Journal of Theoretical and Applied Electronic Commerce Research

22 pages, 1497 KiB

Open AccessArticle

A Cross-Product Analysis of Earphone Reviews Using Contextual Topic Modeling and Association Rule Mining

by Ugbold Maidar, Minyoung Ra and Donghee Yoo

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3498-3519; https://doi.org/10.3390/jtaer19040170 - 11 Dec 2024

Abstract

Within the evolving field of sentiment analysis, the integration of topic modeling and association rule mining presents a promising yet underexplored method. This approach currently lacks an organized framework for maximizing insights that aid in drawing robust conclusions concerning customer sentiments. Therefore, this [...] Read more.

Within the evolving field of sentiment analysis, the integration of topic modeling and association rule mining presents a promising yet underexplored method. This approach currently lacks an organized framework for maximizing insights that aid in drawing robust conclusions concerning customer sentiments. Therefore, this study addresses the need and rationale for having comprehensive sentiment analysis systems by integrating topic modeling and association rule mining to analyze online customer reviews of earphones sold on Amazon. It employs Bidirectional Encoder Representations from Transformers for Topic Modeling (BERTopic), a technique that generates coherent topics by effectively capturing contextual information, and Frequent Pattern Growth (FPGrowth), an efficient association rule mining algorithm used for discovering patterns and relationships in a dataset without candidate generation. This analysis of reviews on ten earphone products identified key customer concerns as follows: sound quality, noise cancellation, durability, and battery life. The results indicate an overall positive sentiment towards sound quality and battery life, mixed reviews on noise cancellation, and significant dissatisfaction with product durability. Using integrated topic modeling and association rule mining offers deeper insights into customer preferences and highlights specific areas for product improvement and guiding targeted marketing strategies. Moreover, we focused on algorithm selection to improve the model’s performance and efficiency, ensuring effective compatibility with our sentiment analysis framework. This study demonstrates how combining advanced data mining techniques and structuring insights from written customer feedback enhances the depth and clarity of sentiment analysis, furthering its applicability in e-commerce research. Full article

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21 pages, 3095 KiB

Open AccessArticle

Determining Driving Risk Factors from Near-Miss Events in Telematics Data Using Histogram-Based Gradient Boosting Regressors

by Shuai Sun, Montserrat Guillen, Ana M. Pérez-Marín and Linglin Ni

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3477-3497; https://doi.org/10.3390/jtaer19040169 - 9 Dec 2024

Abstract

This study introduces a novel method for driving risk assessment based on the analysis of near-miss events captured in telematics data. Near-miss events, which are highly correlated with accidents, are employed as proxies for accident prediction. This research employs histogram-based gradient boosting regressors [...] Read more.

This study introduces a novel method for driving risk assessment based on the analysis of near-miss events captured in telematics data. Near-miss events, which are highly correlated with accidents, are employed as proxies for accident prediction. This research employs histogram-based gradient boosting regressors (HGBRs) for the analysis of telematics data, with comparisons made across datasets from China and Spain. The results presented in this paper demonstrate that HGBR outperforms conventional generalized linear models, such as Poisson regression and negative binomial regression, in predicting driving risks. Furthermore, the findings suggest that near-miss events could serve as a substitute for traditional claims in calculating insurance premiums. It can be seen that the machine learning algorithm offers the prospect of more accurate risk assessments and insurance pricing. Full article

(This article belongs to the Topic Online User Behavior in the Context of Big Data)

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16 pages, 3260 KiB

Open AccessArticle

Online Purchase Behavior Prediction Model Based on Recurrent Neural Network and Naive Bayes

by Chaohui Zhang, Jiyuan Liu and Shichen Zhang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3461-3476; https://doi.org/10.3390/jtaer19040168 - 9 Dec 2024

Abstract

In the current competition process of e-commerce platforms, the technical and algorithmic wars that can quickly grasp user needs and accurately recommend target commodities are the core tools of platform competition. At the same time, the existing online purchase behavior prediction models lack [...] Read more.

