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Incentivizing Video-on-Demand Subscription Intention Through Tiered Discounts and Anti-Piracy Messages

Journal Description

Journal of Theoretical and Applied Electronic Commerce Research

Journal of Theoretical and Applied Electronic Commerce Research is an international, peer-reviewed, open access journal of electronic commerce, published quarterly online by MDPI.

Open Access— free for readers, with article processing charges (APC) paid by authors or their institutions.
High Visibility: indexed within Scopus, SSCI (Web of Science), dblp, and other databases.
Journal Rank: JCR - Q2 (Business) / CiteScore - Q1 (General Business, Management and Accounting )
Rapid Publication: manuscripts are peer-reviewed and a first decision is provided to authors approximately 33.1 days after submission; acceptance to publication is undertaken in 4.9 days (median values for papers published in this journal in the first half of 2025).
Recognition of Reviewers: APC discount vouchers, optional signed peer review, and reviewer names published annually in the journal.

Impact Factor: 4.6 (2024); 5-Year Impact Factor: 5.1 (2024)

Imprint Information Journal Flyer Open Access ISSN: 0718-1876

Latest Articles

33 pages, 2239 KiB

Open AccessArticle

Strategic Contract Format Choices Under Power Dynamics: A Game-Theoretic Analysis of Tripartite Platform Supply Chains

by Yao Qiu, Xiaoming Wang, Yongkai Ma and Hongyi Li

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 177; https://doi.org/10.3390/jtaer20030177 - 11 Jul 2025

In the context of global e-commerce platform supply chains dominated by Alibaba and Amazon, power reconfiguration among tripartite stakeholders (platforms, manufacturers, and retailers) remains a critical yet underexplored issue in supply chain contract design. To analyze the strategic interactions between platforms, manufacturers, and [...] Read more.

In the context of global e-commerce platform supply chains dominated by Alibaba and Amazon, power reconfiguration among tripartite stakeholders (platforms, manufacturers, and retailers) remains a critical yet underexplored issue in supply chain contract design. To analyze the strategic interactions between platforms, manufacturers, and retailers, as well as how platforms select the contract format within a tripartite supply chain, this study proposes a Stackelberg game-theoretic framework incorporating participation constraints to compare fixed-fee and revenue-sharing contracts. The results demonstrate that revenue-sharing contracts significantly enhance supply chain efficiency by aligning incentives across members, leading to improved pricing and sales outcomes. However, this coordination benefit comes with reduced platform dominance, as revenue-sharing inherently redistributes power toward upstream and downstream partners. The analysis reveals a nuanced contract selection framework: given the revenue sharing rate, as the additional value increases, the optimal contract shifts from the mode RR to the mode RF, and ultimately to the mode FF. Notably, manufacturers and retailers exhibit a consistent preference for revenue-sharing contracts due to their favorable profit alignment properties, regardless of the platform’s value proposition. These findings may contribute to platform operations theory by (1) proposing a dynamic participation framework for contract analysis, (2) exploring value-based thresholds for contract transitions, and (3) examining the power-balancing effects of alternative contract formats. This study offers actionable insights for platform operators seeking to balance control and cooperation in their supply chain relationships, while providing manufacturers and retailers with strategic guidance for contract negotiations in platform-mediated markets. These findings are especially relevant for large e-commerce platforms and their partners managing the complexities of contemporary digital supply chains. Full article

(This article belongs to the Section e-Commerce Analytics)

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33 pages, 1672 KiB

Open AccessArticle

Trust and Ethical Influence in Organizational Nudging: Insights from Human Resource and Marketing Practice

by Ioannis Zervas and Sotiria Triantari

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 176; https://doi.org/10.3390/jtaer20030176 - 10 Jul 2025

This study investigates how persuasion, trust, and empathy from Human Resources (HR) managers affect the acceptance of nudging practices in workplace, especially when these interventions are meant to be ethical and supportive. Based on the theory of advisory nudge, the research connects ideas [...] Read more.

