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As e-commerce becomes a standard market infrastructure, competitive advantage increasingly depends on how firms and platforms innovate within digital commerce ecosystems. This article provides a systematic and comprehensive synthesis of research on i...

With the rapid diffusion of generative AI (Gen-AI) chatbots in service settings, understanding how their interactional characteristics are associated with user satisfaction has become increasingly critical. Although prior research has primarily empha...

The deep integration of digital technologies with the real economy at the technological level, known as digital-real technological integration (DRI), has become a critical priority for driving industrial transformation and corporate development. Howe...

Artificial intelligence (AI) now participates in analysing, selecting, reformulating and producing online review communication. Tourism and hospitality research examines these uses through overlapping concepts, leaving uncertainty about their relatio...

Online tourism platforms generate large volumes of customer reviews containing rich information about hotel experiences, yet customers’ heterogeneous attribute preferences remain difficult to identify and utilize in customer segmentation and ho...

Rural e-commerce has expanded market access and economic opportunities in rural areas, yet its implications for the spatial organization of economic activity remain less understood. This study examines whether China’s Comprehensive Demonstratio...

E-commerce enables suppliers to bypass traditional retailers and sell directly to consumers, but such encroachment intensifies channel competition. Although price matching commitments can mitigate this conflict, their strategic role has primarily bee...

AI assistance and augmented reality (AR) can make shopping easier without necessarily improving the resulting decision. This conceptual article develops a model of when consumers can inspect, redirect, or reject assistance and when those opportunitie...

The rapid advancement of networks has facilitated the widespread dissemination of online reviews derived from user-generated content. These information-dense reviews have emerged as a critical decision-support resource in various domains such as prod...

This study investigates how online review information overload is associated with platform churn intention through the serial mediating roles of cognitive fatigue and decision postponement. Drawing on Cognitive Load Theory and Ego Depletion Theory, t...

Fitness influencers increasingly convert follower trust into purchasing behavior through seeding, group-buying, and social selling arrangements within South Korea’s hyperconnected, appearance-oriented digital ecosystem. Yet how they assess bran...

Live-streaming e-commerce has become a vital channel for suppliers to expand online sales; however, many suppliers adopting it face capital constraints. This paper studies a dual-channel supply chain consisting of a capital-constrained supplier and a...

Digital brand engagement scores can obscure the participation they summarise. This study examines consumers’ online brand-related activities (COBRAs) using 17 indicators from 384 technology-start-up users in Guayaquil, Ecuador. Five graded resp...

E-commerce packaging provides a physical touchpoint through which consumers encounter a brand and form impressions of its products. Guided by the Stimulus–Organism–Response (S-O-R) framework, this study examined how opening mechanisms and...

Immersive commerce depends on conventional transaction infrastructure while also requiring additional interface-specific capabilities. This study develops a proposed socio-technical diagnostic framework and applies it to Jordan to examine foundationa...

Although internet access is widespread across the European Union, substantial regional differences persist in online purchasing. This study examines how European regions translate digital connectivity and routine internet use into effective participa...

Metaverse advertising has been promoted as an immersive marketing frontier, yet evidence on critical and mixed responses remains limited. This study examines 5924 advertising-relevant comments collected primarily from YouTube, supplemented by Reddit,...

Influencer–follower relationships combine felt closeness with uneven opportunities for reciprocal communication. This study explores how influencers and followers interpret these relationships on Instagram and the practices and conditions they...

Digital financial platforms increasingly embed behavioral choice architecture—nudges, gamification, and occasionally sludges—whose welfare consequences vary with institutional context. This study reports a comparative bibliometric and str...

Sustainability has become central to digital commerce research, yet that literature is rarely confronted with independent evidence of what the public actually attends to. This study pairs two analyses for the Republic of Korea. Analysis 1 is a PRISMA...

Social media research rarely explains whether visual esthetics, trust, and engagement jointly influence purchase decisions through content acceptance in local food retailing. This study examines their direct and indirect associations among bakery con...

As retailers increasingly communicate sustainability initiatives through public-facing websites, these messages publicly frame who is expected to act. This qualitative content analysis examined a 50-retailer U.S. sampling frame, with 45 retailers pro...

Online textual reviews provide richer product information than numerical ratings but require greater consumer effort, making it important to understand what drives their generation. This study examines how product type (search, experience, and creden...

This research examines the perceived effectiveness of risk-reduction strategies (PERRS) and its role in the pre-purchase decision process in online consumer-to-consumer (C2C) second-hand marketplaces. This evaluation is important because the availabi...

This study investigates whether the share of online retailers’ traffic and sales attributed to Meta fell after Apple’s App Tracking Transparency (ATT) restricted identifier-based advertising, and whether revenue fell with it. A continuous...

As Artificial Intelligence (AI) technologies increasingly mediate service encounters in tourism, understanding how AI-enabled interactions shape tourist trust has become a pressing issue. Drawing on social exchange theory and justice theory, this stu...

AI-generated review summaries are increasingly used by electronic commerce platforms to simplify access to consumer feedback. However, consumers’ responses relative to human-generated reviews and the role of information detail remain unclear. U...

Point-of-sale (POS) technology is central to the digital transformation of small retail businesses, yet little is known about the beliefs that keep current users committed to these systems. This study extends the Technology Acceptance Model with perc...

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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