed using an exponential random graph model (ERGM) to identify the factors affecting the formation of follow-up purchases between products: the role of topological structure, product category, and online product reviews. The results showed that the co-purchase network was a sparse small-world network, with a product degree of centrality that positively impacted its sales volume within the network, suggesting a concentration effect. Cross-category purchases significantly contribute to the formation of co-purchase relationships, with a differential homophily effect. Positive ratings and review volumes were found to be key factors impacting this co-purchase formation. In addition, a higher inconsistency of positive ratings among products decreases the likelihood of co-purchase. These findings contribute to the literature on eWOM and electronic networks, and have valuable implications for e-commerce managers. Full article
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24 pages, 767 KiB  
Article
‘Stimuli Are All Around’—The Influence of Offline and Online Servicescapes in Customer Satisfaction and Repurchase Intention
by Artha Sejati Ananda, Hanny Hanny, Ángel Hernández-García and Prita Prasetya
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 524-547; https://doi.org/10.3390/jtaer18010027 - 10 Mar 2023
Cited by 5 | Viewed by 4998
Abstract
In the last decade, multichannel retailing has grown at a significant rate, especially in emerging markets such as Indonesia, where retailers have embraced multichannel marketing to heighten the customer shopping experience. Improved servicescape—the environment where services are provided and where interaction with customers [...] Read more.
In the last decade, multichannel retailing has grown at a significant rate, especially in emerging markets such as Indonesia, where retailers have embraced multichannel marketing to heighten the customer shopping experience. Improved servicescape—the environment where services are provided and where interaction with customers occurs—may help enhance the customer experience. While the role of servicescapes has been analyzed in online or offline contexts previously, this research adopts a multichannel view and pioneers the investigation of the interplay of offline and online (mobile app) servicescapes and their effect on customer satisfaction, as antecedents of repurchase intention, among three types of Indonesian retailers. The study analyzes data from N = 171 Indonesian multichannel customers who have shopped in physical stores and via the store’s mobile app. The results show that ambient conditions are the strongest predictor of perceived quality of offline servicescape, whereas store layout and functionality are the strongest predictor of perceived quality of online servicescape. Both online and physical perceived quality of servicescapes predict customer satisfaction, with the latter having a stronger effect on satisfaction. The study offers practical recommendations for retailers seeking to improve loyalty and customer retention. Full article
(This article belongs to the Special Issue Multi-Channel Retail and Its Applications in the Future of E-Commerce)
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23 pages, 1098 KiB  
Article
Contemporary Mobile Commerce: Determinants of Its Adoption
by Joseph Mollick, Robert Cutshall, Chuleeporn Changchit and Long Pham
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 501-523; https://doi.org/10.3390/jtaer18010026 - 6 Mar 2023
Cited by 10 | Viewed by 6515
Abstract
Mobile commerce is the next generation of electronic commerce that allows consumers to perform many transactions via a mobile phone instead of a desktop computer. To online businesses, this commerce channel also allows them to have almost non-stop accessibility to a large population [...] Read more.
Mobile commerce is the next generation of electronic commerce that allows consumers to perform many transactions via a mobile phone instead of a desktop computer. To online businesses, this commerce channel also allows them to have almost non-stop accessibility to a large population of mobile device users. This study examines the factors affecting intention to use contemporary mobile commerce on the basis of integrating perceived security, subjective norm, innovativeness, and self-efficacy into the TAM model. Statistical analysis results show that self-efficacy and innovativeness are positively related to perceived ease of use. Perceived ease of use has a positive effect on perceived usefulness. Perceived ease of use, perceived usefulness, perceived security, and subjective norm have a positive relationship with intention to use mobile commerce. The theoretical and practical implications are discussed. Finally, future research directions are outlined. Full article
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26 pages, 3240 KiB  
Review
After-Sales Attributes in E-Commerce: A Systematic Literature Review and Future Research Agenda
by Rodolfo Magalhães Ferraz, Claudimar Pereira da Veiga, Cassia Rita Pereira da Veiga, Thales Stevan Guedes Furquim and Wesley Vieira da Silva
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 475-500; https://doi.org/10.3390/jtaer18010025 - 5 Mar 2023
Cited by 4 | Viewed by 5224
Abstract
In recent years, e-commerce has assumed a more strategic and relevant role with regard to the good performance of the global retail industry. The facilities and conveniences provided by e-tail contribute to meeting the demands of a more connected consumer. However, it is [...] Read more.
