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When Generative AI Meets Abuse: What Are You Anxious About?
Dynamic Supply Chain Decision-Making of Live E-Commerce Considering Netflix Marketing Under Different Power Structures
Rehumanizing AI-Driven Service: How Employee Presence Shapes Consumer Perceptions in Digital Hospitality Settings

Journal Description

Journal of Theoretical and Applied Electronic Commerce Research

Journal of Theoretical and Applied Electronic Commerce Research (JTAER) is an international, peer-reviewed, open access journal of electronic commerce, published monthly online by MDPI (from Volume 16, Issue 3 - 2021).

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

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

Imprint Information Journal Flyer Open Access ISSN: 0718-1876

Latest Articles

25 pages, 3972 KB

Open AccessArticle

Regulatory Innovation for Digital Platforms in the Data-Intelligence Era and Its Implications for E-Commerce

by Danyang He, Yilin Cai, Hong Zhao and Zongshui Wang

J. Theor. Appl. Electron. Commer. Res. 2026, 21(1), 2; https://doi.org/10.3390/jtaer21010002 - 24 Dec 2025

The rapid diffusion of digital technologies, including big data, blockchain, and artificial intelligence, unlocks significant potential for marketing innovation in e-commerce while simultaneously raising fresh governance challenges. Digital platforms, as core infrastructures for online transactions and marketing interactions, have therefore come under increasing [...] Read more.

The rapid diffusion of digital technologies, including big data, blockchain, and artificial intelligence, unlocks significant potential for marketing innovation in e-commerce while simultaneously raising fresh governance challenges. Digital platforms, as core infrastructures for online transactions and marketing interactions, have therefore come under increasing regulatory scrutiny amid tensions between technological progress and social stability. This study compiles a comprehensive Chinese Digital Platform Policy dataset consisting of national-level policy documents issued from 2000 through July 2025. We introduce a time-dimension topic clustering approach using density-based LDA algorithm to construct a policy corpus with reduced thematic overlap and develop a document-level policy intensity index by quantifying and aggregating the salience of domain-specific terms across documents. Validation exercises confirm the intensity measure strongly correlates with e-commerce transaction value and with digital innovation, with statistically significant lags consistent with policy implementation and firm adaptation. Beyond offering an empirically grounded metric, our analysis traces the dynamic co-evolution of regulation and technology adoption and identify composition effects—the joint influences of enabling and disciplining policy elements—on market outcomes. We argue that such effects also reconfigure the mix of marketing innovations. Collectively, the corpus and measurement framework provide a foundation for analyzing how regulatory innovation shapes the trajectory of marketing innovation and e-commerce development. Full article

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

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18 pages, 3023 KB

Open AccessArticle

The Impact of Negative Bullet Comments on Audiences’ Impulse Buying Intention in Fashion Livestreaming

by Lulu Zheng, Zengrui Xiao and Wen Zhang

J. Theor. Appl. Electron. Commer. Res. 2026, 21(1), 1; https://doi.org/10.3390/jtaer21010001 - 24 Dec 2025

Livestreaming is becoming increasingly popular in fashion retailing, and bullet comments have become an important source of information for consumers in making purchase decisions. This study aimed to explore the impact of negative bullet comments on audiences’ impulse buying intention and to identify [...] Read more.

Livestreaming is becoming increasingly popular in fashion retailing, and bullet comments have become an important source of information for consumers in making purchase decisions. This study aimed to explore the impact of negative bullet comments on audiences’ impulse buying intention and to identify individual differences considering the moderating effect of body image. The hypotheses were tested in three situational experiments. Experiment 1 demonstrated that both negative bullet comments on the product and those on the host significantly reduced audiences’ impulse buying intention. Experiment 2 further demonstrated that there was an interaction effect between the two types of bullet comments, indicating that the negative impact of negative bullet comments on the product on consumers’ impulse buying intention was weaker in the presence of negative bullet comments on the host. Experiment 3 further demonstrated that body image strengthened the negative impact of negative bullet comments on the host, while the moderating effect on the impact of negative bullet comments on the product was not significant. Full article

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36 pages, 565 KB

Open AccessArticle

Unlocking the Cashless Shift: Retailers’ Adoption of Digital Payment Systems in Emerging Markets

by Sirajul M. Islam and Mario A. Ferrer

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 359; https://doi.org/10.3390/jtaer20040359 - 18 Dec 2025

Retailers play a pivotal role in advancing digital commerce in emerging markets, yet their adoption of digital payment systems remains inconsistent. Drawing on the Technology–Organization–Environment (TOE) framework, this study examines how technological readiness, organizational capability, and environmental influences shape retailers’ adoption behavior in [...] Read more.

