Journal of Theoretical and Applied Electronic Commerce Research

17 pages, 374 KB

Open AccessArticle

The Personalization Paradox in AI-Driven Tourism E-Commerce: Psychological Reactance, Threat-Substitution, and the Moderating Role of Privacy Concerns

by Hongmei Duan, Ahmad Yahya Dawod and Guochao Wan

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 127; https://doi.org/10.3390/jtaer21040127 - 21 Apr 2026

Cited by 3 | Viewed by 1468

Abstract

AI-driven personalization (AIP) has become a core mechanism of digital commerce platforms, yet its psychological consequences remain theoretically fragmented. Drawing on the Stimulus–Organism–Response (SOR) framework and Psychological Reactance Theory (PRT), this study proposes a Threat-Substitution Mechanism (TSM) to explain how AIP shapes continuance [...] Read more.

AI-driven personalization (AIP) has become a core mechanism of digital commerce platforms, yet its psychological consequences remain theoretically fragmented. Drawing on the Stimulus–Organism–Response (SOR) framework and Psychological Reactance Theory (PRT), this study proposes a Threat-Substitution Mechanism (TSM) to explain how AIP shapes continuance intention in high-involvement online travel decisions. Using survey data from 488 Generation Y and Z users of Chinese online travel agencies and analyzing the model via PLS-SEM, results show that AIP significantly increases usage intention (UI) and reduces psychological reactance. Psychological reactance partially mediates the relationship between AIP and UI, indicating the presence of underlying psychological friction alongside dominant utilitarian benefits. Furthermore, privacy concerns amplify the negative relationship between AIP and reactance, suggesting that privacy-sensitive users exhibit heightened appraisal sensitivity rather than uniform resistance to personalization. By reconceptualizing the personalization paradox as a context-contingent threat appraisal process, this study advances electronic commerce research beyond parallel dual-effect models and clarifies the boundary conditions under which AIP enhances or constrains user continuance. Practical implications highlight the importance of algorithmic precision and autonomy-supportive design in AI-enabled commerce platforms. Full article

(This article belongs to the Special Issue AI-Based Disruption, Innovations, and New Business Models in E-Commerce: Empirical Research, Case Studies and Current Trends)

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21 pages, 988 KB

Open AccessArticle

When Choice Disappears: Perceived Coercion and Avoidance of Self-Service Technologies Among Older Consumers

by Jin-Myong Lee and Sowon Kim

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 126; https://doi.org/10.3390/jtaer21040126 - 20 Apr 2026

Cited by 1 | Viewed by 858

Abstract

This study examines how mandatory digital service environments, in which human-assisted alternatives are systematically withdrawn, shape older consumers’ avoidance of self-service technologies (SSTs). We conceptualize perceived coercion as consumers’ subjective awareness of structurally constrained choice. Drawing on cognitive appraisal theory and psychological reactance [...] Read more.

This study examines how mandatory digital service environments, in which human-assisted alternatives are systematically withdrawn, shape older consumers’ avoidance of self-service technologies (SSTs). We conceptualize perceived coercion as consumers’ subjective awareness of structurally constrained choice. Drawing on cognitive appraisal theory and psychological reactance theory, we propose a dual-pathway framework in which perceived coercion activates both perceived loss of autonomy and negative affect. Survey data from 389 older consumers in South Korea were analyzed using structural equation modeling. The results support a parallel mediation model, showing that perceived coercion significantly increases both mediators, each of which independently predicts avoidance intention, with negative affect showing a relatively stronger association. By conceptualizing coercion as a structural condition rather than an individual disposition, this study extends research on mandatory SST use and technology-mediated service encounters. The findings highlight the importance of autonomy-preserving and emotionally inclusive digital service systems in aging societies. Full article

(This article belongs to the Section Digital Marketing and the Evolving Consumer Experience)

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1 pages, 152 KB

Open AccessCorrection

Correction: Do et al. Blockchain Adoption in Green Supply Chains: Analyzing Key Drivers, Green Innovation, and Expected Benefits. J. Theor. Appl. Electron. Commer. Res. 2025, 20, 39

by Manh-Hoang Do, Yung-Fu Huang and Thi-Them Hoang

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 125; https://doi.org/10.3390/jtaer21040125 - 20 Apr 2026

Viewed by 302

Abstract

In the original publication [...] Full article

(This article belongs to the Special Issue Digitalization and Sustainable Supply Chain)

42 pages, 2546 KB

Open AccessSystematic Review

How and When Do Virtual Influencers Work? A Meta-Analysis of Mechanisms and Moderators in Digital Commerce

by Ba Phong Nguyen and Weishen Wu

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 124; https://doi.org/10.3390/jtaer21040124 - 18 Apr 2026

Viewed by 2101

Abstract

In recent years, virtual influencers (VIs) have been increasingly used in digital commerce. Despite the rise in VI research, past studies have yet to comprehensively examine the effectiveness of VIs, often focusing only on isolated partial models rather than an integrated framework and [...] Read more.

In recent years, virtual influencers (VIs) have been increasingly used in digital commerce. Despite the rise in VI research, past studies have yet to comprehensively examine the effectiveness of VIs, often focusing only on isolated partial models rather than an integrated framework and boundary conditions that drive consumer responses. This meta-analysis fills this gap by synthesizing 186 effect sizes from 76 studies (N = 64,545) to examine the mechanisms and moderators of purchase intention in VI marketing. The results indicate that human-likeness is a central antecedent that directly and indirectly affects purchase intention through source credibility, customer engagement, and attitude. More importantly, this study challenges prior social proof assumptions by showing that follower size has no significant impact on purchase intention in VI marketing. In addition, purchase intention is independent of a nation’s AI readiness, suggesting a borderless potential for commerce regardless of a country’s technological maturity. This study also examined the moderating effects of product type, consumer age, and uncertainty avoidance culture. Although these moderators showed initial significance, none remained significant after the Benjamini–Hochberg false discovery rate (FDR) correction. Therefore, these effects were viewed as exploratory rather than confirmatory, providing directions for future research. These findings offer new insights for e-commerce managers: success in the metaverse era depends on anthropomorphism and targeted alignment rather than metrics such as follower counts or a nation’s AI readiness. Full article

(This article belongs to the Section Digital Marketing and the Evolving Consumer Experience)

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22 pages, 2585 KB

Open AccessArticle

Enhancing Supply Chain Resilience in Textile SMEs: A Human-Centric Customer-to-Manufacturer Framework Using Public E-Commerce Data

by Chien-Chih Wang, Yu-Teng Hsu and Hsuan-Yu Kuo

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 123; https://doi.org/10.3390/jtaer21040123 - 17 Apr 2026

Cited by 1 | Viewed by 967

Abstract

Upstream textile small and medium-sized enterprises (SMEs) frequently exhibit constrained supply chain resilience owing to persistent information latency and structural dependence on downstream orders. To address these challenges, this study develops and validates a customer-to-manufacturer (C2M) intelligence framework that enables data-driven production planning [...] Read more.