In recent years, e-commerce has assumed a more strategic and relevant role with regard to the good performance of the global retail industry. The facilities and conveniences provided by e-tail contribute to meeting the demands of a more connected consumer. However, it is necessary to consider the complex nature of the online market, which requires e-retailers to challenge themselves in order to create stronger connections with their customers to achieve greater customer satisfaction. In this context, the services offered in the after-sales phase, one of the most relevant stages of the consumer journey, can help reduce the negative impacts involved in the decision and experience of an online purchase. The post-sale in e-commerce is a research domain that has become increasingly prominent in recent years, and this maturation in the academic environment requires a deeper understanding of this scientific production. Therefore, to synthesize the main insights and suggest an agenda for future studies of this theme, a Systematic Literature Review (SLR) was conducted for this study using a hybrid approach, combining a structured review with a bibliometric review. One of the main contributions of the research is the seminal presentation of after-sales attributes in e-commerce, in a global and broad view, focusing on the retailer and consumer relationship, referred to herein as After-sales Customer Services (AFSCS). Unlike the other few existing reviews regarding the theme, this work is innovative because it investigates the e-commerce post-purchase, the attributes of this stage, and the relationship between retailer and consumer at this stage of the journey in a more direct, exclusive, and complete way. Full article
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18 pages, 961 KiB  
Article
Chatbot-Based Services: A Study on Customers’ Reuse Intention
by Filipe Araújo Silva, Alireza Shabani Shojaei and Belem Barbosa
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 457-474; https://doi.org/10.3390/jtaer18010024 - 1 Mar 2023
Cited by 7 | Viewed by 9128
Abstract
The main objective of this article is to investigate the factors that influence customers’ intention to reuse chatbot-based services. The study employs a combination of the technology acceptance model (TAM) with other contributions in the literature to develop a theoretical model that predicts [...] Read more.
The main objective of this article is to investigate the factors that influence customers’ intention to reuse chatbot-based services. The study employs a combination of the technology acceptance model (TAM) with other contributions in the literature to develop a theoretical model that predicts and explains customers’ intention to reuse chatbots. The research uses structural equation modeling (PLS-SEM) to test the proposed hypotheses. Data collected from 201 chatbot users among Portuguese consumers were analyzed, and the results showed that user satisfaction, perceived usefulness, and subjective norm are significant predictors of chatbot reuse intentions. Additionally, the findings indicated that perceived usefulness, perceived ease of use, and trust have a positive impact on attitudes toward using chatbots. Trust was found to have a significant impact on perceived usefulness, user satisfaction, and attitudes toward using chatbots. However, there was no significant effect of attitude toward using chatbots, perceived ease of use, trust, and perceived social presence on reuse intentions. The article concludes with theoretical contributions and recommendations for managers. Full article
(This article belongs to the Section Digital Marketing and the Connected Consumer)
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16 pages, 652 KiB  
Article
The Social Impact from Danmu—Insights from Esports Online Videos
by Fan Li, Wenche Wang and Weiqing Lai
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 441-456; https://doi.org/10.3390/jtaer18010023 - 23 Feb 2023
Cited by 2 | Viewed by 2449
Abstract
An emerging online social interaction feature, Danmu, which overlays viewer comments on online videos, has become increasingly popular on video-sharing platforms. Danmu comments may have a social impact on potential viewers’ behavior and thus have important implications for online video consumption. Drawing on [...] Read more.
An emerging online social interaction feature, Danmu, which overlays viewer comments on online videos, has become increasingly popular on video-sharing platforms. Danmu comments may have a social impact on potential viewers’ behavior and thus have important implications for online video consumption. Drawing on Social Impact Theory, this paper explores how Danmu comments affect both viewers’ viewing behavior and engagement behavior in online esports videos. Our results reveal that Danmu comments consistently improved the number of views of esports videos. Danmu comments also positively influenced the level of viewer engagement, but the size of this impact was smaller than that on viewers’ viewing behavior. Moreover, Danmu comments played a greater role in viewers’ viewing behavior of full-length competitive esports matches than that of video clips. Finally, Danmu comments’ differential impacts on viewers’ engagement behavior between full-length matches and video clips vary by esports games. Full article
(This article belongs to the Section Digital Marketing and the Connected Consumer)
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25 pages, 1262 KiB  
Article
Influence Factors of Small and Medium-Sized Enterprises and Micro-Enterprises in the Cross-Border E-Commerce Platforms
by Wei-Hung Chen, Yao-Chin Lin, Anima Bag and Chun-Liang Chen
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 416-440; https://doi.org/10.3390/jtaer18010022 - 21 Feb 2023
Cited by 16 | Viewed by 8680
Abstract
Small and medium-sized businesses (SMEs) are frequently exposed to a variety of difficulties during global epidemic crises like coronavirus (COVID-19), which may even threaten their lives. The purpose of this study explores the influencing factors of Taiwan’s companies between small and medium-sized enterprises [...] Read more.
