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Incentivizing Video-on-Demand Subscription Intention Through Tiered Discounts and Anti-Piracy Messages
Blockchain Adoption in Green Supply Chains: Analyzing Key Drivers, Green Innovation, and Expected Benefits

Journal Description

Journal of Theoretical and Applied Electronic Commerce Research

Journal of Theoretical and Applied Electronic Commerce Research is an international, peer-reviewed, open access journal of electronic commerce, published quarterly online by MDPI.

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

22 pages, 986 KiB

Open AccessArticle

Motivators and Demotivators of Consumers’ Smart Voice Assistant Usage for Online Shopping

by Müzeyyen Gelibolu and Kamel Mouloudj

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 152; https://doi.org/10.3390/jtaer20030152 - 23 Jun 2025

As smart voice assistants (SVAs) become increasingly integrated into digital commerce, understanding the psychological factors driving their adoption or resistance is essential. While prior research has addressed the impact of privacy concerns, few studies have explored the competing forces that shape user decisions. [...] Read more.

As smart voice assistants (SVAs) become increasingly integrated into digital commerce, understanding the psychological factors driving their adoption or resistance is essential. While prior research has addressed the impact of privacy concerns, few studies have explored the competing forces that shape user decisions. This study investigates the dual role of privacy cynicism as a context-specific belief influencing both trust (reason-for) and perceived creepiness (reason-against)—which in turn affect attitudes, behavioral intentions, and resistance toward SVA usage, based on the Behavioral Reasoning Theory (BRT). The study used a convenience sampling method, gathering data from 250 Turkish consumers aged 18–35 through an online survey technique. The research model was analyzed using PLS-SEM. The findings revealed that perceived creepiness increases resistance intention but does not significantly affect attitudes toward using SVAs. Perceived cynicism was found to positively influence perceived trust, and perceived trust, in turn, increased both behavioral intentions and attitudes toward using SVAs. Furthermore, attitudes toward SVA usage decreased resistance intention but increased behavioral intention. The results emphasize consumer trust and skepticism in AI-driven marketing. The study offers both theoretical contributions by extending BRT with a novel dual-path conceptualization of privacy cynicism, and practical implications for developers aiming to boost SVA adoption through trust-building and privacy assurance strategies. Full article

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

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21 pages, 1195 KiB

Open AccessArticle

Exploring User Retention in WeChat E-Commerce for SME Retailers: Perspective of Perceived Quality and Privacy Calculus

by Ying Hong, Meng Wan and Wenxin Yao

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 151; https://doi.org/10.3390/jtaer20030151 - 23 Jun 2025

The rapid development of e-commerce has brought unprecedented opportunities for small and medium-sized enterprises (SMEs), particularly those in the retail sector. WeChat e-commerce, which combines the advantages of social media and e-commerce, offers SME retailers an accessible and efficient e-commerce solution. As market [...] Read more.

The rapid development of e-commerce has brought unprecedented opportunities for small and medium-sized enterprises (SMEs), particularly those in the retail sector. WeChat e-commerce, which combines the advantages of social media and e-commerce, offers SME retailers an accessible and efficient e-commerce solution. As market competition intensifies, user retention has become crucial for their success in WeChat e-commerce. This study extended the Expectation Confirmation Model (ECM) by incorporating perceived quality and privacy calculus to examine users’ continuance intention towards WeChat e-commerce for SME retailers. A total of 694 valid responses were collected from users with prior experience using WeChat e-commerce offered by SME retailers, and the proposed model was validated using structural equation modeling. The results indicated that the trade-off between privacy concerns and perceived benefits significantly affected users’ intention to continue using WeChat e-commerce. Moreover, the information quality and service quality dimensions were found to directly or indirectly influence this continuance intention towards WeChat e-commerce via privacy concerns, perceived benefits, and confirmation. In conclusion, this study provides insights for further research on continuance intention in WeChat e-commerce and suggestions for SMEs to formulate e-commerce strategies. Full article