Upstream textile small and medium-sized enterprises (SMEs) frequently exhibit constrained supply chain resilience owing to persistent information latency and structural dependence on downstream orders. To address these challenges, this study develops and validates a customer-to-manufacturer (C2M) intelligence framework that enables data-driven production planning using publicly available e-commerce data. The framework incorporates ethically compliant acquisition of consumer demand signals, semantic translation of unstructured market data into textile engineering attributes, machine-learning-based demand forecasting, and human-centric decision support. Utilizing 3.87 million consumer comments from 127,846 product listings, a Neural Boosted Tree model with entity embeddings for textile attributes was constructed. This model achieved a mean R² of 0.921 in cross-validation, surpassing benchmark methods. Consumer comment volume was validated as a proxy for sales activity, facilitating demand estimation. Forecasts were translated into production guidance using Monte Carlo simulation and a decision dashboard. In a 12-month field study at a Taiwanese dyeing SME, implementation resulted in a 28% reduction in inventory value, a 31% decrease in dye lot changeovers, and a 16% increase in capacity utilization. This research extends the C2M paradigm from downstream retail contexts to upstream textile SMEs, proposes an integrated and operationally feasible intelligence framework for resource-constrained manufacturers, and demonstrates how digital intelligence can enhance supply chain resilience while supporting, rather than replacing, human decision-making. The results indicate that upstream textile SMEs can leverage publicly visible e-commerce signals to enhance production planning responsiveness, minimize inventory exposure and dye-lot disruptions, and strengthen resilience to demand uncertainty through planner-centered digital decision support. Full article

(This article belongs to the Section Data Science, AI, and e-Commerce Analytics)

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45 pages, 1217 KB

Open AccessArticle

The Effects of Chatbot Characteristics on Satisfaction and Continuance Intention: The Moderating Role of the Need for Human Interaction

by Mutlu Yüksel Avcılar and Gülhan Yenilmez

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 122; https://doi.org/10.3390/jtaer21040122 - 17 Apr 2026

Cited by 1 | Viewed by 1859

Abstract

This study investigates how two key characteristics of AI-enabled chatbots in mobile banking applications—perceived intelligence and perceived anthropomorphism—influence users’ cognitive and hedonic evaluations, namely perceived usefulness, confirmation, and perceived enjoyment, and how these evaluations subsequently shape user satisfaction and continuance intention. Grounded in [...] Read more.

This study investigates how two key characteristics of AI-enabled chatbots in mobile banking applications—perceived intelligence and perceived anthropomorphism—influence users’ cognitive and hedonic evaluations, namely perceived usefulness, confirmation, and perceived enjoyment, and how these evaluations subsequently shape user satisfaction and continuance intention. Grounded in the Expectation–Confirmation Model (ECM), the study also examines the moderating role of users’ need for interaction with service employees in these relationships. Using a quantitative research design, data were collected through a structured survey from 402 users of AI-enabled mobile banking applications in Türkiye. The proposed model was tested using partial least squares structural equation modeling (PLS-SEM), and moderated mediation effects were analyzed using Hayes’ PROCESS Macro (Model 58). The results reveal that perceived intelligence positively affects perceived anthropomorphism, perceived usefulness, perceived enjoyment, and confirmation, while perceived anthropomorphism further reinforces these effects. Cognitive and emotional evaluations significantly enhance user satisfaction, which in turn strongly predicts continuance intention toward chatbot usage. Moreover, the need for interaction with service employees significantly moderates the indirect effects of perceived usefulness, perceived enjoyment, and confirmation on satisfaction and continuance intention. By extending the expectation–confirmation model with both cognitive and emotional dimensions, this study offers novel insights into user-centered chatbot design in mobile banking and highlights the importance of individual differences in shaping sustained technology use. Full article

(This article belongs to the Section Digital Marketing and the Evolving Consumer Experience)

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20 pages, 2599 KB

Open AccessArticle

“Buying Fewer but More Expensive”: The Impact of Air Quality on Average Order Value (AOV) in Online Food Delivery and an Analysis of Consumer Behavior

by Ye Wang, Jinye Li and Minggang Yang

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 121; https://doi.org/10.3390/jtaer21040121 - 17 Apr 2026

Viewed by 818

Abstract

While existing research has established that air pollution-induced “avoidance behavior” significantly drives the growth of online food delivery volumes, the Average Order Value (AOV) remains unexplored. This study utilizes micro-transactional data provided by the store owner and employs machine learning algorithms to detect [...] Read more.

While existing research has established that air pollution-induced “avoidance behavior” significantly drives the growth of online food delivery volumes, the Average Order Value (AOV) remains unexplored. This study utilizes micro-transactional data provided by the store owner and employs machine learning algorithms to detect the impact of air quality (measured by the AQI) on online food delivery AOV and analyze the underlying consumer behavior. The findings indicate that: (1) Air quality deterioration significantly drives up the AOV. The global average response coefficient is 0.0053, showing a 2.4-fold acceleration effect once the AQI crosses the median (66). (2) Crucially, this growth stems from a directional divergence in consumer decision-making. Air pollution leads to the simultaneous occurrence of a reduction in average item quantity (impact coefficient: −0.0014) and a surge in Average Item Price (AIP) (impact coefficient: 0.0066). (3) Causal analysis further identifies a “substitution mechanism.” Specifically, every one-unit decrease in average item quantity induces a CNY 1.098 jump in average item price. These findings suggest a plausible behavioral logic where environmental stress may induce psychological fatigue but does not necessarily trigger “defensive frugality.” Instead, the observed pattern is consistent with a “decision avoidance” mode where consumers streamline item quantities; simultaneously, to hedge against potential experience risks resulting from simplified choices, they appear to utilize saved cognitive resources to target high-value “signature” items. Theoretically, this study fills the gap in environmental stress research regarding the price dimension of online consumption and reveals a behavioral evolution from “pure avoidance” to “value-oriented selection.” Practically, it provides empirical support for online food delivery merchants to optimize product selection, differentiate pricing, and implement precision marketing in dynamic environments. Full article

(This article belongs to the Special Issue Electronic Commerce and Information Management Towards the Digital Era)

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21 pages, 754 KB

Open AccessArticle

Effect of Explainable AI Features on User Satisfaction and Purchase Intention in Saudi Mobile Shopping Apps

by Ahmed S. M. Almamy, Sufyan Habib, Layla K. Nasser and Nawaf N. Hamadneh

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 120; https://doi.org/10.3390/jtaer21040120 - 16 Apr 2026

Cited by 1 | Viewed by 1206

Abstract

This study examines the impact of explainable artificial intelligence (XAI) features on user satisfaction and purchase intention in Saudi mobile shopping applications, utilising the stimulus–organism–response (S–O–R) framework. With the increasing reliance on AI-driven decision support in e-commerce, enhancing transparency, fairness, trustworthiness, and interpretability [...] Read more.