Small and medium-sized businesses (SMEs) are frequently exposed to a variety of difficulties during global epidemic crises like coronavirus (COVID-19), which may even threaten their lives. The purpose of this study explores the influencing factors of Taiwan’s companies between small and medium-sized enterprises and micro-enterprises on the choice of the cross-border e-commerce platform. The findings are defined as taking into account small and medium-sized businesses and microenterprises when choosing cross-border e-commerce through a literature review and an examination of secondary data among the 10 participating businesses through interviews in various regions and business sectors in Taiwan. In this case we used study-based research, which included five small, medium-sized, and micro-enterprises, as well as five cross-border e-commerce projects and the company’s management senior officers. According to the study’s emphasis on the economic, social, technological, and legal aspects of various firms, these factors lead to a variety of decisions regarding the best cross-border e-commerce platform. The case study approach was utilized in this investigation to confirm the consideration of micro-and small-sized businesses that took part in cross-border e-commerce project counseling. This study summarizes five types of enterprises with different capabilities: product enhancement, marketing enhancement, cross-border potential, knowledge-based enhancement, and cross-border start-up. According to the results, it was found that different enterprise capabilities will affect the choice of cross-border e-commerce platforms. These five capabilities also have different types of consideration factors; among them, SMEs pay attention to marketing, pricing, market analysis, culture, customer service, payment, logistics, certification, taxation, etc. In addition to theoretical implications, this research also gives small and medium enterprises and micro-enterprises practice when choosing cross-border e-commerce platform, as well as suggestions for future research. Full article
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22 pages, 4425 KiB  
Article
Multi-Party Evolutionary Game Analysis of Accounts Receivable Financing under the Application of Central Bank Digital Currency
by Qinglei Zhang, Dihong Yang and Jiyun Qin
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 394-415; https://doi.org/10.3390/jtaer18010021 - 20 Feb 2023
Cited by 6 | Viewed by 3249
Abstract
Accounts receivable financing is one of the most prominent financing approaches in supply chain finance; nevertheless, in the actual financing process, financial institutions and SMEs have credit risk and information asymmetry risk, which leads to frequent nonpayment and collaboration fraudulent loans. This paper [...] Read more.
Accounts receivable financing is one of the most prominent financing approaches in supply chain finance; nevertheless, in the actual financing process, financial institutions and SMEs have credit risk and information asymmetry risk, which leads to frequent nonpayment and collaboration fraudulent loans. This paper introduces central bank digital currency into traditional accounts receivable financing and solves the credit risk and information asymmetry risk using two technologies of central bank digital currency: digital technology and blockchain technology; digital technology enables the supervision of capital flow, and blockchain technology enables for access to logistics and information flow. In the context of using central bank digital currency technology, this paper builds an evolutionary game model of whether financial institutions use central bank digital currency and whether SMEs repay the loan, compares the evolutionary stabilization strategies of financial institutions and SMEs, calculates and analyzes the model’s impact, investigates changes in the decision-making and evolutionary paths of both parties, and then conducts numerical simulation analysis using Matlab and Python to verify the model’s reliability further. According to the results, adding central bank digital currency to the traditional accounts receivable financing model can reduce the loan risk of financial institutions, increase the credibility of accounts receivable financing, expedite the implementation of accounts receivable financing, and alleviate the financing concerns of SMEs. Full article
(This article belongs to the Special Issue Blockchain Commerce Ecosystem)
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22 pages, 901 KiB  
Article
Complied by Belief Consistency: The Cognitive-Information Lens of User-Generated Persuasion
by Hung-Pin Shih, Kee-hung Lai and T. C. E. Cheng
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 372-393; https://doi.org/10.3390/jtaer18010020 - 16 Feb 2023
Cited by 1 | Viewed by 2983
Abstract
Confirmation biases make consumers feel comfortable because consistent beliefs simplify the processing of electronic word-of-mouth (eWOM). Whether the helpfulness of eWOM is a belief of information underlying biased information, i.e., positive–negative asymmetry, or an illusion of overconfidence underlying biased judgment, i.e., [...] Read more.
