Journal of Theoretical and Applied Electronic Commerce Research

17 pages, 284 KiB

Open AccessArticle

Exploring the Motivation for Media Consumption and Attitudes Toward Advertisement in Transition to Ad-Supported OTT Plans: Evidence from South Korea

by Sang-Yeon Kim, Jeong-Hyun Kang, Hye-Min Byeon, Yoon-Taek Sung, Young-A Song, Ji-Won Lee and Seung-Chul Yoo

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 198; https://doi.org/10.3390/jtaer20030198 - 4 Aug 2025

Abstract

As ad-supported subscription models proliferate across over-the-top (OTT) media platforms, understanding the psychological mechanisms and perceptual factors that underlie consumers’ transition decisions becomes increasingly consequential. This study integrates the Uses and Gratifications framework with a contemporary motivation-based perspective to examine how users’ media [...] Read more.

As ad-supported subscription models proliferate across over-the-top (OTT) media platforms, understanding the psychological mechanisms and perceptual factors that underlie consumers’ transition decisions becomes increasingly consequential. This study integrates the Uses and Gratifications framework with a contemporary motivation-based perspective to examine how users’ media consumption motivations and advertising attitudes predict intentions to adopt ad-supported OTT plans. Data were collected via a nationally representative online survey in South Korea (N = 813). The sample included both premium subscribers (n = 708) and non-subscribers (n = 105). The findings reveal distinct segmentation in decision-making patterns. Among premium subscribers, switching intentions were predominantly driven by intrinsic motivations—particularly identity alignment with content—and by the perceived informational value of advertisements. These individuals are more likely to consider ad-supported plans when ad content is personally relevant and cognitively enriching. Conversely, non-subscribers exhibited greater sensitivity to extrinsic cues such as the entertainment value of ads and the presence of tangible incentives (e.g., discounts), suggesting a hedonic-reward orientation. By advancing a dual-pathway explanatory model, this study contributes to the theoretical discourse on digital subscription behavior and offers actionable insights for OTT service providers. The results underscore the necessity of segment-specific advertising strategies: premium subscribers may be engaged through informative and identity-consistent advertising, while non-subscribers respond more favorably to enjoyable and benefit-laden ad experiences. These insights inform platform monetization efforts amid the evolving dynamics of consumer attention and subscription fatigue. Full article

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

18 pages, 514 KiB

Open AccessArticle

Which Factors Affect Online Video Views and Subscriptions? Reference-Dependent Consumer Preferences in the Social Media Market

by Myoungjin Oh, Kyuho Maeng and Jungwoo Shin

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 197; https://doi.org/10.3390/jtaer20030197 - 4 Aug 2025

Abstract

In the attention-driven environment of online video platforms, understanding the factors that influence content selection and channel subscriptions is crucial for creators, marketers, and platform managers. This study investigates how thumbnails, view counts, video length, genre, and the number of advertisements affect user [...] Read more.

In the attention-driven environment of online video platforms, understanding the factors that influence content selection and channel subscriptions is crucial for creators, marketers, and platform managers. This study investigates how thumbnails, view counts, video length, genre, and the number of advertisements affect user decision-making on YouTube. Grounded in random utility theory and reference-dependent preference theory, this study conducted a choice experiment with 525 respondents and employed a combined model of rank-ordered and binary logit methods to analyze viewing and subscription behaviors. The results indicate a significant preference for thumbnails with subtitles and shorter videos. Notably, we found evidence of reference-dependent effects, whereby a higher-than-expected number of ads decreased viewing probability, while a lower-than-expected number significantly increased subscription probability. This study advances our understanding of the factors that influence user behavior on social media, specifically in terms of viewing and subscribing, and empirically supports prospect theory in the online advertising market. Our findings offer both theoretical and practical insights into optimizing video content and monetization strategies in competitive social media markets. Full article

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22 pages, 858 KiB

Open AccessArticle

Dual-Pathway Effects of Product and Technological Attributes on Consumer Engagement in Augmented Reality Advertising

by Peng He and Jing Zhang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 196; https://doi.org/10.3390/jtaer20030196 - 4 Aug 2025

Abstract

As augmented reality (AR) advertising becomes increasingly prevalent across digital platforms, understanding how its unique features influence consumer responses is critical for both theory and practice. Based on the elaboration likelihood model (ELM), this study develops and validates a dual-dimension content–dual-route processing model [...] Read more.

