Journal of Theoretical and Applied Electronic Commerce Research, Volume 21, Issue 10

This study examined the associations between TikTok beauty advertising characteristics and purchase intention, including the mediating role of source credibility, among female consumers in Saudi Arabia. A cross-sectional survey dataset comprising 471...

The study looks at the way electronic word-of-mouth (eWOM) contributes to customer loyalty (CL) in the informal street food industry, with a focus on the mediating function of perceived authenticity (PA) and the moderating role of management response...

Organizations are increasingly using Instagram as a marketing mechanism to increase brand exposure, increase sales, identify leads, and monitor audience engagement among young consumers. Therefore, this study aims to determine the impact of advertisi...

Elaborate short-video design may support product-link clicking by providing richer information and more varied presentation; yet, it may also impose greater processing demands during recommendation-driven browsing. This study examines whether two vid...

Augmented reality (AR) can reduce the experiential distance between online product information and physical consumption, but interface attributes may influence purchase decisions through different psychological mechanisms. This study examines whether...

This study examines how customer-to-customer interaction quality shapes customer value co-creation behavior in live streaming commerce through perceived co-viewer community support and normative community pressure, contingent on co-viewer group ident...

Digital tourism increasingly relies on technology-enhanced visuals to shape consumer decision-making, yet most digital destination communication remains predominantly visual, limiting the multisensory richness of pre-consumption experiences. This stu...

Increasingly, hotel guests form expectations about their stay based on content that is available through digital channels before they arrive, while at the same time hotels are incorporating digital technologies into the services they provide on site;...

We investigated the role of psychological ownership (PO) of an over-the-top (OTT) service in users’ satisfaction and use intentions. Employing an online survey of 508 paid OTT subscribers from South Korea, we used covariance-based structural eq...

This study aimed to empirically analyze the relationships of AI risk perception and digital self-efficacy with the use of digital transaction services, digital civic participation, and life satisfaction in the context of a digital society characteriz...

This study examines how perceived artificial intelligence (AI)-driven personalization is associated with online purchase intention in tourism e-commerce. It develops a moderated sequential mediation model in which perceived recommendation relevance a...

This study investigates how traditional web advertising dimensions and social media influencer attributes drive purchase intention on short-form video platforms, specifically Douyin. Grounded in the Stimulus–Organism–Response (SOR) framew...

The use of virtual platforms to search for information about a tourism destination has become increasingly relevant in developing regions, posing a challenge for Destination Management Organizations (DMOs). This study aims to explore how tourist moti...

It is unclear what consumers infer from the social-oriented (SCS) and task-oriented (TCS) communication styles of conversational AI in e-commerce, or why these associations vary across tasks. Drawing on mind perception research, we examine affective...

The integration of artificial intelligence and search technology is transforming traditional online shopping models, particularly cross-border e-commerce (CBEC), which involves complex customer multi-attribute decision-making with numerous considerat...

This study investigates the benefit–sacrifice trade-off of artificial intelligence (AI)-powered fashion services by examining how perceived benefits (usefulness, timeliness, enjoyment) and perceived sacrifices (technical effort, privacy risk, l...

Generative artificial intelligence services combine functional performance with humanlike interaction, yet it remains unclear whether perceived humanlikeness contributes directly to post-use satisfaction or is associated primarily with more proximal...

The collection and application of consumer information raise privacy concerns. Consumers may misrepresent their personal information, which may mitigate their privacy concerns. False information presents paradoxes for both firms and consumers. Hence,...

In AI-enabled digital commerce, consumers evaluate virtual influencers (VIs) not only through source characteristics but also by inferring why they create content and recommend products. This study examines how perceived intrinsic and commercially or...

AI-style expression has become a feature of online review environments, raising questions about how clearly review content continues to differentiate recommendation states. Using 108,911 English-language Steam reviews from 18 games, this study define...

While AIGC can improve operational efficiency in marketing, it may also erode consumer trust owing to widespread skepticism toward AIGC. Therefore, this study examines agricultural product advertisements to explore the impact of Underdog Brand Biogra...

AI voice bots are a standard channel for post-purchase service in electronic commerce, yet conversational-agent research has centered on text chatbots, and whether the quality dimensions of a voice agent are perceived as separate remains open. This s...

Augmented reality (AR) indoor navigation can combine wayfinding, information, gamification, and promotions in shopping malls, but how consumers value these features is unclear. In a choice-based conjoint experiment, 295 South Korean adults aged 20&nd...