This study investigates how persuasion, trust, and empathy from Human Resources (HR) managers affect the acceptance of nudging practices in workplace, especially when these interventions are meant to be ethical and supportive. Based on the theory of advisory nudge, the research connects ideas from Human Resource Management and ethical marketing. A quantitative method was applied using a structured questionnaire answered by 733 HR professionals in European companies. The model was tested with PLS-SEM, and results confirmed strong influence of supervisor’s persuasion and empathy on HR professionals’ perception of nudges as ethical and autonomy-enhancing. The findings also showed that empathy plays important role in how HR professionals experience the intention behind soft interventions, with gender-based differences being significant. Additional analyses with IPMA and MGA confirmed the strategic importance of trust and emotional intelligence in organizational settings. The results help to understand when a persuasive act is seen as ethical guidance and when it is not, offering theoretical and practical insights both for HR leadership and marketing communication. The study suggests future research to explore different types of nudging and include variables such as organizational culture or HR professionals’ values, to better understand the ethical acceptance of influence at work. Full article

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26 pages, 456 KiB

Open AccessArticle

The Impact of Web-Based Augmented Reality on Continuance Intention: A Serial Mediation Roles of Cognitive and Affective Responses

by Mary Y. William and Mohamed M. Fouad

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 175; https://doi.org/10.3390/jtaer20030175 - 8 Jul 2025

The aim of this study is to investigate how consumers’ cognitive and affective responses to web-based augmented reality affect their intention to continue to use augmented reality. The novelty of this study is the integration of the Stimulus–Organism–Response model with Technology Continuance Theory, [...] Read more.

The aim of this study is to investigate how consumers’ cognitive and affective responses to web-based augmented reality affect their intention to continue to use augmented reality. The novelty of this study is the integration of the Stimulus–Organism–Response model with Technology Continuance Theory, allowing for an investigation of the relationships among the following critical variables: augmented reality (AR), utilitarian value, perceived risk, user satisfaction, attitude toward AR, and continuance intention. The study sample consisted of 452 participants. Data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) approach. The results indicate significant direct relationships between all variables. Furthermore, this study demonstrated an indirect relationship between AR and continuance intention, mediated sequentially by cognitive responses, namely, utilitarian value and perceived risk, and affective responses, including user satisfaction and attitude toward AR. Consequently, it was revealed that all indirect relationships were significant, except for the pathways from AR to continuance intention involving perceived risk. This study presents key insights for online retailers, demonstrating how the integration of AR technology into conventional online shopping platforms can optimize user experiences by enhancing the cognitive and affective responses of customers. This, in turn, strengthens their intention to continue using AR technology, fostering sustained engagement and the long-term adoption of AR technology. Full article

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28 pages, 1602 KiB

Open AccessArticle

Claiming Space: Domain Positioning and Market Recognition in Blockchain

by Yu-Tong Liu and Eun-Jung Hyun

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 174; https://doi.org/10.3390/jtaer20030174 - 8 Jul 2025

Prior research has focused on the technical and institutional challenges of blockchain adoption. However, little is known about how blockchain ventures claim categorical space in the market and how such domain positioning influences their visibility and evaluation. This study investigates the relationship between [...] Read more.

Prior research has focused on the technical and institutional challenges of blockchain adoption. However, little is known about how blockchain ventures claim categorical space in the market and how such domain positioning influences their visibility and evaluation. This study investigates the relationship between strategic domain positioning and market recognition among blockchain-based ventures, with a particular focus on applications relevant to e-commerce, such as non-fungible tokens (NFTs) and decentralized finance (DeFi). Drawing on research on categorization, legitimacy, and the technology lifecycle, we propose a domain lifecycle perspective that accounts for the evolving expectations and legitimacy criteria across blockchain domains. Using BERTopic, a transformer-based topic modeling method, we classify 9665 blockchain ventures based on their textual business descriptions. We then test the impact of domain positioning on market recognition—proxied by Crunchbase rank—while examining the moderating effects of external validation signals such as funding events, media attention, and organizational age. Our findings reveal that clear domain positioning significantly enhances market recognition, but the strength and direction of this effect vary by domain. Specifically, NFT ventures experience stronger recognition when young and less institutionally validated, suggesting a novelty premium, while DeFi ventures benefit more from conventional legitimacy signals. These results advance our understanding of how categorical dynamics operate in emerging digital ecosystems and offer practical insights for e-commerce platforms, investors, and entrepreneurs navigating blockchain-enabled innovation. Full article

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20 pages, 517 KiB

Open AccessArticle

Exploring the Mechanism of AI-Powered Virtual Idols’ Intelligence Level on Digital Natives’ Impulsive Buying Intention in E-Commerce Live Streaming: A Perspective of Psychological Distance

by Honglei Li, Wenshu Li and Tianliang Ma

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 173; https://doi.org/10.3390/jtaer20030173 - 7 Jul 2025

With the rise of live-streaming services on e-commerce platforms, AI-powered virtual idols have demonstrated tremendous application potential and thus possess high commercial value. From the perspective of psychological distance, this study adopts the Stimulus–Organism–Response (S–O–R) theoretical framework to construct a research model of [...] Read more.