As augmented reality (AR) advertising becomes increasingly prevalent across digital platforms, understanding how its unique features influence consumer responses is critical for both theory and practice. Based on the elaboration likelihood model (ELM), this study develops and validates a dual-dimension content–dual-route processing model to investigate how different features of AR advertising influence consumer engagement. Specifically, it examines how product-related attributes (attractiveness, informativeness) and technology-related attributes (interactivity, augmentation) shape attitudes toward the ad and purchase intentions through cognitive (information credibility) and affective (enjoyment) pathways. Using data from an online survey (N = 299), the study applies partial least squares structural equation modeling (PLS-SEM) to test the proposed model. The results show that informativeness and augmentation significantly enhance information credibility, while attractiveness primarily influences emotional responses. Interactivity and augmentation positively influence cognitive and affective responses. Mediation analysis confirms the simultaneous activation of central and peripheral processing routes, with flow experience emerging as a significant moderator in selected pathways. By introducing a structured framework for AR advertising content, this study extends the applicability of the ELM in immersive media contexts. It underscores the combined impact of rational evaluation and emotional engagement in shaping consumer behavior and offers practical insights for designing effective AR advertising strategies. Full article

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22 pages, 505 KiB

Open AccessArticle

When Interaction Becomes Addiction: The Psychological Consequences of Instagram Dependency

by Blanca Herrero-Báguena, Silvia Sanz-Blas and Daniela Buzova

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 195; https://doi.org/10.3390/jtaer20030195 - 2 Aug 2025

Abstract

The purpose of the present research is to analyse the negative outcomes associated with the excessive Instagram dependency of those users that access the application through their smartphones. An empirical study was conducted through online interviews using structured questionnaires, resulting in 342 valid [...] Read more.

The purpose of the present research is to analyse the negative outcomes associated with the excessive Instagram dependency of those users that access the application through their smartphones. An empirical study was conducted through online interviews using structured questionnaires, resulting in 342 valid responses, with the target population being young users over 18 years old who access Instagram daily. Research shows that dependency on Instagram is primarily driven by individuals’ need for orientation and understanding, with entertainment being a secondary motivation. The results indicate that dependency on the social network is positively associated with excessive use, addiction, and Instastress. Furthermore, excessive use contributes to personal and social problems and increases both stress levels and mindfulness related to the platform. In turn, this excessive use intensifies addiction, which functions as a mediating variable between overuse and Instastress, mindfulness, and emotional exhaustion. This study offers valuable insights for academics, mental health professionals, and marketers by emphasizing the importance of fostering healthier digital habits and developing targeted interventions. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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27 pages, 2496 KiB

Open AccessArticle

A Context-Aware Tourism Recommender System Using a Hybrid Method Combining Deep Learning and Ontology-Based Knowledge

by Marco Flórez, Eduardo Carrillo, Francisco Mendes and José Carreño

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 194; https://doi.org/10.3390/jtaer20030194 - 2 Aug 2025

Abstract

The Santurbán paramo is a sensitive high-mountain ecosystem exposed to pressures from extractive and agricultural activities, as well as increasing tourism. In response, this study presents a context-aware recommendation system designed to support sustainable tourism through the integration of deep neural networks and [...] Read more.

