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

The growing influence of social media personalities in shaping consumer behavior presents significant opportunities and challenges for marketers. This research integrates Social Identity Theory with the influencer marketing literature to investigate...

With the rapid growth of user demand for large language models (LLMs) in their work, the application market is driving intense competition among large language model providers (LLMPs). Users have different preferences and psychological perceptions to...

This study explores how the integration of generative artificial intelligence, multi-objective evolutionary optimization, and reinforcement learning can enable sustainable and cost-effective decision-making in supply chain strategy. Using real-world...

The development of Artificial intelligence (AI) technology has brought new ideas and opportunities to destination marketing. However, existing studies lack sufficient empirical research to explore the impact of AI anchors on tourists’ travel in...

With the rise of e-commerce, mobile devices, and social media, consumers’ online social and shopping behaviors have become increasingly integrated, making social commerce a major force in the digital marketplace. In this context, consumer behav...

In today’s fierce market competition, enterprises must quickly attract consumers’ attention to products and prompt them to make purchases. Based on regulatory focus theory, this study examines the impact of the congruence between different types of g...

The rapid expansion of e-commerce has pushed firms to adopt more sophisticated digital marketing strategies to reach, engage, and retain consumers. Research has shown that digital marketing significantly enhances firm performance by enhancing marketi...

County economies are essential drivers of national economic development, acting as critical engines for growth and regional equilibrium. This study uses the National Rural E-commerce Comprehensive Demonstration policy, initiated by the Ministry of Fi...

In today’s world, with rapidly developing technology, it has become possible to perform many transactions over the internet. Consequently, providing better service to online customers in every field has become a crucial task. These advancements...

This paper examines the risks linked to E-business collaboration between China and West Africa, with particular emphasis on Ghana as a pivotal digital commerce centre. This research employs the Hesitant Fuzzy Best–Worst Method (HF-BWM) to syste...