Journal of Theoretical and Applied Electronic Commerce Research

30 pages, 3291 KB

Open AccessArticle

Identifying the Impact of Cross-Border E-Commerce on Urban Entrepreneurship: New Insights from China’s Cross-Border E-Commerce Comprehensive Pilot Zone

by Xianpu Xu, Yuchen Yan and Jiarui Hu

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 42; https://doi.org/10.3390/jtaer21020042 - 26 Jan 2026

Abstract

Cross-border e-commerce, as an emerging trade format, offers new chances for optimizing industrial chains’ layout, enhancing economic resilience, and attaining high-quality development at the city level. In this context, treating the execution of the cross-border e-commerce comprehensive pilot zone (CBEC) as a quasi-natural [...] Read more.

Cross-border e-commerce, as an emerging trade format, offers new chances for optimizing industrial chains’ layout, enhancing economic resilience, and attaining high-quality development at the city level. In this context, treating the execution of the cross-border e-commerce comprehensive pilot zone (CBEC) as a quasi-natural experiment, this study subtly attests to how the CBEC affects urban entrepreneurship by using a difference-in-differences (DID) technique. The results exhibit that the CBEC greatly promotes urban entrepreneurship, which is supported by some robustness tests, including instrumental variable testing and placebo testing. Heterogeneity analysis reveals that in cities with more developed economies, stronger digitalization, richer cultures, sounder law rules, and better business environments, the benefit for the CBEC on entrepreneurship is more significant. Mechanism testing argues that the CBEC promotes urban entrepreneurship through talent aggregation and industrial upgrading. Precisely, the more concentrated high-quality talents are and the more advanced the industrial structure is, the higher the urban entrepreneurship. More importantly, the CBEC exhibits a spatial spillover effect on entrepreneurship, promoting local entrepreneurship while stimulating the motivation to imitate and learn in neighboring areas, thereby driving their entrepreneurship. The findings offer a viable decision-making guide for building a unified factor market and achieving regional coordinated development. Full article

(This article belongs to the Section Entrepreneurship, Innovation, and Digital Business Models)

► Show Figures

Figure 1

33 pages, 5873 KB

Open AccessArticle

Optimal Financing Schemes for E-Commerce Closed-Loop Supply Chains with Quality Uncertainty: Balancing Profitability and Environmental Impact

by Jianhui Chen, Yan Tian, Chuan Pang and Huajun Tang

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 41; https://doi.org/10.3390/jtaer21020041 - 24 Jan 2026

Abstract

The rise of the circular economy and e-commerce has led to the emergence of e-commerce closed-loop supply chains (ECLSCs). In practice, investing in process innovation (PI) is key to improving profitability and competitiveness. However, manufacturers at the downstream of ECLSCs often face financial [...] Read more.

The rise of the circular economy and e-commerce has led to the emergence of e-commerce closed-loop supply chains (ECLSCs). In practice, investing in process innovation (PI) is key to improving profitability and competitiveness. However, manufacturers at the downstream of ECLSCs often face financial constraints and quality uncertainty of used products, while research on how to select financing strategies under these conditions remains limited. To explore the optimal financing scheme for the ECLSC, this study investigates two financing schemes: bank financing (BF) and FinTech platform financing (FPF), which offers a combination of debt financing (DF) and equity financing (EF). Some key findings are derived. For the ECLSC, the FPF scheme is more profitable when the unit manufacturing cost for new components exceeds the threshold or PI costs are relatively low. Additionally, the FPF performs better when the FPF interest rate is low and the DF ratio is high. The BF is more beneficial when consumer sensitivity to recycling prices or service is low. The FPF enables the ECLSC to achieve maximum profits and minimize environmental impact within a specific range. Furthermore, the financing models are extended to incorporate considerations of fairness, where the optimal financing scheme is primarily influenced by the manufacturing cost. Full article

(This article belongs to the Collection Advances in Supply Chain Management in the Era of Electronic Commerce)

► Show Figures

Figure 1

24 pages, 3595 KB

Open AccessArticle

Optimal Sales Channel and Business Model Strategies for a Hotel Considering Two Types of Online Travel Agency

by Li Zhang, Xi Han and Ziqi Mou

J. Theor. Appl. Electron. Commer. Res. 2026, 21(1), 40; https://doi.org/10.3390/jtaer21010040 - 14 Jan 2026

Abstract

This study addresses a pivotal strategic issue in hospitality e-commerce: how hotels can optimize cooperation with heterogeneous online travel agencies (OTAs). Moving beyond the conventional question of whether to cooperate, we investigate the interrelated decisions of which OTA type to partner with (quality-focused [...] Read more.