The Santurbán paramo is a sensitive high-mountain ecosystem exposed to pressures from extractive and agricultural activities, as well as increasing tourism. In response, this study presents a context-aware recommendation system designed to support sustainable tourism through the integration of deep neural networks and ontology-based semantic modeling. The proposed system delivers personalized recommendations—such as activities, accommodations, and ecological routes—by processing user preferences, geolocation data, and contextual features, including cost and popularity. The architecture combines a trained TensorFlow Lite model with a domain ontology enriched with GeoSPARQL for geospatial reasoning. All inference operations are conducted locally on Android devices, supported by SQLite for offline data storage, which ensures functionality in connectivity-restricted environments and preserves user privacy. Additionally, the system employs geofencing to trigger real-time environmental notifications when users approach ecologically sensitive zones, promoting responsible behavior and biodiversity awareness. By incorporating structured semantic knowledge with adaptive machine learning, the system enables low-latency, personalized, and conservation-oriented recommendations. This approach contributes to the sustainable management of natural reserves by aligning individual tourism experiences with ecological protection objectives, particularly in remote areas like the Santurbán paramo. Full article

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21 pages, 5425 KiB

Open AccessArticle

Artificial Intelligence Disclosure in Cause-Related Marketing: A Persuasion Knowledge Perspective

by Xiaodong Qiu, Ya Wang, Yuruo Zeng and Rong Cong

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 193; https://doi.org/10.3390/jtaer20030193 - 2 Aug 2025

Abstract

Integrating artificial intelligence (AI) and cause-related marketing has reshaped corporate social responsibility practices while triggering a conflict between technological instrumental rationality and moral value transmission. Building on the Persuasion Knowledge Model (PKM) and AI aversion literature, this research employs two experiments to reveal [...] Read more.

Integrating artificial intelligence (AI) and cause-related marketing has reshaped corporate social responsibility practices while triggering a conflict between technological instrumental rationality and moral value transmission. Building on the Persuasion Knowledge Model (PKM) and AI aversion literature, this research employs two experiments to reveal that AI disclosure exerts a unique inhibitory effect on consumers’ purchase intentions in cause-related marketing contexts compared to non-cause-related marketing scenarios. Further analysis uncovers a chain mediation pathway through consumer skepticism and advertisement attitudes, explaining the psychological mechanism underlying AI disclosure’s impact on purchase intentions. The study also identifies the moderating role of AI aversion within this chain model. The findings provide a new theoretical perspective for integrating AI disclosure, consumer psychological responses, and marketing effectiveness while exposing the “value-instrumentality” conflict inherent in AI applications for cause-related marketing. This research advances the evolution of the PKM in the digital era and offers practical insights for cause-related marketing enterprises to balance AI technology application with optimized disclosure strategies. Full article

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34 pages, 434 KiB

Open AccessArticle

Mobile Banking Adoption: A Multi-Factorial Study on Social Influence, Compatibility, Digital Self-Efficacy, and Perceived Cost Among Generation Z Consumers in the United States

by Santosh Reddy Addula

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 192; https://doi.org/10.3390/jtaer20030192 - 1 Aug 2025

Abstract

The introduction of mobile banking is essential in today’s financial sector, where technological innovation plays a critical role. To remain competitive in the current market, businesses must analyze client attitudes and perspectives, as these influence long-term demand and overall profitability. While previous studies [...] Read more.

The introduction of mobile banking is essential in today’s financial sector, where technological innovation plays a critical role. To remain competitive in the current market, businesses must analyze client attitudes and perspectives, as these influence long-term demand and overall profitability. While previous studies have explored general adoption behaviors, limited research has examined how individual factors such as social influence, lifestyle compatibility, financial technology self-efficacy, and perceived usage cost affect mobile banking adoption among specific generational cohorts. This study addresses that gap by offering insights into these variables, contributing to the growing literature on mobile banking adoption, and presenting actionable recommendations for financial institutions targeting younger market segments. Using a structured questionnaire survey, data were collected from both users and non-users of mobile banking among the Gen Z population in the United States. The regression model significantly predicts mobile banking adoption, with an intercept of

- 0.548

(

p < 0.001

). Among the independent variables, perceived cost of usage has the strongest positive effect on adoption (

B = 0.857

,

β = 0.722

,

p < 0.001

), suggesting that adoption increases when mobile banking is perceived as more affordable. Social influence also has a significant positive impact (

B = 0.642

,

β = 0.643

,

p < 0.001

), indicating that peer influence is a central driver of adoption decisions. However, self-efficacy shows a significant negative relationship (