This study examines the impact of explainable artificial intelligence (XAI) features on user satisfaction and purchase intention in Saudi mobile shopping applications, utilising the stimulus–organism–response (S–O–R) framework. With the increasing reliance on AI-driven decision support in e-commerce, enhancing transparency, fairness, trustworthiness, and interpretability has become crucial for shaping consumer perceptions and behavioural responses. The research employed a quantitative methodology using partial least squares structural equation modelling (PLS-SEM) to examine the relationships among stimulus factors, cognitive and affective states, consumer satisfaction, and purchase intention. In a survey of 597 respondents from Jeddah and Makkah, Saudi Arabia, the findings highlight that fairness and bias detection, trustworthiness, and transparency significantly influence consumers’ cognitive and affective states, which in turn enhance satisfaction and intention to purchase. Consumer satisfaction emerged as a critical mediator, reinforcing the role of positive emotional and cognitive experiences in driving purchase behaviours. However, interpretability showed limited impact, suggesting that consumers may prioritise fairness and trustworthiness over technical clarity of explanations. Theoretically, this study contributes to advancing knowledge on the role of XAI in consumer behaviour by integrating fairness, transparency, and affective responses into the S–O–R paradigm. From a managerial perspective, the results underscore the importance for mobile shopping platforms to design AI systems that foster trust, reduce perceived bias, and ensure transparency, thereby improving consumer engagement and purchase outcomes. By addressing gaps in interpretability and transparency, businesses can strengthen user trust and loyalty, ultimately enhancing competitive advantage in Saudi Arabia’s rapidly growing e-commerce sector. Full article

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30 pages, 1054 KB

Open AccessArticle

When Does Artificial Intelligence Pay Off in Electronic Retailing? A Dual-Path Model from Implementation to Competitive Advantage

by Ovidiu-Iulian Bunea and Răzvan-Andrei Corboș

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 119; https://doi.org/10.3390/jtaer21040119 - 15 Apr 2026

Cited by 2 | Viewed by 1012

Abstract

Artificial intelligence (AI) is reshaping electronic retailing, yet many firms struggle to translate AI adoption into a sustainable competitive advantage, and research still lacks an integrative explanation of how digital maturity, AI implementation, AI-enabled benefits, customer experience, and competitive outcomes are linked in [...] Read more.

Artificial intelligence (AI) is reshaping electronic retailing, yet many firms struggle to translate AI adoption into a sustainable competitive advantage, and research still lacks an integrative explanation of how digital maturity, AI implementation, AI-enabled benefits, customer experience, and competitive outcomes are linked in this context. This study develops and tests a capability-to-advantage framework proposing that digital maturity is associated with AI implementation, that AI implementation is associated with qualitative and quantitative AI benefits, and that these benefit streams are linked to digitally mediated customer experience and to differentiation and cost-based competitive advantage. Using survey data from retail employees and managers, we estimated the model with PLS-SEM and applied cIPMA to identify actionable priorities by combining importance-performance evidence with necessity-oriented insights. We triangulated the proposed mechanisms through NVivo-based sentiment and thematic analysis of open-ended comments. Results support all hypothesized relationships. Digital maturity strongly predicts AI implementation, which increases both benefit streams and directly improves the customer experience. Customer experience was the strongest downstream driver of both competitive advantage dimensions and partially mediated the effects of AI-enabled benefits. cIPMA identified customer experience and AI implementation as the primary improvement priorities; qualitative evidence was predominantly positive and highlights efficiency/cost gains and decision support alongside the capability constraints. The study integrates capability-based and customer-experience perspectives to offer a theory-guided explanation of how digital maturity and AI implementation are associated with competitive outcomes in electronic retailing while also offering guidance for managers seeking AI-driven advantage. Full article

(This article belongs to the Section Digital Marketing and the Evolving Consumer Experience)

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19 pages, 472 KB

Open AccessArticle

Rethinking Commerciality: How Content Commerciality Contributes to YouTube Beauty Content Performance

by Jaeyoung Park, Sewon Eom, Eugene Choi, Jinho Park and Seongcheol Kim

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 118; https://doi.org/10.3390/jtaer21040118 - 14 Apr 2026

Viewed by 1166

Abstract

Creative expression is no longer separate from monetization. It is increasingly structured by the business models that platforms provide. Content monetization has evolved rapidly: early models focused on advertising revenue, followed by brand partnerships, and most recently, the integration of commerce-oriented features at [...] Read more.

Creative expression is no longer separate from monetization. It is increasingly structured by the business models that platforms provide. Content monetization has evolved rapidly: early models focused on advertising revenue, followed by brand partnerships, and most recently, the integration of commerce-oriented features at the platform level. YouTube, for example, launched its YouTube Shopping service in South Korea in June 2024, enabling creators to sell products directly through their content. This development demonstrates that commerciality has become intrinsic to the creator economy. While prior research has emphasized factors such as authenticity, less focus has been placed on commerciality itself. This study addresses this gap by analyzing how varying levels of content commerciality affect performance, using real-world data from a Korean YouTube beauty creator agency (N = 286 short-form videos). The analysis tests the effects of three revenue models (organic, sponsored, and content-driven commerce) and two content types (context-focused and product-focused) through multiple regression. Results reveal a trade-off between engagement and revenue, as while content-driven commerce generates significantly higher engagement than sponsored content, it yields lower immediate revenue. Regarding content strategy, contrary to expectations, product-focused content consistently outperforms context-focused content in driving engagement, except within sponsored videos where a context-focused approach effectively mitigates the negative impact of overt commercial intent. These findings demonstrate the divergent efficacy of monetization models and content strategies in the short-form ecosystem. By empirically validating the relationship between commerciality and performance, this study advances theoretical discussions on the platform-driven creator economy and offers practical insights for creators, brands, and platforms navigating this evolving environment. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

28 pages, 1996 KB

Open AccessArticle

From Policy Catalysis to Market Relay: A Tripartite Evolutionary Game Study on Digital–Green Synergy in E-Commerce

by Yachu Wang, Renyong Hou and Lu Xiang

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 117; https://doi.org/10.3390/jtaer21040117 - 11 Apr 2026

Cited by 1 | Viewed by 924

Abstract

Against the backdrop of a technological revolution centered on green and low-carbon development, the deep integration of digitalization and greening has become a core engine for high-quality progress. Moving beyond linear perspectives of environmental governance, this study constructs tripartite evolutionary game models to [...] Read more.