With the rise of live-streaming services on e-commerce platforms, AI-powered virtual idols have demonstrated tremendous application potential and thus possess high commercial value. From the perspective of psychological distance, this study adopts the Stimulus–Organism–Response (S–O–R) theoretical framework to construct a research model of “AI-powered virtual idols–psychological distance–impulsive buying intention”. The model aims to explore how AI-powered virtual idols promote digital natives’ impulsive buying intention in the context of e-commerce live streaming. Furthermore, this study examines the moderating effect of technology readiness on the relationship between AI-powered virtual idols and psychological distance. The findings reveal that the level of intelligence of AI-powered virtual idols—including interactivity, anthropomorphism, homogeneity, and reputation—enhances digital natives’ impulsive buying intention by reducing psychological distance. For digital natives with lower technology readiness, the effect of AI-powered virtual idols in narrowing psychological distance is more pronounced. These findings enrich AI-driven consumer behavior models from a theoretical perspective and offer theoretical support and practical insights for developing AI-empowered digital marketing strategies tailored to the psychological traits and technological adaptability of digital natives. Full article

(This article belongs to the Special Issue Human–Technology Synergies in AI-Driven E-Commerce Environments)

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23 pages, 1585 KiB

Open AccessArticle

Safe Haven for Bitcoin: Digital and Physical Gold or Currencies?

by Halilibrahim Gökgöz, Aamir Aijaz Syed, Hind Alnafisah and Ahmed Jeribi

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 171; https://doi.org/10.3390/jtaer20030171 - 5 Jul 2025

The recent economic turmoil and the increasing volatility of bitcoins have necessitated the need for exploring safe-haven assets for bitcoins. In this quest, the present study aims to investigate the safe haven for bitcoins by examining the dynamic relationship between bitcoins, gold, foreign [...] Read more.

The recent economic turmoil and the increasing volatility of bitcoins have necessitated the need for exploring safe-haven assets for bitcoins. In this quest, the present study aims to investigate the safe haven for bitcoins by examining the dynamic relationship between bitcoins, gold, foreign exchange, and stablecoins. This is achieved by calculating hedge ratios and portfolio weight ratios for various asset classes, by employing adaptive-based techniques such as generalized orthogonal generalized autoregressive conditional heteroscedasticity, corrected dynamic conditional correlation, corrected asymmetric dynamic conditional correlation, and asymmetric dynamic conditional correlation under various market and time-varying conditions. The empirical estimate reveals that all the selected asset classes are effective risk diversifiers for bitcoins. However, among all the asset classes, as per the hedge and portfolio weight ratio, Japanese yen, stablecoin for Japanese yen and Great Britain Pound, and Crypto Holding Frank Token (lowest-cost hedging strategies) are the most effective risk diversifiers when compared with bitcoins. Moreover, while considering external economic shocks, the empirical estimate posits that stablecoins are more stable risk diversifiers compared to the asset class they represent. Furthermore, in terms of the bivariate portfolio analysis formed with bitcoin, this study concludes that the weight of bitcoin is more stable when combined with gold, tether gold, Euro, Great Britain Pound, Swiss franc, and Japanese Yen. Thus, these assets are attractive for long-term investment strategies. This study provides investors and policymakers with significant insight into understanding safe-haven assets for bitcoin’s volatility and constructing a flexible portfolio that is dependent on the investment timeline and the prevailing market conditions. Full article

(This article belongs to the Special Issue Blockchain Business Applications and the Metaverse)

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22 pages, 389 KiB

Open AccessArticle

“They Post, I Scroll, I Envy, I Buy”—How Social Media Influencers Shape Materialistic Values and Consumer Behavior Among Young Adults in Malaysia

by Kaukab Abid Azhar, Che Aniza Che Wel and Siti Ngayesah Ab Hamid

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 172; https://doi.org/10.3390/jtaer20030172 - 4 Jul 2025

Social media influencers have made materialism more accessible and desirable, shaping how followers view success, self-worth, and consumption. This study investigates the influence of materialistic messages promoted by lifestyle influencers on their followers’ emotions, self-concept, and consumer behavior, using Symbolic Interactionism as the [...] Read more.