In the current competition process of e-commerce platforms, the technical and algorithmic wars that can quickly grasp user needs and accurately recommend target commodities are the core tools of platform competition. At the same time, the existing online purchase behavior prediction models lack consideration of time series features. This paper combines the Recurrent Neural Network, which is more suitable for the commodity recommendation scenario of the e-commerce platform, with Naive Bayes, which is simple in logic and efficient in operation and constructs the online purchase behavior prediction model RNN-NB, which can consider the features of time series. The RNN-NB model is trained and tested using 3 million time series data with purchase behavior provided by the Ali Tianchi big data platform. The prediction effect of the RNN-NB model and Naive Bayes model is evaluated and compared respectively under the same experimental conditions. The results show that the overall prediction effect of the RNN-NB model is better and more stable. In addition, through the analysis of user time series features, it can be found that the possibility of user purchase is negatively correlated with the length of time series, and merchants should pay more attention to those users with shorter time series in commodity recommendation and targeted offers. The contributions of this paper are as follows: (1) By constructing an online purchasing behavior model RNN-NB, which integrates the N vs 1 structure Recurrent Neural Network and naive Bayesian model, the validity limitations of some single-architecture recommendation algorithms are solved. (2) Based on the existing naive Bayesian model, the prediction accuracy of online purchasing behavior is further improved. (3) The analysis based on the features of the time series provides new ideas for the research of later scholars and new guidance for the marketing of platform merchants. Full article

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

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18 pages, 2053 KiB

Open AccessArticle

Culture and Self-Congruity in Online Product Ratings: Exploring a Dual Perspective on Emotional Differences in the Pleasure and Pain of Consumption

by Minuk Ju and Dongho Yoo

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3443-3460; https://doi.org/10.3390/jtaer19040167 - 6 Dec 2024

Abstract

The nature of the online shopping environment can cause uncertainty; thus, consumers use the product experiences and evaluations of others to make purchase decisions. In this study, we investigated whether online product ratings affect consumers’ consumption-related emotions. We also examined whether the effects [...] Read more.

The nature of the online shopping environment can cause uncertainty; thus, consumers use the product experiences and evaluations of others to make purchase decisions. In this study, we investigated whether online product ratings affect consumers’ consumption-related emotions. We also examined whether the effects of these ratings vary depending on culture and self-congruity. We conducted a PROCESS macro model 12 analysis on 394 subjects (200 American and 194 Chinese) recruited through Amazon Mechanical Turk (MTurk) and Wenjuanxing to examine interaction effects and mediation effects. The results showed that American consumers focus on the pleasure of consumption when making purchase decisions, whereas Chinese consumers emphasize the pain associated with cost. Specifically, American consumers experience more consumption-based pleasure and have positive purchase intentions when online product ratings are high, regardless of self-congruity. In contrast, Chinese consumers have less adverse reactions to cost and more positive purchase intentions regardless of online product ratings when self-congruity is high; however, when self-congruity is low, this only occurs if online product ratings are high. Our study provided a mechanism for understanding the culturally dependent effects of online product ratings and offered insights into whether consumers’ perceptions of spending pain can be alleviated to drive purchases. Based on these results, we elucidated this study’s academic implications. We also provided practical implications for companies implementing effective online marketing strategies. Full article

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

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14 pages, 716 KiB

Open AccessArticle

Examining the Role of Reputation as a Moderator of E-Service Quality, Trust, and E-Loyalty in Online Travel Services

by Peter O’Connor and Guy Assaker

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3429-3442; https://doi.org/10.3390/jtaer19040166 - 4 Dec 2024

Abstract

This study presents and examines a more rigorous theoretical model for the relationships among e-service quality (e-SQ), trust, reputation, and e-loyalty in the online travel context, with the latter variables considered simultaneously and with reputation assumed to moderate the effect of e-SQ on [...] Read more.