Retailers play a pivotal role in advancing digital commerce in emerging markets, yet their adoption of digital payment systems remains inconsistent. Drawing on the Technology–Organization–Environment (TOE) framework, this study examines how technological readiness, organizational capability, and environmental influences shape retailers’ adoption behavior in Saudi Arabia. Survey data from retailers in Riyadh indicates that transaction speed, convenience, and perceived usefulness function as key enablers, while transaction fees, limited digital skills, and security concerns act as barriers. Although institutional trust and supportive government initiatives encourage adoption, many retailers remain unaware of formal compliance expectations, illustrating a pattern of compliance without awareness. To account for this dynamic, the TOE framework is extended by incorporating regulatory literacy and institutional trust as contextual dimensions. The study therefore offers theoretical refinement to TOE in policy-driven adoption settings and provides practical implications for improving merchant training, usability support, and regulatory communication to better sustain digital payment usage in emerging digital commerce ecosystems. Full article

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20 pages, 718 KB

Open AccessArticle

Does Cross-Border E-Commerce Broaden the Innovation Boundaries of Firms? Evidence from a Quasi-Natural Experiment in China

by Yanzhe Zhang and Yushun Han

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 358; https://doi.org/10.3390/jtaer20040358 - 11 Dec 2025

Cross-border e-commerce (CBEC) is a driving force behind international trade and corporate upgrading in the era of global digital transformation. This research aims to investigate the extent to which the establishment of China’s Cross-Border E-Commerce Comprehensive Pilot Zones (CBECPZs) expands the innovation boundaries [...] Read more.

Cross-border e-commerce (CBEC) is a driving force behind international trade and corporate upgrading in the era of global digital transformation. This research aims to investigate the extent to which the establishment of China’s Cross-Border E-Commerce Comprehensive Pilot Zones (CBECPZs) expands the innovation boundaries of firms. We employ a multi-period difference-in-differences (DID) model to analyse panel data for Chinese A-share listed companies from 2010 to 2023, viewing the phased introduction of CBECPZs as a quasi-natural experiment. The empirical results indicate that the establishment of CBECPZs substantially expands the innovation boundaries of firms, as evidenced by an increase in patent applications in new technological domains. This finding is confirmed by parallel-trend checks, propensity-score-matching DID, placebo testing, and double-machine-learning calculations. The mechanism analysis shows that CBEC mainly fosters innovation by improving enterprises’ digital-marketing capacities, reducing information asymmetry, promoting technology spillovers, and encouraging human-capital investment. In addition, the strategy promotes innovation more effectively for eastern Chinese companies, high-technology firms, and non-state-owned enterprises. This study provides micro-level evidence from China regarding the innovative effects of cross-border e-commerce and clarifies how digital trade redefines organisational innovation parameters. In doing so, it offers both theoretical and practical insights for policymakers refining CBEC regulations and businesses leveraging digital platforms for innovation advancement. Full article

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30 pages, 822 KB

Open AccessArticle

Convergence of Corporate Digital Innovation: Herding Behavior or Peer Effects?

by Zuhan Meng, Anna Shi, Sixuan Du and Zhiqi Shen

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 357; https://doi.org/10.3390/jtaer20040357 - 8 Dec 2025

Following and imitating others’ digital innovation decisions is not always grounded in rational judgment; it may also arise from blind conformity, reflecting a “herding behavior”. Drawing on a panel dataset of Chinese listed firms from 2010 to 2022, this study takes firms in [...] Read more.

Following and imitating others’ digital innovation decisions is not always grounded in rational judgment; it may also arise from blind conformity, reflecting a “herding behavior”. Drawing on a panel dataset of Chinese listed firms from 2010 to 2022, this study takes firms in the same industry as the reference group to investigate the existence, driving mechanisms, and economic consequences of corporate digital innovation convergence. The findings show that both breakthrough and incremental digital innovation exhibit convergence at the firm level and are jointly driven by information transmission, market competition, and resource dependence. However, the economic consequences of these two types of innovation convergence differ significantly. The convergence of breakthrough digital innovation enhances firms’ total factor productivity, return on equity, and capital market value, representing a positive peer effect, whereas the convergence of incremental digital innovation weakens these core indicators, reflecting a herding behavior. The heterogeneity analysis indicates that breakthrough digital innovation convergence is more pronounced in regions with stronger intellectual property protection and in industries with higher technology intensity, while incremental digital innovation convergence is more pronounced among private firms and in industries with lower technology intensity. Our findings provide valuable insights into the interactive dynamics of corporate digital innovation decisions and carry important implications for both theory and practice. Full article