Social media influencers have made materialism more accessible and desirable, shaping how followers view success, self-worth, and consumption. This study investigates the influence of materialistic messages promoted by lifestyle influencers on their followers’ emotions, self-concept, and consumer behavior, using Symbolic Interactionism as the theoretical framework. The research addresses three key questions: motivations for follower engagement, emotional effects of materialistic content, and how such messages appear to influence purchasing decisions. Using a qualitative approach, the study focuses on 15 Malaysian young adults who actively engage with lifestyle influencers. Data were analyzed using Braun and Clarke’s thematic analysis framework. Six key themes emerged: (1) admiration and aspiration; (2) feelings of inadequacy and envy; (3) rationalization of impulsive purchases; (4) symbolic consumption and self-identity; (5) emotional ambivalence; and (6) distancing and self-regulation. The findings suggest that influencers serve not only as marketing agents but as symbolic figures whose lifestyles become templates for success and self-worth. Participants engaged with this content in emotionally complex ways, simultaneously admiring and resisting the ideals presented. Their consumption behaviors appeared to be shaped by perceived social meanings attached to material goods. The study provides implications for media literacy programs, influencer marketing practices, and platform-level interventions that consider the emotional and identity-based dimensions of materialistic consumption. Full article

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40 pages, 4525 KiB

Open AccessArticle

Private Brand Product on Online Retailing Platforms: Pricing and Quality Management

by Xinyu Wang, Luping Zhang, Yue Qin and Yinsu Wang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 170; https://doi.org/10.3390/jtaer20030170 - 4 Jul 2025

In recent years, online retailing platforms (ORPs) have increasingly introduced private brand (PB) products as a new profit source, reshaping market dynamics and affecting their commission revenues. This shift creates a strategic trade-off for the platform: maximizing PB product profits while maintaining commission [...] Read more.

In recent years, online retailing platforms (ORPs) have increasingly introduced private brand (PB) products as a new profit source, reshaping market dynamics and affecting their commission revenues. This shift creates a strategic trade-off for the platform: maximizing PB product profits while maintaining commission income from national brand (NB) retailers. This paper examines the platform’s pricing and quality strategies for PB products, as well as its incentives to introduce them. We develop a game-theoretic model featuring a platform and a retailer, and derive results through equilibrium analysis and comparative statics. Special attention is given to the platform’s strategy when market power is asymmetric and the PB product is homogeneous. The analysis yields three key findings. Firstly, the platform is always incentivized to introduce a PB product, regardless of its brand value. Even when direct profit is limited, the platform can leverage the PB product to increase competitive pressure on the retailer and boost commission revenue. Secondly, when the PB product has low brand value, the platform adopts a cost-saving strategy with low quality for extremely low brand value, and a function-enhancing strategy with high quality for moderately low brand value. Thirdly, when the PB product has high brand value, the platform consistently prefers a function-enhancing strategy. This study contributes to the literature by systematically characterizing the platform’s strategic trade-offs in introducing PB products, highlighting its varied pricing and quality strategies across categories, and revealing the critical role of brand value in supply chain competition. Full article

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26 pages, 1068 KiB

Open AccessArticle

Identification and Evaluation of Key Risk Factors of Live Streaming e-Commerce Transactions Based on Social Network Analysis

by Changlu Zhang, Yuchen Wang and Jian Zhang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 169; https://doi.org/10.3390/jtaer20030169 - 3 Jul 2025

As an emerging e-commerce model, live streaming e-commerce integrates instant interaction, content marketing, and online sales to bring consumers a new shopping experience. However, there are many risks in the process of live e-commerce transactions. Identifying key risk factors and implementing targeted control [...] Read more.

As an emerging e-commerce model, live streaming e-commerce integrates instant interaction, content marketing, and online sales to bring consumers a new shopping experience. However, there are many risks in the process of live e-commerce transactions. Identifying key risk factors and implementing targeted control measures are crucial for promoting the sustainable and healthy development of live streaming e-commerce. This paper firstly constructs a business model of live streaming e-commerce transactions according to the transaction scenario and summarizes 24 risk factors from the three dimensions of live streaming e-commerce platforms, merchants, and anchors based on relevant national standards and other relevant literature. Secondly, the Delphi method is employed to modify and optimize the initial risk factors. On this basis, the social network model of risk factors is constructed to determine the influence relationship among risk factors. By calculating the degree centrality, factor types are segmented, and key risk factors as well as influence paths are identified. Finally, corresponding countermeasures and suggestions are proposed. The results indicate that Credit Evaluation System Perfection, Service Evaluation System Perfection, Qualification Audit Mechanism Perfection, Dispute Complaint Handling Channels Perfection, Risk Identification Mechanism Perfection, Platform Qualification, Merchant Qualification, and Merchant Credit are the critical risk factors affecting live streaming e-commerce transactions. Full article

(This article belongs to the Collection Utilizing Models for e-Business Decision-Making: From Data to Wisdom)

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23 pages, 9706 KiB

Open AccessArticle

Consumer Evaluation of Virtual vs. Human Influencers via Source Credibility, Perceived Social Similarity, and Consumption Motivation

by Huai-Kuan Zeng and Carolyn A. Lin

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 168; https://doi.org/10.3390/jtaer20030168 - 2 Jul 2025

Influencer marketing is estimated to reach USD 32.55 billion by the year 2025. The extant research on virtual vs. human influencers’ effectiveness has reported mixed results. Currently, research has yet to explore how consumption motivation and influencer gender (virtual vs. human) may differentially [...] Read more.