Confirmation biases make consumers feel comfortable because consistent beliefs simplify the processing of electronic word-of-mouth (eWOM). Whether the helpfulness of eWOM is a belief of information underlying biased information, i.e., positive–negative asymmetry, or an illusion of overconfidence underlying biased judgment, i.e., belief consistency, is crucial to the foundation of theory and the advance of practice in user-generated persuasion. The questions challenge the literature that the helpfulness of product reviews relies on unbiased information and/or unbiased judgment. Drawing on the cognitive-information lens, we developed a research model to explain how belief consistency affects the helpfulness beliefs of eWOM, and examined the effects of positive–negative asymmetry. Using a scenario-based questionnaire survey, we collected 334 consumer samples to test the research model. According to the empirical results, the conflicts of influence between positive and negative confirmation indicated that perceived review helpfulness was a belief of information and constrained by the positive–negative review frame. Without using personal expertise, respondents’ consistent beliefs were significant to confirm positive reviews as useful and thereby perceive the review content as helpful, which is an illusion of overconfidence and constrained by belief consistency. Whether personal expertise reinforces the effect of belief consistency depends on the positive–negative asymmetry. Full article
(This article belongs to the Section e-Commerce Analytics)
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20 pages, 752 KiB  
Article
Did New Retail Enhance Enterprise Competition during the COVID-19 Pandemic? An Empirical Analysis of Operating Efficiency
by Yunpeng Yang, Hongmin Chen and Hejun Liang
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 352-371; https://doi.org/10.3390/jtaer18010019 - 14 Feb 2023
Cited by 11 | Viewed by 4110
Abstract
The question concerning how digital consumption demand has been adapted and how matching business models have been built has become an important practical problem in the digital development of the retail industry. Considering the effects of COVID-19, whether new retail enterprises can maintain [...] Read more.
The question concerning how digital consumption demand has been adapted and how matching business models have been built has become an important practical problem in the digital development of the retail industry. Considering the effects of COVID-19, whether new retail enterprises can maintain adequate competitiveness and risk resilience in the post-pandemic era deserves in-depth study. In comparing the development of traditional retail and new retail enterprises, we extracted and evaluated key factors of enterprise operating efficiency. Then, we measured the transformation efficiency of 65 enterprises in China listed in 2016 and 2020 by establishing a DEA model and the Malmquist index method. Finally, based on an empirical analysis demonstrating the necessity of traditional retail transformation, we analyzed retail enterprises’ efficiency and dynamic efficiency changes. The results show that the operating efficiency of enterprises using the new retail model was higher than those using the traditional retail model. The technical efficiency and total factor productivity were significantly improved after the new retail model was applied. Both technological progress and improved technological efficiency contributed to the improvement in total factor productivity during the COVID-19 pandemic. Full article
(This article belongs to the Section Digital Marketing and the Connected Consumer)
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19 pages, 4914 KiB  
Article
Research on Green Closed-Loop Supply Chain Considering Manufacturer’s Fairness Concerns and Sales Effort
by Nian Zhang, Jinyu Wu, Bin Li and Deqiang Fu
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 333-351; https://doi.org/10.3390/jtaer18010018 - 10 Feb 2023
Cited by 4 | Viewed by 1992
Abstract
To reduce resource loss and environmental pollution, green CLSC has become a hot issue that manufacturing enterprises pay attention to. In green CLSC, manufacturers would pay attention to the fairness of profit distribution when making sales efforts. Therefore, this paper studies a green [...] Read more.