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21 pages, 342 KB

Open AccessArticle

The Use of Selected Automated Tools for Creating PPC Advertising in Chosen Markets in the Czech Republic and Slovakia

by Michal Urbanovič, Martin Holubčík, Jakub Soviar and Gabriel Koman

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 356; https://doi.org/10.3390/jtaer20040356 - 5 Dec 2025

Online paid advertising is a dynamic form of online marketing that requires precision and a quick response to market changes. Automated tools are used to greatly simplify the process of creating and managing Pay-Per-Click (PPC) campaigns. The purpose of this research is to [...] Read more.

Online paid advertising is a dynamic form of online marketing that requires precision and a quick response to market changes. Automated tools are used to greatly simplify the process of creating and managing Pay-Per-Click (PPC) campaigns. The purpose of this research is to evaluate the impact of implementing an automated PPC management tool (Dotidot) on campaign performance in a travel agency compared with standard Google Ads campaigns. A structured multi-criteria procedure is first applied to select the most suitable tool for the Czech and Slovak markets. The core contribution of the paper is the observational case study of Dotidot and its performance comparison. The subject of the research is a comparative analysis of three PPC automated tools: Conviu, Dotidot, and BlueWinston. The significance of this topic lies in highlighting the relatively new possibilities of digital marketing and choosing the right tool for using automation. This research can also stimulate other researchers in this field and expand knowledge. The analysis is carried out using the method of systematic comparison based on established criteria, the result of which is a recommendation of the preferred tool and a brief discussion of its implementation options. The analyzed tools are used mainly on the Czech and Slovak markets and are oriented towards e-commerce (electronic commerce). In addition to e-commerce, a case study of the use of digital promotion in sports organizations is also presented. The research results in a systematic comparison of Conviu, Dotidot, and BlueWinston tools according to predefined criteria. The research also includes a brief discussion on the possibilities of implementing the recommended tool in practice, as well as an assessment of its benefits and limitations. Full article

22 pages, 1934 KB

Open AccessArticle

The Effect of Digital Literacy on Online Purchase Intention: The Mediating Role of Social Media Use

by Hüseyin Kocarslan and Bozhana Stoycheva

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 355; https://doi.org/10.3390/jtaer20040355 - 5 Dec 2025

The rapid advancement of information technologies and the widespread use of the Internet have profoundly transformed individuals’ daily practices and consumer behaviors. Notably, the growing influence of social media platforms has shifted a significant portion of commerce to digital environments and deeply affected [...] Read more.

The rapid advancement of information technologies and the widespread use of the Internet have profoundly transformed individuals’ daily practices and consumer behaviors. Notably, the growing influence of social media platforms has shifted a significant portion of commerce to digital environments and deeply affected online purchasing processes. In this context, the purpose of this study is to examine the direct effect of digital literacy on online purchase intention and to investigate the mediating role of social media use within this relationship. The study sample consists of 401 participants from various cities across Türkiye who actively use social media. Data were collected through an online survey and analyzed using the Structural Equation Modeling (SEM) approach. The findings reveal that digital literacy significantly predicts both online purchase intention and social media use. Moreover, social media use has a positive and statistically significant effect on online purchase intention. Importantly, it was found that social media use partially mediates the relationship between digital literacy and online purchase intention. By highlighting how digital literacy and social media jointly influence online consumer behavior in an era of emerging digital technologies and marketing innovation, this study contributes to both the academic literature and practitioners developing effective digital marketing strategies. Full article

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

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29 pages, 1208 KB

Open AccessArticle

The Alchemy of Digital Transformation: How Computing Power Investment Fuels New Quality Productivity

by Yu Hu, Kaiti Zou and Xiaofang Chen

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 354; https://doi.org/10.3390/jtaer20040354 - 5 Dec 2025

Against the backdrop of China’s “East-West Computing Resource Transfer” and “Digital-Real Integration” national strategies, computing power has emerged as a core engine driving the digital economy. However, existing research lacks in-depth exploration of the micro-level mechanisms through which computing power operates as a [...] Read more.