This study presents and examines a more rigorous theoretical model for the relationships among e-service quality (e-SQ), trust, reputation, and e-loyalty in the online travel context, with the latter variables considered simultaneously and with reputation assumed to moderate the effect of e-SQ on both trust and loyalty. The model was tested using the two-step approach of the product method in partial least squares structural equation modelling (PLS-SEM) using data from 257 U.S. respondents who had used travel websites for information search and booking in the 12 months prior to the study. Results revealed that e-SQ positively influenced e-loyalty both directly and indirectly (through trust); however, the effect of e-SQ on e-loyalty is negatively moderated when website reputation is high/positive. These results provide a better understanding of the way e-SQ, trust, and reputation influence e-loyalty in online travel when modelled accurately. Full article

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17 pages, 610 KiB

Open AccessArticle

Factors Affecting Customer Use Intention of MyData Services in the Fintech Industry

by An-Peng Yu, Chao Xu and Sung-Eui Cho

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3412-3428; https://doi.org/10.3390/jtaer19040165 - 3 Dec 2024

Abstract

This study investigates the factors affecting customer use intentions of MyData services in the fintech industry, focusing on the mediating role of perceived value across informational, security, and service dimensions. Six independent factors were defined, namely, transparency, controllability, reliability, security, diversity, and personalization, [...] Read more.

This study investigates the factors affecting customer use intentions of MyData services in the fintech industry, focusing on the mediating role of perceived value across informational, security, and service dimensions. Six independent factors were defined, namely, transparency, controllability, reliability, security, diversity, and personalization, in the context of the abovementioned dimensions, and their associations with perceived value and customer use intention were analyzed. The regression analysis results from a survey of 291 participants reveal that transparency, controllability, security, diversity, and personalization significantly enhance perceived value, whereas transparency, security, and personalization directly impact customer use intentions. Furthermore, perceived value plays a mediating role for all factors, except for reliability. These findings show that the independent and mediating factors identified in this study are meaningful in analyzing the relationship between MyData services and customer use intentions in the fintech industry. Full article

(This article belongs to the Collection Customer Relationships in Electronic Commerce)

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26 pages, 4708 KiB

Open AccessReview

From Customer Intimacy to Digital Customer Intimacy

by Qianhua Liu, Ka-Ching Chan and Ranga Chimhundu

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3386-3411; https://doi.org/10.3390/jtaer19040164 - 2 Dec 2024

Abstract

Customer intimacy plays a crucial role in shaping customer relationships and guiding organizational strategies. As the digital business environment has grown, the concept of customer intimacy has evolved, leading to significant changes in its dimensions and implications. This systematic literature review and synthesis [...] Read more.

Customer intimacy plays a crucial role in shaping customer relationships and guiding organizational strategies. As the digital business environment has grown, the concept of customer intimacy has evolved, leading to significant changes in its dimensions and implications. This systematic literature review and synthesis comprehensively analyzes the current research on customer intimacy, reexamines it within the context of e-commerce and digital marketing, and introduces the concept of “Digital Customer Intimacy”. The paper explores the unique characteristics of digital customer intimacy, how it differs from traditional customer intimacy, and identifies areas for future research. By synthesizing insights from various studies, this review deepens our understanding of customer intimacy in both traditional and digital contexts, offering practical insights for modern marketing and laying the groundwork for future research. Full article

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16 pages, 858 KiB

Open AccessArticle

How Key Opinion Leaders’ Expertise and Renown Shape Consumer Behavior in Social Commerce: An Analysis Using a Comprehensive Model

by Yu-Heng Chen, I-Kai Lin, Ching-I Huang and Han-Shen Chen

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3370-3385; https://doi.org/10.3390/jtaer19040163 - 30 Nov 2024

Abstract

The advent of social commerce platforms fueled by the growing commercialization of social media and networking sites represents a significant evolution in e-commerce dynamics. This study investigates the pivotal role of key opinion leaders (KOLs), particularly YouTubers, in shaping consumer purchasing behavior. Recognizing [...] Read more.

