Journal of Theoretical and Applied Electronic Commerce Research

41 pages, 4178 KiB

Open AccessArticle

Impact of Influencer Marketing on Consumer Behavior and Online Shopping Preferences

by Stavros P. Migkos, Nikolaos T. Giannakopoulos and Damianos P. Sakas

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 111; https://doi.org/10.3390/jtaer20020111 - 21 May 2025

Influencer marketing has emerged as a crucial element in digital marketing, significantly shaping consumer behavior and online shopping preferences. This study examined the multidimensional impact of influencer marketing by analyzing engagement metrics, marketing effectiveness, and consumer decision-making processes, based on consumers in the [...] Read more.

Influencer marketing has emerged as a crucial element in digital marketing, significantly shaping consumer behavior and online shopping preferences. This study examined the multidimensional impact of influencer marketing by analyzing engagement metrics, marketing effectiveness, and consumer decision-making processes, based on consumers in the Greek sector. Through a structured methodological framework, the research employed a questionnaire-based survey, statistical modeling, and Fuzzy Cognitive Mapping (FCM) scenarios to assess consumer interactions with influencer-driven content. Findings highlight that while influencer marketing enhances brand engagement and sales, its effectiveness varies based on content authenticity, transparency, and user trust. Additionally, consumer purchasing decisions are influenced by social media visibility, personalized marketing strategies, and digital platform usability. This study underscores the need for strategic influencer selection and information-driven marketing optimization to sustain long-term consumer engagement. These insights provide practical implications for businesses aiming to enhance digital marketing strategies and contribute to the ongoing discourse on social commerce and consumer-centric marketing models. Full article

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

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21 pages, 1043 KiB

Open AccessArticle

Is the Anthropomorphic Virtual Anchor Its Optimal Form? An Exploration of the Impact of Virtual Anchors’ Appearance on Consumers’ Emotions and Purchase Intention

by Shizhen Bai, Luwen Cao and Jiamin Zhou

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 110; https://doi.org/10.3390/jtaer20020110 - 20 May 2025

Abstract

In recent years, virtual anchors have become vital in live marketing due to their anthropomorphic features and interactive advantages. However, are anthropomorphic virtual anchors the best option? This study employs neuromarketing tools to examine the impact of virtual anchor appearance on consumer purchase [...] Read more.

In recent years, virtual anchors have become vital in live marketing due to their anthropomorphic features and interactive advantages. However, are anthropomorphic virtual anchors the best option? This study employs neuromarketing tools to examine the impact of virtual anchor appearance on consumer purchase intention, investigating the mediating role of emotional response and the moderating role of product type. The findings reveal the following: (1) the anthropomorphism level of virtual anchors is significantly positively correlated with purchase intention; (2) anthropomorphism exhibits a positive U-shaped relationship with emotional response, while inhuman images rapidly trigger emotional arousal, but this does not directly translate into purchase behavior; (3) for hedonic products, high anthropomorphism significantly increases purchase intention, whereas utilitarian products are more likely to be purchased when anthropomorphism is low. These findings provide a theoretical foundation for virtual anchor design, address the empirical gap regarding the interaction between anthropomorphism and product type, and offer scientific guidance for digital marketing strategies. Full article

(This article belongs to the Special Issue Emerging Digital Technologies and Consumer Behavior)

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24 pages, 464 KiB

Open AccessArticle

What Signals Are You Sending? How Signal Consistency Influences Consumer Purchase Behavior in Live Streaming Commerce

by Hui-Min Wang, Yu-Peng Zhu and Kyung-Tag Lee

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 109; https://doi.org/10.3390/jtaer20020109 - 20 May 2025

Abstract

Driven by digital technology, live streaming business is becoming increasingly common worldwide. Unlike traditional online shopping, live streaming commerce integrates real-time interaction, social communication, and e-commerce. It also eliminates the limitations of one-way information transmission and promotes purchasing behavior by conveying signals such [...] Read more.

Driven by digital technology, live streaming business is becoming increasingly common worldwide. Unlike traditional online shopping, live streaming commerce integrates real-time interaction, social communication, and e-commerce. It also eliminates the limitations of one-way information transmission and promotes purchasing behavior by conveying signals such as products, brands, and the personal charm of live streamers to consumers through real-time communication. The core issues explored in this study are whether the cues between the signal transmitters and receivers are consistent and how they affect consumers’ purchasing behavior. In this study, the consistency of the signal is measured by five dimensions, namely self–product fit, live streamer–product fit, live content–product fit, danmaku content–product fit, and self–live streamer fit. In order to study this problem, we constructed a structural equation modeling (SEM) model. In the causal relationship between signal consistency and purchase intention, performance responses have also been discussed as mediating variables. Accordingly, signal consistency enables consumers to perceive performance expectancy, whereby consumers believe that products that perform well positively influence satisfaction. To verify these hypotheses, 443 randomly collected valid questionnaires were used in empirical analyses. The results showed that most of our hypotheses were validated, aside from the relationship between self–live streamer fit and perceived performance expectancy. The findings suggest that signal consistency cues such as live streamer–product fit, live content–product fit, danmaku content–product fit, and self–product fit positively influence consumers’ perceived performance expectancy and satisfaction, which in turn promote purchase intention. These findings not only enrich the application of signaling theory in the field of live streaming commerce but also expand consumer behavior theory. Moreover, they also inspire practitioners in live streaming commerce by helping them to improve live streaming sales and bolster their market competitiveness through signal display optimization, content planning, and precision marketing. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

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23 pages, 1644 KiB

Open AccessArticle

Emotional Resonance and Buying Behavior in Live Streaming: A Study on KOL Influence and the Mediation of Purchase Intentions

by Jinpeng Wen, Xiaohua Li and Hongxing Han

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 108; https://doi.org/10.3390/jtaer20020108 - 20 May 2025

Viewed by 32

Abstract

This study aims to explore how key opinion leader (KOL) characteristics influence users’ purchase intentions in live shopping. Using a mixed-methods approach, the study combines real-time pop-up text mining and questionnaires, analyzed via Latent Dirichlet Allocation (LDA) topic modeling and a research framework [...] Read more.