This study addresses a pivotal strategic issue in hospitality e-commerce: how hotels can optimize cooperation with heterogeneous online travel agencies (OTAs). Moving beyond the conventional question of whether to cooperate, we investigate the interrelated decisions of which OTA type to partner with (quality-focused vs. price-focused) and which business model to adopt (merchant vs. agency). We develop a game-theoretic model that incorporates key e-commerce factors, including hotel capacity constraints, cross-channel spillover effects, and differential consumer acceptance of OTA types. Our analysis yields a contingent decision framework. We demonstrate that OTA cooperation becomes beneficial only when a hotel’s room capacity exceeds its direct-channel demand. The optimal strategy evolves with capacity: hotels with moderate capacity should partner with a single OTA type—predominantly the quality-focused one—while larger hotels should engage both types to maximize market coverage. In terms of business models, smaller hotels benefit from the risk-shifting merchant model, whereas larger hotels capture higher margins through the agency model. A key finding is the general superiority of a differentiated approach: applying the agency model to quality-focused OTAs and the merchant model to price-focused OTAs. This research provides a structured analytical framework to guide hotel managers in crafting e-commerce platform strategies and offers scholars a foundation for further inquiry into platform competition and contract design in digital marketplaces. Full article

► Show Figures

Figure 1

21 pages, 1506 KB

Open AccessArticle

Mapping Morality in Marketing: An Exploratory Study of Moral and Emotional Language in Online Advertising

by Mauren S. Cardenas-Fontecha, Leonardo H. Talero-Sarmiento and Diego A. Vasquez-Caballero

J. Theor. Appl. Electron. Commer. Res. 2026, 21(1), 39; https://doi.org/10.3390/jtaer21010039 - 14 Jan 2026

Abstract

Understanding how moral and emotional language operates in paid social advertising is essential for evaluating persuasion and its ethical contours. We provide a descriptive map of Moral Foundations Theory (MFT) language in Meta ad copy (Facebook/Instagram) drawn from seven global beverage brands across [...] Read more.

Understanding how moral and emotional language operates in paid social advertising is essential for evaluating persuasion and its ethical contours. We provide a descriptive map of Moral Foundations Theory (MFT) language in Meta ad copy (Facebook/Instagram) drawn from seven global beverage brands across eight English-speaking markets. Using the moralstrength toolkit, we implement a two-channel pipeline that combines an unsupervised semantic estimator (SIMON) with supervised classifiers, enforces a strict cross-channel consensus rule, and adds a non-overriding purity diagnostic to reduce attribute-based false positives. The corpus comprises 758 text units, of which only 25 ads (3.3%) exhibit strong consensus, indicating that much of the copy is either non-moral or linguistically ambiguous. Within this high-consensus subset, the distribution of moral cues varies systematically by brand and category, with loyalty, fairness, and purity emerging as the most prominent frames. A valence pass (VADER) indicates that moralized copy tends toward negative valence, yet it may still yield a constructive overall tone when advertisers follow a crisis–resolution structure in which high-intensity moral cues set the stakes while surrounding copy positions the brand as the solution. We caution that text-only models undercapture multimodal signaling and that platform policies and algorithmic recombination shape which moral cues appear in copy. Overall, the study demonstrates both the promise and the limits of current text-based MFT estimators for advertising: they support transparent, reproducible mapping of moral rhetoric, but future progress requires multimodal, domain-sensitive pipelines, policy-aware sampling, and (where available) impression/spend weighting to contextualize descriptive labels. Full article

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

► Show Figures

Figure 1

25 pages, 570 KB

Open AccessArticle

Digital Supply Chain Integration and Sustainable Performance: Unlocking the Green Value of Data Empowerment in Resource-Intensive Sectors

by Wanhong Li, Di Liu, Yuqing Zhan and Na Li

J. Theor. Appl. Electron. Commer. Res. 2026, 21(1), 38; https://doi.org/10.3390/jtaer21010038 - 14 Jan 2026

Abstract

In the rapidly evolving digital economy, the expansion of business-to-business e-commerce ecosystems has compelled traditional industries to integrate into digital supply chains to achieve sustainable development. Industrial e-commerce is no longer limited to online transactions but extends to the digital transformation of backend [...] Read more.