The advent of social commerce platforms fueled by the growing commercialization of social media and networking sites represents a significant evolution in e-commerce dynamics. This study investigates the pivotal role of key opinion leaders (KOLs), particularly YouTubers, in shaping consumer purchasing behavior. Recognizing the powerful influence exerted by KOLs, we examined their ability to promote product diffusion through credibility, specialized knowledge, and strategic word-of-mouth campaigns. This study employs a robust theoretical framework that foregrounds the influence of KOLs while integrating critical constructs, such as perceived value and risk, into a comprehensive model. Our empirical analysis, based on data from 411 valid responses, yields the following insights: the expertise and renown of KOLs exert a profound effect on consumer purchase intentions; consumer perceptions of value positively correlate with trust, whereas perceived risk negatively affects it; and trust mediates the relationship between KOL characteristics (popularity and professionalism) and consumers’ relationship strength with purchase intentions. The findings advocate leveraging KOLs’ renown and expertise while mitigating perceived risks to amplify consumer purchase intentions, thus providing actionable strategies for marketers in the burgeoning social commerce landscape. Full article

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

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18 pages, 1475 KiB

Open AccessArticle

Analysis of Service Quality in Smart Running Applications Using Big Data Text Mining Techniques

by Jongho Kim and Jinwook Chung

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3352-3369; https://doi.org/10.3390/jtaer19040162 - 29 Nov 2024

Abstract

In the rapidly evolving digital healthcare market, ensuring both the activation of the market and the fulfillment of the product’s social role is essential. This study addresses the service quality of smart running applications by utilizing big data text mining techniques to bridge [...] Read more.

In the rapidly evolving digital healthcare market, ensuring both the activation of the market and the fulfillment of the product’s social role is essential. This study addresses the service quality of smart running applications by utilizing big data text mining techniques to bridge the gap between user experience and service quality in digital health applications. The research analyzed 264,330 app reviews through sentiment analysis and network analysis, focusing on key service dimensions such as system efficiency, functional fulfillment, system availability, and data privacy. The findings revealed that, while users highly value the functional benefits provided by these applications, there are significant concerns regarding system stability and data privacy. These insights underscore the importance of addressing technical and security issues to enhance user satisfaction and continuous application usage. This study demonstrates the potential of text mining methods in quantifying user experience, offering a robust framework for developing user-centered digital health services. The conclusions emphasize the need for continuous improvement in smart running applications to meet market demands and social expectations, contributing to the broader discourse on the integration of e-commerce and digital health. Full article

(This article belongs to the Topic Online User Behavior in the Context of Big Data)

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21 pages, 1888 KiB

Open AccessArticle

Effects of Promotional Bundles with Non-Fungible Token (NFT) Fashion on Consumers’ Perceptions

by Seong Eun Kim, Jung Eun Lee and Song-yi Youn

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3331-3351; https://doi.org/10.3390/jtaer19040161 - 28 Nov 2024

Abstract

The rapid expansion of the non-fungible token (NFT) market, which grew over 200% in 2023 to reach $22 billion, has opened new avenues for fashion brands to engage consumers through digital fashion products under blockchain technology. This study investigated the effects of NFT [...] Read more.

The rapid expansion of the non-fungible token (NFT) market, which grew over 200% in 2023 to reach $22 billion, has opened new avenues for fashion brands to engage consumers through digital fashion products under blockchain technology. This study investigated the effects of NFT promotional bundles that combine physical and NFT fashion items as a pair on consumer perceptions. By investigating the interaction effect between the brand type (luxury vs. non-luxury) and promotional bundle types (PHY+free NFT vs. NFT+free PHY), the research demonstrated how these bundles influenced consumers’ perceived value, risk, and authenticity according to the brand type. The findings showed that while a freebie physical item can enhance consumers’ perceived value of NFT products for non-luxury brands, it led to value-discounting inferences, particularly for luxury brands. This study contributes to the literature on NFT fashion by exploring consumer perceptions and providing insights for fashion retailers on effectively framing promotional bundles to maximize consumer engagement for NFT fashion products. Full article