Against the backdrop of China’s “East-West Computing Resource Transfer” and “Digital-Real Integration” national strategies, computing power has emerged as a core engine driving the digital economy. However, existing research lacks in-depth exploration of the micro-level mechanisms through which computing power operates as a strategic digital resource at the firm level and transforms into competitive advantages. This study examines a sample of manufacturing firms listed on China’s A-share markets from 2011 to 2022, treating the establishment of intelligent computing centers by firms as a quasi-natural experiment. Employing a staggered difference-in-differences model combined with causal inference strategies such as double machine learning, we empirically test the impact of computing power investment on firms’ new quality productivity. The findings reveal that computing power investment significantly enhances new quality productivity, primarily through enabling dynamic capabilities: it strengthens risk perception capabilities by improving information environments, enabling intelligent risk monitoring, and enhancing decision-making resilience; it elevates innovation opportunity-capturing capabilities by expanding the scope of innovation search, accelerating innovation iteration, and facilitating cross-domain knowledge integration; and it achieves data element reconstruction through constructing data infrastructure capabilities, improving data operational efficiency, and optimizing data ecosystem collaboration. Further analysis demonstrates that this promotional effect is more pronounced in firms with strong executive digital cognition and intense market competition, and is more significant among non-heavily polluting, high-tech firms with high absorptive capacity, those located in eastern regions, and those with superior digital endowments. Extended analysis also reveals that the new quality productivity gains from computing power investment drive optimal allocation of human capital while potentially inducing strategic information concealment behaviors as firms seek to protect competitive advantages. By conceptualizing computing power as a contestable strategic resource at the micro level, this study unveils the micro-mechanisms of digital transformation through a dynamic capability framework, offering important implications for firms and governments in optimizing digital strategies. Full article

(This article belongs to the Special Issue Digital Intelligence Empowering the Dual Carbon Strategy and E-Commerce)

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24 pages, 1367 KB

Open AccessArticle

Algorithmic Empowerment and Its Impact on Circular Economy Participation: An Empirical Study Based on Human–Machine Collaborative Decision-Making Mechanisms

by Xingjun Ru, Le Liu and Min Chen

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 353; https://doi.org/10.3390/jtaer20040353 - 5 Dec 2025

At the intersection of the circular economy and artificial intelligence (AI), high-value secondhand trading faces a “triple decision dilemma” of cognitive overload, trust risk, and emotional attachment. To address the limits of traditional human-centered theories, this study develops and empirically tests a novel [...] Read more.

At the intersection of the circular economy and artificial intelligence (AI), high-value secondhand trading faces a “triple decision dilemma” of cognitive overload, trust risk, and emotional attachment. To address the limits of traditional human-centered theories, this study develops and empirically tests a novel framework of Algorithmic Empowerment. Drawing on data from 1396 users of Chinese secondhand luxury platforms and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), the findings reveal that users’ empowerment perception arises from three dimensions—Algorithmic Connectivity (AC), Human–Agent Symbiotic Trust (HAST), and Algorithmic Value Alignment (AVA). This perceived empowerment affects participation willingness through two parallel pathways: the social pathway, where algorithmic curation shapes social norms and recognition, and the cognitive pathway, where AI enhances decision fluency and reduces cognitive friction. The results confirm the dual mediating effects of these mechanisms. This study advances understanding of human–AI collaboration in sustainable consumption by conceptualizing empowerment as the bridge linking algorithmic functions to user engagement, and provides actionable implications for designing AI systems that both enhance efficiency and foster user trust and identification. Full article

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30 pages, 1057 KB

Open AccessArticle

An Attention-Seq2Seq Model for New Energy Vehicle Sales Prediction

by Yanji Piao and Jiawen Wu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 352; https://doi.org/10.3390/jtaer20040352 - 4 Dec 2025

With worsening energy and environmental issues, new energy vehicles (NEVs) have emerged as the future of the automotive industry, as they aim to address the high energy consumption and carbon emissions of traditional fuel vehicles. However, due to the industry’s short development history, [...] Read more.