B = - 0.343

,

β = - 0.339

,

p < 0.001

), and lifestyle compatibility was found to be statistically insignificant (

p = 0.615

). These findings suggest that reducing perceived costs, through lower fees, data bundling, or clearer communication about affordability, can directly enhance adoption among Gen Z consumers. Furthermore, leveraging peer influence via referral rewards, Partnerships with influencers, and in-app social features can increase user adoption. Since digital self-efficacy presents a barrier for some, banks should prioritize simplifying user interfaces and offering guided assistance, such as tutorials or chat-based support. Future research may employ longitudinal designs or analyze real-life transaction data for a more objective understanding of behavior. Additional variables like trust, perceived risk, and regulatory policies, not included in this study, should be integrated into future models to offer a more comprehensive analysis. Full article

24 pages, 6260 KiB

Open AccessArticle

Transforming Product Discovery and Interpretation Using Vision–Language Models

by Simona-Vasilica Oprea and Adela Bâra

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 191; https://doi.org/10.3390/jtaer20030191 - 1 Aug 2025

Abstract

In this work, the utility of multimodal vision–language models (VLMs) for visual product understanding in e-commerce is investigated, focusing on two complementary models: ColQwen2 (vidore/colqwen2-v1.0) and ColPali (vidore/colpali-v1.2-hf). These models are integrated into two architectures and evaluated across various [...] Read more.

In this work, the utility of multimodal vision–language models (VLMs) for visual product understanding in e-commerce is investigated, focusing on two complementary models: ColQwen2 (vidore/colqwen2-v1.0) and ColPali (vidore/colpali-v1.2-hf). These models are integrated into two architectures and evaluated across various product interpretation tasks, including image-grounded question answering, brand recognition and visual retrieval based on natural language prompts. ColQwen2, built on the Qwen2-VL backbone with LoRA-based adapter hot-swapping, demonstrates strong performance, allowing end-to-end image querying and text response synthesis. It excels at identifying attributes such as brand, color or usage based solely on product images and responds fluently to user questions. In contrast, ColPali, which utilizes the PaliGemma backbone, is optimized for explainability. It delivers detailed visual-token alignment maps that reveal how specific regions of an image contribute to retrieval decisions, offering transparency ideal for diagnostics or educational applications. Through comparative experiments using footwear imagery, it is demonstrated that ColQwen2 is highly effective in generating accurate responses to product-related questions, while ColPali provides fine-grained visual explanations that reinforce trust and model accountability. Full article

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22 pages, 2702 KiB

Open AccessArticle

Spatial Heterogeneity of Intra-Urban E-Commerce Demand and Its Retail-Delivery Interactions: Evidence from Waybill Big Data

by Yunnan Cai, Jiangmin Chen and Shijie Li

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 190; https://doi.org/10.3390/jtaer20030190 - 1 Aug 2025

Abstract

E-commerce growth has reshaped consumer behavior and retail services, driving parcel demand and challenging last-mile logistics. Existing research predominantly relies on survey data and global regression models that overlook intra-urban spatial heterogeneity in shopping behaviors. This study bridges this gap by analyzing e-commerce [...] Read more.

E-commerce growth has reshaped consumer behavior and retail services, driving parcel demand and challenging last-mile logistics. Existing research predominantly relies on survey data and global regression models that overlook intra-urban spatial heterogeneity in shopping behaviors. This study bridges this gap by analyzing e-commerce demand’s spatial distribution from a retail service perspective, identifying key drivers, and evaluating implications for omnichannel strategies and logistics. Utilizing waybill big data, spatial analysis, and multiscale geographically weighted regression, we reveal: (1) High-density e-commerce demand areas are predominantly located in central districts, whereas peripheral regions exhibit statistically lower volumes. The spatial distribution pattern of e-commerce demand aligns with the urban development spatial structure. (2) Factors such as population density and education levels significantly influence e-commerce demand. (3) Convenience stores play a dual role as retail service providers and parcel collection points, reinforcing their importance in shaping consumer accessibility and service efficiency, particularly in underserved urban areas. (4) Supermarkets exert a substitution effect on online shopping by offering immediate product availability, highlighting their role in shaping consumer purchasing preferences and retail service strategies. These findings contribute to retail and consumer services research by demonstrating how spatial e-commerce demand patterns reflect consumer shopping preferences, the role of omnichannel retail strategies, and the competitive dynamics between e-commerce and physical retail formats. Full article

