Journal of Theoretical and Applied Electronic Commerce Research, Volume 20, Issue 3

The rapid growth of live e-commerce, a sector valued at over USD 100 billion worldwide, demonstrates its transformative impact on the retail industry, especially in markets like China, where platforms such as Taobao Live and TikTok Shop have markedly...

Freemium, a popular business model in the digital economy, offers a basic product for free while charging for advanced features or value-added services. This pricing strategy enables platforms to attract a broad user base and then monetize through pr...

Virtual influencers (VIs) on e-commerce platforms are becoming increasingly popular, enhancing the consumer experience. This study examines the consumer–brand relationship (CBR) with VIs through the perspective of social presence. Data from 104...

In recent years, online streaming has encountered the challenge of retaining its user base. This study considers the role of transaction cost economics theory in consumer choices to continue subscribing. Participants respond to their top three stream...

As ad-supported subscription models proliferate across over-the-top (OTT) media platforms, understanding the psychological mechanisms and perceptual factors that underlie consumers’ transition decisions becomes increasingly consequential. This...

In the attention-driven environment of online video platforms, understanding the factors that influence content selection and channel subscriptions is crucial for creators, marketers, and platform managers. This study investigates how thumbnails, vie...

As augmented reality (AR) advertising becomes increasingly prevalent across digital platforms, understanding how its unique features influence consumer responses is critical for both theory and practice. Based on the elaboration likelihood model (ELM...

The purpose of the present research is to analyse the negative outcomes associated with the excessive Instagram dependency of those users that access the application through their smartphones. An empirical study was conducted through online interview...

The Santurbán paramo is a sensitive high-mountain ecosystem exposed to pressures from extractive and agricultural activities, as well as increasing tourism. In response, this study presents a context-aware recommendation system designed to sup...

Integrating artificial intelligence (AI) and cause-related marketing has reshaped corporate social responsibility practices while triggering a conflict between technological instrumental rationality and moral value transmission. Building on the Persu...

The introduction of mobile banking is essential in today’s financial sector, where technological innovation plays a critical role. To remain competitive in the current market, businesses must analyze client attitudes and perspectives, as these...

In this work, the utility of multimodal vision–language models (VLMs) for visual product understanding in e-commerce is investigated, focusing on two complementary models: ColQwen2 (vidore/colqwen2-v1.0) and ColPali (vidore/colpali-v1.2-hf). Th...

E-commerce growth has reshaped consumer behavior and retail services, driving parcel demand and challenging last-mile logistics. Existing research predominantly relies on survey data and global regression models that overlook intra-urban spatial hete...

This study integrates the Theory of Planned Behavior and the Theory of Consumption Values through a mixed-methods approach (structured interview and structural equation model) to investigate cross-platform disposal behaviors for idle clothing on soci...

The port logistics service innovation (PLSI) is closely associated with cross-border e-commerce (CBEC) enterprise performance, given that the port, as the spatial carrier and the joint point of goods, information, customs house affairs, etc., is esse...

This study explores the determinants of startup intention within the context of e-commerce platform-based startups in South Korea. We employ an extended technology acceptance model (TAM) that integrates individual, social, and entrepreneurial charact...

This study dives into what drives people to use AR filters in the catering industry, focusing on the Hong Kong market. The main idea is to determine how “perceived value” shapes users’ intentions to engage with these filters. To do...

In the sentiment analysis of online comments, all comments are generally considered as a whole, with little attention paid to the inevitable emotional fluctuations in comments caused by changes in product value. In this study, we analyzed the online...

The adoption of artificial intelligence (AI) in marketing and social media is gaining scholarly interest. While AI technologies offer significant potential for enhancing customer engagement (CE), their effectiveness depends on an industry’s lev...

In today’s competitive environment of online service industries, particularly e-commerce, meeting consumer expectations is essential for service providers to ensure service quality. However, service failures are unavoidable, leading to unfavora...

This paper explores the optimization of the bullwhip effect (BWE) and inventory costs considering price information symmetry in an omnichannel environment, offering novel insights into managing supply chain dynamics. We examine the pick-up lead time...

Online reviews play a critical role in shaping consumer decisions and providing valuable insights to enhance the products and services for businesses. As visual content becomes increasingly prevalent in reviews, it is essential to understand how imag...

Digital finance, a financial innovation paradigm driven by the synergy of digital technology and data elements, has significant advantages in enhancing the convenience, accessibility, and security of cross-border transactions. This study empirically...

As data becomes a core driver of modern business innovation, mobile applications increasingly collect and process users’ personal information, posing significant challenges to the effectiveness of informed consent and the legitimacy of user aut...

As environmental issues become increasingly prominent, the sustainable practices of enterprises, especially measures at the product level, have garnered widespread attention from scholars. Although numerous studies have explored suppliers’ sale...