To reduce resource loss and environmental pollution, green CLSC has become a hot issue that manufacturing enterprises pay attention to. In green CLSC, manufacturers would pay attention to the fairness of profit distribution when making sales efforts. Therefore, this paper studies a green closed-loop supply chain (CLSC) considering manufacturer sales efforts and fairness concerns. Then, the centralized model and decentralized model are built and analyzed. Afterward, a profit-sharing contract between members is designed to coordinate the supply chain. We made the following observations: (1) The manufacturers’ fairness concerns would reduce product green degree, sales effort and recycling rate of used products, which is not conducive to the sustainable development of the green closed-loop supply chain. (2) When the manufacturers’ fairness concerns are gradually strengthened, the optimal decisions would deviate even more from the optimal equilibrium results. (3) When the coefficient of fairness concerns and the ratio of profit-sharing satisfy a certain range, Pareto improvement can be effectively realized. Full article
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22 pages, 714 KiB  
Article
Shared Accommodation Services in the Sharing Economy: Understanding the Effects of Psychological Distance on Booking Behavior
by Song Zhang, Yongsheng Lu and Baozhou Lu
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 311-332; https://doi.org/10.3390/jtaer18010017 - 10 Feb 2023
Cited by 4 | Viewed by 3643
Abstract
The sharing economy has risen rapidly in the past decade. The development of shared accommodation encourages more hotels and guesthouses to attract customers through online accommodation-sharing platforms, which has become a meaningful way to fight against the competition of the traditional hotel industry. [...] Read more.
The sharing economy has risen rapidly in the past decade. The development of shared accommodation encourages more hotels and guesthouses to attract customers through online accommodation-sharing platforms, which has become a meaningful way to fight against the competition of the traditional hotel industry. In this condition, what the hosts are concerned about most is how to attract customers’ attention through the platform display to increase reservations. Based on construal level theory, this paper explores how hosts’ information displayed on online accommodation-sharing platforms determines consumers’ booking behavior by influencing their psychological distance. We use machine learning methods to mine the raw data and extract the representational factors of psychological distance. Based on the data-driven behavior decision-making approach, we collected valid large-scale fine-grained secondary actual consumption data from Airbnb, the world’s leading online accommodation-sharing platform, and scientifically and intelligently processed the data using machine learning methods, then tested the hypotheses using the regression analysis software STATA15. Our findings suggest that both social distance and temporal distance have a negative impact on booking behavior of guests. In detail, subject diversity, perspective taking, and facial attractiveness in the dimension of social distance positively influence guests’ booking behavior; instant bookable in the temporal distance dimension positively affects booking behavior, while response time has a negative effect. This study contributes to the literature by empirically examining psychological distance in the booking behavior of guests in shared accommodation through the processing and analysis of actual consumption data. The findings have important practical implications for how shared accommodation service providers and sharing economy platform managers can operate better. Full article
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22 pages, 762 KiB  
Article
Exploring the Gamification Affordances in Online Shopping with the Heterogeneity Examination through REBUS-PLS
by Xiao-Yu Xu, Syed Muhammad Usman Tayyab, Qing-Dan Jia and Kuang Wu
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 289-310; https://doi.org/10.3390/jtaer18010016 - 7 Feb 2023
Cited by 6 | Viewed by 3004
Abstract
This study investigates, from the perspective of affordance theory, how the implementation of gamification features and mechanisms in online-shopping platforms enable consumers to enjoy immersive shopping experiences and make subsequent shopping decisions. Importantly, the technique of REBUS-PLS is applied to unveil the nature [...] Read more.
This study investigates, from the perspective of affordance theory, how the implementation of gamification features and mechanisms in online-shopping platforms enable consumers to enjoy immersive shopping experiences and make subsequent shopping decisions. Importantly, the technique of REBUS-PLS is applied to unveil the nature of heterogeneity in perceived affordances and ensure the robustness of structural-model results. The research model is tested using cross-sectional data. Our results not only confirm the effects of different types of gamification affordances on immersive experience and subsequent behavior but also reveal the existence of different consumer groups within the overall sample with respect to their behavior patterns. Apart from social connectiveness, rewardability, playfulness, and novelty all exert significant effects on the immersive experience. In addition, this study identified three distinct groups, namely, “no novelty” users, “no playfulness” users, and “no connective” users. Full article
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16 pages, 1053 KiB  
Article
How Does Algorithm Control Affect Platform Workers’ Responses? Algorithm as a Digital Taylorism
by Sangcheol Park and Sungyul Ryoo
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 273-288; https://doi.org/10.3390/jtaer18010015 - 6 Feb 2023
Cited by 3 | Viewed by 3834
Abstract
While many online labor platforms have adopted algorithms to monitor or control workforces as a new form of algorithm management, there is no academic attempt to empirically examine how the algorithmic control of platforms influences platform workers’ behaviors in a platform context. In [...] Read more.