This study aims to explore how key opinion leader (KOL) characteristics influence users’ purchase intentions in live shopping. Using a mixed-methods approach, the study combines real-time pop-up text mining and questionnaires, analyzed via Latent Dirichlet Allocation (LDA) topic modeling and a research framework integrating the stimulus–organism–response (SOR) model with pleasure–arousal–dominance (PAD) theory. Results indicate that KOL characteristics—namely professionalism, popularity, attractiveness, and entertainment—enhance users’ pleasure, arousal, and trust. These emotions boost impulse buying intentions but not planned ones. Planned purchase intention acts as a partial mediator, whereas impulse purchase intention serves as a full mediator. This research uncovers the intricate mechanism linking KOL traits to user emotions and purchase intentions. By integrating PAD theory and the SOR model, it examines emotional mediators, addresses prior theoretical gaps, offers vital insights for refining live-streaming marketing strategies, and holds substantial theoretical and practical significance for the sustainable growth of live-streaming e-commerce. Full article

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

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22 pages, 647 KiB

Open AccessArticle

Digital Franchising in the Age of Transformation: Insights from the Motivation-Opportunity-Ability Framework

by Tung-Lai Hu, Chuang-Min Chao, Chien-Chih Wu, Chia-Hung Lin and Shu-Che Chi

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 107; https://doi.org/10.3390/jtaer20020107 - 19 May 2025

Viewed by 204

Abstract

Digital franchising is increasingly recognized as a technological advancement and a specialized subset of e-commerce, yet its unique entrepreneurial dynamics remain insufficiently explored in the existing literature. Previous studies have primarily focused on platform usability or general e-commerce adoption, often overlooking the motivational, [...] Read more.

Digital franchising is increasingly recognized as a technological advancement and a specialized subset of e-commerce, yet its unique entrepreneurial dynamics remain insufficiently explored in the existing literature. Previous studies have primarily focused on platform usability or general e-commerce adoption, often overlooking the motivational, contextual, and capability-based factors that influence individuals’ willingness to engage in digital franchising as either entrepreneurs or consumers. To address this research gap, the present study applies the Motivation-Opportunity-Ability (MOA) framework to examine how personal motivations (e.g., self-expression, financial rewards), perceived platform opportunities (e.g., support, attractiveness), and individual capabilities (e.g., digital literacy, self-efficacy) shape entrepreneurial intention and, in turn, influence consumption adoption intention in digital franchising environments. An online survey was conducted using a non-probability purposive sampling method. The final sample consisted of 491 respondents from Taiwan, all of whom were either entrepreneurs operating digital franchises in the fashion industry or consumers who had purchased fashion products through digital franchising platforms, thereby ensuring contextual relevance to the study’s focus. Data were analyzed using structural equation modeling (SEM). The results indicate that expected external rewards (β = 0.456, p < 0.001) and platform support (β = 0.315, p < 0.001) are the most influential factors in shaping entrepreneurial intention. Furthermore, entrepreneurial intention significantly mediates the relationship between MOA antecedents and consumption adoption intention (β = 0.176, p < 0.001), highlighting its role as a key behavioral mechanism. These findings extend the MOA framework to a new empirical setting and offer practical implications for platform developers, franchisors, and policymakers seeking to promote participation in digital franchising. Future research is encouraged to explore cross-industry comparisons, generational differences, and longitudinal approaches to further enrich the understanding of digital franchising adoption dynamics. Full article

(This article belongs to the Special Issue Emerging Trends and Innovations in Electronic and Mobile Business: Navigating New Frontiers in E-commerce and Beyond)

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25 pages, 4928 KiB

Open AccessArticle

Inland or Coastal? Neural and Psychological Mechanisms Underlying Consumer Preferences for Seafood Origin in E-Commerce

by Keyu Chen, Bisheng Du, Wuke Zhang and Hezhong Jiang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 106; https://doi.org/10.3390/jtaer20020106 - 17 May 2025

Viewed by 252

Abstract

This study aims to investigate consumers’ preferences for inland and coastal seafood in the context of e-commerce, along with the underlying neural and psychological mechanisms influencing their online purchase decisions. By integrating questionnaire surveys with event-related potentials (ERPs), this research explores both behavioral [...] Read more.

This study aims to investigate consumers’ preferences for inland and coastal seafood in the context of e-commerce, along with the underlying neural and psychological mechanisms influencing their online purchase decisions. By integrating questionnaire surveys with event-related potentials (ERPs), this research explores both behavioral patterns and neural responses associated with seafood choices. The survey results indicate that consumers have significantly higher purchase intentions for coastal seafood compared to inland seafood, which is consistent with the findings from behavioral experiment. Furthermore, the ERP data reveal that, compared to the inland seafood condition, the coastal seafood condition elicited lower N200 and N400 amplitudes, suggesting reduced cognitive conflict and semantic incongruence processing. Moreover, the higher LPP amplitude reflects greater emotional arousal. Based on cognitive dissonance theory, the study highlights the psychological conflicts and perceived risks related to inland seafood, providing neuroscientific insights into consumer decision making. These findings can support the optimization of market strategies for inland seafood in the growing e-commerce sector. Full article

(This article belongs to the Topic Digital Marketing Dynamics: From Browsing to Buying)

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22 pages, 788 KiB

Open AccessArticle

Fintech Adoption and Dispositional Innovativeness in E-Gold Investment: Evidence from India

by Lata Kumari Pandey, Jayashree Bhattacharjee, Ranjit Singh, H. Kent Baker and Rohit Kumar Sharma

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 105; https://doi.org/10.3390/jtaer20020105 - 16 May 2025

Viewed by 182

Abstract

In the digital age, investing in e-gold is increasing in popularity. This study’s objective is to assess the moderating role of dispositional innovativeness between fintech adoption and the intention to invest in e-gold, as well as to understand investors’ behavioral intentions. This study [...] Read more.