In the rapidly evolving digital economy, the expansion of business-to-business e-commerce ecosystems has compelled traditional industries to integrate into digital supply chains to achieve sustainable development. Industrial e-commerce is no longer limited to online transactions but extends to the digital transformation of backend operations. Drawing upon the perspective of the digital business ecosystem, this study investigates how digital supply chain integration, manifested through digital transformation, impacts energy efficiency. By utilizing a panel fixed effects model and advanced text mining techniques on a dataset of 721 listed firms in the resource-intensive sectors of China spanning from 2011 to 2023, this research constructs a novel index to quantify corporate digital maturity based on semantic analysis. The empirical results demonstrate that digital transformation significantly enhances energy efficiency by facilitating optimized resource allocation and data-driven decision making required by modern digital markets. Mechanism analysis reveals that green innovation functions as a pivotal mediator that bridges the gap between digital investments and environmental performance. Furthermore, this relationship is found to be contingent upon corporate social responsibility strategies, ownership structures, and the scale of the firm. This study contributes to the electronic commerce literature by elucidating how traditional manufacturers can leverage digital technologies and green innovation to navigate the twin transition of digitalization and sustainability, offering theoretical implications for platform governance in industrial sectors. Full article

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

► Show Figures

Figure 1

27 pages, 975 KB

Open AccessArticle

The Effect of eWOM Sources on Purchase Intention: The Moderating Role of Gender

by Ibrahim Saif and Reema Nofal

J. Theor. Appl. Electron. Commer. Res. 2026, 21(1), 37; https://doi.org/10.3390/jtaer21010037 - 14 Jan 2026

Abstract

The electronic word of mouth (eWOM) has emerged as a communication tool that significantly influences consumers’ attitudes and purchasing behavior in the online market. Research indicates that the effect of eWOM sources, such as (strong ties, weak ties, and influencers) varies in terms [...] Read more.

The electronic word of mouth (eWOM) has emerged as a communication tool that significantly influences consumers’ attitudes and purchasing behavior in the online market. Research indicates that the effect of eWOM sources, such as (strong ties, weak ties, and influencers) varies in terms of perceived value components (price, quality, emotional, and social value) and purchase intention, particularly with regard to gender. This study, which is based on the SOR framework; examines the role of eWOM as a stimulus affecting student responses and considers the mediating role of perceived value components and the moderate effect of gender. A sample of 901 students from Westbank universities was analyzed using Smart PLS software. The findings reveal that strong ties and influencer eWOM are positively associated with perceived value components and purchase intention, while weak tie eWOM does not directly correlate with purchase intention. Mediation analyses show that perceived quality and social value act as mediators of purchase intent towards eWOM sources, while emotional value specifically mediates strong relationships and influencers. Notably, price value exerts only a mediating effect on purchase intention when communicated through influencers, highlighting the unique role of the influencer in shaping price perceptions and its broad impact on all components of perceived value. Gender differences were observed in students’ responses to eWOM content; particularly in terms of price, quality, and emotional appeal but not in terms of social factors. The outcomes of this study underscore the significance of considering both the source of the message and the characteristics of the audience when formulating targeted marketing strategies. Full article

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

► Show Figures

Figure 1

28 pages, 2322 KB

Open AccessArticle

From Fragmentation to Coupling: Leveraging Entrepreneurial Vitality to Synchronize Digital Inclusive Finance with Rural Revitalization

by Xinxing Wei, Xiaozhong Li and Gang Fang

J. Theor. Appl. Electron. Commer. Res. 2026, 21(1), 36; https://doi.org/10.3390/jtaer21010036 - 14 Jan 2026

Abstract

The entrepreneurial ecosystem theory posits that regional development emerges from synergistic interactions among entrepreneurs, institutions, and markets. This study positions entrepreneurial vitality as the core catalyst synchronizing digital inclusive finance (DIF) with rural revitalization—two systems often advancing in isolation, leading to unbalanced rural [...] Read more.

The entrepreneurial ecosystem theory posits that regional development emerges from synergistic interactions among entrepreneurs, institutions, and markets. This study positions entrepreneurial vitality as the core catalyst synchronizing digital inclusive finance (DIF) with rural revitalization—two systems often advancing in isolation, leading to unbalanced rural development. Using a coupling coordination degree model and provincial panel data from China (2011–2020), we demonstrate that entrepreneurial vitality significantly strengthens DIF–rural revitalization coupling coordination, following a nonlinear threshold pattern. Coordination gains accelerate only after vitality passes empirically identified critical levels, explaining persistent regional disparities in coupling coordination. Furthermore, the vitality–coordination link is moderated by technological infrastructure, organizational electronic commerce (e-commerce) engagement, and regional economic development, as outlined by the Technology–Organization–Environment framework. Framing DIF as an e-commerce-related ICT input, this paper advances the entrepreneurial ecosystem, e-commerce, and ICT-for-development (ICT4D) literature by revealing the threshold-driven nature of resource coordination in rural contexts. The findings offer a contextualized framework for catalyzing balanced and inclusive rural development in emerging economies. Full article