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

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26 pages, 2304 KiB

Open AccessArticle

Effects of the Subscription-Based Partitioned Pricing Strategy of Digital Content Platforms on User Willingness to Purchase

by Jun Kang, Caiyun Su, Jingyi Lan and Libin Chen

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3305-3330; https://doi.org/10.3390/jtaer19040160 - 27 Nov 2024

Abstract

This research explores how the partitioned pricing strategy of premium subscriptions affects user willingness to purchase with two studies. Study 1 finds that all-inclusive pricing is more effective than traditional partitioned pricing (i.e., partitioned pricing in Single) and the two new formats of [...] Read more.

This research explores how the partitioned pricing strategy of premium subscriptions affects user willingness to purchase with two studies. Study 1 finds that all-inclusive pricing is more effective than traditional partitioned pricing (i.e., partitioned pricing in Single) and the two new formats of partitioned pricing (i.e., partitioned pricing in Combination and partitioned pricing in Blind Box) in terms of increasing user willingness to purchase due to the induced higher perceived value and perceived price fairness. Study 2 further finds that partitioned pricing in Combination or partitioned pricing in Blind Box (vs. partitioned pricing in Single) can affect perceived value positively via perceived playfulness and negatively via user-perceived price complexity simultaneously. These indirect effects hold across hedonic and utilitarian digital content products. These findings contribute to the literature on the pricing strategies of subscription-based digital content platforms. This research also provides suggestions for digital content platforms to adopt that will help them design their partitioned pricing strategies effectively. Full article

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22 pages, 2178 KiB

Open AccessReview

Organizational Digital Transformation Readiness: An Exploratory Investigation

by Flavia Michelotto and Luiz Antonio Joia

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3283-3304; https://doi.org/10.3390/jtaer19040159 - 26 Nov 2024

Abstract

The widespread adoption of digital technologies across various aspects of society has led to the emergence of two highly context-dependent constructs that explain how businesses are getting ready for transformative digital processes: digital readiness and digital transformation (DT). However, assessing the extent to [...] Read more.

The widespread adoption of digital technologies across various aspects of society has led to the emergence of two highly context-dependent constructs that explain how businesses are getting ready for transformative digital processes: digital readiness and digital transformation (DT). However, assessing the extent to which an organization is ready to succeed in a DT initiative still requires further investigation. This research addresses this gap by working towards a practical definition and model of organizational digital transformation readiness (ODTR). The authors investigate how an organization’s readiness for digital transformation should be conceptualized, assessed, and improved through a systematic literature review. This literature review covered the years 2004 to 2021, as well as articles published until May 2022. The search was conducted in the Web of Science database, as well as in the most important publishers’ databases, resulting in 264 papers on “e-readiness”, 72 articles on “digital transformation”, and 8 articles on “digital transformation readiness”. Based on this, some dimensions emerged as the most prominent for understanding how companies prepare for transformative digital processes, namely technological resources, business processes, management capability, human capability, and corporate culture, which highlights the multidisciplinary nature of ODTR. Furthermore, the literature review showed the similarity between e-readiness and digital readiness, allowing the assessment of an organization’s maturity for digital transformation. The review synthesized the scientific literature on the readiness of organizations for digital transformation, allowing the proposition of an integrative framework to evaluate ODTR. Moreover, it allows the development of insights and recommendations for practices related to successful digital transformation initiatives. As this literature review has limitations related to its scope and search criteria, future studies can provide a broader investigation into how organizations respond to the challenge of DT and their respective readiness to do so in practice. Full article

(This article belongs to the Section Digital Business Organization)

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30 pages, 975 KiB

Open AccessFeature PaperArticle

Using Blockchain Technology to Combat Counterfeits: The Optimal Pricing Scheme of Two Competitive Platforms

by Jizi Li, Xiaodie Wang, Longyu Li and Dangru Zhao

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3253-3282; https://doi.org/10.3390/jtaer19040158 - 23 Nov 2024

Abstract

This paper investigates using blockchain technology to fight deceptive counterfeits in an electronic commerce environment. Thereby, a two-period pricing model is built under two competitive platforms: a blockchain-based platform which ensures product authentication and provides a higher value to customers but increases customers’ [...] Read more.