(This article belongs to the Topic Data Science and Intelligent Management)

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25 pages, 916 KiB

Open AccessArticle

Technology-Enabled Cross-Platform Disposal of Idle Clothing in Social and E-Commerce Synergy: An Integrated TPB-TCV Framework

by Xingjun Ru, Ziyi Li, Qian Shang, Le Liu and Bo Gong

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 189; https://doi.org/10.3390/jtaer20030189 - 1 Aug 2025

Abstract

This study integrates the Theory of Planned Behavior and the Theory of Consumption Values through a mixed-methods approach (structured interview and structural equation model) to investigate cross-platform disposal behaviors for idle clothing on social media and second-hand platform ecosystems. The study reconstructs traditional [...] Read more.

This study integrates the Theory of Planned Behavior and the Theory of Consumption Values through a mixed-methods approach (structured interview and structural equation model) to investigate cross-platform disposal behaviors for idle clothing on social media and second-hand platform ecosystems. The study reconstructs traditional theoretical variables: psychological motivation dimension (platform-enabled green attitude, social circle environmental demonstration, and cross-platform behavioral control) and perceived value dimension (functional integration value perception, socialized emotional empowerment, and community identity value). Key findings: Cross-platform behavioral control is the strongest predictor of behavioral intention. In the value dimension, emotional value has the strongest direct impact on disposal intentions, functional integration is key to enhancing behavioral control, and community identity value most significantly impacts the platform-enabled green attitude and the social circle environmental demonstration. Finally, proposing a governance framework of “technological empowerment–emotional resonance–identity motivation”, offering theoretical foundations for optimizing platform interoperability and formulating digital environmental policies. Full article

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25 pages, 2069 KiB

Open AccessArticle

How Does Port Logistics Service Innovation Enhance Cross-Border e-Commerce Enterprise Performance? An Empirical Study in Ningbo-Zhoushan Port, China

by Weitao Jiang, Hongxu Lu, Zexin Wang and Ying Jing

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 188; https://doi.org/10.3390/jtaer20030188 - 1 Aug 2025

Abstract

The port logistics service innovation (PLSI) is closely associated with cross-border e-commerce (CBEC) enterprise performance, given that the port, as the spatial carrier and the joint point of goods, information, customs house affairs, etc., is essentially a key node of the CBEC logistics [...] Read more.

The port logistics service innovation (PLSI) is closely associated with cross-border e-commerce (CBEC) enterprise performance, given that the port, as the spatial carrier and the joint point of goods, information, customs house affairs, etc., is essentially a key node of the CBEC logistics chain. However, the influence mechanism of PLSI on CBEC enterprise performance has still not yet been elaborated by consensus. To fill this gap, this study aims to figure out the effect mechanism integrating the probe into two variables (i.e., information interaction and environmental upgrade) in a moderated mediation model. Specifically, this study collects questionnaire survey data of logistics enterprises and CBEC enterprises in the Ningbo-Zhoushan Port of China by the Bootstrap method in the software SPSS 26.0. The results show the following: (1) PLSI can positively affect the CBEC enterprise performance; (2) information interaction plays an intermediary role between PLSI and CBEC enterprise performance; and (3) environmental upgrade can not only positively regulate the relationship between information interaction and CBEC enterprise performance, but also enhance the mediating role of information interaction with a moderated intermediary effect. Full article

(This article belongs to the Topic Data Science and Intelligent Management)

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29 pages, 2413 KiB

Open AccessArticle

From Opportunity to Resistance: A Structural Model of Platform-Based Startup Adoption

by Ruixia Ji, Hong Chen and Sang-Do Park

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 187; https://doi.org/10.3390/jtaer20030187 - 1 Aug 2025

Abstract

This study explores the determinants of startup intention within the context of e-commerce platform-based startups in South Korea. We employ an extended technology acceptance model (TAM) that integrates individual, social, and entrepreneurial characteristics. A two-step analytical approach is applied, combining variable extraction through [...] Read more.