In the digital age, investing in e-gold is increasing in popularity. This study’s objective is to assess the moderating role of dispositional innovativeness between fintech adoption and the intention to invest in e-gold, as well as to understand investors’ behavioral intentions. This study uses the theory of planned behavior model to analyze the data. We prepared a structured questionnaire to collect data from Maharashtra, a state in India, and used PLS-SEM for analytical purposes. We also used focus group interviews to validate the findings from PLS-SEM. Our evidence shows that attitude, subjective norms, and perceived behavioral control significantly impact fintech adoption and the intention to invest in e-gold. This study also confirmed that dispositional innovativeness moderates the relationship between fintech adoption and the intention to invest in e-gold. This study implies that policymakers can redesign the regulation of digital assets to promote transparency, security, and faith in the fintech platform by recognizing the interest rate in e-gold. Full article

(This article belongs to the Section Entrepreneurship, Innovation, FinTech Accounting and Industry 4.0)

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19 pages, 3250 KiB

Open AccessArticle

Understanding the Dynamics of Telework: A Job Demands–Resources Model-Based Qualitative Analysis of Employee and Managerial Experiences in Romania

by Cristina Veith, Mihaela Minciu and Daniel Constantin Bojin

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 104; https://doi.org/10.3390/jtaer20020104 - 16 May 2025

Viewed by 71

Abstract

Telework has become a crucial element of the modern business landscape, driven by transformations sparked by multiple global crises. The transition from traditional, in-office work to telework, sometimes mandated by revolutionary circumstances (such as the COVID-19 pandemic), has highlighted both the advantages and [...] Read more.

Telework has become a crucial element of the modern business landscape, driven by transformations sparked by multiple global crises. The transition from traditional, in-office work to telework, sometimes mandated by revolutionary circumstances (such as the COVID-19 pandemic), has highlighted both the advantages and challenges associated with this mode of work organization. In this context, the present study examines the effects of telework as experienced by employees and managers during two key periods: the COVID-19 pandemic and the introduction of chatbots. Through 24 interviews conducted and analyzed across these two timeframes (2021 and 2024) using NVivo 14 Windows software, the data were organized and interpreted within the framework of the Job Demands–Resources (JD-R) model. The main findings focus on organizational communication, sustainability, and work efficiency, while also highlighting associated benefits and drawbacks. The results demonstrate the importance of adapting organizational resources to meet growing job demands in order to maintain desired levels of efficiency and effectiveness while avoiding burnout, productivity declines, or other negative outcomes in the context of telework. This research contributes to understanding the evolution of telework by offering practical insights for sustaining high levels of motivation and workforce engagement in achieving organizational objectives in the hybrid work era. This paper emphasizes the significance of the JD-R Model in analyzing dynamic work environments, providing relevant perspectives for organizations on the continuously evolving dimensions of job demands, job resources, and outcomes. Full article

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23 pages, 437 KiB

Open AccessArticle

E-Government Adoption in Thai Public Sector Organizations: Citizens’ Perspective

by Panitee Karnsomdee

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 103; https://doi.org/10.3390/jtaer20020103 - 16 May 2025

Viewed by 113

Abstract

The adoption of e-government in public sector entities is essential due to the trend of digitizing government services. Thailand has implemented a variety of e-government policy frameworks with the goal of improving citizen public service delivery, private sector benefits, and the public sector [...] Read more.

The adoption of e-government in public sector entities is essential due to the trend of digitizing government services. Thailand has implemented a variety of e-government policy frameworks with the goal of improving citizen public service delivery, private sector benefits, and the public sector performance. This study examines the key elements influencing e-government adoption in Thai public sector organizations from citizens’ perspectives. This study employed a quantitative research design, collecting data from 450 Thai citizens, who have utilized or experienced e-government services, using a questionnaire. The data were examined using descriptive statistics and inferential statistics. This study’s findings from citizens’ viewpoints highlighted three important elements influencing e-government adoption in Thai public sector organizations: reliability, technology, and motivation. All characteristics have a favorable correlation with e-government adoption; however, the influence varies. The examination of these relationships enabled us to make suggestions on e-government adoption to the policymakers and public sector organizations. Theoretical and practical implications were addressed. The findings have practical consequences, since they provide Thai public sector organizations with a better understanding of the primary problems identified as potential barriers to e-government deployment. Furthermore, adopting e-government services not only benefits citizens, but also promotes communication between government agencies and the private sector. Full article

(This article belongs to the Special Issue Emerging Trends and Innovations in Electronic and Mobile Business: Navigating New Frontiers in E-commerce and Beyond)

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23 pages, 3285 KiB

Open AccessArticle

Live vs. Static Comments: Empirical Analysis of Their Differential Effects on User Evaluation of Online Videos

by Di Huo, Peng Zou and Yingchao Lu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 102; https://doi.org/10.3390/jtaer20020102 - 15 May 2025

Viewed by 190

Abstract

Unlike static comments, which are typically located below online videos, live comments affect consumers’ video-watching experiences in real time and may influence their evaluation of the video in distinct ways. Despite the significance of live comments, few studies have explored the differentiated effects [...] Read more.

Unlike static comments, which are typically located below online videos, live comments affect consumers’ video-watching experiences in real time and may influence their evaluation of the video in distinct ways. Despite the significance of live comments, few studies have explored the differentiated effects of live comments vs. static comments on user evaluation of online videos. Utilizing a dataset comprising approximately two million pieces of textual data from a leading Chinese online video platform, our findings reveal substantial differences between the effects of live and static comments, with these effects varying by video type (informational versus emotional) and showing notable changes during health threats. This study examines the differential impact of live vs. static comments, providing empirical evidence for distinct information processing pathways under varying time constraints. Our results shed light on the underlying mechanisms responsible for the diverse effects of different forms of social interaction, offering valuable theoretical insights. They also have managerial implications regarding how online video platforms can facilitate engagement among viewers and between video creators and their audiences. Full article

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

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20 pages, 863 KiB

Open AccessArticle

Is Customer Service Innovation Always Preferable? The Impact of AI Technology on an Online Retailer’s Customer Service Decision

by Leilei Zhao and Weiwei Wu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 101; https://doi.org/10.3390/jtaer20020101 - 15 May 2025

Viewed by 167

Abstract

The online shopping consulting service (online customer service) is an important component of online shopping, and the rapid advancement of artificial intelligence technology has allowed online retailers to apply this technology to customer service. This study explores an online retailer’s customer service innovation [...] Read more.