With worsening energy and environmental issues, new energy vehicles (NEVs) have emerged as the future of the automotive industry, as they aim to address the high energy consumption and carbon emissions of traditional fuel vehicles. However, due to the industry’s short development history, limited available data, and incomplete supporting systems, most existing NEV research focuses on theoretical analysis, which hinders the achievement of accurate sales predictions. Today, online reviews influence consumer decisions and thus provide a new perspective for sales forecasting. Based on consumer behavior theory and neural network principles, our research selects factors influencing NEV sales (covering economics, technological, policy, and consumer dimensions, including preprocessed crawled online reviews), constructs an index system screened via grey relational analysis, and establishes five models (SARIMA, GRU, Seq2Seq, Attention-GRU, Attention-Seq2Seq) for training and testing. The study supports the use of online reviews in NEV sales prediction and proves that the model based on cutting-edge technology of Attention-Seq2Seq can outperform the other four methods presented above. Through this, the current contributions advance marketing innovation by helping NEV stakeholders understand relevant information using a predictive model from online reviews, which leads to precise product improvement and optimal distribution of resources as well as precise adoption of marketing strategies. Full article

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

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26 pages, 762 KB

Open AccessArticle

Digital Ripples in Industries: An Institutional Theory Perspective on How Peer Transformation Dismantles Greenwashing Behavior

by Jiajun Xu, Rui Li and Zixuan Peng

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 351; https://doi.org/10.3390/jtaer20040351 - 4 Dec 2025

This study examines if peers’ digital transformation affects focal firms’ greenwashing, addressing the literature gap of insufficient focus on industry interactions via institutional theory. Using a sample of Chinese listed companies, the paper conducts an empirical analysis and finds that the digital transformation [...] Read more.

This study examines if peers’ digital transformation affects focal firms’ greenwashing, addressing the literature gap of insufficient focus on industry interactions via institutional theory. Using a sample of Chinese listed companies, the paper conducts an empirical analysis and finds that the digital transformation of peer enterprises significantly inhibits the greenwashing behavior of focal enterprises. This inhibitory effect is realized through three key mechanisms: the competitive peer spillover effect of digital transformation, the suppression of peer spillover in greenwashing behavior, and the convergence effect of industry-wide information disclosure quality. Moreover, this inhibitory effect is particularly pronounced in industries characterized by low short-termism tendencies, high technology intensity, high pollution levels, and fierce competition. Further research confirms that the initial emergence of highly digitalized enterprises in an industry triggers a “catfish effect,” and once the proportion of digitalized enterprises exceeds 50%, the inhibitory effect on greenwashing behavior becomes significantly stronger. Full article

(This article belongs to the Special Issue Digital Intelligence Empowering the Dual Carbon Strategy and E-Commerce)

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24 pages, 2794 KB

Open AccessArticle

Crossing Boundaries: How Cross-Niche Influencer Collaborations Enhance Brand Attitude Through Perceived Innovation

by Xiaoxue Wang, Hongyu Zhang, Jiao Feng and Muhammad Khayyam

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 350; https://doi.org/10.3390/jtaer20040350 - 4 Dec 2025

Influencer marketing practice predominantly favors same-niche partnerships; however, industry evidence suggests that unconventional pairings can sometimes outperform traditional matches, highlighting a knowledge gap regarding how collaboration structure influences consumer response. Drawing on Optimal Distinctiveness Theory, this research examines whether cross-niche collaborations enhance brand [...] Read more.

Influencer marketing practice predominantly favors same-niche partnerships; however, industry evidence suggests that unconventional pairings can sometimes outperform traditional matches, highlighting a knowledge gap regarding how collaboration structure influences consumer response. Drawing on Optimal Distinctiveness Theory, this research examines whether cross-niche collaborations enhance brand evaluations by fulfilling concurrent desires for inclusion and differentiation. Four controlled experiments (total N = 1482) employing Instagram-style stimuli and behavioral intention measures compare same- versus cross-niche alliances while manipulating or measuring consumers’ need for uniqueness and category expertise. Across studies, cross-niche (versus same-niche) collaborations consistently improve brand attitude, an effect fully mediated by heightened perceptions of brand innovation. Moderation analyses reveal that this indirect effect is amplified among consumers high in need for uniqueness but attenuated—and in some cases reversed—among category experts, who tend to prefer the depth signaled by same-niche partnerships. Alternative explanations, including curiosity, source credibility, and message liking, are empirically ruled out. These findings extend Optimal Distinctiveness Theory to influencer branding by identifying collaboration type as a market-level cue signaling innovation while refining influencer effectiveness models through a dual-contingency framework that incorporates motivational and knowledge-based audience factors. From a managerial perspective, the results suggest deploying cross-niche alliances when targeting novelty-seeking or novice segments while preserving niche purity or offering technical justification when addressing expert consumers, thereby aligning collaboration strategies with audience composition. Full article

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23 pages, 405 KB

Open AccessArticle

Research on the Effects of Social Learning and Risk Attitudes on Rural Households’ Participation in Agricultural Product E-Commerce

by Jiaxiang Hu, Jiayi Liu and Yanghe Liu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 349; https://doi.org/10.3390/jtaer20040349 - 4 Dec 2025

E-commerce for agricultural products serves as a critical link connecting smallholders with markets; however, technological barriers and market uncertainties during its transitional phase have led to low participation rates among farmers, creating a key bottleneck for industrial upgrading. The social learning mechanisms inherent [...] Read more.