(This article belongs to the Section FinTech, Blockchain, and Digital Finance)

► Show Figures

Figure 1

26 pages, 4207 KB

Open AccessArticle

Is a Chatbot More Effective? Investigating the Effect of Service Recovery Agents and Consumer Loss on Consumer Forgiveness

by Liu Fan, Shanshan Li, Can Wang and Xiaoping Zhang

J. Theor. Appl. Electron. Commer. Res. 2026, 21(1), 35; https://doi.org/10.3390/jtaer21010035 - 13 Jan 2026

Abstract

As chatbots are increasingly deployed to address service failures, understanding their role in facilitating consumer forgiveness has become essential. Several studies have compared consumers’ reactions to service recovery efforts conducted by a human versus a chatbot. Through three scenario-based experiments (total N = [...] Read more.

As chatbots are increasingly deployed to address service failures, understanding their role in facilitating consumer forgiveness has become essential. Several studies have compared consumers’ reactions to service recovery efforts conducted by a human versus a chatbot. Through three scenario-based experiments (total N = 1875) with Chinese participants, our study examines the interaction between service recovery agents (chatbot vs. human), types of consumer loss (utilitarian vs. symbolic), and service failure severity (low vs. high) in influencing consumer forgiveness. The results reveal that in cases of symbolic loss, consumers perceive humans—rather than chatbots—as more capable of providing emotional support during service recovery, thus promoting forgiveness more effectively. However, this discrepancy diminishes in the case of utilitarian loss. Our findings further suggest that the combined effect of service recovery agents and consumer loss on forgiveness is moderated by service failure severity. In the case of low-severity failures, recovery services provided by humans (vs. chatbots) are more effective in fostering forgiveness for consumers experiencing symbolic losses. However, for high-severity failures, regardless of the type of loss, consumers exhibit a higher level of forgiveness toward recovery services provided by humans. This research offers the following practical implications for managers dealing with service failures: strategic escalation to human agents is recommended for symbolic losses or high-severity failures, but chatbots represent a cost-efficient solution for utilitarian losses in low-severity scenarios. Full article

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

► Show Figures

Figure 1

27 pages, 508 KB

Open AccessArticle

When Emotions Matter: Emotional-Mission Congruence in Reward-Based Crowdfunding

by Ji-hyun Lee and Eun-jung Hyun

J. Theor. Appl. Electron. Commer. Res. 2026, 21(1), 34; https://doi.org/10.3390/jtaer21010034 - 12 Jan 2026

Abstract

When are emotional appeals effective for entrepreneurial ventures seeking funding? Questioning the assumption that all positive emotions are equally effective, we propose and empirically validate the idea that only emotions well-aligned with an organization’s purpose retain their signaling value. We use EmoBERTa, a [...] Read more.

When are emotional appeals effective for entrepreneurial ventures seeking funding? Questioning the assumption that all positive emotions are equally effective, we propose and empirically validate the idea that only emotions well-aligned with an organization’s purpose retain their signaling value. We use EmoBERTa, a transformer-based emotion detector, to analyze 275,197 Kickstarter campaigns (2009–2020) and find that emotional expression generally reduces campaign success, indicating increased professionalism in the crowdfunding marketplace. However, campaigns with an explicit prosocial mission are more successful when they express caring emotions compared to other positive emotions (admiration, desire, excitement, joy, love, and optimism). We also found that this effect is more pronounced when campaigns receive no institutional endorsement, such as Kickstarter staff picks. Together, this suggests that emotional appeals matched to an organization’s mission are most effective, especially when the projects are not institutionally recognized. Together, this study enhances our understanding of when and why certain positive emotions are more persuasive than others, challenging conventional wisdom that all positive emotions are equally effective. Full article

(This article belongs to the Section Entrepreneurship, Innovation, and Digital Business Models)

► Show Figures

Figure 1

28 pages, 901 KB

Open AccessArticle

The Impact of Integrated AI and AR in E-Commerce: The Roles of Personalization, Immersion, and Trust in Influencing Continued Use

by Jingyuan Hu and Eunmi Tatum Lee

J. Theor. Appl. Electron. Commer. Res. 2026, 21(1), 33; https://doi.org/10.3390/jtaer21010033 - 10 Jan 2026

Abstract

Digital retail is undergoing a paradigm shift driven by the deep integration of artificial intelligence (AI) and augmented reality (AR). Although prior studies have examined the independent effects of AI-based personalized recommendation (cognitive path) and AR-enabled immersion (experiential path), how their integration systematically [...] Read more.