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21 pages, 494 KiB

Open AccessArticle

Perceived Value, Consumer Engagement, and Purchase Intention in Virtual Influencer Marketing: The Role of Source Credibility and Generational Cohort

by Ningyan Cao, Normalisa Md Isa, Selvan Perumal and Chuanmei Chen

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 150; https://doi.org/10.3390/jtaer20020150 - 19 Jun 2025

As virtual influencers gain popularity, understanding the factors driving consumer responses is essential. However, limited research explores how perceived value (informativeness, entertainment, novelty, and incentives) and consumer engagement influence purchase intention. Perceived value is a key predictor of consumer behavior, while consumer engagement [...] Read more.

As virtual influencers gain popularity, understanding the factors driving consumer responses is essential. However, limited research explores how perceived value (informativeness, entertainment, novelty, and incentives) and consumer engagement influence purchase intention. Perceived value is a key predictor of consumer behavior, while consumer engagement enhances perceived value and marketing effectiveness. Additionally, the moderating roles of source credibility and generational cohort remain underexplored. This study examines these relationships through a survey of 331 Chinese Generation Y and Z consumers, analyzed using structural equation modeling (SEM). The results show that informativeness, entertainment, and incentives positively influence purchase intention, while novelty has a negative effect. Consumer engagement drives purchase intention and enhances perceived value. Source credibility and generational cohort moderate these effects. When source credibility is low, novelty reduces purchase intention, while incentives increase it. High source credibility makes consumer engagement more influential. Informativeness enhances purchase intention among Generation Y, whereas Generation Z is more influenced by consumer engagement. This study extends research on advertising value and consumer engagement, offering insights for brands optimizing virtual influencer marketing strategies across different consumer segments. Full article

(This article belongs to the Collection The New Era of Digital Marketing)

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16 pages, 685 KiB

Open AccessArticle

Exploring the Effect of Live Streaming Atmospheric Cues on Consumer Impulse Buying: A Flow Experience Perspective

by Meiling Xin, Ling Jian, Wei Liu and Yingxu Bao

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 149; https://doi.org/10.3390/jtaer20020149 - 17 Jun 2025

With the rapid advancement of real-time interaction technologies and the continuous breakthroughs in marketing innovation, live streaming e-commerce has quickly become an essential marketing channel for brands. Its real-time and interactive nature significantly enhances consumer immersion in online shopping, thereby accelerating the decision-making [...] Read more.

With the rapid advancement of real-time interaction technologies and the continuous breakthroughs in marketing innovation, live streaming e-commerce has quickly become an essential marketing channel for brands. Its real-time and interactive nature significantly enhances consumer immersion in online shopping, thereby accelerating the decision-making process. This study investigates the impact of atmospheric cues in live streaming on impulse buying through the lens of flow experience. The findings reveal that expertise cues, interaction cues, and entertainment cues all contribute to enhancing consumers’ flow experience, which in turn, fosters impulse buying. Moreover, recognizing the importance of consumer heterogeneity, this study examines the moderating effect of self-construal. It finds that, once in a flow state, consumers with a stronger independent self-construal are more likely to engage in impulse buying than those with a more interdependent self-construal. The findings of this study provide valuable insights for brands on better leveraging live streaming e-commerce. Full article

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

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33 pages, 1891 KiB

Open AccessArticle

From Virtual Experience to Real Action: Efficiency–Flexibility Ambidexterity Fuels Virtual Reality Webrooming Behavior

by Zhi-Tao Chen, Guicheng Shi and Yu-Hao Zheng

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 148; https://doi.org/10.3390/jtaer20020148 - 17 Jun 2025

In the post-digital era, virtual reality (VR) technology is increasingly being utilized in the real estate industry. In this study, the influence of functional experience with VR technology (e.g., interactivity and flexibility) on consumers’ offline house viewing intentions is explored. On the basis [...] Read more.