E-commerce for agricultural products serves as a critical link connecting smallholders with markets; however, technological barriers and market uncertainties during its transitional phase have led to low participation rates among farmers, creating a key bottleneck for industrial upgrading. The social learning mechanisms inherent in rural communities may influence farmers’ decisions by reshaping risk attitudes—a pathway that has not been sufficiently empirically examined. This study examines how rural social learning affects farmers’ participation in agricultural e-commerce through the channel of risk attitude. Using survey data from 327 peach growers in Qingdao, Shandong, we construct an analytical framework of “social learning–risk attitude–e-commerce participation” and identify the mechanisms with a Heckman two-step model, IV-Probit, and mediation analysis. The results show that both observational and reinforcement learning significantly increase farmers’ probability and intensity of participation; risk attitude partially mediates this relationship, and contextual factors such as logistics accessibility also matter. The contribution lies in embedding social learning and risk attitude in a single empirical framework and providing evidence from a highly digitized yet agricultural Chinese context for tiered rural e-commerce training and risk education. Full article

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

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37 pages, 16509 KB

Open AccessArticle

Reselling or Agency Selling: Technology Investment and Information Sharing Strategies in Live Streaming E-Commerce

by Yu-Wei Li, Gui-Hua Lin and Xide Zhu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 348; https://doi.org/10.3390/jtaer20040348 - 4 Dec 2025

With the rapid development of live streaming e-commerce, opening live streaming sales channels for online product sales has become an important strategic priority for enterprises. This paper examines information technology-driven operational decisions in live streaming e-commerce supply chains, including sales mode selection, technology [...] Read more.

With the rapid development of live streaming e-commerce, opening live streaming sales channels for online product sales has become an important strategic priority for enterprises. This paper examines information technology-driven operational decisions in live streaming e-commerce supply chains, including sales mode selection, technology investment, and information sharing. We develop game-theoretic models for reselling and agency selling modes under three scenarios: no technology investment, investment without information sharing, and investment with information sharing. Our findings show that under the reselling mode, e-tailers tend to accept information sharing when the live streaming creates high extra value or when the market demand is underestimated. Under the agency mode, e-tailers usually reject sharing. Regarding technology investment, platforms are motivated to invest under the reselling mode when the market is underestimated regardless of sharing; in contrast, under the agency mode, platforms only invest when e-tailers accept sharing and the market is severely underestimated, the sharing fee is moderate, and the agency fee and hassle cost are low. A win-win outcome arises when the agency fee is low and live streaming generates low extra value with high hassle costs, making the agency optimal for both e-tailers and platforms; conversely, when the agency fee is high and live streaming generates high extra value with low hassle costs, the reselling becomes optimal. This study provides important strategic guidance and policy insights for supply chain members, enabling firms to make better decisions and thus gain a competitive advantage in the face of fierce market competition. Full article

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18 pages, 513 KB

Open AccessArticle

Watching Ad or Paying Premium: Optimal Monetization of Online Platforms

by Hoshik Shim, Jinhwan Lee and Young Soo Park

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 347; https://doi.org/10.3390/jtaer20040347 - 3 Dec 2025

Digital platforms face a fundamental strategic decision between subscription-only, advertising-only, and freemium (hybrid) monetization models. We develop a game-theoretic framework that unifies these strategies, explicitly modeling consumer heterogeneity in both willingness-to-pay and advertising disutility, while incorporating network effects through the platform’s valuation of [...] Read more.

Digital platforms face a fundamental strategic decision between subscription-only, advertising-only, and freemium (hybrid) monetization models. We develop a game-theoretic framework that unifies these strategies, explicitly modeling consumer heterogeneity in both willingness-to-pay and advertising disutility, while incorporating network effects through the platform’s valuation of user-base size. Our analysis yields closed-form solutions identifying optimal strategy thresholds based on advertising market conditions. We show that subscription-only dominates when advertising prices are low, advertising-only prevails when prices are high, and freemium emerges as strictly optimal in the intermediate region. Under freemium, we demonstrate strategic complementarity: both subscription fees and advertising intensity exceed their levels in pure strategies because each instrument’s effectiveness is amplified by the other through user reallocation across tiers. Network effects universally reduce monetization intensity but alter instruments’ relative sensitivities differently across regimes—when advertising prices are moderate, freemium adjusts ad length more aggressively, while the opposite holds at high prices. Critically, freemium’s profitability requires sufficient consumer heterogeneity in ad tolerance. As consumer preferences converge, the screening mechanism fails and freemium collapses to the superior pure strategy. These results provide operational guidance for platform monetization decisions and clarify when hybrid models create value beyond traditional approaches. Full article