Against the backdrop of a technological revolution centered on green and low-carbon development, the deep integration of digitalization and greening has become a core engine for high-quality progress. Moving beyond linear perspectives of environmental governance, this study constructs tripartite evolutionary game models to dissect the strategic interactions among government, enterprises, and consumers. Focusing on the institutional context of e-commerce, we examine how platform-enabled transparency mechanisms (e.g., blockchain traceability and carbon labeling) shape these interactions through key parameters: greenwashing detection (θ), premium loss coefficient (η), and information screening cost (C_D). The analysis reveals that the long-term trajectory is fundamentally determined by the intrinsic economic viability of corporate transformation. Government intervention acts as an equilibrium selector, influencing the speed of convergence, while product value (consumer utility and premium) and platform transparency determine the sustainability of the equilibrium. Critically, the tripartite model shows that the optimal outcome—full enterprise transformation and consumer adoption—can be achieved without sustained government intervention when product fundamentals are sufficiently attractive. This demonstrates the potential for market self-regulation to sustain digital–green synergy. The study makes three contributions: it captures the full tripartite feedback loop, reveals the saturation effect of policy intensity, and embeds platform transparency mechanisms into an evolutionary framework. The findings reframe the government’s role as a temporary enabler and position e-commerce platforms as key governance intermediaries, offering a theoretical basis for adaptive governance strategies in digital commerce. Full article

(This article belongs to the Section Digital Business, Governance, and Sustainability)

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28 pages, 1354 KB

Open AccessArticle

From Delivery Delays to AI-Mediated Escalation Failures: A BERTopic Analysis of Complaints About Risk and Trust in E-Commerce Marketplaces (2019–2025)

by Munise Hayrun Sağlam

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 116; https://doi.org/10.3390/jtaer21040116 - 9 Apr 2026

Cited by 1 | Viewed by 1270

Abstract

Automated customer service and algorithmic governance are common in digital marketplaces, yet trust can erode when logistics, refunds, and escalation fail. Complaint-based risk and trust narratives in Turkey’s e-commerce marketplaces are analyzed for January 2019–December 2025 using 118,173 de-identified Turkish and English texts [...] Read more.

Automated customer service and algorithmic governance are common in digital marketplaces, yet trust can erode when logistics, refunds, and escalation fail. Complaint-based risk and trust narratives in Turkey’s e-commerce marketplaces are analyzed for January 2019–December 2025 using 118,173 de-identified Turkish and English texts from Şikayetvar, a leading Turkish online consumer-complaint portal, and reviews of official marketplace apps on Google Play and the Apple App Store. BERTopic is implemented in Python with multilingual transformer embeddings, UMAP, HDBSCAN, and c-TF-IDF representations. The selected model identifies 35 micro-topics grouped into five macro-themes: fulfillment disruptions, remediation frictions, product-integrity risks, escalation failures, and governance threats. Monthly probability-weighted prevalence is estimated, and marketplace differences are evaluated with divergence measures, permutation tests, and multinomial regression controlling for time and language. Changepoint tests indicate a shift toward fulfillment grievances in April 2020, rising governance threats from June 2022, and increasing escalation failures linked to automated support from February 2023. These patterns suggest that barriers to human escalation convert operational incidents into platform-level trust judgments, offering monitoring signals for service recovery, marketplace governance, and AI oversight. By isolating escalation failures as a distinct complaint domain, the study links service automation to procedural justice mechanisms that translate operational breakdowns into platform-level trust and risk judgments. Full article

(This article belongs to the Section Data Science, AI, and e-Commerce Analytics)

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26 pages, 1171 KB

Open AccessArticle

Evaluation Model for Determining the Level of E-Commerce Development in Romania Within the European Context, Using Advanced Data Mining and Artificial Intelligence (AI) Techniques

by Costel-Iliuță Negricea, Cristina Coculescu, Ana Maria Mihaela Iordache, Laura Daniela Roșca and Alexandru Dan Smedescu

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 115; https://doi.org/10.3390/jtaer21040115 - 8 Apr 2026

Viewed by 1180

Abstract

In recent years, the e-commerce sector has undergone continuous adaptation to both consumer needs and the economic context. This adaptation is driven by technological advances and the development of new software products. The present study aimed at achieving two primary objectives. First, it [...] Read more.

In recent years, the e-commerce sector has undergone continuous adaptation to both consumer needs and the economic context. This adaptation is driven by technological advances and the development of new software products. The present study aimed at achieving two primary objectives. First, it sought to assess the current state of e-commerce development in Romania within the broader European context. Second, it identified the use of AI-driven automation as a potential strategy for improving e-commerce in the country. To this end, e-commerce indicators were extracted from the questionnaire “ICT Usage and E-commerce in Enterprises,” which was conducted by National Statistical Authorities and centralized at the level of the European Commission. The questionnaire was carried out on a sample of 157,000 companies. A range of sophisticated techniques were employed to these indicators with the aim of reducing their dimensionality and classification error, with the objective of achieving a robust classification with the lowest possible error rate. We then proceeded to analyze Romania’s position in this ranking and, given the structure of e-commerce companies in the country, proposed the use of AI-driven automation as a potential strategy for enhancing activity in this sector. Full article

(This article belongs to the Special Issue Electronic Commerce and Information Management Towards the Digital Era)

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20 pages, 606 KB

Open AccessArticle

Building Brand Trust Through Influencers: The Mediating Role of Consumer Engagement

by Nada Sarkis, Nada Jabbour Al Maalouf, Ella Abou Jaoude and Tarek Azzi

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 114; https://doi.org/10.3390/jtaer21040114 - 8 Apr 2026

Viewed by 3032

Abstract

Interactive digital commerce environments increasingly rely on influencers as algorithmically amplified intermediaries between brands and consumers. However, the process through which influencer attributes translate into brand trust remains theoretically underdeveloped. Drawing on Social Influence Theory and Source Credibility Theory, this study develops a [...] Read more.

Interactive digital commerce environments increasingly rely on influencers as algorithmically amplified intermediaries between brands and consumers. However, the process through which influencer attributes translate into brand trust remains theoretically underdeveloped. Drawing on Social Influence Theory and Source Credibility Theory, this study develops a process-based model in which consumer engagement operates as a psychological mechanism linking influencer characteristics, namely credibility, brand alignment, interactivity, and authenticity, to brand trust. Using survey data from 400 active social media users in Lebanon and partial least squares structural equation modeling (PLS-SEM), the findings reveal that all four influencer attributes significantly enhance consumer engagement, which in turn strongly predicts brand trust. Influencer–brand alignment emerges as the strongest driver of engagement, suggesting that value congruence functions as a heuristic cue in interactive digital commerce contexts. By conceptualizing engagement as a trust-internalization mechanism within platform-mediated environments, this study advances electronic commerce theory and provides context-sensitive insight into digital trust formation in emerging markets. Full article

(This article belongs to the Special Issue Interactive Marketing in Digital Commerce: Consumer Behavior, Engagement and Decision-Making)

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25 pages, 738 KB

Open AccessArticle

Investigating Decision-Support Chatbot Acceptance Among Professionals: An Application of the UTAUT Model in a Marketing and Sales Context

by Sven Kottmann and Jürgen Seitz

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 113; https://doi.org/10.3390/jtaer21040113 - 7 Apr 2026

Viewed by 1235

Abstract

This study investigates the acceptance of an AI-powered decision-support chatbot among professionals in a marketing and sales context, addressing a gap in technology acceptance research by examining data-intensive decision environments that remain underexplored. Building on the Unified Theory of Acceptance and Use of [...] Read more.