In the post-digital era, virtual reality (VR) technology is increasingly being utilized in the real estate industry. In this study, the influence of functional experience with VR technology (e.g., interactivity and flexibility) on consumers’ offline house viewing intentions is explored. On the basis of efficiency–flexibility ambidexterity and customer inspiration theory, a structural equation model was employed to analyze empirical data collected from 388 consumers in the Guangdong–Hong Kong–Macao Greater Bay Area. The key findings are as follows: (1) VR technology features have significant positive effects on customer inspiration, which in turn enhances customers’ willingness to view houses offline; (2) VR presence, enjoyment, interactivity, and flexibility all contribute to customer inspiration, with VR presence having the most substantial impact; and (3) VR knowledge and consumer demand for uniqueness significantly moderate the relationship between VR technology features and customer inspiration. For example, consumers with substantial VR knowledge can more effectively leverage VR technology, whereas those with a strong need for uniqueness are more likely to be inspired by the innovative aspects of VR. This research provides theoretical support for the application of VR technology in real estate marketing and practical guidance for enterprises to optimize VR marketing strategies, improve consumer experiences, and drive offline transactions. These insights can help companies better understand consumer psychology and behaviour in the digital marketing landscape. Full article

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

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20 pages, 1716 KiB

Open AccessArticle

Collaborative Neighbourhood Logistics in e-Commerce Delivery: A Cluster Analysis of Receivers and Deliverers

by Cam Tu Nguyen, Lanhui Cai, Mingjie Fang, Yanfeng Liu and Xueqin Wang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 147; https://doi.org/10.3390/jtaer20020147 - 17 Jun 2025

The rapid growth of e-commerce and surges in shipment volumes have increased the pressure on transport systems, requiring innovations in collaborative logistics where consumers participate in dual roles as receivers and deliverers. However, existing research often addresses these roles in isolation, overlooking the [...] Read more.

The rapid growth of e-commerce and surges in shipment volumes have increased the pressure on transport systems, requiring innovations in collaborative logistics where consumers participate in dual roles as receivers and deliverers. However, existing research often addresses these roles in isolation, overlooking the flexibility with which users switch between them. Moreover, the literature has focused predominantly on monetary value in paid crowdsourced or social value in free social delivery, without fully exploring how users perceive value across both models. Addressing these gaps, this study profiles users of collaborative logistics services from both receiver and deliverer perspectives and examines their motivations in paid and unpaid delivery contexts. Based on survey data from 493 participants in Singapore, cluster analysis identified four distinct user segments: hesitators, potential customers, active users, and loyal advocates. The findings indicate that user preferences differ by role, with functional value prioritised in paid delivery and social value more prominent in free models. Free models attract a higher proportion of favourable users, highlighting the significance of non-monetary incentives. This study contributes to the literature by offering an integrated perspective on user roles and value perceptions and provides practical insights for developing more inclusive, community-oriented last-mile logistics solutions. Full article

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

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36 pages, 4529 KiB

Open AccessArticle

Enhancing International B2B Sales Training in the Wine Sector Through Collaborative Virtual Reality: A Case Study from Marchesi Antinori

by Irene Capecchi, Tommaso Borghini, Danio Berti, Silvia Ranfagni and Iacopo Bernetti

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 146; https://doi.org/10.3390/jtaer20020146 - 16 Jun 2025

This study aims to identify and evaluate the essential design features, strengths, and limitations of a virtual reality (VR) application that has been developed to train an international sales force effectively for a premium global wine brand. The study emphasizes the value of [...] Read more.