This paper investigates using blockchain technology to fight deceptive counterfeits in an electronic commerce environment. Thereby, a two-period pricing model is built under two competitive platforms: a blockchain-based platform which ensures product authentication and provides a higher value to customers but increases customers’ privacy concerns, and its rival (i.e., the traditional platform) in the absence of blockchain implementation which is perceived as having a lower value due to the existence of deceptive counterfeits and thus faces more government enforcement. Customers on both platforms are influenced by the electronic word-of-mouth (eWOM) effect, and customers value a platform more if the platform has more online sales. The two platforms either adopt the fixed pricing scheme or the modifiable pricing scheme and so four possible cases may occur. By deriving the equilibrium of each possible case, we analytically find that the attenuation of consumer privacy concerns, increases in government enforcement efforts, and eWOM can benefit the platform’s adoption of blockchain technology to combat counterfeits, and a strong eWOM effect is conducive to consumers but deteriorates price competition and thus harms both platforms. Whether the pricing schemes enhance the competitiveness of the blockchain-based platform over its rivals depends on the eWOM effect and the advantage gained from adopting blockchain technology. Full article

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

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24 pages, 1820 KiB

Open AccessArticle

More Realistic, More Better? How Anthropomorphic Images of Virtual Influencers Impact the Purchase Intentions of Consumers

by Siyu Pan, Zhouyao Qin and Yiwei Zhang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3229-3252; https://doi.org/10.3390/jtaer19040157 - 22 Nov 2024

Abstract

A growing number of enterprises are using virtual influencers on livestreaming e-commerce platforms to extend the duration for which live streamers stay online. This article uses the uncanny valley phenomenon to investigate the effects of the level of anthropomorphization of images of virtual [...] Read more.

A growing number of enterprises are using virtual influencers on livestreaming e-commerce platforms to extend the duration for which live streamers stay online. This article uses the uncanny valley phenomenon to investigate the effects of the level of anthropomorphization of images of virtual influencers on the purchase intention of consumers. We divided the images of virtual influencers into three categories according to their level of anthropomorphization: cartoon images (low), medium-realistic images (medium), and hyper-realistic images (high). We identified a U-shaped relationship between the level of anthropomorphization of images of virtual influencers and consumers’ purchase intention. Virtual influencers represented by cartoon images and hyper-realistic images enhanced the purchase intentions of consumers, while streamers with medium-realistic images reduced them. Algorithmic aversion was found to play a mediating role in this relation. In addition, self-efficacy had an inhibitory effect on the inverted U-shaped relationship between the anthropomorphism of the image of the virtual influencer and algorithmic aversion. When the virtual influencer had a medium-realistic image, consumers exhibited the strongest algorithmic aversion, the lowest purchase intention, and the most significant inhibition in self-efficacy. This work provides guidance for designing images of virtual influencers for marketing-related activities on livestreaming e-commerce platforms. Full article

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15 pages, 3340 KiB

Open AccessArticle

Facilitating Endorsement Efficacy: The Interplay of Parasocial Interaction, Product Placement, and Influencer Type

by Wanqi Gong, Wenqing Ye and Shubin Yu

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3214-3228; https://doi.org/10.3390/jtaer19040156 - 21 Nov 2024

Abstract

Social media platforms fostering a closer and more intimate bond between celebrities and their fan bases has opened up diverse avenues for product placement. In light of this, this study endeavors to explore the profound influence of parasocial interaction (PSI) and product placement [...] Read more.