Influencer marketing is estimated to reach USD 32.55 billion by the year 2025. The extant research on virtual vs. human influencers’ effectiveness has reported mixed results. Currently, research has yet to explore how consumption motivation and influencer gender (virtual vs. human) may differentially impact consumer behavior. Likewise, whether antecedent factors such as prior attitudes toward the brand may affect the perceived authenticity and attractiveness of influencers has rarely been investigated. To fill this research gap, the current study examined virtual vs. human influencers’ effectiveness utilizing a 2 (influencer type) × 2 (product type) × 2 (influencer gender) between-subject online experiment. Specifically, Airbnb (a recreational product) and NJM (an insurance product) were respectively designated as a hedonic and utilitarian brand. The findings (N = 468) demonstrated that while prior brand attitudes toward a hedonic product had no effect on perceived influencer authenticity, the opposite was true for a utilitarian product. No significant difference was shown in perceived authenticity and attractiveness between a male and female (virtual or human) influencer. Structural equation modeling suggested that perceived social similarity between a participant and an influencer positively impacted the perceived attractiveness and authenticity of influencers and purchase intention. Hedonic instead of utilitarian motivation was found to be a positive predictor of purchase intention. Full article

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16 pages, 1037 KiB

Open AccessArticle

What You See Isn’t Always What You Get: Investigating the Impact of the Information Disclosure Gap in Online Travel Agencies

by Shu-Mei Tseng and Nairei Hori

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 167; https://doi.org/10.3390/jtaer20030167 - 2 Jul 2025

Online travel agencies (OTAs) function as e-commerce platforms that facilitate transactions between accommodation providers and consumers, enabling users to efficiently search for, compare, and book travel and lodging services. As the number of OTAs continues to grow, delivering superior service quality has become [...] Read more.

Online travel agencies (OTAs) function as e-commerce platforms that facilitate transactions between accommodation providers and consumers, enabling users to efficiently search for, compare, and book travel and lodging services. As the number of OTAs continues to grow, delivering superior service quality has become essential for increasing customer repurchase intentions. Despite its significance, existing research has primarily focused on factors such as website quality, pricing strategies, brand image, and perceived value as determinants of repurchase intention. However, relatively little attention has been paid to the alignment between online information disclosure and customers’ actual offline experiences. To address this gap, the present study introduces the concept of the information disclosure gap and examines its effects on search cost, customer satisfaction, and trust, as well as the subsequent influence of these variables on repurchase intention. A questionnaire-based survey method was conducted with individuals in Taiwan who had prior experience using OTAs, yielding 365 valid responses. This study offers practical insights and recommendations for both OTAs and accommodation providers aimed at reducing the information disclosure gap and strengthening customer repurchase intention. Full article

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26 pages, 775 KiB

Open AccessArticle

Metaverse Characteristics: The Role of Consumer Experience Shaping Consumer Behavior in the Metaverse

by Meng Tao, Jashim Khan, Ansar Abbass and Khalid Mehmood

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 166; https://doi.org/10.3390/jtaer20030166 - 2 Jul 2025

Understanding consumer behavior in digital environments is increasingly becoming crucial. This study investigates the influence of key metaverse characteristics—sociability, immersiveness, and environmental fidelity—on continuance intention to use the metaverse by examining the mediating role of consumer experience. In study 1, a Delphi method [...] Read more.

Understanding consumer behavior in digital environments is increasingly becoming crucial. This study investigates the influence of key metaverse characteristics—sociability, immersiveness, and environmental fidelity—on continuance intention to use the metaverse by examining the mediating role of consumer experience. In study 1, a Delphi method involving 26 experts was employed to establish a consensus on the significance of metaverse characteristics in shaping consumer experience and behavior. In study 2, data from 391 metaverse users were collected via an online survey, and a two-step PLS-SEM approach was used to evaluate the hypothesized relationships. The Delphi study confirmed the theoretical relevance of the identified metaverse characteristics, which were subsequently validated through user data. The results show that consumer experience fully mediates the influence of immersiveness and environmental fidelity on continuance intention and partially mediates between sociability and continuance intention. Necessary Condition Analysis (NCA) further established consumer experience as a prerequisite for continued metaverse use, while importance performance analysis (IMPA) identified sociability as the most influential driver of continuance intention. This study advances our theoretical understanding of consumer behavior in virtual settings and offers practical insights for enhancing consumer engagement and continued metaverse use. Full article