This study aims to identify and evaluate the essential design features, strengths, and limitations of a virtual reality (VR) application that has been developed to train an international sales force effectively for a premium global wine brand. The study emphasizes the value of stakeholder-driven iterative development and systematic evaluations. A case study methodology was adopted for the research, focusing on a VR training application, developed for Marchesi Antinori. The Scrum framework was employed to facilitate iterative stakeholder collaboration. A qualitative evaluation was conducted using focus groups, comprising marketing, communications, and sales representatives. A systematic application of natural language processing (NLP) embedding techniques and recursive clustering analyses was undertaken to interpret stakeholder feedback. The findings suggest that stakeholder-driven, iterative processes can significantly enhance the effectiveness of VR applications by providing a clear structure for immersive storytelling that focuses on terroir characteristics, vineyard operations, and cellar practices. Stakeholders acknowledged the potent educational benefits of VR in regard to business-to-business (B2B) sales training. However, they also highlighted significant limitations, including user discomfort, concerns about authenticity, and variations in market receptivity. Alternative immersive technologies, including augmented reality and immersive multimedia environments, have emerged as valuable complementary approaches. This study addresses a significant gap in the literature by examining the application of VR technology for B2B sales training in the premium wine industry. The study integrates an iterative Scrum methodology with advanced natural language processing (NLP) analytical techniques to derive nuanced, context-rich insights. Full article

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27 pages, 424 KiB

Open AccessArticle

The Triple Helix of Digital Engagement: Unifying Technology Acceptance, Trust Signaling, and Social Contagion in Generation Z’s Social Commerce Repurchase Decisions

by Bui Thanh Khoa

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 145; https://doi.org/10.3390/jtaer20020145 - 13 Jun 2025

This study investigated Generation Z’s repurchase intention in social commerce environments by integrating three theoretical frameworks: the unified theory of acceptance and use of technology, signaling theory, and herding behavior. The research addressed critical gaps in understanding continued engagement behaviors of digitally native [...] Read more.

This study investigated Generation Z’s repurchase intention in social commerce environments by integrating three theoretical frameworks: the unified theory of acceptance and use of technology, signaling theory, and herding behavior. The research addressed critical gaps in understanding continued engagement behaviors of digitally native consumers in socially embedded commerce platforms. Data were collected from 542 Generation Z consumers using a structured questionnaire, and relationships were tested using partial least squares structural equation modeling. Results demonstrated that all UTAUT factors significantly influenced repurchase intention. Return policy leniency, as a quality signal, positively impacted repurchase intention both directly and indirectly through enhanced online trust. Fear of missing out demonstrated significant direct effects on repurchase intention and operated indirectly through imitative behaviors. This research advances the theoretical understanding of Generation Z’s continued engagement with social commerce by validating an integrated framework that simultaneously accounts for technological, informational, and social-psychological dimensions. The findings provide practical guidance for social commerce platforms seeking to enhance Generation Z’s loyalty through balanced strategies addressing functional performance, trust-building signals, and social validation mechanisms. Full article

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

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25 pages, 3906 KiB

Open AccessArticle

When Pixels Speak Louder: Unravelling the Synergy of Text–Image Integration in Multimodal Review Helpfulness

by Chao Ma, Chen Yang and Ying Yu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 144; https://doi.org/10.3390/jtaer20020144 - 12 Jun 2025

Images contain more visual semantic information. Consumers first view multimodal online reviews with images. Research on the helpfulness of reviews on e-commerce platforms mainly focuses on text, lacking insights into the product attributes reflected by review images and the relationship between images and [...] Read more.

Images contain more visual semantic information. Consumers first view multimodal online reviews with images. Research on the helpfulness of reviews on e-commerce platforms mainly focuses on text, lacking insights into the product attributes reflected by review images and the relationship between images and text. Studying the relationship between images and text in online reviews can better explain consumer behavior and help consumers make purchasing decisions. Taking multimodal online review data from shopping platforms as the research object, this study proposes a research framework based on the Cognitive Theory of Multimedia Learning (CTML). It utilizes multiple pre-trained models, such as BLIP2 and machine learning methods, to construct metrics. A fuzzy-set qualitative comparative analysis (fsQCA) is conducted to explore the configurational effects of antecedent variables of multimodal online reviews on review helpfulness. The study identifies five configurational paths that lead to high review helpfulness. Specific review cases are used to examine the contribution paths of these configurations to perceived helpfulness, providing a new perspective for future research on multimodal online reviews. Targeted recommendations are made for operators and merchants based on the research findings, offering theoretical support for platforms to fully leverage the potential value of user-generated content. Full article

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

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19 pages, 545 KiB

Open AccessArticle

Drivers of Mobile Banking Super-App Adoption: Across Different Service Integration Levels

by Dongyeon Kim, Soongoo Hong, Youngmin Je and Min Ho Ryu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 143; https://doi.org/10.3390/jtaer20020143 - 12 Jun 2025

The surge in digital transformation within financial technology has catalyzed the development of super-apps—comprehensive mobile applications designed to serve a multitude of a customer’s daily needs on a single platform. Despite their widespread use, there is a dearth of research regarding customer adoption [...] Read more.