This study investigates the acceptance of an AI-powered decision-support chatbot among professionals in a marketing and sales context, addressing a gap in technology acceptance research by examining data-intensive decision environments that remain underexplored. Building on the Unified Theory of Acceptance and Use of Technology (UTAUT), the study proposes an extended model incorporating Behavioral Intention, Performance Expectancy, Effort Expectancy, Social Influence, Output Quality, Time Saving, Source Trustworthiness, Cognitive Load, and Chatbot Self-Efficacy. An experimental study was conducted with 106 professionals using a chatbot-enhanced business analytics platform to complete marketing KPI analysis tasks. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results demonstrate that Behavioral Intention to use decision-support chatbots is significantly influenced by Performance Expectancy, Effort Expectancy, and Social Influence. Performance Expectancy is strongly driven by Output Quality, Time Saving, and Source Trustworthiness, while Effort Expectancy is significantly shaped by reduced Cognitive Load and higher Chatbot Self-Efficacy. The findings suggest that chatbot acceptance in professional decision-making depends not only on usability and performance beliefs but also on cognitive relief, trust in information sources, and efficiency gains, highlighting important implications for both theory and the design of AI-based decision-support systems. Full article

(This article belongs to the Special Issue Emerging Technologies and Marketing Innovation)

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29 pages, 691 KB

Open AccessArticle

Influencers’ Persuasive Power and Parasocial Relationships in Digital Consumption: Insights from Instagram and TikTok

by Abdalfatah Damaj and Reema Nofal

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 112; https://doi.org/10.3390/jtaer21040112 - 3 Apr 2026

Viewed by 5435

Abstract

Social media influencers (SMIs) are becoming increasingly powerful in shaping customers’ perceptions and behaviors regarding the products they purchase and the brands within digital marketing environments. This research proposes to assess the extent to which social media platforms, particularly Instagram and TikTok, affect [...] Read more.

Social media influencers (SMIs) are becoming increasingly powerful in shaping customers’ perceptions and behaviors regarding the products they purchase and the brands within digital marketing environments. This research proposes to assess the extent to which social media platforms, particularly Instagram and TikTok, affect SMIs’ capacity to persuade their followers concerning brand credibility and purchase intention. Using an online survey of 701 active users of both platforms in Palestine, the data were analyzed using structural equation modeling (SEM) through SmartPLS 4.0 for the simultaneous evaluation of both the measurement models and the structural models. The research findings indicate that follower involvement, interactivity, and emotional attachment positively influence the persuasive outcomes through the creation of parasocial relationships (PSRs) between followers and SMIs, and that these influences are different for each platform. Results show that Instagram had a larger overall influence compared to TikTok, whereas there were no differences between platforms regarding how PSRs shape follower perceptions of brand credibility and emotional attachment to SMIs; both of these perceptions are strongly linked to PSRs. Therefore, these findings underscore the importance of platform-specific engagement mechanisms in shaping PSRs and offer theoretical and practical implications for influencer marketing strategies. The findings further suggest that platform affordances may condition not only overall engagement levels but also the relative strength of persuasion mechanisms underlying PSRs and their behavioral consequences. By situating the analysis within a non-Western digital market, this study provides context-specific insights and highlights avenues for future research in comparable digital consumption environments. Full article

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22 pages, 453 KB

Open AccessArticle

How Does Information Interactivity Promote Customer Trustiness and Positive WOM in AI-Powered Chatbots? Examining Significant Roles of Perceived Values and Active Involvement

by Hua Pang, Chenyang Jin and Zihan Zhou

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 111; https://doi.org/10.3390/jtaer21040111 - 1 Apr 2026

Viewed by 1089

Abstract

The advancement in artificial intelligence (AI)-powered automation has accelerated the integration of AI-powered chatbots into our daily routines, opening novel channels for dynamic information flow and participatory dialogue. Whilst prior studies have examined chatbot interactivity and related outcomes, the mechanism through which information [...] Read more.

The advancement in artificial intelligence (AI)-powered automation has accelerated the integration of AI-powered chatbots into our daily routines, opening novel channels for dynamic information flow and participatory dialogue. Whilst prior studies have examined chatbot interactivity and related outcomes, the mechanism through which information interactivity is translated into relational and advocacy outcomes remains insufficiently theorized, and its conceptual demarcation from active involvement remains underdeveloped. Grounded in Uses and Gratifications (U&G) theory, this study develops and tests a process model of AI-powered chatbot use. In this model, information interactivity is treated as an AI-powered communicative affordance, perceived value represents the mechanism through which gratifications are realized, and active involvement is conceptualized as a situational psychological state that influences customer trustiness and positive word-of-mouth (WOM). Using structural equation modeling on survey data from 588 AI-powered chatbot users, the study finds that information interactivity positively predicts functional, psychosocial, and hedonic value, all of which significantly enhance active involvement. Active involvement, in turn, exerts a significant positive effect on customer trustiness, and customer trustiness significantly promotes positive WOM. By contrast, the direct effect of active involvement on positive WOM is not significant, suggesting that trustiness functions as the more proximal mechanism through which involvement is translated into advocacy. These findings contribute to research grounded in U&G theory by demonstrating how functional, psychosocial, and hedonic value link chatbot interactivity to relational and advocacy outcomes. They also suggest several practical considerations for the development of chatbot services that are more responsive to users’ expectations and trustiness formation. Full article

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20 pages, 515 KB

Open AccessArticle

Digital Transformation and Corporate Breakthrough Innovation: The Role of Supply Chain Spillovers

by Lifei Luo, Jiajun Xu and Rui Li

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 110; https://doi.org/10.3390/jtaer21040110 - 1 Apr 2026

Cited by 1 | Viewed by 1141

Abstract

This study investigates how digital transformation influences corporate breakthrough innovation through supply chain spillovers. Using data from Chinese listed companies between 2006 and 2023, we find that upstream digital transformation significantly promotes downstream breakthrough innovation via three mechanisms: knowledge spillover, digital peer effects, [...] Read more.

This study investigates how digital transformation influences corporate breakthrough innovation through supply chain spillovers. Using data from Chinese listed companies between 2006 and 2023, we find that upstream digital transformation significantly promotes downstream breakthrough innovation via three mechanisms: knowledge spillover, digital peer effects, and information synergy, the latter helping to mitigate the bullwhip effect. Robustness checks confirm the reliability of these results. Heterogeneity analyses reveal that the effect is stronger for firms with high absorptive capacity, operating in highly competitive industries, or with concentrated supplier bases. In contrast, downstream digital transformation also affects upstream firms, but the spillover is weaker, asymmetric, and operates only through peer effects. These findings enrich the literature on supply chain dynamics and innovation, offering practical insights for firms to harness digital synergy to expand their innovative capabilities. Full article

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22 pages, 1321 KB

Open AccessArticle

Consumer and Cultural Values Affecting Live Streaming Impulse Buying Behavior: A Cross-Cultural Study Between China and the United States

by Pei Wang, Yiwen Li, Sindy Chapa and Zeyuan Jing

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 109; https://doi.org/10.3390/jtaer21040109 - 1 Apr 2026

Cited by 2 | Viewed by 2601

Abstract

The rise of digital platforms has transformed marketing landscapes, with live-streaming emerging as a powerful tool for engaging audiences and shaping consumer behavior. While live-streaming e-commerce is rapidly expanding in Chinese and North American markets, empirical research comparing live-streaming impulse buying (LSIB) across [...] Read more.

