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

Retailers play a pivotal role in advancing digital commerce in emerging markets, yet their adoption of digital payment systems remains inconsistent. Drawing on the Technology–Organization–Environment (TOE) framework, this study examines h...

Cross-border e-commerce (CBEC) is a driving force behind international trade and corporate upgrading in the era of global digital transformation. This research aims to investigate the extent to which the establishment of China’s Cross-Border E-...

Following and imitating others’ digital innovation decisions is not always grounded in rational judgment; it may also arise from blind conformity, reflecting a “herding behavior”. Drawing on a panel dataset of Chinese listed firms f...

Online paid advertising is a dynamic form of online marketing that requires precision and a quick response to market changes. Automated tools are used to greatly simplify the process of creating and managing Pay-Per-Click (PPC) campaigns. The purpose...

The rapid advancement of information technologies and the widespread use of the Internet have profoundly transformed individuals’ daily practices and consumer behaviors. Notably, the growing influence of social media platforms has shifted a sig...

Against the backdrop of China’s “East-West Computing Resource Transfer” and “Digital-Real Integration” national strategies, computing power has emerged as a core engine driving the digital economy. However, existing rese...

At the intersection of the circular economy and artificial intelligence (AI), high-value secondhand trading faces a “triple decision dilemma” of cognitive overload, trust risk, and emotional attachment. To address the limits of traditiona...

With worsening energy and environmental issues, new energy vehicles (NEVs) have emerged as the future of the automotive industry, as they aim to address the high energy consumption and carbon emissions of traditional fuel vehicles. However, due to th...

This study examines if peers’ digital transformation affects focal firms’ greenwashing, addressing the literature gap of insufficient focus on industry interactions via institutional theory. Using a sample of Chinese listed companies, the...

Influencer marketing practice predominantly favors same-niche partnerships; however, industry evidence suggests that unconventional pairings can sometimes outperform traditional matches, highlighting a knowledge gap regarding how collaboration struct...

E-commerce for agricultural products serves as a critical link connecting smallholders with markets; however, technological barriers and market uncertainties during its transitional phase have led to low participation rates among farmers, creating a...

With the rapid development of live streaming e-commerce, opening live streaming sales channels for online product sales has become an important strategic priority for enterprises. This paper examines information technology-driven operational decision...

Digital platforms face a fundamental strategic decision between subscription-only, advertising-only, and freemium (hybrid) monetization models. We develop a game-theoretic framework that unifies these strategies, explicitly modeling consumer heteroge...

Although the use of mobile payments has become increasingly prevalent, understanding the factors that persuade users to continue to rely on the transaction method remains limited. This study applied the Uses and Gratifications Theory and a contingenc...

A significant challenge in e-commerce is the inability of consumers to physically inspect products, forcing them to rely on perceived quality derived from other consumers’ experiences. However, gaps remain in understanding which dimensions of p...

Drawing upon the Elaboration Likelihood Model (ELM) and Trust Transfer Theory, this study investigates how AI digital avatars influence consumer trust and purchase intention. Using survey data collected from 378 valid respondents, the proposed model...

This study investigates the impact of social media marketing activities on customers’ behavioral engagement with fashion clothing brands in Pakistan. Drawing on the Stimulus–Organism–Response (S–O–R) framework, this stud...

Effective website usability assessment is crucial for improving user experience, driving customer satisfaction, and ensuring business success, particularly in the competitive e-commerce sector. Traditional methods, such as expert reviews and user tes...

As AI chatbots are increasingly used in digital fundraising, it remains unclear which communication strategies are more effective in enhancing consumer trust and donation behavior. Drawing on construal level theory and adopting a human-AI interaction...

This study examines how digital nomads act as unintentional brand ambassadors shaping destination image via lifestyle content. Although nomads influence place perceptions through blogs, vlogs, and social media, tourism institutions rarely acknowledge...

In the era of Artificial Intelligence-Generated Content (AIGC) transforming advertising production, existing research lacks comprehensive exploration of how AIGC advertisements shape consumer responses. This study integrates attention allocation theo...

Many video platforms (e.g., TikTok and Bilibili) choose to provide bullet screens on their video content. With the different types of bullet screen features, platforms face the challenge of choosing an appropriate bullet screen strategy, especially w...