The surge in digital transformation within financial technology has catalyzed the development of super-apps—comprehensive mobile applications designed to serve a multitude of a customer’s daily needs on a single platform. Despite their widespread use, there is a dearth of research regarding customer adoption in the banking industry. Employing the integrated Information Systems (IS) success model, this study delves into how the characteristics of mobile banking super-apps influence user adoption intentions, taking into account various levels of service integration, in South Korea. The results reveal that factors such as interactivity, service diversity, process completeness, and technological service innovation positively affect the perceived ease of use. However, only service diversity and process completeness significantly influence perceived usefulness. Furthermore, distinct relationships between constructs are observed among different user groups based on their preferred service integration levels. This research can help banks formulate app management strategies and identify the optimal levels of service integration for their mobile banking super-apps. Full article

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

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29 pages, 1100 KiB

Open AccessArticle

Digital Payments and Sustainable Economic Growth: Transmission Mechanisms and Evidence from an Emerging Economy, Turkey

by Eyup Kahveci and Tugrul Gurgur

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 142; https://doi.org/10.3390/jtaer20020142 - 12 Jun 2025

This study investigates the impact of digital transactions on sustainable economic growth in Turkey, utilizing a vector autoregressive (VAR) model and quarterly data from 2006 to 2023. The results indicate a positive long-term association between digital payments and GDP. Granger causality tests and [...] Read more.

This study investigates the impact of digital transactions on sustainable economic growth in Turkey, utilizing a vector autoregressive (VAR) model and quarterly data from 2006 to 2023. The results indicate a positive long-term association between digital payments and GDP. Granger causality tests and impulse response functions suggest a bidirectional relationship, highlighting mutual reinforcement between economic activity and digital financial adoption. The study also investigates three potential transmission channels linking digital payments to economic performance: household consumption, productivity, and financial intermediation. Evidence shows that digital payments are associated with increased consumption and financial sector activity, while the link to productivity is less conclusive. These findings imply that policymakers should prioritize digital financial infrastructure development and enhance regulatory frameworks to promote inclusive and sustainable economic growth. Full article

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

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27 pages, 1606 KiB

Open AccessArticle

Exploring Chinese Millennials’ Purchase Intentions for Clothing with AI-Generated Patterns from Premium Fashion Brands: An Integration of the Theory of Planned Behavior and Perceived Value Perspective

by Xinjie Huang, Chuanlan Liu, Jiayao Wang and Jingjing Zheng

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 141; https://doi.org/10.3390/jtaer20020141 - 11 Jun 2025

Premium fashion brands are increasingly adopting Generative Artificial Intelligence (GenAI) to reduce costs and enhance creativity. However, consumers have mixed perceptions of clothing with AI-generated patterns (CAGPs) launched by premium fashion brands, especially in online shopping contexts where consumers cannot examine physical products [...] Read more.

Premium fashion brands are increasingly adopting Generative Artificial Intelligence (GenAI) to reduce costs and enhance creativity. However, consumers have mixed perceptions of clothing with AI-generated patterns (CAGPs) launched by premium fashion brands, especially in online shopping contexts where consumers cannot examine physical products firsthand. This study integrates the Theory of Planned Behavior (TPB) with Customer Perceived Value (CPV) to investigate Chinese Millennials’ attitudes and purchase intentions toward online purchases of CAGPs launched by premium fashion brands. Using a purposive sampling approach, the study collected 471 valid responses from Chinese Millennials. Structural equation modeling (SEM) was then employed to test the proposed model and hypotheses. The results reveal that perceived brand design effort and perceived price value are primary drivers of purchase intention for CAGPs from premium fashion brands, while perceived aesthetic value significantly shapes consumer attitudes. The subjective norm and attitude positively influence purchase intention. This study sheds light on the roles of aesthetic, emotional, monetary and social factors in driving purchase intention, offering practical suggestions for premium brands’ product design and marketing strategies. Full article