While many online labor platforms have adopted algorithms to monitor or control workforces as a new form of algorithm management, there is no academic attempt to empirically examine how the algorithmic control of platforms influences platform workers’ behaviors in a platform context. In this study, we consider how algorithm management affects the platform workers’ response from a Digital Taylorism perspective. Digital Taylorism involves management’s use of technology to monitor workers by assigning and tracking work. Therefore, this study examines how algorithm control influences the platform workers’ response by mediating the tension of work compensation in an online labor platform context. Survey data collected from 216 food delivery riders in South Korea are used to test the model using partial least squares analysis. Our results show that algorithm control affects platform workers’ responses by mediating tensions of platform work compensation. Based upon our empirical findings, we can provide a theoretical perspective to relevant researchers who seek to find a theoretical mechanism of algorithm management. Moreover, we can offer practical insights to practitioners who are interested in algorithm management. Full article
(This article belongs to the Section Digital Business Organization)
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16 pages, 1224 KiB  
Article
Optimal Software Versioning Strategy Considering Customization and Consumer Deliberation Behavior
by Wenjun Shu, Zhongdong Xiao, Ruirui Zhang and Quanyao Cao
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 257-272; https://doi.org/10.3390/jtaer18010014 - 6 Feb 2023
Viewed by 1767
Abstract
This study investigates the optimal versioning problem when a monopoly software provider bears the deliberation cost to help reduce consumer uncertainty about SaaS customization. We develop stylized models based on different production strategies and deliberation support strategies. We consider customer deliberation behavior as [...] Read more.
This study investigates the optimal versioning problem when a monopoly software provider bears the deliberation cost to help reduce consumer uncertainty about SaaS customization. We develop stylized models based on different production strategies and deliberation support strategies. We consider customer deliberation behavior as a new perspective on the need for a free trial. Our results indicate that a short free trial leads to free riders while a long enough free trial eliminates free riders. This is because a long free trial means that consumers easily get accustomed to the product. We also find that the seller benefits from offering deliberation support. The optimal product strategy is dependent on the deliberation support cost. When the deliberation support cost is low, the seller should provide dual products; on the contrary, the single SaaS product strategy is better with a high deliberation cost. Full article
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20 pages, 914 KiB  
Article
Explore the Feeling of Presence and Purchase Intention in Livestream Shopping: A Flow-Based Model
by Jielin Yin, Yinghua Huang and Zhenzhong Ma
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 237-256; https://doi.org/10.3390/jtaer18010013 - 30 Jan 2023
Cited by 14 | Viewed by 7240
Abstract
Livestream shopping has attracted great attention in an increasingly digitalized society. This study is to explore the mechanism through which social presence and physical presence affect consumer purchase intentions in livestream shopping as an emerging e-commerce model. Based on the flow theory, this [...] Read more.
Livestream shopping has attracted great attention in an increasingly digitalized society. This study is to explore the mechanism through which social presence and physical presence affect consumer purchase intentions in livestream shopping as an emerging e-commerce model. Based on the flow theory, this study proposes an integrated model to explain the mechanism through which the feeling of presence affects consumers’ purchase intentions in livestream shopping. Empirical data on livestream shopping were collected in China to test the proposed model for an exploratory study. The results show that the feeling of physical presence influences consumers’ purchase intentions through concentration and perceived control, and the feeling of social presence influences consumers’ purchase intentions through concentration and enjoyment, and, thus, both social presence and physical presence are important elements in livestream shopping. This study provides a better understanding on the mechanism of how the feeling of presence helps improve purchase intentions in livestream shopping. This study shows both physical presence and social presence are positively related to consumers’ purchase intention, but with different paths, and, thus, sheds new lights on the feeling of presence and its impact on consumer behaviors in e-commerce. Full article
(This article belongs to the Special Issue Social Commerce and the Recent Changes)
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31 pages, 4232 KiB  
Article
Incentive-Driven Information Sharing in Leasing Based on a Consortium Blockchain and Evolutionary Game
by Hanlei Cheng, Jian Li, Jing Lu, Sio-Long Lo and Zhiyu Xiang
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 206-236; https://doi.org/10.3390/jtaer18010012 - 29 Jan 2023
Cited by 8 | Viewed by 2781
Abstract
Blockchain technology (BCT) provides a new way to mitigate the default risks of lease contracts resulting from the information asymmetry in leasing. The conceptual architecture of a consortium blockchain-based leasing platform (CBLP) is first proposed to facilitate information sharing between small and medium-sized [...] Read more.