The online shopping consulting service (online customer service) is an important component of online shopping, and the rapid advancement of artificial intelligence technology has allowed online retailers to apply this technology to customer service. This study explores an online retailer’s customer service innovation decisions. We develop a stylized model to investigate an online retailer’s choices of two different online shopping consulting service strategies, as well as the impact of the different strategies on both online retailer and consumers. This study demonstrates that providing AI customer service with higher performance and higher probability of consumer shopping problem resolution may not always benefit the online retailer. Existing studies have already shown that consumers prefer human customer service. However, this study shows that consumers do not always prefer human customer service, and they prefer AI customer service in some situations. Moreover, this study reveals that the probability of consumers’ shopping problems being resolved and the consulting cost can affect the online retailer’s choice of online customer service strategies. Full article

(This article belongs to the Section e-Commerce Analytics)

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18 pages, 906 KiB

Open AccessArticle

Examining Generative AI User Disclosure Intention: A Perceived Affordance Perspective

by Tao Zhou and Xiaoying Wu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 99; https://doi.org/10.3390/jtaer20020099 - 14 May 2025

Viewed by 251

Abstract

Generative AI needs to collect user data to provide more accurate answers. This may raise users’ privacy concern and undermine their disclosure intention. The purpose of this research is to examine generative AI user disclosure intention from the perspective of technological–social affordance. We [...] Read more.

Generative AI needs to collect user data to provide more accurate answers. This may raise users’ privacy concern and undermine their disclosure intention. The purpose of this research is to examine generative AI user disclosure intention from the perspective of technological–social affordance. We adopted a mixed method of PLS-SEM and fsQCA to conduct data analysis. The results reveal that perceived affordance of content generation (including information association, content quality, and interactivity), perceived affordance of privacy protection (including anonymity and privacy statement), and perceived affordance of anthropomorphic interaction (including empathy and social presence) affect privacy concern and reciprocity, both of which further affect disclosure intention. The fsQCA identified two paths that trigger user disclosure intention. These results imply that generative AI platforms need to increase users’ perceived affordance in order to promote their disclosure intention and ensure the continuous development of platforms. Full article

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14 pages, 461 KiB

Open AccessArticle

Examining Customer Brand Engagement in Online Financial Services Provided by Fintech

by Cătălin Mihail Barbu, Sorina-Raula Gîrboveanu, Daniela Victoria Popescu and Dan-Cristian Dabija

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 100; https://doi.org/10.3390/jtaer20020100 - 14 May 2025

Viewed by 246

Abstract

The fintech sector is entering the maturity phase of the life cycle, in which customer brand engagement (CBE) is connecting companies and customers. The aim of this paper is to investigate the driving forces behind CBE in the fintech sector and its contribution [...] Read more.

The fintech sector is entering the maturity phase of the life cycle, in which customer brand engagement (CBE) is connecting companies and customers. The aim of this paper is to investigate the driving forces behind CBE in the fintech sector and its contribution to loyalty intentions. In the framework of service-dominant logic, a quantitative approach on 239 fintech users was undertaken to propose and validate a conceptual model of customer brand engagement in fintech, using Partial Least Square–Structural Equation Modeling. The results showed that the perception of personalization, the perception of interaction between customers and brands, and the perception of benefits contribute to CBE in fintech, and the latter is positively associated with loyalty intentions. This research contributes to the literature of brand engagement by offering an integrative framework to analyze CBE in the fintech sector. Full article

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

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29 pages, 2281 KiB

Open AccessArticle

Balancing Revenue Streams in Online Video Platforms: The Impact of Original Content Provision on Business Model Selection

by Zhuoning Zhang and Zhongsheng Hua

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 98; https://doi.org/10.3390/jtaer20020098 - 10 May 2025

Viewed by 265

Abstract

This research investigates the strategic decision related to original content provision and business model selection within the rapidly evolving online video industry. We develop a two-sided market model involving a video platform, users, and advertisers to analyze how the platform balances subscription and [...] Read more.

This research investigates the strategic decision related to original content provision and business model selection within the rapidly evolving online video industry. We develop a two-sided market model involving a video platform, users, and advertisers to analyze how the platform balances subscription and advertising revenue while offering original content. This study finds that the amount of original content provided directly influences market equilibrium, affecting the platform’s choice between a purely subscription-based model or a mixed model. The cost of original content production plays a critical role in this decision-making process. High production costs may lead the platform to favor a mixed model, offering less original content to generate both subscription and ad revenue. Lower costs, however, encourage a subscription model with more original content to boost subscribing revenue. Additionally, factors such as network externalities between users and advertisers also impact the business model choice. Importantly, the model shows that allowing free users limited access to original content can expand both subscriber and advertiser engagement, enabling platforms to enhance dual revenue streams without having to sacrifice one for the other. Full article

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

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21 pages, 1514 KiB

Open AccessArticle

Decoding the Dynamic Connectedness Between Traditional and Digital Assets Under Dynamic Economic Conditions

by Sahar Loukil, Aamir Aijaz Syed, Fadhila Hamza and Ahmed Jeribi

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 97; https://doi.org/10.3390/jtaer20020097 - 9 May 2025

Viewed by 332

Abstract

This study examines the dynamic interconnectedness between digital and traditional assets, with an emphasis on fiat currencies (such as JPY/USD and CHF/USD), cryptocurrencies (such as Bitcoin), and digital assets backed by gold (such as Tether Gold and Digix Gold Token) under various economic [...] Read more.

This study examines the dynamic interconnectedness between digital and traditional assets, with an emphasis on fiat currencies (such as JPY/USD and CHF/USD), cryptocurrencies (such as Bitcoin), and digital assets backed by gold (such as Tether Gold and Digix Gold Token) under various economic conditions. The study uses sophisticated techniques, including dynamic connectedness, quantile connectedness, and time-frequency connectedness analyses, to test non-linear and asymmetric interactions between various asset classes. The findings reveal that while cryptocurrencies, especially Bitcoin, frequently serve as net recipients of shocks during times of economic instability, gold and gold-backed assets are the primary shock transmitters. These findings highlight the increasing importance that digital assets play amid economic and geopolitical crises as well as their growing incorporation into the larger financial ecosystem. The study contributes to the literature on asset interconnection and provides implications for systemic risk management and financial stability; specifically, it offers insightful information for hedging and portfolio diversification techniques. Full article

(This article belongs to the Special Issue Blockchain Business Applications and the Metaverse)

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23 pages, 2394 KiB

Open AccessArticle

Diverse Counterfactual Explanations (DiCE) Role in Improving Sales and e-Commerce Strategies

by Simona-Vasilica Oprea and Adela Bâra

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 96; https://doi.org/10.3390/jtaer20020096 - 8 May 2025

Viewed by 411

Abstract

Pricing strategy is a critical challenge in e-commerce, where businesses must balance competitive pricing with profitability. Traditional pricing models rely on historical data and statistical methods but often lack interpretability and adaptability. In this study, we propose a novel approach that leverages Diverse [...] Read more.

