Journal of Theoretical and Applied Electronic Commerce Research

This study examines why privacy concerns do not consistently deter online information disclosure by focusing on internal evaluative dynamics underlying privacy decisions. Drawing on theories of attitudinal ambivalence and cognitive–affective inconsistency, it investigates how internal tensions shape the translation of privacy concerns into disclosure behavior. Using two-phase data comprising a survey, the research distinguishes between threat-based and coping-based evaluative conflicts by operationalizing ambivalence and cognitive–affective inconsistency across privacy risks, perceived benefits, self-efficacy, and response efficacy. Results from Phase 1, based on 540 Amazon Mechanical Turk participants, indicate that while privacy concerns generally reduce disclosure intentions, this effect is significantly weakened when individuals experience higher levels of cognitive–affective inconsistency and ambivalence. Although ambivalence significantly reduces the magnitude of inconsistency, it has a limited influence on the moderating role of inconsistency. Phase 2 findings further show that under conditions of high ambivalence, cognitive–affective inconsistency related to self-efficacy exerts a significant effect in situation-specific disclosure contexts. By elucidating the dynamic interplay of the internal tensions, this study clarifies when and why privacy concerns fail to predict disclosure behavior and highlights the importance of incorporating internal evaluative dynamics into models of digital privacy decision-making.

This review examines existing research on virtual streamers in live streaming commerce and digital marketing, identifying key factors that shape consumer responses. Based on 41 peer-reviewed studies and following PRISMA 2020 guidelines, the analysis applies the CIMCO to synthesize findings through a systematic review. Results highlight three primary mechanisms—trait-based trust, perceived social presence, and message framing—which collectively constitute an integrative model explaining how virtual streamers influence AI-enabled consumer behavior. These elements shape how consumers engage with virtual streamers across platforms and product types. However, current research is limited by geographic concentration, reliance on self-reports, and a lack of longitudinal or behavioral data, which constrains broader applicability. For retailers and platform operators, aligning avatar traits and communication styles with product categories and consumer expectations is crucial for effective digital service delivery. Transparency about whether a streamer is AI or human-operated is also important for maintaining user trust. This review proposes a triadic integration model and offers a foundation for future research on AI-driven marketing influence.

Market and government are the main bodies in solving the problem of income inequality, especially as both undergo electronic informatization. This study explores the effect of e-commerce and e-government on regional income inequality, along with its impact mechanisms and spatial characteristics. The results show a significant “sword effect” impact: e-commerce exacerbates income inequality, while e-government suppresses it. This conclusion remains valid after endogeneity and robustness tests. Mechanistically, e-commerce widens the gap by promoting industrial agglomeration and worsening resource misallocation, while e-government narrows it by enhancing fiscal transparency and alleviating resource misallocation. Spatially, all three variables exhibit spatial correlation and β-convergence; e-commerce and income inequality show α-divergence, while e-government shows α-convergence. E-commerce presents a negative spatial spillover of “aggravating local inequality but suppressing adjacent regional inequality,” while e-government’s inhibitory effect is limited to local cities. Their impacts show significant heterogeneity across regional gradients and geographical locations, providing a basis for differentiated policy implications.