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30 pages, 874 KiB

Open AccessArticle

Cooperation or Non-Cooperation: Examining Impact of Spillover Effect on Community Group Buying Operational Strategy

by Jing Zheng, Yong Wang, Yue Chen and Yue Wen

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 140; https://doi.org/10.3390/jtaer20020140 - 10 Jun 2025

The emergence of the new retail model of community group buying (CGB) has brought a significant impact on the traditional retail of community nanostores while community nanostores, as the leaders of the community, have the natural advantage of becoming the pick-up points of [...] Read more.

The emergence of the new retail model of community group buying (CGB) has brought a significant impact on the traditional retail of community nanostores while community nanostores, as the leaders of the community, have the natural advantage of becoming the pick-up points of the CGB platform. Therefore, as the two core formats in the new community retail ecosystem, the CGB platform and community nanostore exhibit both competitive and complementary characteristics. Aiming at the community retail market composed of the CGB platform and the community nanostore, this study constructed a Hotelling game model to portray the competition and cooperation between these two channels and explored the impacts of different operational strategies on the equilibrium decisions and optimal profits of community retail market participants through comparative analysis. The research revealed that when retailers adopt the non-cooperation strategy, the community nanostore will occupy a larger market share, and the spillover effect between channels brought by the cooperation strategy is the main factor influencing retailers’ operation strategy. In addition, the type of pick-up point operated by the community nanostore will also affect the cooperation willingness of the CGB platform. Full article

(This article belongs to the Collection Utilizing Models for e-Business Decision-Making: From Data to Wisdom)

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23 pages, 969 KiB

Open AccessArticle

Adoption of Incremental and Radical Innovations in E-Commerce Delivery: Evidence from Smart Lockers and Autonomous Drones Using the UTAUT Model

by Yunqi Yang, Diancen Xie, Po-Lin Lai and Xueqin Wang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 139; https://doi.org/10.3390/jtaer20020139 - 10 Jun 2025

With the rapid advancement of e-commerce delivery technologies, understanding consumer responses to different types of innovations has become increasingly important. This study examines how consumers react to incremental innovations (e.g., smart lockers) versus radical innovations (e.g., autonomous drones) by integrating personal innovativeness into [...] Read more.

With the rapid advancement of e-commerce delivery technologies, understanding consumer responses to different types of innovations has become increasingly important. This study examines how consumers react to incremental innovations (e.g., smart lockers) versus radical innovations (e.g., autonomous drones) by integrating personal innovativeness into the Unified Theory of Acceptance and Use of Technology (UTAUT) framework. Based on 300 valid survey responses from Chinese consumers and analyzed using structural equation modeling (SEM), the findings demonstrate that personal innovativeness significantly influences key adoption determinants—performance expectancy, effort expectancy, social influence, and facilitating conditions. The adoption of smart lockers is primarily driven by perceived performance and convenience, whereas the adoption of autonomous drones is more strongly shaped by social influence. The proposed model provides both theoretical and practical implications for firms seeking to promote diverse e-commerce delivery technologies. Full article

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19 pages, 782 KiB

Open AccessArticle

From Certainty to Doubt: The Impact of Streamer Expression Certainty on Consumer Purchase Behavior in Live-Stream E-Commerce

by Yinjiao Chen, Qianqian Han, Zhihua Lian, Weiming Zhu and Yushi Jiang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 138; https://doi.org/10.3390/jtaer20020138 - 9 Jun 2025

This study explores the impact of streamer expression certainty on consumer purchase behavior in live-stream e-commerce and its underlying mechanisms. Based on an empirical analysis of 3842 product live-stream data from the Douyin platform and an experimental study, the results show that streamer [...] Read more.

