Journal of Theoretical and Applied Electronic Commerce Research, Volume 20, Issue 4

This study exploits the promulgation of China’s E-commerce Law in 2009 as a quasi-natural experiment to construct a difference-in-differences (DID) model, examining the impact and mechanisms of digital economy governance on corporate cost stick...

With the rapid growth of social media platforms, short video advertisements (SVAs) have been a dominant channel for product sales. However, how to design SVAs that effectively drive product sales, especially in relation to previous SVAs and the relat...

Artificial intelligence (AI) has emerged as a transformative force across various sectors, providing innovative solutions and enhancing operational processes. In the e-commerce domain, AI has significantly contributed to customer-centric approaches a...

We examine how gamification attributes shape user preferences for metaverse platforms and how these relationships vary across age groups. Using rank-ordered logit on 304 metaverse users from the Korean Media Panel Survey, we code platform features in...

In recent years, scandals regarding the malpractices of many nonprofit organizations (NPOs) for selfish ends have eroded public trust in them. Therefore, it is necessary to consider whether the credibility of NPOs, as one of the three key implementer...

Despite widespread adoption of loyalty programs, little is known about how the shape of points accumulation frameworks influences consumer spending via psychological mechanisms and individual differences. Grounded in Prospect Theory and goal-gradient...

This study explores the effectiveness of artificial intelligence-generated videos (AIGV) as a scalable enabling technology within the e-commerce sector. It investigates the potential of AIGV to enhance marketing efficacy through the simulation of pro...

The persistent challenge of designing digital interfaces that minimize users’ perceived waiting time remains critical for user satisfaction and conversion rates. This research integrates Attentional Gate Theory to investigate how loading animat...

Based on the Persuasion Knowledge Model (PKM), this research investigates how virtual electronic word-of-mouth (eWOM) senders’ message framing—numerical versus experiential—influences eWOM effectiveness across three experiments. We...

As virtual influencers (VIs) increasingly replace human influencers (HIs) in digital marketing, it is important to understand when and why they are perceived as effective. Building on the Match-Up Hypothesis and Mind Perception Theory, this research...