Pricing strategy is a critical challenge in e-commerce, where businesses must balance competitive pricing with profitability. Traditional pricing models rely on historical data and statistical methods but often lack interpretability and adaptability. In this study, we propose a novel approach that leverages Diverse Counterfactual Explanations (DiCE) to enhance pricing strategies for mobile phones. Unlike previous research that applied counterfactual analysis in customer segmentation, energy forecasting, and retail pricing, our method directly integrates explainability into product-level pricing decisions. Our approach identifies actionable product features, such as improved hardware specifications, that can be modified to increase the predicted price. By generating counterfactual explanations, we provide insights into how businesses can optimize product attributes to maximize revenue while maintaining transparency in pricing decisions. This framework bridges explainable AI with pricing strategies, allowing companies to justify price points and improve market positioning dynamically. Furthermore, we identify other features that could lead to the same price goal. The linear regression model achieved an R² score of 96.15% on the test set, along with a mean absolute error (MAE) of 108.31 and mean absolute percentage error (MAPE) of 5.43%, indicating strong predictive performance. Through DiCE, the model identified actionable modifications (e.g., increasing front camera resolution and battery capacity) that effectively raise predicted prices by 15–20%. This insight is particularly valuable for product design and pricing optimization. The model provided a ranking of features based on their impact on price increases, revealing that front camera and battery capacity are more influential than RAM in driving pricing changes. Full article

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15 pages, 440 KiB

Open AccessArticle

Configuration Path Analysis of the Virtual Influencer’s Marketing Effectiveness

by Min Tian, Haiqiang Hu and Meimei Chen

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 95; https://doi.org/10.3390/jtaer20020095 - 8 May 2025

Viewed by 435

Abstract

As an emerging marketing tool, virtual influencers (VIs) have attracted increasing scholarly attention. However, existing research predominantly adopts linear causal analysis models, which fail to capture the complex, nonlinear interaction between consumers and VIs. Grounded in the 5W communication model and utilizing a [...] Read more.

As an emerging marketing tool, virtual influencers (VIs) have attracted increasing scholarly attention. However, existing research predominantly adopts linear causal analysis models, which fail to capture the complex, nonlinear interaction between consumers and VIs. Grounded in the 5W communication model and utilizing a fuzzy-set qualitative comparative analysis (fsQCA), this study systematically explores how different configurational paths influence consumer engagement, drawing on empirical data from 205 participants. The findings reveal that (1) the synergy of entertainment, information, and credibility is a core prerequisite for achieving high engagement; (2) two equivalent paths—namely, the technology-driven path (media richness + content synergy) and the cognition-driven path (technology acceptance + content synergy)—lead to high engagement, both with a solution consistency of 0.98; and (3) the joint absence of content, media richness, and audience cognition results in low engagement. Theoretically, this study challenges traditional linear approaches by validating causal asymmetry and revealing configurational interdependencies among communication elements. It also extends the Media Richness Theory (MRT) and the Technology Acceptance Model (TAM) into the context of virtual influencer (VI) marketing. Practically, the proposed dynamic configuration model offers marketers a novel framework for optimizing VI campaigns through resource-adaptive strategies. Full article

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22 pages, 612 KiB

Open AccessArticle

Instagram Mega-Influencers’ Effect on Generation Z’s Intention to Purchase: A Technology Acceptance Model and Source Credibility Model Perspective

by Rodney Duffett and Ayabonga Mxunyelwa

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 94; https://doi.org/10.3390/jtaer20020094 - 6 May 2025

Viewed by 830

Abstract

The growing use of Instagram and its influencers in marketing demonstrates their substantial influence on customer behavior intentions. Despite this, further research into the effects of Instagram mega-influencers on purchase intention is needed among Generation Z (born between 1997 and 2012) consumers. The [...] Read more.

The growing use of Instagram and its influencers in marketing demonstrates their substantial influence on customer behavior intentions. Despite this, further research into the effects of Instagram mega-influencers on purchase intention is needed among Generation Z (born between 1997 and 2012) consumers. The main aim of the study was to assess the influence of attractiveness, expertise, perceived ease of use, and perceived usefulness on intention to purchase due to Instagram mega-influencers among Generation Z in South Africa. This study combined purposive and snowball non-probability sampling methods using a quantitative approach. An online questionnaire was used to assess the effect of Instagram mega-influencers on young consumers’ purchase intention, which resulted in 497 Generation Z respondents. Positive associations were found between attractiveness, expertise, perceived ease of use, and perceived usefulness on intention to purchase. Perceived ease of use was also found to mediate the positive effects of attractiveness and expertise on intention to purchase. This analysis provides businesses with practical information about the use of Instagram mega-influencers in digital marketing to connect with Generation Z consumers and improve profitability. The research contributes to the theoretical development of constructs in the technology acceptance and source credibility models and generation cohort theory. Full article

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20 pages, 1867 KiB

Open AccessArticle

Consumer Responses to Generative AI Chatbots Versus Search Engines for Product Evaluation

by Soyoung Kim and Randi Priluck

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 93; https://doi.org/10.3390/jtaer20020093 - 5 May 2025

Viewed by 596

Abstract

This research examines differences in consumer responses to large language model AI chatbots versus search engines when reviewing and evaluating product information in the information search stage of the purchase decision process. Building on the mere exposure effect, the consumer–brand relationships literature, and [...] Read more.

This research examines differences in consumer responses to large language model AI chatbots versus search engines when reviewing and evaluating product information in the information search stage of the purchase decision process. Building on the mere exposure effect, the consumer–brand relationships literature, and consumer decision-making research, this research investigates consumer search preferences and self-disclosure willingness along with a psychological mechanism. We conducted an experiment comparing two types of product search tools and tested a moderated mediation using Process Model 15. The findings suggest that consumers prefer search engines over AI chatbots and are more willing to self-disclose their personal information to search engines (vs. AI chatbots) due to perceived familiarity. However, we find that the quality of consumers’ relationship with the source of information moderates this effect. Further, we show that consumers evaluate AI chatbot-based results as less biased than traditional search engine results. Contrary to previous research that has mainly focused on AI chatbots’ functional aspects in consumer adoption, the current research emphasizes the psychological and relational aspects of product search perception and preference. In this way, we offer novel insights into a purchase decision-making process and consumer engagement as consumers adopt AI chatbot technology for product search. Full article

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31 pages, 24237 KiB

Open AccessArticle

Forecasting Sales in Live-Streaming Cross-Border E-Commerce in the UK Using the Temporal Fusion Transformer Model

by Qi Zhang, Xue Li and Pengbin Gao

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 92; https://doi.org/10.3390/jtaer20020092 - 2 May 2025

Viewed by 511

Abstract

As globalization deepens and the digital economy rapidly develops, cross-border e-commerce, especially live-streaming e-commerce, has emerged as a significant driver of international trade growth. However, the highly unpredictable sales demand in this sector and external factors such as the COVID-19 pandemic and Brexit [...] Read more.