Digital retail is undergoing a paradigm shift driven by the deep integration of artificial intelligence (AI) and augmented reality (AR). Although prior studies have examined the independent effects of AI-based personalized recommendation (cognitive path) and AR-enabled immersion (experiential path), how their integration systematically shapes user behavior through internal psychological mechanisms remains an important unresolved theoretical gap. To address this gap, this study develops an integrated model grounded in the stimulus–organism–response (S-O-R) framework and trust transfer theory. Specifically, the model examines how personalized recommendation, as a dynamic external stimulus, influences users’ cognitive state (perceived usefulness) and experiential state (immersion); how the overall trust of users in the integrated platform can be used as a key boundary condition to adjust the transformation efficiency from the above stimulus to the internal state; and how the above cognitive and experiential states can ultimately drive the continued usage intention through the mediation of positive emotional response. Based on survey data from 400 Chinese consumers with AR shopping experience on Taobao, analyzed using structural equation modeling (SEM), the results indicate that (1) personalized recommendation positively affects both immersion and perceived usefulness; (2) platform trust significantly and positively moderates the effects of personalized recommendation on both immersion and perceived usefulness; (3) both cognitive and experiential states stimulate positive emotions, which in turn enhance continued usage intention, with perceived usefulness exerting a stronger effect; (4) a key theoretical finding is that there is a significant positive correlation between perceived usefulness and immersion, revealing the coupling of psychological paths in an integrated environment; however, immersion does not moderate the effect of personalized recommendation on emotional responses, suggesting that the current integration mode emphasizes the formation of a stable psychological structure rather than real-time interaction. This study makes three contributions to the existing literature. First, it extends the application of S–O–R theory in a complex technological environment by analyzing the “organism” as a parallel and related cognitive-experience dual path and confirming its coupling relationship. Second, it elucidates the enabling role of trust as a moderating mechanism rather than a direct antecedent, thereby enriching micro-level evidence for trust transfer theory in the context of technology integration. Finally, by contrasting path coupling with process regulation, this study provides a more detailed distinction for understanding the theoretical connotations and boundaries of AI–AR technology integration, which may mainly be a kind of structural integration. Full article

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

► Show Figures

Figure 1

2 pages, 141 KB

Open AccessEditorial

JTAER: Evolving Aims, Sections, and Development Strategies

by Ting Chi

J. Theor. Appl. Electron. Commer. Res. 2026, 21(1), 32; https://doi.org/10.3390/jtaer21010032 - 9 Jan 2026

Abstract

The field of electronic commerce has entered a new phase of accelerated transformation [...] Full article

24 pages, 1583 KB

Open AccessArticle

Mere Virtual Presence Experiences (MVPE) Drive Online Brand Community Members’ Purchasing Behavior: Moderating Roles of Consumers’ Need for Uniqueness (CNFU) and Product Type

by Ching-Jui Keng, Ming-Yiin Hu and Min-Cyun Jiang

J. Theor. Appl. Electron. Commer. Res. 2026, 21(1), 31; https://doi.org/10.3390/jtaer21010031 - 9 Jan 2026

Abstract

Grounded in Social Impact Theory, this study examines the effects of virtual experiences generated by Mere Virtual Presence (MVP), Mere Virtual Presence with Product Experience (MVPE), and pure brand websites on consumers’ brand attitudes and purchase intentions. Additionally, it explores the moderating roles [...] Read more.

Grounded in Social Impact Theory, this study examines the effects of virtual experiences generated by Mere Virtual Presence (MVP), Mere Virtual Presence with Product Experience (MVPE), and pure brand websites on consumers’ brand attitudes and purchase intentions. Additionally, it explores the moderating roles of Consumers’ Need for Uniqueness (CNFU) and product type (search vs. experience products). This study adopts an experimental design with three brand website types (MVP brand communities, MVPE brand communities, and pure brand websites) and two product types to examine the hypothesis. Specifically, a 3 (brand website type) × 2 (product type) experimental design was implemented to examine the influence of brand website types across different scenarios of online marketing. The findings reveal significant insights into consumer brand marketing. Specifically, consumers with low CNFU exhibited higher brand attitudes and purchase intentions compared to those with high CNFU when engaging with search products in MVPE brand communities Furthermore, fan avatars within a virtual brand community can still influence consumer perceptions even without direct interaction. These insights contribute to the growing body of research on personalized marketing and offer practical strategies for leveraging eWOM to enhance consumer engagement and influence decision-making in the digital landscape. Full article

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

► Show Figures

Figure 1

17 pages, 857 KB

Open AccessArticle

Driving Service Stickiness in the AI Subscription Economy: The Roles of Algorithmic Curation, Technological Fluidity, and Cognitive Efficiency

by Bokyung Kim and Joonyong Park

J. Theor. Appl. Electron. Commer. Res. 2026, 21(1), 30; https://doi.org/10.3390/jtaer21010030 - 9 Jan 2026

Abstract

This study examines the psychological mechanisms underlying service stickiness during the mature phase of the AI subscription economy, with particular attention to the paradox of subscription fatigue. To enhance conceptual clarity, AI-driven stimuli—specifically Algorithmic Curation and Technological Fluidity—are defined as perceived attributes at [...] Read more.