This study explores the determinants of startup intention within the context of e-commerce platform-based startups in South Korea. We employ an extended technology acceptance model (TAM) that integrates individual, social, and entrepreneurial characteristics. A two-step analytical approach is applied, combining variable extraction through data mining and hypothesis testing using structural equation modeling. The results indicate that personal and social factors—such as entrepreneurial mindset and social influence—positively affect perceived usefulness, while job relevance and exposure to successful startup models enhance perceived ease of use. In contrast, security concerns and technological barriers negatively impact these relationships, posing critical obstacles to platform-based startups. This study extends the TAM framework to the platform-based startup context, offering theoretical contributions and proposing policy implications, including promoting digital literacy, developing entrepreneurial networks, and addressing security and regulatory issues. These insights offer a deeper understanding of how platform environments shape entrepreneurial behavior, providing practical guidance for startup founders, developers, and policymakers. Full article

(This article belongs to the Section Entrepreneurship, Innovation, FinTech Accounting and Industry 4.0)

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41 pages, 2458 KiB

Open AccessArticle

Determinants of Behavioral Intention in Augmented Reality Filter Adoption: An Integrated TAM and Satisfaction–Loyalty Model Approach

by K. L. Keung, C. K. M. Lee and Kwok-To Luk

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 186; https://doi.org/10.3390/jtaer20030186 - 1 Aug 2025

Abstract

This study dives into what drives people to use AR filters in the catering industry, focusing on the Hong Kong market. The main idea is to determine how “perceived value” shapes users’ intentions to engage with these filters. To do this, the research [...] Read more.

This study dives into what drives people to use AR filters in the catering industry, focusing on the Hong Kong market. The main idea is to determine how “perceived value” shapes users’ intentions to engage with these filters. To do this, the research combines concepts from two popular models—the extended Technology Acceptance Model (TAM) and the Satisfaction–Loyalty Model (SLM)—to understand what influences perceived value. The survey data were then analyzed with Structural Equation Modeling (SEM) to see how perceived usefulness, enjoyment, satisfaction, and value connect to users’ intentions. The results showed that “perceived value” is a big deal—the main factor driving whether people want to use AR filters. Things like how useful or enjoyable the filters are and how satisfied users feel all play a role in shaping this perceived value. These findings are gold for marketing teams and AR developers, especially in the catering world. Combining TAM and the Satisfaction–Loyalty Model offers a fresh perspective on how AR technology influences consumer behavior. On top of that, it gives practical advice for businesses looking to make the most of AR filters in their marketing and customer experience strategies. Full article

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

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19 pages, 2378 KiB

Open AccessArticle

The Necessity of Phased Research: Sentiment Fluctuations in Online Comments Caused by Product Value

by Jing Li and Junjie Shen

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 185; https://doi.org/10.3390/jtaer20030185 - 23 Jul 2025

Abstract

In the sentiment analysis of online comments, all comments are generally considered as a whole, with little attention paid to the inevitable emotional fluctuations in comments caused by changes in product value. In this study, we analyzed the online comments related to apple [...] Read more.

In the sentiment analysis of online comments, all comments are generally considered as a whole, with little attention paid to the inevitable emotional fluctuations in comments caused by changes in product value. In this study, we analyzed the online comments related to apple sales on Chinese e-commerce platforms, and combined topic models, sentiment analysis, and transfer learning to investigate the impact of product value on emotional fluctuations in online comments. We found that as product value changes, the sentiment of online comments undergoes significant fluctuations. Among the prominent negative sentiments, the proportion of topics influenced by product value significantly increases as product value decreases. This study reveals the correlation between changes in product value and sentiment fluctuations in online comments, and demonstrates the necessity of classifying online comments based on product value as an indicator. This study offers a novel perspective for enhancing sentiment analysis by incorporating product value dynamics. Full article