Blockchain technology (BCT) provides a new way to mitigate the default risks of lease contracts resulting from the information asymmetry in leasing. The conceptual architecture of a consortium blockchain-based leasing platform (CBLP) is first proposed to facilitate information sharing between small and medium-sized enterprises (SMEs, the “lessees”) and leasing firms (LFs, the “lessors”). Then, based on evolutionary game theory (EGT), this study builds a two-party game model and analyzes the influences of four types of factors (i.e., information sharing, credit, incentive–penalty, and risk) on SMEs’ contract compliance or default behaviors with/without blockchain empowerment. The primary findings of this study are as follows: (1) SMEs and LFs eventually evolve to implement the ideal “win–win” strategies of complying with the contract and adopting BCT. (2) The large residual value of the leased asset can tempt SMEs to conduct a default action of unauthorized asset disposal, while leading LFs to access the CBLP to utilize information shared on-chain. (3) When the maintenance service is outsourced instead of being provided by lessors, the maintenance fee is not a core determinant affecting the equilibrium state. (4) There is a critical value concerning the default penalty on-chain to incentivize the involved parties to keep their commitments. (5) The capability of utilizing information, storage overhead, and security risk should all be taken into consideration when deciding on the optimal strategies for SMEs and LFs. This study provides comprehensive insights for designing an incentive mechanism to encourage lessees and lessors to cooperatively construct a sustainable and trustworthy leasing environment. Full article
(This article belongs to the Special Issue Blockchain Commerce Ecosystem)
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19 pages, 2697 KiB  
Article
An Investigation on Impact of Online Review Keywords on Consumers’ Product Consideration of Clothing
by Benjiang Lu, Baojun Ma, Dong Cheng and Jianyu Yang
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 187-205; https://doi.org/10.3390/jtaer18010011 - 21 Jan 2023
Cited by 3 | Viewed by 2662
Abstract
Consumers need external information to support their product evaluation, especially with regard to experiencing the product during online shopping. Review keywords provide aggregated information of online reviews for consumers. However, whether and how review keywords affect consumers’ product consideration is still unelucidated. Considering [...] Read more.
Consumers need external information to support their product evaluation, especially with regard to experiencing the product during online shopping. Review keywords provide aggregated information of online reviews for consumers. However, whether and how review keywords affect consumers’ product consideration is still unelucidated. Considering clothing as the research target, we built a model to depict the impacts of website-generated quality- and fit-related review keywords on consumers’ consideration of clothing by bridging cue diagnosticity frameworks and product uncertainty theory. The hypotheses were verified by analyzing the objective data collected from e-commerce platforms and experiments. Results indicate that quality-related review keywords have a more salient positive impact on clothing consideration compared with fit-related keywords. Meanwhile, further complementary analysis based on self-generated review keywords suggests that presenting consumers with social-related keywords and consumer buyback keywords can improve clothing consideration significantly. The research contributes to the literature of product consideration and online review keywords, and related findings can help the platforms and e-merchants to better leverage the advantages of online review keywords. Full article
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14 pages, 1017 KiB  
Article
The Voice from Users of Running Applications: An Analysis of Online Reviews Using Leximancer
by Hyun Byun, Weisheng Chiu and Doyeon Won
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 173-186; https://doi.org/10.3390/jtaer18010010 - 18 Jan 2023
Cited by 5 | Viewed by 2772
Abstract
This study aimed to examine users’ experiences of using running applications. A total of 20,243 online reviews posted by running-application users were collected from the Google Play Store. The data were analyzed using Leximancer to conduct the qualitative content analysis. The software identified [...] Read more.
This study aimed to examine users’ experiences of using running applications. A total of 20,243 online reviews posted by running-application users were collected from the Google Play Store. The data were analyzed using Leximancer to conduct the qualitative content analysis. The software identified six themes of running-app users’ experiences: “app”, “use”, “track”, “free”, “ads”, and “support”. Moreover, the results showed that users were generally positive toward the usefulness of running applications’ functions. The findings of this study help designers better understand running-application users’ experience and improve running applications’ features in order to optimize users’ exercise experience. Full article
(This article belongs to the Collection The Connected Consumer)
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3 pages, 299 KiB  
Editorial
Acknowledgment to the Reviewers of Journal of Theoretical and Applied Electronic Commerce Research in 2022
by JTAER Editorial Office
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 170-172; https://doi.org/10.3390/jtaer18010009 - 16 Jan 2023
Viewed by 1427
Abstract
High-quality academic publishing is built on rigorous peer review [...] Full article
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