As globalization deepens and the digital economy rapidly develops, cross-border e-commerce, especially live-streaming e-commerce, has emerged as a significant driver of international trade growth. However, the highly unpredictable sales demand in this sector and external factors such as the COVID-19 pandemic and Brexit have posed significant challenges in accurately forecasting sales within the UK live-streaming e-commerce market. To address these challenges, we propose a novel sales forecasting framework utilizing the Temporal Fusion Transformer (TFT) model. Our multimodal approach integrates diverse time series data, including historical sales, key opinion leader (KOL) influence, and seasonal patterns. The Temporal Fusion Transformer (TFT) model demonstrated consistently lower Mean Absolute Error (MAE), Root Mean Squared Error (RMSE), and Mean Squared Error (MSE) across all forecasting horizons compared to other machine learning approaches, including Long Short-Term Memory (LSTM), Convolutional Neural Networks (CNN), and Gated Recurrent Unit(GPU)-accelerated architectures. Furthermore, it exhibited significantly superior performance over traditional time-series methods such as the Autoregressive Integrated Moving Average (ARIMA) model. This research proposes a phased framework for short-term, medium-term, and long-term forecasting, providing a fresh perspective for product forecasting studies and offering significant theoretical support for cross-border e-commerce enterprises in product life cycle management. Full article

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28 pages, 1456 KiB

Open AccessArticle

Investigation of Users’ Information Adoption Intention in Short Video Applications: A Perspective on Flow Experience

by Shengtai Zhang, Yang Yang and Yiwei Yuan

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 91; https://doi.org/10.3390/jtaer20020091 - 2 May 2025

Viewed by 357

Abstract

Short video applications have gained increasing prominence as pivotal channels for information acquisition and knowledge dissemination, capturing the attention of scholars. Despite the increasing interest in this area, a general investigation of the factors that facilitate users’ information adoption on TikTok remains insufficient. [...] Read more.

Short video applications have gained increasing prominence as pivotal channels for information acquisition and knowledge dissemination, capturing the attention of scholars. Despite the increasing interest in this area, a general investigation of the factors that facilitate users’ information adoption on TikTok remains insufficient. We combine the flow experience and information adoption theory to construct a novel theoretical model for investigating the antecedents of information adoption intentions within the realm of short video applications. A total of 386 data were collected from TikTok’s users and analyzed using the partial least squares (PLS) approach. The analysis of the data revealed that technology affordance (i.e., accuracy, serendipity, and perceived ease of use) and information quality influence users’ information adoption intentions via flow experience. Users’ interest-type epistemic curiosity can moderate the effect of serendipity on information adoption intentions. This study investigates the interactive effects of individuals, technology, and information on flow and information adoption intentions, offering implications for platform administrators, content creators, and government agencies to understand users’ information adoption. Full article

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22 pages, 852 KiB

Open AccessArticle

Virtual Influencers as Brand Endorsers: Developing and Validating a Multidimensional Evaluation Scale

by Yoon Y. Cho

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 90; https://doi.org/10.3390/jtaer20020090 - 1 May 2025

Viewed by 568

Abstract

Virtual influencers are emerging as a powerful tool in strategic communication, yet their effectiveness as brand endorsers remains underexplored. This study aims to develop a consumer-centric scale to assess virtual influencers’ effectiveness in social media marketing campaigns. The research methodology follows a systematic [...] Read more.

Virtual influencers are emerging as a powerful tool in strategic communication, yet their effectiveness as brand endorsers remains underexplored. This study aims to develop a consumer-centric scale to assess virtual influencers’ effectiveness in social media marketing campaigns. The research methodology follows a systematic scale-development process. First, an integrated literature review was conducted to establish a conceptual model for evaluating virtual influencers. Second, an initial pool of evaluation items was developed and validated by experts. Third, an exploratory factor analysis (EFA) with 208 participants was conducted to assess the reliability and validity of the preliminary items. Finally, a confirmatory factor analysis (CFA) with 209 participants was performed to finalize the scale. The resulting measurement scale comprises four key dimensions: communication skills, narrative strategies, visual appearance, and human-like movement. By introducing a structured scale-development method grounded in anthropomorphism, this study enhances the assessment of virtual influencers’ effectiveness in digital marketing campaigns. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

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31 pages, 4132 KiB

Open AccessArticle

Research on the Optimal Live-Streaming Strategy Under the Influence of Consumer Preferences: Taking Agriculture and Cultural Tourism Enterprise as an Example

by Fanyong Meng and Yu Wu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 89; https://doi.org/10.3390/jtaer20020089 - 1 May 2025

Viewed by 209

Abstract

A series of policy measures have been implemented to support the integration of agriculture and cultural tourism (ACT), positioning it as a pivotal component of the modern rural industrial system. Additionally, the rapid growth of e-commerce live streaming has surpassed the limitations of [...] Read more.

A series of policy measures have been implemented to support the integration of agriculture and cultural tourism (ACT), positioning it as a pivotal component of the modern rural industrial system. Additionally, the rapid growth of e-commerce live streaming has surpassed the limitations of traditional promotional methods in terms of geographic and media reach. The enterprise can attract more consumer groups through live streaming. This article analyzes the signal game between the ACT enterprise and consumers and discusses how consumer types affect enterprise decision-making in both static and dynamic contexts. We have come to the following conclusion: (1) The severity of punishment for companies that transmit incorrect signals is the main influencing factor for the balance to be established. (2) The more types of consumers an enterprise attracts, the lower its price. (3) The comparison of profits in static and dynamic contexts depends on changes in consumer types and the impact of the first-stage strategy on the second stage. Full article

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20 pages, 593 KiB

Open AccessArticle

Antecedents of Electronic Word of Mouth (eWOM) Adoption in the Purchase of Cosmetics in Ecuador: Does Gender Moderate Relationships?

by Madelyn Mendoza-Moreira, Beatriz Moliner-Velázquez, Gloria Berenguer-Contri and Irene Gil-Saura

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 88; https://doi.org/10.3390/jtaer20020088 - 1 May 2025

Viewed by 307

Abstract

Social networks have emerged as a powerful tool for communication and marketing, enabling two-way user participation and fostering a conducive environment for electronic word of mouth (eWOM). This study examines how social influence, eWOM engagement, and perceived eWOM credibility affect its adoption, while [...] Read more.