This study examines the psychological mechanisms underlying service stickiness during the mature phase of the AI subscription economy, with particular attention to the paradox of subscription fatigue. To enhance conceptual clarity, AI-driven stimuli—specifically Algorithmic Curation and Technological Fluidity—are defined as perceived attributes at the individual level. Employing the Stimulus–Organism–Response (S-O-R) framework, the research explores how these perceived stimuli influence consumers’ internal states (Cognitive Efficiency and Serendipity) and subsequent behavioral responses (Service Stickiness). Empirical analysis using partial least squares structural equation modeling (PLS-SEM) on data from U.S. subscription service users yields several theoretical insights. Cognitive Efficiency is identified as the primary driver of stickiness, indicating that, in the context of subscription fatigue, the utilitarian benefit of reduced cognitive effort surpasses hedonic enjoyment. Additionally, the study identifies a “Frictionless Trap,” in which excessive Technological Fluidity negatively affects Serendipity (β = −0.195), suggesting that an entirely seamless experience may create a filter bubble that limits unexpected discovery. As a result, Serendipity does not significantly affect stickiness in the aggregate model. However, post hoc analysis demonstrates that Serendipity remains significant for high-income users, while Cognitive Efficiency is most influential in high-frequency utilitarian contexts, such as food services. These findings indicate that sustainable retention depends on reducing cognitive load while intentionally introducing friction to preserve opportunities for discovery. Full article

(This article belongs to the Special Issue AI-Based Disruption, Innovations, and New Business Models in E-Commerce: Empirical Research, Case Studies and Current Trends)

► Show Figures

Figure 1

6 pages, 178 KB

Open AccessEditorial

Transforming E-Commerce with AI: Navigating Innovation, Personalization, and Ethical Challenges

by Xiaofei Zhang, Kai Li, Yi Wu, Sai Liang and Mengli Yu

J. Theor. Appl. Electron. Commer. Res. 2026, 21(1), 29; https://doi.org/10.3390/jtaer21010029 - 8 Jan 2026

Abstract

Artificial Intelligence (AI) has become a primary agent of change in the contemporary e-commerce landscape [...] Full article

(This article belongs to the Special Issue ICEC 2025: Transforming E-Commerce with AI: Navigating Innovation, Personalization, and Ethical Challenges)

29 pages, 522 KB

Open AccessArticle

Crowdfunding as an E-Commerce Mechanism: A Deep Learning Approach to Predicting Success Using Reduced Generative AI Embeddings

by Hakan Gunduz, Muge Klein and Ela Sibel Bayrak Meydanoglu

J. Theor. Appl. Electron. Commer. Res. 2026, 21(1), 28; https://doi.org/10.3390/jtaer21010028 - 8 Jan 2026

Abstract

Crowdfunding platforms like Kickstarter have reshaped early-stage financing by allowing entrepreneurs to connect directly with potential supporters. As a fast-expanding part of digital commerce, crowdfunding offers significant opportunities but also substantial risks for both entrepreneurs and platform operators, making predictive analytics an essential [...] Read more.

Crowdfunding platforms like Kickstarter have reshaped early-stage financing by allowing entrepreneurs to connect directly with potential supporters. As a fast-expanding part of digital commerce, crowdfunding offers significant opportunities but also substantial risks for both entrepreneurs and platform operators, making predictive analytics an essential capability. Although crowdfunding shares some operational features with traditional e-commerce, its mix of financial uncertainty, emotionally charged storytelling, and fast-evolving social interactions makes it a distinct and more challenging forecasting problem. Accurately predicting campaign outcomes is especially difficult because of the high-dimensionality and diversity of the underlying textual and behavioral data. These factors highlight the need for scalable, intelligent data science methods that can jointly exploit structured and unstructured information. To address these issues, this study proposes a novel AI-based predictive framework that integrates a Convolutional Block Attention Module (CBAM)-enhanced symmetric autoencoder for compressing high-dimensional Generative AI (GenAI) BERT embeddings with meta-heuristic feature selection and advanced classification models. The framework systematically couples attention-driven feature compression with optimization techniques—Genetic Algorithm (GA), Jaya, and Artificial Rabbit Optimization (ARO)—and then applies Long Short-Term Memory (LSTM) and Gradient Boosting Machine (GBM) classifiers. Experiments on a large-scale Kickstarter dataset demonstrate that the proposed approach attains 77.8% accuracy while reducing feature dimensionality by more than 95%, surpassing standard baseline methods. In addition to its technical merits, the study yields practical insights for platform managers and campaign creators, enabling more informed choices in campaign design, promotional tactics, and backer targeting. Overall, this work illustrates how advanced AI methodologies can strengthen predictive analytics in digital commerce, thereby enhancing the strategic impact and long-term sustainability of crowdfunding ecosystems. Full article