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

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19 pages, 891 KB

Open AccessArticle

The Influence of Personalized AI on Users’ Intention to Continue Using Mobile Payments: A Contingency Perspective

by Na Liang and Eunmi Tatum Lee

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 346; https://doi.org/10.3390/jtaer20040346 - 3 Dec 2025

Although the use of mobile payments has become increasingly prevalent, understanding the factors that persuade users to continue to rely on the transaction method remains limited. This study applied the Uses and Gratifications Theory and a contingency perspective to examine the relationship between [...] Read more.

Although the use of mobile payments has become increasingly prevalent, understanding the factors that persuade users to continue to rely on the transaction method remains limited. This study applied the Uses and Gratifications Theory and a contingency perspective to examine the relationship between personalized artificial intelligence and users’ intention to continue using mobile payments. Drawing on the contingency perspective, we also assessed four moderating factors: age, educational level, social network, and technological diversity. Using survey data collected from 515 Chinese users and applying hierarchical regression analysis, our results reveal that personalized artificial intelligence significantly enhances users’ intention to continue using mobile payments. Educational level, social network, and technological diversity also have a positive influence but age has a deterring effect. Our empirical findings constitute an academic contribution to a deeper understanding of the dynamics that persuade mobile payment users not to change their routine. Full article

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27 pages, 1840 KB

Open AccessArticle

Investigating the Role of Logistics Delivery Services in Shaping Customer Satisfaction: LLM-Aspect-Based Sentiment Analysis of Perceived Quality in Indonesian E-Commerce

by Arbi Setiyawan, Youshi He and Ray Sastri

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 345; https://doi.org/10.3390/jtaer20040345 - 3 Dec 2025

A significant challenge in e-commerce is the inability of consumers to physically inspect products, forcing them to rely on perceived quality derived from other consumers’ experiences. However, gaps remain in understanding which dimensions of perceived quality are most frequently mentioned and influential for [...] Read more.

A significant challenge in e-commerce is the inability of consumers to physically inspect products, forcing them to rely on perceived quality derived from other consumers’ experiences. However, gaps remain in understanding which dimensions of perceived quality are most frequently mentioned and influential for customer satisfaction, particularly in emerging markets like Indonesia. This study investigates these gaps by identifying key perceived quality aspects and examining their impact on satisfaction, with a specific focus on the moderating role of logistics delivery services. Using a large language model (LLM), specifically Google’s Gemma 2, we performed aspect-based sentiment analysis on 5000 smartphone reviews from Indonesian e-commerce. Logistic regression models incorporating interaction variables were employed to evaluate the relationships. The results identify the most frequently mentioned aspects of perceived quality: Logistics delivery services, Functionality, Originality, Responsiveness, and Packaging. While Logistics delivery services was the most mentioned aspect, Packaging had the most significant direct influence on satisfaction. Notably, Logistics delivery services also play a significant moderating role, enhancing the positive effect of other perceived quality aspects on satisfaction. These findings suggest that Logistics delivery services contribute directly to satisfaction and amplify other aspects, resulting in greater customer satisfaction. The study contributes to the literature by demonstrating LLM-driven aspect-based sentiment analysis methods and expanding the concept of perceived quality to include service aspects, thus promoting a more complete consideration of perceived quality in e-commerce. Full article

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24 pages, 1386 KB

Open AccessArticle

Social Media Marketing Drives Brand Love and Customer Behavioral Engagement: Gender as a Moderator

by Muhammad Sohaib, Muhammad Asghar Ali and Muhammad Ahmad-ur-Rehman

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 344; https://doi.org/10.3390/jtaer20040344 - 3 Dec 2025

This study investigates the impact of social media marketing activities on customers’ behavioral engagement with fashion clothing brands in Pakistan. Drawing on the Stimulus–Organism–Response (S–O–R) framework, this study examined how social media marketing activities affect brand love and subsequent consumers’ behavioral engagement, and [...] Read more.