Big data-driven discriminatory pricing not only creates opportunities to boost hotel profits but also amplifies consumers’ negative perceptions of price fairness. Developing a dynamic discriminatory pricing model with fairness constraints helps...

In modern business conditions, where competitiveness is evident across all operational segments, it is necessary to adopt a proactive management approach, i.e., to actively manage business performance. To keep pace with evolving trends and technologi...

Short-form video platforms such as TikTok, Instagram Reels, and YouTube Shorts have become influential social commerce and interactive marketing tools, shaping consumer attitudes and behaviors beyond the digital environment. This study examines how s...

Live-streaming e-commerce is a popular promotional method for attracting more customers in the era of the platform economy. This study investigates a better strategy for live-streaming sales for a manufacturer in an e-platform-based supply chain. Spe...

Aggregated sales forecasting is an important research topic in the highly competitive retail industry. With the availability of different data sources, various techniques and models have been proposed for aggregated sales forecasting. However, existi...

How human–AI interactive interfaces affect user engagement with AIGC platforms is a critical underexplored issue. Grounded in signaling theory, this paper constructs a theoretical model to examine the differential effects of two interactive int...

Consumer digital hoarding is becoming increasingly common in agricultural live social e-commerce, where the abundance of product information, seasonal promotions, and origin-based narratives make consumers more inclined to accumulate digital content...

This paper assesses whether national level digitalization is associated with lower greenhouse gas emissions intensity, and under which conditions the association holds, using an unbalanced panel for twenty-seven European countries from 2014 to 2022....

This paper investigates resistance patterns in cloud-based digital transformation within African e-commerce contexts, examining how project management capabilities moderate the relationship between infrastructural constraints and transformation outco...

Electronic word of mouth (eWOM) is a powerful form of online communication that strongly influences consumer purchasing behaviour. However, what remains less clear is the combined influence of situational factors versus personality traits when assess...

The rapid expansion of digital trade presents transformative opportunities for South-South cooperation, particularly between China and West Africa. However, emerging new risks in technological, institutional, and sociocultural domains pose significan...

E-commerce virtual anchors’ live-streaming sales represent a critical intersection of virtual human technology and artificial intelligence (AI), paving the way for new developments in digital marketing. Recent advancements in AI have significan...

Within the domain of live-streaming e-commerce, the application of artificial intelligence (AI) technologies presents novel growth opportunities. Live-streaming sales by AI streamers have attracted widespread attention as a new form. To promote the a...

In contemporary e-commerce, enterprises coordinate transactions, supply chains, and customer interactions within platform-based, data-intensive ecosystems. Integrated office application (IOA) serves as the operational backbone of these ecosystems by...

In the original publication [...]

Since 2009, China has implemented two important place-based policies to promote e-commerce development in selected cities: “Building National E-commerce Demonstration Cities” and “Comprehensive Pilot Zones for Cross-Border E-commerc...

The growth of electronic word-of-mouth (eWOM) on digital platforms has heightened the need to distinguish authentic user-generated content from covert promotional material. This study proposes an integrated framework combining Natural Language Proces...

The rise of e-commerce platforms has completely revolutionized the way in which consumers interact with the market. In our digital world, due to the evolution of technology, people can purchase with ease the desired products, regardless of time and p...

In an era where digital ecosystems transcend national boundaries, TikTok has emerged as a globally influential platform, reshaping international marketing strategies. This study examines the factors influencing Thai consumers’ purchase intentio...

With the rapid growth of e-commerce and rising demand for faster, reliable last mile delivery, optimizing the spatial layout of terminal logistics facilities is critical. This paper proposes a two-stage location framework for mini-depots and lockers...

Employees are the fundamental source of a sustainable competitive advantage. Without the high quality of human capital, organisations cannot attain a competitive advantage that can be sustained over time. Employer branding is a strategy that focuses...

Based on a survey of 1220 kiwifruit growers in Shaanxi and Sichuan provinces, China, this study employs the Lewbel instrumental variable approach with 2SLS regression to examine the impact of digital economy participation on farmers’ informatio...

The proactive adoption of Generative Artificial Intelligence (GenAI) by e-commerce platforms to enhance consumer experience is emerging as a predominant trend. This research investigates the influence of AI overview on consumers’ perceived usef...

The unequal status between manufacturers and live-streamers often undermines supply chain profitability and social welfare. However, the “volume guarantee” commission mode, designed to mitigate this issue, has proven ineffective in practi...

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...