Social networks have emerged as a powerful tool for communication and marketing, enabling two-way user participation and fostering a conducive environment for electronic word of mouth (eWOM). This study examines how social influence, eWOM engagement, and perceived eWOM credibility affect its adoption, while also exploring the moderating role of gender in these relationships. Using a sample of 371 cosmetics consumers in Ecuador, a causal model was estimated using the PLS method. The findings confirm that social influence significantly impacts eWOM engagement and credibility, contributing to its adoption. Additionally, gender moderates the relationship between informational influence and eWOM credibility. This study also highlights the need to replicate the model in different contexts and with more diverse samples to enhance the generalizability of the findings. By enriching Erkan and Evans’ IACM theoretical framework, this research extends the understanding of eWOM dynamics in the cosmetics sector. Moreover, it offers a comprehensive perspective on the eWOM adoption process by incorporating underexplored variables and providing empirical evidence from an understudied region, such as Latin America. Full article

(This article belongs to the Section e-Commerce Analytics)

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23 pages, 1093 KiB

Open AccessArticle

Spillover Effects of Physicians’ Prosocial Behavior: The Role of Knowledge Sharing in Enhancing Paid Consultations Across Healthcare Networks

by Yuting Zhang and Jiantong Zhang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 87; https://doi.org/10.3390/jtaer20020087 - 1 May 2025

Viewed by 262

Abstract

This study investigates the spillover effects of physicians’ prosocial behavior, specifically knowledge sharing, on the paid consultations of other physicians within the same specialty and offline hospital. Using data from an online healthcare platform, we apply propensity score matching to explore how the [...] Read more.

This study investigates the spillover effects of physicians’ prosocial behavior, specifically knowledge sharing, on the paid consultations of other physicians within the same specialty and offline hospital. Using data from an online healthcare platform, we apply propensity score matching to explore how the sharing of medical knowledge by physicians influences the consultation outcomes of their colleagues. The results reveal significant positive spillover effects, indicating that prosocial behavior benefits other physicians within the same specialty and healthcare institution, thereby enhancing collaboration within the healthcare ecosystem. The spillover effect is stronger within the same offline hospital’s physicians on the online healthcare platform, suggesting that knowledge sharing has a more localized impact within the same healthcare institution. Furthermore, the study examines heterogeneity across both physician-level characteristics (e.g., popularity, title, price, gender) and contextual factors (e.g., specialty type, hospital level, wait time, regional GDP). The findings show that the magnitude and direction of spillover effects differ by subgroup, shaped by professional visibility, authority, and organizational structure. These insights contribute to the understanding of how prosocial behavior can foster collaboration and benefit healthcare networks beyond individual physicians, offering practical implications for healthcare platforms, administrators, and policymakers. Full article

(This article belongs to the Topic Data Science and Intelligent Management)

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28 pages, 1408 KiB

Open AccessArticle

Influencing Factors of Consumers’ Impulse Purchase Intentions in Livestream E-Commerce Based on DEMATEL-AISM

by Sijie Ma, Wanjing Wei, Jiahui Wang, Haoyu Liu, Yujie Song and Lei Yang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 86; https://doi.org/10.3390/jtaer20020086 - 30 Apr 2025

Viewed by 392

Abstract

As the online shopping user base continues to grow rapidly, livestream e-commerce has emerged as a pivotal commercial phenomenon. However, consumers’ impulse purchase intentions in this environment are influenced by numerous interrelated factors, and the underlying mechanisms remain complex. To address the limitations [...] Read more.

As the online shopping user base continues to grow rapidly, livestream e-commerce has emerged as a pivotal commercial phenomenon. However, consumers’ impulse purchase intentions in this environment are influenced by numerous interrelated factors, and the underlying mechanisms remain complex. To address the limitations of traditional approaches in modeling nonlinear relationships and hierarchical structures, this study introduces an integrated DEMATEL-AISM approach tailored for the livestream e-commerce context. The

λ

-intercept method is applied to simplify the system structure and highlight key influencing factors. Based on prior literature, we designed and distributed structured questionnaires to 558 consumers and industry experts, followed by in-depth interviews with five domain experts. Through this process, an indicator system was developed encompassing 15 factors across three dimensions: product, consumer, and livestream room. Using DEMATEL-AISM, we conducted a causal analysis of these factors. The results reveal that: (1) discount intensity, livestream promotional frameworks, and time pressure are the three most critical factors influencing impulse purchase intentions; (2) product monetary value and design features act as fundamental drivers; and (3) consumer upward and downward anticipated regret, perceived product quality, perceived product scarcity, and perceived streamer’s product knowledge have direct impacts on impulse purchase. By identifying these key factors and revealing their interconnections, this study offers strategic, evidence-based recommendations for enhancing consumer engagement and profitability in livestream e-commerce. The proposed DEMATEL-AISM also provides a novel and effective methodological contribution for analyzing the complex influencing factors of impulse purchase intentions in the e-commerce environment. Full article

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25 pages, 1145 KiB

Open AccessArticle

How Social Scene Characteristics Affect Customers’ Purchase Intention: The Role of Trust and Privacy Concerns in Live Streaming Commerce

by Wenjian Li, Steiner Cujilema, Lisong Hu and Gang Xie

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 85; https://doi.org/10.3390/jtaer20020085 - 30 Apr 2025

Viewed by 600

Abstract

(1) Live streaming commerce has refined online consumer engagement by fostering a real-time, socially enriched shopping environment. Despite its growing prominence, the role of social scene characteristics in consumer purchase decisions in live streaming remains insufficiently examined. (2) This study uses the Cognition-Affection-Conation [...] Read more.