This study explores the impact of streamer expression certainty on consumer purchase behavior in live-stream e-commerce and its underlying mechanisms. Based on an empirical analysis of 3842 product live-stream data from the Douyin platform and an experimental study, the results show that streamer expression certainty has a significant inverted U-shaped relationship with consumer purchase behavior. Moderate expression certainty enhances consumers’ purchase intention, while excessively high or low expression certainty weakens its effect. Furthermore, perceived competence and perceived warmth mediate this process. Moderate expression certainty enhances consumers’ perceptions of the streamer’s professionalism and sincerity, thereby promoting purchase behavior. However, overly high expression certainty may reduce perceived warmth, leading to decreased consumer trust. This study further reveals the key role of language style in live-stream e-commerce and provides practical insights for optimizing streamers’ language strategies and improving live-stream effectiveness. The study’s limitations and directions for future research are also discussed. Full article

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

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24 pages, 964 KiB

Open AccessArticle

Designing a Sustainable Supply Chain Network for Perishable Products Integrating Internet of Things and Mixed Fleets

by Lihong Pan, Xialian Li and Miyuan Shan

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 137; https://doi.org/10.3390/jtaer20020137 - 6 Jun 2025

Designing a sustainable supply chain network for perishable products is challenging due to their short shelf life and sensitivity to environmental conditions. These factors necessitate strict quality control and efficient logistics. The emergence of Internet of Things (IoT) technology has significantly improved supply [...] Read more.

Designing a sustainable supply chain network for perishable products is challenging due to their short shelf life and sensitivity to environmental conditions. These factors necessitate strict quality control and efficient logistics. The emergence of Internet of Things (IoT) technology has significantly improved supply chain operations by enabling real-time monitoring of environmental conditions. This helps maintain product quality and ensures timely deliveries. Additionally, using mixed fleets—comprising both electric and conventional vehicles—can reduce carbon emissions without compromising operational reliability. While previous studies have explored the application of IoT to enhance delivery efficiency and the use of mixed fleets to address environmental concerns, few have examined both technologies within a unified modeling framework. This study proposes a sustainable multi-period supply chain network for perishable products that integrates IoT technology and mixed fleets into an optimization framework. We develop a multi-objective location-inventory-routing model. The first objective minimizes total costs, including production, facility operation, inventory, transportation, carbon emissions, IoT deployment, and energy use. The second objective aims to maximize service levels, which are measured by product quality and on-time delivery. The model is solved using the Non-Dominated Sorting Genetic Algorithm II (NSGA-II). A case study based on real-world data demonstrates the model’s effectiveness. Sensitivity analysis indicates that balancing the emphasis on quality and delivery reliability leads to improved cost and service performance. Furthermore, while total costs steadily increase with higher demand, service levels remain stable, showcasing the model’s robustness. These results provide practical guidance for managing sustainable supply chains for perishable products. Full article

(This article belongs to the Special Issue Digitalization and Sustainable Supply Chain)

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23 pages, 521 KiB

Open AccessArticle

Digital Transformation and Enterprise Innovation Capability: From the Perspectives of Enterprise Cooperative Culture and Innovative Culture

by Tao Liu, Jiaxuan Leng, Shunyu Zhu and Rong Fu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 136; https://doi.org/10.3390/jtaer20020136 - 6 Jun 2025

Enterprise digital transformation has emerged as a key strategy for enhancing innovation capacity in the age of the digital economy. This article aims to analyze the influence mechanism of digital transformation on corporate innovation and evaluate the mediating function of corporate innovation and [...] Read more.