The rise of digital platforms has transformed marketing landscapes, with live-streaming emerging as a powerful tool for engaging audiences and shaping consumer behavior. While live-streaming e-commerce is rapidly expanding in Chinese and North American markets, empirical research comparing live-streaming impulse buying (LSIB) across cultural contexts remains limited. This study examined how atmospheric cues (ACs) are associated with LSIB in China and the United States through hedonic value (HV) and utilitarian value (UV), while also considering cultural value boundary conditions. Data were collected from 396 Chinese and 408 American consumers through online survey platforms. The measurement structure was first assessed using multi-group confirmatory factor analysis, and the main structural relationships were then tested using controlled multi-group latent structural equation modeling (SEM). Composite score path models were estimated as robustness checks, and moderation hypotheses were examined using interaction regressions on composite scores. In both countries, AC was positively associated with HV and UV, and HV was positively associated with LSIB. In the U.S. sample, UV was negatively associated with LSIB, whereas the corresponding association was not significant in China. Formal Wald tests did not indicate statistically significant cross-country differences in the focal structural paths. On the HV pathway, collectivism strengthened the relationship between AC and HV in China, and long-term orientation strengthened the relationship between AC and HV in the U.S. The findings suggested that the core stimulus–organism–response (S-O-R) mechanism replicated across two market contexts, while cultural orientations mainly condition the hedonic route. The study contributed to cross-context understanding of live-streaming consumption and provides evidence-based implications for digital marketing strategy. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

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29 pages, 1420 KB

Open AccessSystematic Review

Digital Payments as a Conceptual Pathway Linking COVID-19 and Financial Inclusion: A PRISMA-Based Systematic Review and Bibliometric Analysis

by Abdelhalem Mahmoud Shahen and Mesbah Fathy Sharaf

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 108; https://doi.org/10.3390/jtaer21040108 - 30 Mar 2026

Cited by 5 | Viewed by 1531

Abstract

This study offers an integrative and systematic examination of the relationship between the COVID-19 pandemic, digital payment systems, and financial inclusion. To achieve this, it adopts a dual methodological approach that combines a PRISMA 2020-based systematic literature review with bibliometric analysis. The analysis [...] Read more.

This study offers an integrative and systematic examination of the relationship between the COVID-19 pandemic, digital payment systems, and financial inclusion. To achieve this, it adopts a dual methodological approach that combines a PRISMA 2020-based systematic literature review with bibliometric analysis. The analysis covers a set of peer-reviewed journal articles published between 2020 and 2025, using bibliometric mapping to explore the conceptual structure of the field, its main thematic clusters, and its temporal evolution. The findings indicate that COVID-19 acted as an external shock that accelerated the adoption of digital payment technologies. However, this acceleration did not automatically or uniformly lead to sustainable financial inclusion. Instead, digital payments emerge in the literature as an intermediate pathway linking the pandemic to financial inclusion outcomes under specific conditions. The strength and direction of this process depend on factors such as structural readiness, regulatory quality, digital infrastructure, levels of trust, and financial and digital literacy. Bibliometric results reveal strong conceptual convergence around three core themes—COVID-19, Digital Payments, and Financial Inclusion—forming a cohesive knowledge structure. Over time, the literature progresses from describing the crisis itself, to analyzing digital operational responses and finally to assessing longer-term inclusion and development outcomes. Overall, the study clarifies the interactive nature of the digital payments–financial inclusion nexus and proposes an integrative interpretive framework that can guide future research and support the design of more inclusive and resilient digital financial policies in post-crisis contexts. Full article

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37 pages, 2467 KB

Open AccessSystematic Review

Supplier Selection and Seller Prioritization in E-Commerce Platforms: A Systematic Review of Multi-Criteria and Hybrid Decision-Making Approaches

by Ramazan Topdemir and Gülşen Akman

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 107; https://doi.org/10.3390/jtaer21040107 - 30 Mar 2026

Viewed by 1870

Abstract

The development of digital supply chains has significantly changed traditional supplier selection models that focus on static and cost-driven criteria. In addition to price, operational standards, service excellence, and contribution to the platform should be taken into account when evaluating sellers operating on [...] Read more.

The development of digital supply chains has significantly changed traditional supplier selection models that focus on static and cost-driven criteria. In addition to price, operational standards, service excellence, and contribution to the platform should be taken into account when evaluating sellers operating on dynamic, performance-oriented e-commerce platforms. This study addresses this gap by developing a comprehensive multi-criteria decision-making (MCDM) framework through a systematic literature review according to PRISMA methodology. Searches conducted in Web of Science, ScienceDirect, IEEE Xplore, Google Scholar, and Taylor & Francis yielded 4630 records from 2014 to 2025, of which 123 were analyzed using bibliometric mapping and thematic synthesis. The findings indicate a progressive diversification of evaluation criteria over time: while quality, delivery, and cost remain foundational, recent studies increasingly address customer service, search volume, and refined financial indicators such as profit and markup rate, pointing toward more multidimensional seller evaluation models. Through thematic synthesis of the indicators identified across the reviewed studies, we propose a four-dimensional framework encompassing financial sustainability, operational efficiency, quality and service standards, and market positioning. The study also discusses the implications of integrating artificial intelligence with multi-criteria and hybrid decision-making approaches for developing adaptive seller ranking systems. By synthesizing fragmented research, our framework offers strategic guidance for platform managers designing seller evaluation and allocation mechanisms. Full article

(This article belongs to the Section Data Science, AI, and e-Commerce Analytics)

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25 pages, 639 KB

Open AccessArticle

Beyond Words: How Streamers’ Dynamic Nonverbal Cues Increase Consumer Purchase Behavior Through Viewer Immersion

by Xiaochen Liu, Tianyang Ma, Qianqian Han and Qiang Yang

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 106; https://doi.org/10.3390/jtaer21040106 - 29 Mar 2026

Cited by 1 | Viewed by 1673

Abstract

Live-streaming commerce has become a routine channel for merchants, and streamers’ nonverbal cues are closely associated with consumer responses and conversion. Drawing on real live-streaming settings, this study examined the relationship between streamers’ nonverbal cues and consumer purchase behavior, and further tested whether [...] Read more.