In the context of global e-commerce platform supply chains dominated by Alibaba and Amazon, power reconfiguration among tripartite stakeholders (platforms, manufacturers, and retailers) remains a critical yet underexplored issue in supply chain contr...

This study investigates how persuasion, trust, and empathy from Human Resources (HR) managers affect the acceptance of nudging practices in workplace, especially when these interventions are meant to be ethical and supportive. Based on the theory of...

The aim of this study is to investigate how consumers’ cognitive and affective responses to web-based augmented reality affect their intention to continue to use augmented reality. The novelty of this study is the integration of the Stimulus&nd...

Prior research has focused on the technical and institutional challenges of blockchain adoption. However, little is known about how blockchain ventures claim categorical space in the market and how such domain positioning influences their visibility...

With the rise of live-streaming services on e-commerce platforms, AI-powered virtual idols have demonstrated tremendous application potential and thus possess high commercial value. From the perspective of psychological distance, this study adopts th...

The recent economic turmoil and the increasing volatility of bitcoins have necessitated the need for exploring safe-haven assets for bitcoins. In this quest, the present study aims to investigate the safe haven for bitcoins by examining the dynamic r...

Social media influencers have made materialism more accessible and desirable, shaping how followers view success, self-worth, and consumption. This study investigates the influence of materialistic messages promoted by lifestyle influencers on their...

In recent years, online retailing platforms (ORPs) have increasingly introduced private brand (PB) products as a new profit source, reshaping market dynamics and affecting their commission revenues. This shift creates a strategic trade-off for the pl...

As an emerging e-commerce model, live streaming e-commerce integrates instant interaction, content marketing, and online sales to bring consumers a new shopping experience. However, there are many risks in the process of live e-commerce transactions....

Influencer marketing is estimated to reach USD 32.55 billion by the year 2025. The extant research on virtual vs. human influencers’ effectiveness has reported mixed results. Currently, research has yet to explore how consumption motivation and...

Online travel agencies (OTAs) function as e-commerce platforms that facilitate transactions between accommodation providers and consumers, enabling users to efficiently search for, compare, and book travel and lodging services. As the number of OTAs...

Understanding consumer behavior in digital environments is increasingly becoming crucial. This study investigates the influence of key metaverse characteristics—sociability, immersiveness, and environmental fidelity—on continuance intenti...

The advent of digital technology has transformed traditional service management approaches and offers new opportunities for the supply chain network to resist these interruptions. However, current research on how digital service innovation directly a...

Immersive technologies (IMTs) have significantly impacted the tourism sector by offering experiences that enhance engagement with destinations. Although previous research confirms that IMT affects travelers’ behavioral intentions, there is a la...

This paper investigates the strategic interaction between an online retailer (e.g., Amazon) and a third-party retailer (3PR) under sequential and simultaneous quantity competition models. The platform and 3PR simultaneously compete and cooperate with...

Suppliers nowadays can be directly approached in business-to-business (B2B) E-commerce websites. This makes the product and service information of certain suppliers accessible in online reviews. Therefore, online reviews have become important for B2B...

In an increasingly digitalized marketplace, understanding Generation Z’s (Gen Z) online consumer behavior has become a critical priority, particularly in relation to newly launched technological products. Although online consumer behavior has b...

The adoption of cryptocurrency as a payment instrument by firms has sparked ongoing debates about how such strategic moves are perceived by key stakeholders. This study investigates how investors react when an e-commerce firm adds or withdraws from p...

This paper examines the strategic decisions of fashion brands to develop and sell non-fungible tokens (NFTs) within the metaverse. We construct two operational models based on whether NFTs are adopted: the traditional fashion model without NFT (Scena...

Metaverse is reshaping how brands approach marketing, providing alternative and innovative methods for marketers to redefine their brands and reinvent the customer experience. Different sectors are still exploring the possibilities of the metaverse a...

Artificial intelligence (AI) is reshaping mobile food-ordering apps, yet its impact on customer experience (CX) has not been fully mapped. Following systematic review guidelines (PRISMA 2020), a search of SCOPUS, Web of Science, ScienceDirect, and Go...

Amid the rapid growth of social media and live streaming platforms, streamers, who serve as a crucial link between products and users, have garnered significant attention from both academia and industry. This study explores the impact of the streamer...

There is no consensus in existing research on whether the application of digital technology diversification strengthens or weakens export resilience. This study fills this gap by exploring the influence mechanism of digital technology diversity on en...

This paper studies a supply chain comprising a supplier, a third-party remanufacturer (TPR), and a retailer. The retailer sells both genuine and remanufactured products (i.e., Model O). Leveraging information advantages, the retailer may engage in br...

While data-driven digital technologies (e.g., mobile applications) have brought convenience to users, they have also raised data privacy concerns. Regulators have taken various actions that ensure user data privacy to balance the protection and explo...