Social media platforms fostering a closer and more intimate bond between celebrities and their fan bases has opened up diverse avenues for product placement. In light of this, this study endeavors to explore the profound influence of parasocial interaction (PSI) and product placement on the effectiveness of celebrity endorsement within the social media landscape. The results derived from an online experiment unveil the positive impact of parasocial interaction on consumers’ attitudes and purchase intention. Notably, the potency of PSI is enhanced when product placement is prominent. The results also uncover the crucial role of brand recall as a mediator in the relationship between parasocial interaction and endorsement outcomes. These findings shed light on the underlying mechanisms governing the influence of parasocial interaction and social media celebrity types in the realm of social media endorsement while also providing valuable insights into the moderating role of product placement. From a practical standpoint, the results underscore the critical importance of carefully selecting celebrity endorsers and strategically positioning products. Armed with this knowledge, marketers and advertisers can better explore the complex landscape of social media endorsement with greater efficacy and precision. Full article

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17 pages, 832 KiB

Open AccessArticle

Interplay Between Online and Offline Realms: Examining Influencers’ Impact and Ripple Effects on Beauty Product Sales

by Hee-Jin Sim, Ahyun Kim and Sang-Soo Kim

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3197-3213; https://doi.org/10.3390/jtaer19040155 - 18 Nov 2024

Abstract

This study focuses on the quality of beauty product reviews as online information, aiming to determine their impact on encouraging continued product purchases by users and to explore the simultaneous ripple effects. This study derived a total of 9 hypotheses, examining the relationship [...] Read more.

This study focuses on the quality of beauty product reviews as online information, aiming to determine their impact on encouraging continued product purchases by users and to explore the simultaneous ripple effects. This study derived a total of 9 hypotheses, examining the relationship between online review information quality, product purchase, and influencers who create reviews, using the expectation confirmation model and the quality–value–satisfaction–loyalty mechanism. Simultaneously, this study sought to examine the process by which the formation of trust in influencers impacts the intention to purchase other products they recommend. The research results indicate that online review quality positively influences perceived value, satisfaction, and repurchase intention when the expectations for a product match reality. Furthermore, both the confirmation of online reviews and satisfaction with the product facilitate the transition from online to offline and back, which in turn generates ripple effects. The results of this study not only add clarity to the interrelationship between online and offline contexts but also provide implications for businesses in formulating strategies to leverage influencers for product sales. Full article

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

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21 pages, 978 KiB

Open AccessArticle

Audio Features and Crowdfunding Success: An Empirical Study Using Audio Mining

by Miao Miao, Yudan Wang, Jingpeng Li, Yushi Jiang and Qiang Yang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3176-3196; https://doi.org/10.3390/jtaer19040154 - 18 Nov 2024

Abstract

Crowdfunding videos have become a crucial tool for entrepreneurs seeking financial support, with audio design playing a critical role in attracting potential investors. However, research on how audio features influence crowdfunding success remains limited. This study uses audio analysis techniques to examine data [...] Read more.

Crowdfunding videos have become a crucial tool for entrepreneurs seeking financial support, with audio design playing a critical role in attracting potential investors. However, research on how audio features influence crowdfunding success remains limited. This study uses audio analysis techniques to examine data from 4500 crowdfunding campaigns on the Kickstarter platform between 2013 and 2016, investigating the impact of audio features on crowdfunding success rates. Grounded in the signaling theory, we posited four hypotheses suggesting that speech rate, loudness, pitch, and emotional arousal would each exhibit an inverted U-shaped relationship with crowdfunding success rates. Through data analysis, we found that moderate levels of speech rate, loudness, pitch, and emotional arousal significantly enhanced crowdfunding success, whereas extremes in these vocal characteristics had a detrimental effect. Our findings not only extend the application of audio analysis in the crowdfunding domain, but also provide empirical evidence for the influence of audio features on crowdfunding success. This research offers practical guidance for project initiators in developing promotional strategies and for platforms in optimizing user experience. Full article