Live-streaming commerce has become a routine channel for merchants, and streamers’ nonverbal cues are closely associated with consumer responses and conversion. Drawing on real live-streaming settings, this study examined the relationship between streamers’ nonverbal cues and consumer purchase behavior, and further tested whether immersion, as reflected by average watch time, helped explain this relationship. Building on Social Cognitive Theory, we constructed a multimodal dataset of 4600 product-presentation segments from 546 live sessions. Using an automated computer-vision-based framework, we measured segment-level nonverbal behaviors, including nodding frequency, gesture intensity, postural movement intensity, forward lean, and camera proximity. We then examined how these nonverbal cues were associated with consumer purchase behavior and through what mechanisms in live-streaming settings. The results showed that each nonverbal cue was positively and significantly associated with consumer purchase behavior. Mediation tests further indicated that immersion significantly helped explain the relationships between nonverbal cues and consumer purchase behavior. From a process perspective, this study extends the range of constructs examined in live-streaming commerce and clarifies how nonverbal communication is associated with outcomes, offering practical implications for streamer training, camera setup, and content design. Full article

(This article belongs to the Topic Digital Marketing Dynamics: From Browsing to Buying)

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37 pages, 1587 KB

Open AccessArticle

Impact of Social Media Influencer Capability on Brand Loyalty in Saudi Arabia: The Mediating Role of Brand Trust and Moderating Effect of Authentic Leadership

by Ahmed Saif Abu-Alhaija and Mahmoud Mohamed Elsawy

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 105; https://doi.org/10.3390/jtaer21040105 - 28 Mar 2026

Viewed by 3258

Abstract

Social media influencers (SMIs) have become effective intermediaries that influence consumer perceptions, attitudes, and behavioral intentions through their online presence and persuasion skills; this has made it imperative to comprehend how buyer-related variables contribute to brand loyalty within contemporary marketing research. This study, [...] Read more.

Social media influencers (SMIs) have become effective intermediaries that influence consumer perceptions, attitudes, and behavioral intentions through their online presence and persuasion skills; this has made it imperative to comprehend how buyer-related variables contribute to brand loyalty within contemporary marketing research. This study, therefore, examines the effect of social media influencer capability on brand loyalty in Saudi Arabia, using brand trust as a mediating variable and authentic leadership as a moderating variable. Utilizing Social Exchange Theory and Authentic Leadership Theory, the study applied a quantitative cross-sectional survey design. Data were purposively collected from 476 active social media users in three major commercial hubs in Saudi Arabia (Riyadh, Jeddah, and Dammam). The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that authenticity and communication skills have a positive and significant influence on brand trust and brand loyalty, but expertise and influence only have a significant and positive influence on brand trust, not on brand loyalty directly, which means that the two constructs are indirectly influencing brand loyalty. The study also finds that authentic leadership significantly moderates the relationship between expertise, influence, and communication skills and brand loyalty, while the interaction with authenticity is not significant. Moreover, the mediation analysis shows that brand trust plays a significant mediating role in the relationships between communication skills, expertise and influence and brand loyalty, implying that the antecedents play a leading role in fostering loyalty by first developing trust. The study contributes to theory by offering a process-based perspective on the concept of brand loyalty that positions brand trust as a fundamental mechanism and authentic leadership as a vital enabling context. The findings have practical implications for organizations that want to strengthen brand loyalty through authentic communication, trust-building strategies, and leadership practices in social media-based contexts. Full article

(This article belongs to the Section Digital Marketing and the Evolving Consumer Experience)

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25 pages, 1607 KB

Open AccessArticle

Data-Driven Prioritization of User Requirements in Health E-Commerce: An Explainable Machine Learning Study

by Fanyong Meng and Yincan Jia

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 104; https://doi.org/10.3390/jtaer21040104 - 27 Mar 2026

Cited by 1 | Viewed by 854

Abstract

The rapid expansion of mobile healthcare (mHealth) applications has transformed health-related e-commerce, creating new challenges for understanding and responding to user needs. This study proposes a data-driven framework to systematically identify and prioritize unmet user requirements from negative reviews of Chinese mHealth applications. [...] Read more.

The rapid expansion of mobile healthcare (mHealth) applications has transformed health-related e-commerce, creating new challenges for understanding and responding to user needs. This study proposes a data-driven framework to systematically identify and prioritize unmet user requirements from negative reviews of Chinese mHealth applications. Using a dataset of 31,124 user reviews collected between 2019 and 2025, the framework integrates sentiment analysis, topic modeling, and machine learning regression to uncover six key areas of user concern and examine their temporal evolution. Among several predictive models linking user concerns to app ratings, the k-nearest neighbors (KNN) model demonstrated superior performance. Subsequent SHAP-based interpretability analysis reveals that account authentication, system accessibility, and application stability have the most significant impact on user ratings, highlighting the critical roles of trust and technical reliability in health e-commerce. This research not only provides actionable insights for platform governance but also contributes a generalizable methodology for leveraging user-generated content to inform evidence-based management and policy decisions in mobile digital services. Full article

(This article belongs to the Section Data Science, AI, and e-Commerce Analytics)

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33 pages, 1502 KB

Open AccessReview

Ethics Without Teeth? Challenges and Opportunities in AI Declarations for Platform Governance

by Ahmad Haidar

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 103; https://doi.org/10.3390/jtaer21040103 - 26 Mar 2026

Viewed by 3168

Abstract

The rapid integration of artificial intelligence (AI) into digital platforms has raised critical questions about how AI’s ethical declarations influence this sector. This study adopts a mixed-methods approach. First, a descriptive content analysis examined 54 declarations, including 45 national declarations across Africa, Asia, [...] Read more.

The rapid integration of artificial intelligence (AI) into digital platforms has raised critical questions about how AI’s ethical declarations influence this sector. This study adopts a mixed-methods approach. First, a descriptive content analysis examined 54 declarations, including 45 national declarations across Africa, Asia, Europe, and the Americas, and 9 from major global actors (MGAs) such as the OECD, G7, and the EU. Ethical principle frequency was examined, and a benchmarking index was developed to compare “dominant principles” cited in over 50% of regional declarations with those cited in over 50% of MGA declarations. The analysis reveals universal adoption of societal well-being, fairness, accountability, and privacy (100%), while transparency and security show regional variation (75%). Second, a semi-systematic literature review following PRISMA guidelines identified four opportunities (e.g., global participation) and seven limitations (e.g., lack of standard frameworks, definitional ambiguities, implementation challenges, and legal enforcement difficulties). The implications of these limitations for digital platforms are then examined, leading to the identification of two dimensions for responsible platform governance: assessment mechanisms (e.g., UNESCO’s Ethical Impact Assessment) and governance implementation structures. The study further distinguishes three tiers of enforceability: declarative, procedural, and institutionalized ethics, bridging normative declarations and operational practice in platform governance. Full article

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20 pages, 403 KB

Open AccessArticle

The Impact of Cybersecurity Governance on Corporate Digital Marketing: Evidence from Chinese A-Share Listed Firms

by Yushun Han and Bing He

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 102; https://doi.org/10.3390/jtaer21040102 - 26 Mar 2026

Viewed by 1426

Abstract

In the digital economy era, digital marketing has become a key strategy for firms seeking competitive advantage. However, its reliance on data has heightened exposure to cybersecurity risks. While existing research highlights the importance of digital transformation, less is known about how cybersecurity [...] Read more.