(This article belongs to the Special Issue Emerging Digital Technologies and Consumer Behavior)

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29 pages, 840 KiB

Open AccessArticle

Immersive Storytelling Content and Innovation Resistance in Agritourism Marketing Context: Impact on Traveler Post-Experience Behavior

by Achaporn Kwangsawad, Paingruthai Nusawat and Aungkana Jattamart

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 165; https://doi.org/10.3390/jtaer20030165 - 1 Jul 2025

Immersive technologies (IMTs) have significantly impacted the tourism sector by offering experiences that enhance engagement with destinations. Although previous research confirms that IMT affects travelers’ behavioral intentions, there is a lack of studies specifically focusing on the post-experience context of agritourism and the [...] Read more.

Immersive technologies (IMTs) have significantly impacted the tourism sector by offering experiences that enhance engagement with destinations. Although previous research confirms that IMT affects travelers’ behavioral intentions, there is a lack of studies specifically focusing on the post-experience context of agritourism and the factors contributing to technological resistance. This study introduces a conceptual model that combines the Diffusion of Innovation framework, the technology acceptance model, and the psychological factors related to innovation resistance to examine the decision-making processes of IMT users in the post-experience context of agritourism. The research model is evaluated through partial least squares structural equation modeling (PLS-SEM) techniques involving 400 users who engaged with IMT for a duration not exceeding 3 months. The findings indicate that the amount of storytelling content, which enhances engagement in agritourism, significantly affects users’ perceptions of IMT and their intentions to revisit and continue using IMT. Additionally, factors related to compatibility, along with privacy and security risks, influence the reluctance or readiness to adopt IMT and the decision to revisit a destination. These findings contribute to the understanding necessary to develop content and apply IMT in the agritourism sector to promote long-term sustainability. Full article

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19 pages, 1252 KiB

Open AccessArticle

The Effect of Digital Service Innovation on Strengthening Supply Chain Networks Against Disruptions: A Network Embedding Approach

by Yanjie Gou, Maozeng Xu, Lucille Aba Abruquah and Xudong Li

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 164; https://doi.org/10.3390/jtaer20030164 - 1 Jul 2025

The advent of digital technology has transformed traditional service management approaches and offers new opportunities for the supply chain network to resist these interruptions. However, current research on how digital service innovation directly affects supply chain resilience is limited. This study constructs a [...] Read more.

The advent of digital technology has transformed traditional service management approaches and offers new opportunities for the supply chain network to resist these interruptions. However, current research on how digital service innovation directly affects supply chain resilience is limited. This study constructs a theoretical research framework to explore how digital service innovation promotes supply chain resilience in the manufacturing industry, using a network embeddedness perspective. Through extensive survey data, the research demonstrates that digital service innovation enhances resilience by fostering two types of network embeddedness, namely relational and structural embedding, which in turn enhances resistance to interruption. IT support capabilities further reinforce the relationship between digital service innovation and relational embedding and structural embedding, and enhance the overall impact on resilience. This paper is among the first to integrate digital service innovation into supply chain resilience research, unveiling a network embedding approach for enhancing the ability to respond to supply chain network disruptions. Full article

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

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17 pages, 793 KiB

Open AccessArticle

Sustainable Food Package Supplier Selection in Business-to-Business Websites Based on Online Reviews with a Novel Approach

by Shupeng Huang, Kun Li, Zikang Ma, Kang Du, Manyi Tan and Hong Cheng

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 163; https://doi.org/10.3390/jtaer20030163 - 1 Jul 2025

Suppliers nowadays can be directly approached in business-to-business (B2B) E-commerce websites. This makes the product and service information of certain suppliers accessible in online reviews. Therefore, online reviews have become important for B2B supplier evaluation and selection. Recently, the sustainability of food packaging [...] Read more.