This study investigates the impact of social media marketing activities on customers’ behavioral engagement with fashion clothing brands in Pakistan. Drawing on the Stimulus–Organism–Response (S–O–R) framework, this study examined how social media marketing activities affect brand love and subsequent consumers’ behavioral engagement, and to what extent gender moderates the association between social media marketing activities and brand love. Data were collected through a cross-sectional survey using convenience sampling, resulting in 297 valid responses. Partial Least Squares Structural Equation Modeling using SmartPLS 4 software was employed for the data analysis. The findings revealed that social media marketing activities have a substantial impact on brand love, and brand love, in turn, influences customers’ behavioral engagement. Specifically, social media marketing dimensions, such as entertainment, trendiness, customization, and word of mouth, emerged as statistically significant drivers of brand love, whereas interaction did not exhibit any effects. Furthermore, brand love also serves as a predictor of behavioral engagement. Regarding the moderating role of gender, the results confirm that the effect of customization on brand love is higher for females than for males. Similarly, gender acts as a moderator, indicating that the effect of word of mouth on brand love is stronger for males than for females. This study contributes to the literature by emphasizing the significance of brand love in formulating strategies to enhance consumer engagement in the digital landscape. Full article

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

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28 pages, 2792 KB

Open AccessArticle

Multimodal Deep Learning Framework for Automated Usability Evaluation of Fashion E-Commerce Sites

by Nahed Alowidi

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 343; https://doi.org/10.3390/jtaer20040343 - 3 Dec 2025

Effective website usability assessment is crucial for improving user experience, driving customer satisfaction, and ensuring business success, particularly in the competitive e-commerce sector. Traditional methods, such as expert reviews and user testing, are resource-intensive and often fail to fully capture the complex interplay [...] Read more.

Effective website usability assessment is crucial for improving user experience, driving customer satisfaction, and ensuring business success, particularly in the competitive e-commerce sector. Traditional methods, such as expert reviews and user testing, are resource-intensive and often fail to fully capture the complex interplay between a site’s aesthetic design and its technical performance. This paper introduces an end-to-end multimodal deep learning framework that automates the usability assessment of fashion e-commerce websites. The framework fuses structured numerical indicators (e.g., load time, mobile compatibility) with high-level visual features extracted from full-page screenshots. The proposed framework employs a comprehensive set of visual backbones—including modern architectures such as ConvNeXt and Vision Transformers (ViT, Swin) alongside established CNNs—and systematically evaluates three fusion strategies: early fusion, late fusion, and a state-of-the-art cross-modal fusion strategy that enables deep, bidirectional interactions between modalities. Extensive experiments demonstrate that the cross-modal fusion approach, particularly when paired with a ConvNeXt backbone, achieves superior performance with a 0.92 accuracy and 0.89 F1-score, outperforming both unimodal and simpler fusion baselines. Model interpretability is provided through SHAP and LIME, confirming that the predictions align with established usability principles and generate actionable insights. Although validated on fashion e-commerce sites, the framework is highly adaptable to other domains—such as e-learning and e-government—via domain-specific data and light fine-tuning. It provides a robust, explainable benchmark for data-driven, multimodal website usability assessment and paves the way for more intelligent, automated user-experience optimization. Full article

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27 pages, 792 KB

Open AccessArticle

The Persuasive Power of AI Avatars Through Trust Transfer and the Elaboration Likelihood Model

by Ching-Jui Keng, Hsiao-Po Bao and Chia-Hung Lin

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 342; https://doi.org/10.3390/jtaer20040342 - 3 Dec 2025

Drawing upon the Elaboration Likelihood Model (ELM) and Trust Transfer Theory, this study investigates how AI digital avatars influence consumer trust and purchase intention. Using survey data collected from 378 valid respondents, the proposed model was tested with Partial Least Squares Structural Equation [...] Read more.

Drawing upon the Elaboration Likelihood Model (ELM) and Trust Transfer Theory, this study investigates how AI digital avatars influence consumer trust and purchase intention. Using survey data collected from 378 valid respondents, the proposed model was tested with Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that brand awareness and perceived quality significantly affect purchase intention through product trust, while social endorsement cues, anthropomorphism, and interaction quality indirectly influence purchase intention through AI Avatar trust. Furthermore, both AI Avatar trust and product trust have significant direct effects on purchase intention, highlighting the critical role of trust in AI-driven persuasion processes. This study validates the dual-route persuasion mechanism of the ELM in AI marketing contexts and extends the application of trust theory to human–AI interactions, offering valuable insights for future research on AI brand endorsement and consumer psychology. Full article

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