(This article belongs to the Special Issue AI-Based Disruption, Innovations, and New Business Models in E-Commerce: Empirical Research, Case Studies and Current Trends)

► Show Figures

Figure 1

38 pages, 2009 KB

Open AccessArticle

Interactive Effects of Live Streaming Modes and Return Policies: A Game-Theoretic Analysis of Manufacturers’ Pre-Sale Decisions

by Dandan Dong, Guoqu Deng, Xinxin Qie, Dan Ralescu and Ersen Miao

J. Theor. Appl. Electron. Commer. Res. 2026, 21(1), 27; https://doi.org/10.3390/jtaer21010027 - 7 Jan 2026

Abstract

This paper investigates the interactive effects of live streaming pre-sale modes and return policies within a manufacturer’s two-stage supply chain. On the one hand, in addition to traditional pre-sales, manufacturers can adopt merchant live streaming or commission influencer live streaming to stimulate demand, [...] Read more.

This paper investigates the interactive effects of live streaming pre-sale modes and return policies within a manufacturer’s two-stage supply chain. On the one hand, in addition to traditional pre-sales, manufacturers can adopt merchant live streaming or commission influencer live streaming to stimulate demand, enhance consumer engagement, and generate social influence. On the other hand, a “Money-back guarantee (MBG)” policy can be implemented to mitigate consumers’ valuation uncertainty. Using a game-theoretic model, we examine the manufacturer’s optimal joint decisions across six scenarios, determining the optimal conditions for activating each pre-sale mode and the MBG policy. Our findings reveal that the effectiveness of an MBG in promoting pre-sales is not universal but highly contingent on factors such as return costs, product satisfaction, and the social influence generated through live streaming. Specifically, traditional pre-sales tend to adopt an MBG only when return costs are low, whereas merchant live streaming pre-sales consistently adopt it under weak social influence. In contrast, influencer live streaming pre-sales are more likely to adopt MBGs when return costs are low; however, with high return costs, the manufacturer’s profit may fall below that of not conducting pre-sales, leading to the abandonment of this mode. Regarding mode selection, under a no-return policy, manufacturers prefer influencer live streaming when social influence is weak but switch to merchant live streaming when it is strong. When offering an MBG, manufacturers tend to commission influencer live streaming when product satisfaction and return costs are low but revert to traditional pre-sales when satisfaction is high. Conversely, with high return costs, manufacturers prefer merchant live streaming under low satisfaction but favor influencer live streaming when satisfaction is high. These findings offer valuable theoretical insights and practical guidance for manufacturers to optimize their pre-sales and return strategies under diverse market conditions. Full article

► Show Figures

Figure 1

37 pages, 2551 KB

Open AccessArticle

Platform Governance and Digital Sustainability: A Systemic Functional Dependency Perspective

by Keming Chen and Tingting Li

J. Theor. Appl. Electron. Commer. Res. 2026, 21(1), 26; https://doi.org/10.3390/jtaer21010026 - 6 Jan 2026

Abstract

The governance of digital platforms is a key factor in sustainable business development. Nevertheless, the specific governance mechanisms through which platforms reconfigure virtual (e-commerce) and physical (logistics) systems, and whether these outcomes are equitable or sustainable, remain insufficiently examined. This research proposes an [...] Read more.

The governance of digital platforms is a key factor in sustainable business development. Nevertheless, the specific governance mechanisms through which platforms reconfigure virtual (e-commerce) and physical (logistics) systems, and whether these outcomes are equitable or sustainable, remain insufficiently examined. This research proposes an analytical framework, Systemic Functional Dependency, to elucidate how platform governance shapes the co-evolution of digital and physical activities in the platform economy. The analysis of China’s platform economy from 2013 to 2022 reveals a governance-induced bifurcation: Core regions build sustainable, synergistic business models (local e-com coef. = 0.204, p < 0.05). In contrast, peripheral regions face structural decoupling, where digital-led growth (22.63% CAGR) vastly outpaces the expansion of physical business capacity (6.46% CAGR). This imbalance, caused by a functional transition (32.21% CAGR in net-work-serving logistics vs. 2.44% in local-serving logistics), led to a structural breakpoint in 2017–2018. The findings advance digital business theory by linking platform governance to asymmetric outcomes. This leads to a functional lock-in for peripheral regions, which is a big problem for sustainability and shows how important it is to have governance frameworks right away. Full article

