Journal of Theoretical and Applied Electronic Commerce Research, Volume 18, Issue 3

This paper develops a duopoly model for user-generated content (UGC) platforms, which compete for consumers and content producers in two-sided markets characterized by network externalities. Each platform has the option to invest in a content quality...

Why are men less likely to use electronic coupons than women? Previous studies have explained the gender difference in coupon usage by exploring roles within the household and personality traits of the sexes. However, this research offers a novel exp...

It is crucial to explore the impact of digital financial inclusion on tourism for national economic development. This paper utilizes panel data from 256 prefecture-level cities in China between 2011 and 2019 to examine the influence of digital financ...

Live streaming e-commerce has emerged as a novel online marketing model. Drawing upon influencer marketing theory, this study examines the mechanisms through which influencers (live streamers) promote consumers’ purchase intention in the contex...

The study aims to investigate how an individual’s technology awareness, subjective financial literacy and personal innovativeness characteristics impact the intention to use blockchain-based digital currencies such as cryptocurrency. The UTAUT...

The objective of this study is to improve the effectiveness of anti-piracy educational strategies by identifying unique digital pirate segments and delivering personalized campaign messages to the target audiences. In the first study, we introduced a...

This study, based on the AISAS model, explores the impact of the interaction effect between visual and auditory signals on consumer purchase behavior. Using experimental methods, 120 participants were randomly assigned to four different visual and au...

Online food community purchases contributed to urban residents’ food security during the COVID-19 pandemic in Shanghai. The influence of the outbreak on the purchasing behavior of an online food community was examined. An innovative e-commerce...

Against the backdrop of the fourth industrial revolution and the COVID-19 pandemic, digital transformation (DT) in the day-to-day operations of micro and small enterprises (MSEs) comes with challenges. Existing maturity models generally focus on adva...

This paper presents an empirical analysis of e-commerce data obtained through Google Analytics (GA) from two small businesses’ perspectives: an IT components company and a tourism agency website located within the same county in Romania. The ob...