Enterprise digital transformation has emerged as a key strategy for enhancing innovation capacity in the age of the digital economy. This article aims to analyze the influence mechanism of digital transformation on corporate innovation and evaluate the mediating function of corporate innovation and cooperative cultures between digital transformation and corporate innovation capability. This work builds a panel data model based on data from Chinese A-share listed businesses from 2012 to 2021, empirically analyzes it using the Tobit model and the fixed effects model with instrumental variables technique, and uses the mediation effect test to uncover the course of action. According to the report, digital transformation significantly enhances creativity capability; second, corporate collaborative and innovation cultures mediate the relationship between digital transformation and innovation outcomes, and cultural capital becomes a crucial link; and third, the influence of digital transformation on corporate innovation capability is greater in state-owned enterprises, non-monopoly industries, and high-tech industries. According to the study, businesses should work to realize the dual-wheel drive of “technological investment + cultural cultivation” and establish an open and collaborative innovation ecosystem, while the government should intensify the development of digital infrastructure, enhance the supporting system, encourage cultural construction and talent supply, and create an environment that supports the synergistic development of digitization and innovation. Full article

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21 pages, 475 KiB

Open AccessArticle

The Role of Product Type in Online Review Generation and Perception: Implications for Consumer Decision-Making

by Hang Dong, Keeyeon Ki-cheon Park and Jong Min Kim

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 135; https://doi.org/10.3390/jtaer20020135 - 6 Jun 2025

Product type plays a critical role in shaping how consumers generate, perceive, and utilize online reviews in decision-making. While previous studies have examined various review features, this study highlights the distinct effects of product classification—search goods, experience goods, and credence goods—on both review [...] Read more.

Product type plays a critical role in shaping how consumers generate, perceive, and utilize online reviews in decision-making. While previous studies have examined various review features, this study highlights the distinct effects of product classification—search goods, experience goods, and credence goods—on both review generation and perceived helpfulness. Drawing on Product Classification Theory, as well as Self-Determination Theory and the Theory of Planned Behavior, we analyze how review characteristics such as text length and photo inclusion vary across product types and influence consumer perceptions. Using a large-scale dataset of verified Amazon reviews, we find that consumers are more likely to produce longer and more visually rich reviews for search and experience goods than for credence goods, which are harder to evaluate and, thus, elicit less elaborate content. In terms of review helpfulness, reviews for experience goods are rated as more helpful than those for credence goods, while those for search goods are seen as less helpful. Furthermore, review length significantly boosts helpfulness for search goods, while photo inclusion enhances it for experience goods. These findings contribute to review effectiveness research by emphasizing the moderating role of product type and offering actionable insights for e-commerce platforms to improve review design and consumer decision-making. Full article

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13 pages, 609 KiB

Open AccessEditorial

Building Better Conservation Organisations with Blockchain Technology

by Rand Kwong Yew Low and Gopalasamy Reuben Clements

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 134; https://doi.org/10.3390/jtaer20020134 - 6 Jun 2025

Blockchain technology can enable non-profit organisations (NPOs) to create a large, diverse, and engaged community of donors and stakeholders in an autonomous and transparent manner [...] Full article

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

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Transparency as a Trust Catalyst: How Self-Disclosure Strategies Reshape Consumer Perceptions of Unhealthy Food Brands on Digital Platforms

by Cong Sun, Jinxi Ji and Xing Meng

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 133; https://doi.org/10.3390/jtaer20020133 - 6 Jun 2025

Digital food-ordering apps make it simple to buy indulgent drinks yet hard to judge their health risks. We conducted five online experiments (N = 1048) to compare two messages for sugary beverages: self-promotion that stresses taste and self-disclosure that plainly warns “high sugar/high [...] Read more.

Digital food-ordering apps make it simple to buy indulgent drinks yet hard to judge their health risks. We conducted five online experiments (N = 1048) to compare two messages for sugary beverages: self-promotion that stresses taste and self-disclosure that plainly warns “high sugar/high calories”. Brands that chose self-disclosure were seen as more socially responsible and transparent, which in turn raised trust and lifted purchase intent. These gains were strongest for users who care deeply about the category or the brand and remained robust even among highly health-conscious shoppers. The results show that, for “vice” foods, honest warnings can outperform glossy claims. Our study extends signaling and attribution theories to digital food markets and offers managers a straightforward playbook for complying with new labeling rules while still driving sales. Full article

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

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