(This article belongs to the Section Digital Business, Governance, and Sustainability)

► Show Figures

Figure 1

21 pages, 1020 KB

Open AccessArticle

Driving Sustainable Consumption Online: The Interplay of Green Digital Marketing and Digital Literacy in Shaping Purchase Intentions for Sustainable Coffee in Urban Ethiopia’s E-Commerce

by Abdulaziz Hassen Mume and Xixiang Sun

J. Theor. Appl. Electron. Commer. Res. 2026, 21(1), 25; https://doi.org/10.3390/jtaer21010025 - 6 Jan 2026

Abstract

The growth of e-commerce in emerging economies presents a critical opportunity to steer digital consumption toward sustainability, yet the mechanisms that drive online green purchases in these contexts remain underexplored. This study examines how green digital marketing signals, specifically eco-labeling and sustainability claims, [...] Read more.

The growth of e-commerce in emerging economies presents a critical opportunity to steer digital consumption toward sustainability, yet the mechanisms that drive online green purchases in these contexts remain underexplored. This study examines how green digital marketing signals, specifically eco-labeling and sustainability claims, influence the online purchase intention for sustainable coffee in urban Ethiopia, introducing digital literacy as a key moderating factor. Grounded in an integrated framework of Signaling Theory and the Theory of Planned Behavior, the research model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) on data from 451 urban e-commerce consumers. The results confirm that both eco-labeling and sustainability claims significantly enhance purchase intention, with green trust serving as a significant partial mediator. A pivotal finding is that digital literacy positively and significantly moderates the relationship between green trust and purchase intention, indicating that consumers with higher digital competence are more effective at translating trust into purchase decisions. These findings underscore that the success of online green marketing is contingent not only on signal credibility but also on user capability, offering crucial insights for platform design and policy in emerging digital markets. Full article

(This article belongs to the Section Digital Business, Governance, and Sustainability)

► Show Figures

Figure 1

31 pages, 1879 KB

Open AccessArticle

What Makes Social Posts Go “Hot”? A Multimodal Analysis of Creator–Content–Timing Signals on a Visual Social Platform

by Yi Wang and Ying Xin

J. Theor. Appl. Electron. Commer. Res. 2026, 21(1), 24; https://doi.org/10.3390/jtaer21010024 - 6 Jan 2026

Abstract

Visual social commerce platforms now mediate much of brand communication and conversion, yet managers still lack clear guidance on how brands and creators should technically design posts that consistently achieve high user engagement under budget and platform constraints. Prior research explains why users [...] Read more.

Visual social commerce platforms now mediate much of brand communication and conversion, yet managers still lack clear guidance on how brands and creators should technically design posts that consistently achieve high user engagement under budget and platform constraints. Prior research explains why users engage with brands online, but it mainly focuses on individual motives and message features and largely treats the brand–creator–platform relationship and the post-design process as a black box. Drawing on the Technology Affordance Actualization (TAA) framework—which conceptualizes how platform-provided action possibilities (affordances) are selectively enacted through user practices—we develop a Creator–Content–Timing (CCT) perspective on how brands and creators actualize visibility, interactivity, and commercial collaboration affordances into user engagement outcomes. We analyze 138,713 image–text posts from 100 beauty brands on Xiaohongshu using machine learning, text mining, computer vision, and regression and clustering models. The results show that creator tier, brand status, sponsorship, content cues, and posting time have systematic effects on both engagement intensity and a cost-normalized metric, Int_per_cost (interactions per 1000 CNY of estimated advertising cost). Smaller creators and non-sponsored posts achieve higher engagement per impression and higher Int_per_cost than top-tier creators and sponsored posts; moderate text length, non-exclusive brand mentions, human faces, and specific temporal windows are also associated with superior outcomes. The study extends TAA to a creator–brand–platform context by operationalizing affordance actualization as observable CCT configurations at the post level and provides configuration-level guidance on how brands can align creator selection, content design, and scheduling to improve engagement on visual social commerce platforms. Full article

► Show Figures

Figure 1

Journal Description

Journal of Theoretical and Applied Electronic Commerce Research

Latest Articles

Journal Menu

Journal Browser

Highly Accessed Articles

Latest Books

E-Mail Alert

News

Topics

Conferences

Special Issues

Topical Collections

Further Information

Guidelines

MDPI Initiatives

Follow MDPI