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31 pages, 1342 KiB

Open AccessReview

The Role of Artificial Intelligence in Customer Engagement and Social Media Marketing—Implications from a Systematic Review for the Tourism and Hospitality Sectors

by Katarzyna Żyminkowska and Edyta Zachurzok-Srebrny

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 184; https://doi.org/10.3390/jtaer20030184 - 23 Jul 2025

Abstract

The adoption of artificial intelligence (AI) in marketing and social media is gaining scholarly interest. While AI technologies offer significant potential for enhancing customer engagement (CE), their effectiveness depends on an industry’s level of digital and AI readiness. This is especially relevant for [...] Read more.

The adoption of artificial intelligence (AI) in marketing and social media is gaining scholarly interest. While AI technologies offer significant potential for enhancing customer engagement (CE), their effectiveness depends on an industry’s level of digital and AI readiness. This is especially relevant for people-centric sectors such as tourism and hospitality, where digital maturity remains relatively low. This study aims to understand how AI supports CE and social media marketing (SMM), and to identify the key antecedents and consequences of its use. Using the PRISMA approach, we conduct a systematic review of 55 peer-reviewed empirical studies on AI-based CE and SMM. Our analysis identifies the main contributing theories and AI technologies in the field, and uncovers four central themes: (1) AI in customer service and user experience design, (2) AI-based customer relationships with brands, (3) AI-driven development of customer trust, and (4) cultural differences and varying levels of AI readiness. We also develop a conceptual framework that outlines the determinants and outcomes of AI-based CE, including relevant moderators and mediators. The study concludes with directions for future research and provides theoretical and managerial implications, particularly for the tourism and hospitality industries. Full article

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

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17 pages, 398 KiB

Open AccessArticle

Turning Setbacks into Smiles: Exploring the Role of Self-Mocking Strategies in Consumers’ Recovery Satisfaction After E-Commerce Service Failures

by Yali Zhang, Jiale Huang and Qiwei Pang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 183; https://doi.org/10.3390/jtaer20030183 - 16 Jul 2025

Abstract

In today’s competitive environment of online service industries, particularly e-commerce, meeting consumer expectations is essential for service providers to ensure service quality. However, service failures are unavoidable, leading to unfavorable consequences for businesses. Understanding the mechanisms for customer recovery after negative service experiences [...] Read more.

In today’s competitive environment of online service industries, particularly e-commerce, meeting consumer expectations is essential for service providers to ensure service quality. However, service failures are unavoidable, leading to unfavorable consequences for businesses. Understanding the mechanisms for customer recovery after negative service experiences is crucial. Using cognitive–emotional personality systems theory and benign violation theory, this study constructed a theoretical model. A total of 351 samples were collected through a situational simulation experiment for a linear regression analysis. A self-mocking response strategy positively influenced brand trust through perceived brand authenticity regarding the dimensions of credibility, integrity, and symbolism. Simultaneously, brand trust was identified as a key driver of post-recovery satisfaction. This study proposes a chain mediation model, which incorporates perceived authenticity and brand trust, to fully comprehend the mechanisms underlying consumers’ satisfaction after service recovery. Our findings provide empirical evidence for the effects of self-mockery on post-recovery satisfaction, as well as suggestions for marketers seeking efficient means to meet consumers’ emotional and cognitive demands during service recovery situations. Full article

(This article belongs to the Special Issue Emerging Trends and Innovations in Electronic and Mobile Business: Navigating New Frontiers in E-commerce and Beyond)

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24 pages, 1793 KiB

Open AccessArticle

Analysis of Bullwhip Effect and Inventory Cost in an Omnichannel Supply Chain

by Dandan Gao, Chenhui Liu and Xinye Sun

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 182; https://doi.org/10.3390/jtaer20030182 - 15 Jul 2025

Abstract

This paper explores the optimization of the bullwhip effect (BWE) and inventory costs considering price information symmetry in an omnichannel environment, offering novel insights into managing supply chain dynamics. We examine the pick-up lead time in the “buy online and pick up in [...] Read more.