Suppliers nowadays can be directly approached in business-to-business (B2B) E-commerce websites. This makes the product and service information of certain suppliers accessible in online reviews. Therefore, online reviews have become important for B2B supplier evaluation and selection. Recently, the sustainability of food packaging has attracted increasing attention from companies and consumers. This study developed a novel multi-criteria decision making (MCDM) method called Percentage Assessment with Synergistic Comparisons And Aggregated Ranks (PASCAAR) to support the selection of sustainable food package suppliers based on online review information in B2B E-commerce websites. Such a method used three different percentage comparisons between alternatives and the minimal options, and then aggregates the comparisons with their ranks. This study confirmed the effectiveness of PASCAAR by applying it to a case study to select the supplier of sustainable food packages (i.e., biodegradable food containers) from six candidates in the B2B E-commerce website by considering multi-dimensional online review information and their own product properties. Using PASCAAR, this study obtained the outcome that the third candidate is the most suitable one, as quantitative results indicate this supplier has the highest PASCAAR score. Based on the results, this study further conducted thorough sensitivity tests to validate the results. It can be found that, compared with the classical MCDM methods in measuring the performance of alternatives and aggregating evaluation scores, the PASCAAR method can have more robust and informative results. This study also developed a PASCAAR Solver to enable easy implementation of this method. This study contributes to the existing literature by providing new ranking and aggregation ideas in MCDM and can offer practitioners a more informative and highly actionable method for supplier selection and decision support system development by utilizing online review information. Full article

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20 pages, 1648 KiB

Open AccessArticle

Endogenous Quantity Timing Between the Online Retailer and the Third-Party Retailer

by Zongbao Zou, Lihao Chen and Cong Wang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 162; https://doi.org/10.3390/jtaer20030162 - 1 Jul 2025

This paper investigates the strategic interaction between an online retailer (e.g., Amazon) and a third-party retailer (3PR) under sequential and simultaneous quantity competition models. The platform and 3PR simultaneously compete and cooperate with each other. By game-theoretic analysis, we confirm that the degree [...] Read more.

This paper investigates the strategic interaction between an online retailer (e.g., Amazon) and a third-party retailer (3PR) under sequential and simultaneous quantity competition models. The platform and 3PR simultaneously compete and cooperate with each other. By game-theoretic analysis, we confirm that the degree of competition between the online retailer and the 3PR in the sequential quantity game is lower than that in the simultaneous quantity game. More importantly, when the two retailers’ products are sold on the platform, their profits are both much higher in the sequential quantity game than in the simultaneous quantity game, leading to a win–win situation. Meanwhile, the coexistence of the two retailers’ products on the platform is able to mitigate the double marginal effect between the online retailer and the 3PR and to increase consumer surplus and social welfare. Our results provide operational insights for platform governance and 3PR participation strategies. Full article

(This article belongs to the Section e-Commerce Analytics)

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39 pages, 1242 KiB

Open AccessArticle

Location-Based Moderation in Digital Marketing and E-Commerce: Understanding Gen Z’s Online Buying Behavior for Emerging Tech Products

by Dimitrios Theocharis, Georgios Tsekouropoulos, Greta Hoxha and Ioanna Simeli

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 161; https://doi.org/10.3390/jtaer20030161 - 1 Jul 2025

In an increasingly digitalized marketplace, understanding Generation Z’s (Gen Z) online consumer behavior has become a critical priority, particularly in relation to newly launched technological products. Although online consumer behavior has been widely studied, a gap remains in understanding how the location of [...] Read more.

In an increasingly digitalized marketplace, understanding Generation Z’s (Gen Z) online consumer behavior has become a critical priority, particularly in relation to newly launched technological products. Although online consumer behavior has been widely studied, a gap remains in understanding how the location of the e-shop (domestic vs. international) moderates this behavior. Addressing this gap, the present study adopts a quantitative, cross-sectional design with data from 302 Gen Z participants, using a hybrid sampling method that combines convenience and systematic techniques. A structured questionnaire, grounded in 19 well-established behavioral theories, was employed to examine the influence of six key factors, behavioral and attitudinal traits, social and peer influences, marketing impact, online experience, brand perceptions, and Gen Z characteristics, across various stages of the consumer journey. Moderation analysis revealed that e-shop location significantly affects the strength of relationships between these factors and both purchase intention and post-purchase behavior. Notably, Gen Z’s values and marketing responsiveness were found to be more predictive in the context of international e-shops. These findings highlight the importance of marketing strategies that are both locally relevant and globally informed. For businesses, this research offers actionable insights into how digital engagement and brand messaging can be tailored to meet the unique expectations of Gen Z consumers across diverse e-commerce contexts, thereby enhancing consumer satisfaction, loyalty, and brand advocacy. Full article

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18 pages, 1075 KiB

Open AccessArticle

Stock Market Reactions to Adoption of Cryptocurrency as a Payment Instrument

by Santhosh Kumar Venugopal and Marwa Talbi

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 160; https://doi.org/10.3390/jtaer20030160 - 1 Jul 2025

The adoption of cryptocurrency as a payment instrument by firms has sparked ongoing debates about how such strategic moves are perceived by key stakeholders. This study investigates how investors react when an e-commerce firm adds or withdraws from providing cryptocurrency as a payment [...] Read more.