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

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22 pages, 884 KiB

Open AccessArticle

Harnessing Swift Guanxi in SMEs: Exploring Trust and Purchase Intention on Social Commerce Platforms

by Johakim Katekele John, Xiaodong Qiu and Jerum William Kilumile

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3154-3175; https://doi.org/10.3390/jtaer19040153 - 18 Nov 2024

Abstract

Extant empirical studies investigate social commerce purchase intention from the perspective of swift guanxi dimensions while neglecting to explain how the purchase intention is influenced. This study proposed and tested a research model to unveil the relationship between swift guanxi dimensions (mutual understanding, [...] Read more.

Extant empirical studies investigate social commerce purchase intention from the perspective of swift guanxi dimensions while neglecting to explain how the purchase intention is influenced. This study proposed and tested a research model to unveil the relationship between swift guanxi dimensions (mutual understanding, reciprocity favor, and relationship harmony), trust in the seller and purchase intention while considering the mediation effect of trust in the seller in social commerce settings. Data from 421 social commerce youth consumers in Tanzania were used in PLS-SEM analysis to test the research model. Results revealed that except for reciprocity favor, swift guanxi dimensions positively influence purchase intention. The swift guanxi dimensions also positively influence trust in the seller. Further trust in the seller mediates the relationship between swift guanxi dimensions and purchase intention. This study recommends that social commerce micro, small, and medium traders embrace swift guanxi to drive consumer purchase intention. Swift guanxi dimensions foster a rapid and affirmative connection with the consumers, enhancing their trust in the seller. In turn, trust in the seller significantly enhances the likelihood of purchase intention, since the consumers feel safer and more confident in their buying journey. Therefore, by leveraging swift guanxi dimensions, social commerce sellers can effectively build business relationships based on a strong foundation, which not only drives immediate consumer purchases but also fosters enduring consumer devotion. Full article

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

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17 pages, 1491 KiB

Open AccessArticle

Enhancing Building Information Modeling Effectiveness Through Coopetition and the Industrial Internet of Things

by Agostinho da Silva and Antonio J. Marques Cardoso

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3137-3153; https://doi.org/10.3390/jtaer19040152 - 15 Nov 2024

Abstract

The construction industry plays a crucial role in the global economy but faces significant challenges, including inefficiencies, high costs, and environmental impacts. Although Building Information Modeling (BIM) has been widely adopted as a solution to these issues, its practical impact remains limited. This [...] Read more.

The construction industry plays a crucial role in the global economy but faces significant challenges, including inefficiencies, high costs, and environmental impacts. Although Building Information Modeling (BIM) has been widely adopted as a solution to these issues, its practical impact remains limited. This study investigates how manufacturers can enhance their contributions to improve BIM’s effectiveness, proposing that coopetition practices—combining competition and cooperation—can positively influence these contributions, thereby enhancing the benefits of BIM. To explore this hypothesis, an Experimental Coopetition Network was implemented in the Portuguese ornamental stone (POS) sector, utilizing Industrial IoT technology to facilitate collaboration among selected companies. The study assessed the impact of coopetition practices on key performance indicators related to BIM, including on-time delivery, labor productivity, and CO₂ emissions. The findings demonstrate significant improvements in scheduling, operational efficiency, and environmental sustainability, validating the hypothesis that coopetition practices can enhance manufacturers’ contributions to BIM. These results suggest that coopetition practices contribute to better project outcomes, increased competitiveness, and sustainability within the construction industry. Despite the promising results, the study acknowledges limitations such as the scope of the sample size and observation periods, indicating areas for future research. This research contributes to the theoretical framework of coopetition, aligning with the United Nations Sustainable Development Goals (SDGs), and provides valuable insights for industry practitioners and policymakers seeking to implement more sustainable construction practices. Full article

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Journal of Theoretical and Applied Electronic Commerce Research

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