This study explores and compares attitudes towards trust online amongst young adults (16–25) and older adults (65+), and examines the impact of trust on their online decisions. We ran nine workshops in the UK with a total of 74 participants (34...

The rise of e-commerce is leading companies to rethink their customer relationship management (CRM), particularly through the integration of artificial intelligence (AI). AI opens up opportunities for personalization, automation, and optimization of...

AI-driven personalization has become an important mechanism in interactive digital marketing, yet its influence on consumers’ online purchase intention remains insufficiently understood. Situated within the institutional context of digital plat...

As entertainment-based virtual idols increasingly become brand endorsers, understanding how consumers’ prior familiarity with their original content relates to advertising responses has become important. This study examines the relationships am...

Supermarket chains must decide whether individual stores will offer pickup, delivery, both services, or neither. While consumer preferences for e-commerce features are well studied, the firm-level and store-level decisions that drive channel offering...

Digital markets display a common monetization contrast: broad common interfaces often rely substantially on advertisers, merchants, enterprise customers, or other business-side actors, whereas narrower products more readily sustain direct consumer pr...

Live-streamed online knowledge payment (OKP), where creators sell expertise in real time through speech, is a major digital-service market, yet creators lack evidence on how fast to speak. Using the Elaboration Likelihood Model (ELM) as an interpreti...

This study integrates the fragmented literature on digital influence in tourism and hospitality by combining a bibliometric analysis with a PRISMA 2020-guided systematic literature review (SLR), examining how creator-mediated, peer-mediated, and plat...

Although emojis are widely used on social media brand pages, their effectiveness remains unclear. Drawing on the brand anthropomorphism literature, this research proposes that emojis function as anthropomorphic cues that simultaneously increase perce...

Accurately predicting user purchase intentions is a critical challenge in e-commerce operations. Existing methods often rely on simple statistical features, lacking systematic theoretical guidance and model interpretability. To address these limitati...

Online product reviews combine unstructured narratives, star ratings, and helpfulness votes, but these signals answer different managerial questions and require different validation strategies. This study presents a reproducible multi-branch analytic...

Background: Professional sport clubs are adopting three-dimensional stores, augmented reality, conversational agents, personalization, gamification, and digitally co-present fan communities, while the evidence needed to evaluate these investments rem...

This paper examines the socioeconomic characteristics associated with e-commerce use in a dollarized economy in Latin America—Ecuador—using a large, nationally representative household survey. Using a survey-weighted logistic model that a...

This study examines the association between AI-driven personalization and brand loyalty toward smart tourism platforms, with two distinct consumer responses—perceived recommendation discovery and perceived AI recommendation quality—specif...

Online cosmetic purchasing has expanded rapidly, yet understanding what sustains consumers’ intention to repurchase through online platforms remains challenging because continued purchasing reflects multiple product-related, marketing-related,...

Predicting customer repurchase behavior is critical in e-commerce analytics, yet the contributions of feature engineering and model selection remain insufficiently understood. This study investigates how feature engineering and algorithm choice influ...

Generative AI is becoming increasingly embedded in digital travel planning and decision-making, reshaping how tourists search for information, evaluate alternatives, and navigate the customer journey. Yet, less is known about how engagement with conv...

High churn rates and the inherent anonymity of digital marketplaces make customer retention a complex strategic imperative. To understand the psychological mechanics associated with consumer continuance intention, this research examines the interplay...

In the original publication [...]

Returnee entrepreneurs connect rural communities with wider markets and contribute to local development. Digital platforms expand their market reach but intensify competition for audience attention amid similar rural content. Existing research explai...

This conceptual paper develops the Surrogate Trust Paradox to explain the potential tension in influencer marketing. It posits that influencers may generate commercial value through audiences’ perceived credibility. However, when commercializat...

This study examines the determinants of continuance intention among Midjourney users within the information systems continuance research tradition, viewed through a human–AI interaction lens. Drawing on Expectation-Confirmation Theory and Self-...

Hotel executives publicly describe generative AI (GenAI) as their route out of dependence on online travel agencies (OTAs), while OTAs treat the same technology as a threat to be absorbed. The emerging disclosure literature cannot detect this opposit...

Artificial intelligence (AI) is increasingly being used to generate recommendations for e-commerce decision support. Existing XAI evaluation typically focuses on explanation attributes or user outcomes such as clarity, usefulness, trust, and acceptan...

Virtual influencers generated by artificial intelligence have emerged as a strategic tool in digital advertising, although evidence regarding their actual effectiveness in market campaigns remains limited to laboratory experiments based on self-repor...