The adoption of cryptocurrency as a payment instrument by firms has sparked ongoing debates about how such strategic moves are perceived by key stakeholders. This study investigates how investors react when an e-commerce firm adds or withdraws from providing cryptocurrency as a payment option. To explore these aspects, we examine two cases: MercadoLibre’s decision to introduce Meli Dólar as a payment option, representing the inclusion of cryptocurrency, and eBay’s withdrawal from the Libra project, representing strategic exclusion. We assess the causal impact of these strategies by employing a Regression Discontinuity Design (RDD) and deriving the observation period by using an optimal bandwidth method. The results indicate that there was an immediate decline in share prices following the adoption of the Meli Dólar as a payment instrument and an immediate increase following the decision to withdraw from using Libra as a payment instrument. The findings suggest that including cryptocurrency as a payment method may run counter to investor expectations. This study contributes to the discourse on the viability of cryptocurrency adoption by e-commerce firms and emphasizes the importance of understanding how decisions around cryptocurrency convey market signals, which may have strategic implications for a firm’s overall strategy. Full article

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24 pages, 3635 KiB

Open AccessArticle

Exploring Consumer Acceptance of Metaverse Marketing for Branding Activities and the Pre-Purchase Stage

by Yuk Ming Tang, Jessie Kwan Ning Wong and G. T. S. Ho

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 159; https://doi.org/10.3390/jtaer20030159 - 1 Jul 2025

Metaverse is reshaping how brands approach marketing, providing alternative and innovative methods for marketers to redefine their brands and reinvent the customer experience. Different sectors are still exploring the possibilities of the metaverse and are now adopting a test-and-learning mindset. This study explores [...] Read more.

Metaverse is reshaping how brands approach marketing, providing alternative and innovative methods for marketers to redefine their brands and reinvent the customer experience. Different sectors are still exploring the possibilities of the metaverse and are now adopting a test-and-learning mindset. This study explores consumer acceptance of metaverse marketing for branding and pre-purchase activities, comparing its effectiveness with social media platforms. Using a survey of 197 participants (45% experiencing a metaverse space on Spatial.io, 55% using Instagram), we investigated factors influencing intention to use and purchase intention through a closed-ended questionnaire. The results show that perceived usefulness is the primary driver of use intention in the metaverse (β = 0.573, p < 0.001), while habit significantly influences platform preference, particularly for social media (β = 0.767, p < 0.001). These findings provide marketers with actionable insights to leverage interactive virtual environments, enhancing branding and pre-purchase experiences by prioritizing usability and familiarity. Full article

(This article belongs to the Special Issue Emerging Digital Technologies and Consumer Behavior)

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24 pages, 532 KiB

Open AccessArticle

Can They Keep You Hooked? Impact of Streamers’ Social Capital on User Stickiness in E-Commerce Live Streaming

by Juan Tan, Yanling Dong, Wenjing Zhao, Qiong Tan and Rui Liu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 158; https://doi.org/10.3390/jtaer20030158 - 1 Jul 2025

Amid the rapid growth of social media and live streaming platforms, streamers, who serve as a crucial link between products and users, have garnered significant attention from both academia and industry. This study explores the impact of the streamer’s social capital (S) on [...] Read more.

Amid the rapid growth of social media and live streaming platforms, streamers, who serve as a crucial link between products and users, have garnered significant attention from both academia and industry. This study explores the impact of the streamer’s social capital (S) on user stickiness (R), as well as the mediating roles of perceived value and flow experience (O) in light of the Stimuli-Organism-Response (SOR) framework and social capital theory. A total of 322 valid samples were analyzed through Structural Equation Modeling (SEM) and Fuzzy-set Qualitative Comparative Analysis (fsQCA). The results from the SEM indicate that the structural capital, cognitive capital, and relational capital of streamers in e-commerce live streaming significantly influence users’ perceived value, while structural capital and relational capital substantially impact users’ flow experience. Furthermore, both perceived value and flow experience are found to have a significant effect on user stickiness, with chained mediating effects observed between perceived value and flow experience. The fsQCA results further identify three configurational paths influencing user stickiness: the perceived value-oriented path, the flow experience-oriented path, and a hybrid path. This study offers valuable insights and practical implications for e-commerce merchants and companies involved in live streaming activities. Full article

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