In the digital economy era, digital marketing has become a key strategy for firms seeking competitive advantage. However, its reliance on data has heightened exposure to cybersecurity risks. While existing research highlights the importance of digital transformation, less is known about how cybersecurity governance influences firms’ digital marketing activities. Drawing on signalling theory and the resource-based view, this study uses panel data from Chinese A-share listed firms during 2012–2023 to examine the impact of cybersecurity governance on digital marketing and its underlying mechanisms. The results show that effective cybersecurity governance significantly enhances firms’ digital marketing engagement. Mechanism analyses identify three channels. First, by preventing data breaches and negative incidents, firms enhance corporate reputation. Second, by creating a secure operating environment, cybersecurity governance strengthens risk-taking capacity and encourages marketing innovation. Third, by improving information disclosure and stakeholder communication, it alleviates information asymmetry. Heterogeneity analyses indicate that the positive effect is more pronounced for non-state-owned enterprises, firms in eastern regions, and high-tech firms. This study fills a gap in the literature by linking cybersecurity governance path to digital marketing and contributes to research on its economic consequences. The findings also offer practical implications for strengthening internal governance to support external market activities. Full article

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26 pages, 1124 KB

Open AccessArticle

The Role of Product Transparency and Pricing Strategy on Customer Behavior: Moderating Impact of Market Competition

by Usama Khaliq, Jinjiang Yan and Nosherwan Khaliq

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 101; https://doi.org/10.3390/jtaer21040101 - 26 Mar 2026

Viewed by 1896

Abstract

This study investigates the influence of Product Transparency (PT) and Pricing Strategy (PS) on customer behavior, specifically examining Market Competition (MC) as a moderating factor. Grounded in Signal Theory, the Theory of Planned Behavior (TPB), and Social Exchange Theory (SET), we propose a [...] Read more.

This study investigates the influence of Product Transparency (PT) and Pricing Strategy (PS) on customer behavior, specifically examining Market Competition (MC) as a moderating factor. Grounded in Signal Theory, the Theory of Planned Behavior (TPB), and Social Exchange Theory (SET), we propose a model where customer trust and perceived value mediate the impact of firm strategies on purchase decisions and customer retention. Using a two-wave time-lagged design with anonymous respondent matching, data were analyzed from e-commerce consumers in China and Pakistan using PLS-SEM multi-group analysis. The findings reveal that market competition undermines the positive relationships in the model, with a greater impact in China than in Pakistan. In general, the results suggest that market competition negatively influences the efficiency of product transparency and pricing strategies in shaping customer trust, perceived value, customer retention, and purchase decisions, which is why firms should be able to adjust these strategies to the levels of market competition and country context. This research provides critical theoretical insights into signal translation and offers practical guidance for international e-commerce managers to refine their customer relationship strategies in highly competitive digital environments. Full article

(This article belongs to the Section Digital Marketing and the Evolving Consumer Experience)

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22 pages, 555 KB

Open AccessArticle

Does Participation Intention Equal Participation Behavior? The Role of Dynamic Competition in Crowdsourcing Contests

by Xue Liu, Xiaoling Hao, Zhiliang Pang and Xing Fan

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 99; https://doi.org/10.3390/jtaer21040099 - 25 Mar 2026

Viewed by 503

Abstract

Crowdsourcing contest platforms provide enterprises with opportunities to seek external resources at a lower cost. Increasing the participation of solvers is the key to improving the success of crowdsourcing contests. Many previous studies attempt to use participation intention as a proxy for exploring [...] Read more.

Crowdsourcing contest platforms provide enterprises with opportunities to seek external resources at a lower cost. Increasing the participation of solvers is the key to improving the success of crowdsourcing contests. Many previous studies attempt to use participation intention as a proxy for exploring participation behavior, using surveys to examine participation intention or continued participation intention. However, participation intention and participation behavior differ significantly, and the dynamic nature of influencing factors has a more complex effect on solvers’ participation. Therefore, based on social exchange theory, we use the dynamic data of winvk.com to construct a two-stage model of view and submission. The effect of dynamic competition on participation intention and participation behavior is explored. The results show that external competition has a consistent negative effect on both participation intention and participation behavior. However, the effect of internal competition is different. It has no significant effect on participation intention, but has a significant positive effect on participation behavior. In addition, rewards exacerbate the effect of competition on participation behavior. These findings provide empirical evidence for exploring differences in participation intention and behavior, and offer practical suggestions for enterprises and platforms to improve solvers’ participation in a short time. Full article

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17 pages, 684 KB

Open AccessArticle

Buying the Forthcoming: The Effect of Value Congruence on Consumer Pre-Order Decisions

by Jung Hwan Kim and Soyoung Kim

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 100; https://doi.org/10.3390/jtaer21040100 - 25 Mar 2026

Viewed by 1035

Abstract

This study identifies the psychological factors that influence consumers’ pre-order decisions and the underlying mechanism. Building on the literature on value congruence in consumer behavior and cognitive consistency theory, we examine how value congruence affects information-seeking engagement and pre-order intentions in the context [...] Read more.

This study identifies the psychological factors that influence consumers’ pre-order decisions and the underlying mechanism. Building on the literature on value congruence in consumer behavior and cognitive consistency theory, we examine how value congruence affects information-seeking engagement and pre-order intentions in the context of information technology (IT) products. Using partial least squares structural equation modeling (PLS-SEM), we find that when consumers perceive value congruence with IT products, they are more likely to seek additional product information, which in turn increases their pre-order intentions. Contrary to prior research that has primarily focused on the operational factors or consumers’ individual aspects in pre-order decisions, our study highlights the importance of value alignment between consumers and products in affecting pre-order decisions. Given the increasing prevalence of IT product pre-order phenomenon in e-commerce, this study contributes to the literature on pre-ordering behavior and consumer judgment and decision-making. It also provides valuable insights for effectively promoting and developing pre-order strategies when launching new products. Full article

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40 pages, 1162 KB

Open AccessSystematic Review

Chatbot Adoption: A Systematic Literature Review

by Jean-Michel Latulippe and Riadh Ladhari

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 98; https://doi.org/10.3390/jtaer21040098 - 24 Mar 2026

Viewed by 1935

Abstract

Chatbots have spurred keen academic interest in the last decade, with researchers focusing primarily on the factors impacting chatbot adoption by consumers. Based on a systematic literature review (SLR) of 202 selected peer-reviewed papers published from 2015 to 2025, this article aims to [...] Read more.

Chatbots have spurred keen academic interest in the last decade, with researchers focusing primarily on the factors impacting chatbot adoption by consumers. Based on a systematic literature review (SLR) of 202 selected peer-reviewed papers published from 2015 to 2025, this article aims to achieve the following objectives: (1) describe publication trends, including relevant journals and highly-cited papers; (2) analyze the methodological approaches and theoretical models employed in the field; (3) investigate the drivers and barriers to consumers’ adoption of chatbots; and (4) outline directions for future research. Among the findings, the review reveals that perceived usefulness, perceived ease of use, anthropomorphic characteristics, consumer trust in chatbot applications, and the ability of chatbots to emulate a human-like personality are key drivers of chatbot adoption, whereas perceived risks and anxiety are the most reported barriers. This study offers several future research avenues and highlights the importance of considering the role of emotions and personality traits. Full article

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