(1) Live streaming commerce has refined online consumer engagement by fostering a real-time, socially enriched shopping environment. Despite its growing prominence, the role of social scene characteristics in consumer purchase decisions in live streaming remains insufficiently examined. (2) This study uses the Cognition-Affection-Conation (C-A-C) framework to examine how these social characteristics influence purchase intention through the mediating roles of emotional and cognitive trust, with privacy concerns as a moderator factor. The research employs Structural Equation Modeling (SEM) to test the hypothesis using data from 504 valid responses. (3) The results demonstrate that the characteristics of social scenes proposed in this study enhance consumer trust and positively impact purchase intention. Moreover, privacy concerns weaken the effect of interactivity atmosphere and scene immersion on emotion trust, though they do not weaken the effect of social identity on emotion trust. (4) These findings contribute to the theoretical understanding of live commerce by identifying the psychological mechanisms linking the social service scene to purchasing behavior. They also offer practical implications for platforms and merchants seeking to improve consumer engagement and trust in competitive digital marketplaces. This research highlights the importance of integrating social scenes and privacy management into the strategic design of live streaming commerce services. Full article

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28 pages, 649 KiB

Open AccessArticle

Play to Participate: Effects of Gamification Affordances on Consumer Participation in Livestreaming Commerce

by Congcong Yang, Yuanyue Feng, Xiaona Li and Ben Niu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 84; https://doi.org/10.3390/jtaer20020084 - 25 Apr 2025

Viewed by 667

Abstract

Despite the ubiquitous application of gamification in livestreaming commerce, the mechanisms driving its impact on consumer participation remain underexplored. To address this research gap, this study integrated two theoretical frameworks: the “Gamification Affordances–Psychological Outcomes–Behavioral Outcomes” framework and the Uses and Gratifications Theory. We [...] Read more.

Despite the ubiquitous application of gamification in livestreaming commerce, the mechanisms driving its impact on consumer participation remain underexplored. To address this research gap, this study integrated two theoretical frameworks: the “Gamification Affordances–Psychological Outcomes–Behavioral Outcomes” framework and the Uses and Gratifications Theory. We investigated how gamification affordances (achievement visualization, rewards, interaction, and competition) relate to the fulfillment of consumers’ diverse psychological needs (cognitive, affective, social, personal integrative, and social integrative). Furthermore, we examined whether meeting these psychological needs influences consumers’ intentions to continue watching and to purchase. We surveyed 354 livestreaming commerce consumers and employed structural equation modeling to analyze the data. The findings revealed that gamification affordances can motivate consumers’ continuous watching and purchasing behavior by satisfying their different psychological needs. We conclude by discussing the theoretical and managerial implications of our findings. Full article

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

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30 pages, 4312 KiB

Open AccessArticle

Research on Adoption Intention Toward Intelligent Messaging Service: From Self-Determination Theory Perspective

by Jianming Wu and Zhiyuan Yu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 83; https://doi.org/10.3390/jtaer20020083 - 25 Apr 2025

Viewed by 402

Abstract

Empowered by artificial intelligence and 5G technologies, intelligent messaging service instead of the existing short messaging service could provide an omni-channel service, thus achieving higher interconnection for mobile users. In this paper, we adopted mixed methods research and explored the psychological factors that [...] Read more.

Empowered by artificial intelligence and 5G technologies, intelligent messaging service instead of the existing short messaging service could provide an omni-channel service, thus achieving higher interconnection for mobile users. In this paper, we adopted mixed methods research and explored the psychological factors that affect adoption intention to adopt intelligent messaging services among mobile users based on self-determination theory. After semi-structured interviews, we constructed a partial least squares structural equation model from the perspectives of intrinsic and extrinsic motivations. In addition, openness and perceived complexity were also introduced as an extended dimension. Through an online survey, 548 valid questionnaires were obtained. The results show that intrinsic motivation has a greater effect on adoption intention. Specifically, attitude, perceived autonomy, perceived relatedness, and perceived system quality have significant positive impacts on the adoption intention of intelligent messaging, while perceived complexity has a negative direct impact on adoption intention. Although perceived competence and perceived media richness have no significant effects on adoption intention, an indirect effect on adoption intention through attitude was observed. Notably, perceived interactivity and openness have no effect on adoption intention. Through this study, we aim to provide guidance for developers to focus on mobile users’ psychological needs regarding upgraded interactive channels, which can accelerate the construction of an omni-channel media environment. Full article

(This article belongs to the Special Issue Emerging Digital Technologies and Consumer Behavior)

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30 pages, 4619 KiB

Open AccessArticle

How AI Brand Endorsers Influence Generation MZ’s Consumer Behavior in Metaverse Marketing Scenarios

by Junping Xu, Yuxi Feng, Wei Li, Qianghong Huang and Zhizhong Fan

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 82; https://doi.org/10.3390/jtaer20020082 - 24 Apr 2025

Viewed by 670

Abstract

With the rapid development of metaverse technology in the marketing field, it has become increasingly important to understand consumer purchase intentions for AI Brand Endorsers (AIBEs) within this digital environment. Based on cognitive–affective–behavioral (CAB) theory, this study constructs a new theoretical framework to [...] Read more.

With the rapid development of metaverse technology in the marketing field, it has become increasingly important to understand consumer purchase intentions for AI Brand Endorsers (AIBEs) within this digital environment. Based on cognitive–affective–behavioral (CAB) theory, this study constructs a new theoretical framework to explore the key factors influencing consumer purchase intentions for AIBE-recommended products in the context of the metaverse. We conducted an online survey with 302 Generation MZ consumers who have purchasing experience, employing Partial Least Squares Structural Equation Modeling (PLS-SEM) for in-depth data analysis and model evaluation. Additionally, we performed Multi-Group Analysis (MGA) to reveal differences among various occupations and generations. The findings indicate that attractiveness (ATT), anthropomorphism (ANT), and interactivity (INT) significantly influence hedonic motivation (HM) and social presence (SP). Furthermore, authenticity (AUT) positively affects both SP and trust in AIBEs (TAI). Consumer purchase intention (PI) is significantly impacted by SP but is not directly influenced by HM and TAI. Notably, technology readiness (optimism and innovativeness) positively and significantly influences consumer PI but does not alter the potential moderating effects of HM, SP, and TAI. This study not only broadens and deepens the application of CAB theory but also elucidates the potential development of AIBEs in future metaverse research, providing practical implications and guidance for marketers to enhance consumer purchase intentions and boost product sales. Full article

(This article belongs to the Topic Digital Marketing Dynamics: From Browsing to Buying)

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