This paper explores the optimization of the bullwhip effect (BWE) and inventory costs considering price information symmetry in an omnichannel environment, offering novel insights into managing supply chain dynamics. We examine the pick-up lead time in the “buy online and pick up in store” (BOPS) channel as a critical operational factor, analyzing how the interaction with the ordering lead time affects omnichannel supply chain performance. The research highlights the impacts of the BOPS strategy on demand and inventory information, developing a comparative examination of the BWE and inventory expenses within various supply chain contexts. We discover that the interplay between ordering lead time and pick-up lead time significantly affects both inventory costs and the BWE of omnichannel retailers, with these impacts presenting an inverse relationship. While numerous studies have validated that product returns can restrain the information distortion in supply chains, our findings reveal that this relationship holds true in omnichannel retail only within specific supply chain contexts. This comprehensive approach offers valuable insights for omnichannel supply chain managers seeking to optimize the BOPS strategy and improve overall operational efficiency. Full article

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24 pages, 1040 KiB

Open AccessArticle

The Role of Visual Cues in Online Reviews: How Image Complexity Shapes Review Helpfulness

by Yongjie Chu, Xinru Liu and Cengceng Liu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 181; https://doi.org/10.3390/jtaer20030181 - 15 Jul 2025

Abstract

Online reviews play a critical role in shaping consumer decisions and providing valuable insights to enhance the products and services for businesses. As visual content becomes increasingly prevalent in reviews, it is essential to understand how image complexity influences review helpfulness. Despite the [...] Read more.

Online reviews play a critical role in shaping consumer decisions and providing valuable insights to enhance the products and services for businesses. As visual content becomes increasingly prevalent in reviews, it is essential to understand how image complexity influences review helpfulness. Despite the growing importance of images, the impact of color diversity and texture homogeneity on review helpfulness remains underexplored. Grounded in Information Diagnosticity Theory and Dual Coding Theory, this study investigates the relationship between image complexity and review helpfulness, as well as the moderating role of review text readability. Using a large-scale dataset from the hotel and travel sectors, the findings reveal that color diversity has a positive effect on review helpfulness, while texture homogeneity follows an inverted U-shaped relationship with helpfulness. Furthermore, text readability strengthens the positive impact of texture homogeneity, making moderately homogeneous images more effective when paired with clear and well-structured text. Heterogeneity analysis demonstrates that these effects vary across product categories. The results advance the understanding of multimodal information processing in online reviews, providing actionable guidance for platforms and businesses to refine the review systems. Full article

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

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22 pages, 603 KiB

Open AccessArticle

The Impact of Digital Finance on the Development of Cross-Border E-Commerce

by Fanyong Meng and Yuqing Xiao

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 180; https://doi.org/10.3390/jtaer20030180 - 14 Jul 2025

Abstract

Digital finance, a financial innovation paradigm driven by the synergy of digital technology and data elements, has significant advantages in enhancing the convenience, accessibility, and security of cross-border transactions. This study empirically examines the impact of digital finance on the development of cross-border [...] Read more.

Digital finance, a financial innovation paradigm driven by the synergy of digital technology and data elements, has significant advantages in enhancing the convenience, accessibility, and security of cross-border transactions. This study empirically examines the impact of digital finance on the development of cross-border e-commerce using provincial-level panel data from China between 2013 and 2023. After a series of robustness tests, the empirical results remained consistent and robust. The study found that digital finance significantly promotes the development of cross-border e-commerce. Further analysis indicated that digital finance enhances its supportive role in cross-border e-commerce by fostering the development of new, high-quality productive forces in the economy. The moderation effect analysis showed that internet penetration rates, innovation capital investment, and the development level of technology markets all have significant positive moderating effects on the role of digital finance in promoting cross-border e-commerce. The heterogeneity test results indicate that in regions with higher levels of marketization and a larger number of enterprises, the promotional effect of digital finance on cross-border e-commerce development is more pronounced. Full article

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Journal of Theoretical and Applied Electronic Commerce Research

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