Journal of Theoretical and Applied Electronic Commerce Research

This study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal factors influencing consumer engagement (i.e., reposting, commenting on or liking posts), as an indicator of social media effectiveness, are considered in detail in the research model. Moreover, the model considers differences between industries as well as social media platforms. A total of 1130 posts made by four brands, two each from the durable goods and fast-moving consumer goods sectors, were collected from Facebook and Twitter in Turkey. Through predictive analysis, four different machine learning algorithms were utilized to develop easy-to-apply plans of action and strategies. The findings highlight the significant impact of videos, images, post frequency and interactivity on engagement. Furthermore, social media platforms and the brands themselves were found to be instrumental in influencing engagement levels, indicating that more than one formula is needed for effective social media management. The range and depth of the post-related factors (e.g., image type, video length, kind of interactivity) considered go far beyond those found in the significant majority of similar studies. Moreover, the unique setting and the novel data analysis algorithms applied set this study apart from similar ones. Full article

Opinion leaders and eWOM are becoming two of the most effective ways to launch a brand on social media by creating viral marketing. However, how much influence does an opinion leader’s eWOM (OL eWOM) have on consumer purchasing decisions? This research looks at the role of OL eWOM as well as the effect of its valence and product type on the decision to buy or not buy from a realistic experimental online store design. In total, 300 undergraduate students were randomly assigned to one of five scenarios in a 2² experimental arrangement. Results show that OL eWOM influences consumer online decisions when purchasing experience-type goods and the valence of eWOM is positive. However, if we compare the OL eWOM with a control group, then OL eWOM does not have a significant influence. This research provides novel empirical evidence for the limited influence of OL in modeling shopping behaviors in e-commerce contexts. Full article

Information privacy has attracted considerable attention in the information system research field. However, little effort has been made to review its latest developments from a marketing perspective. As research on consumer privacy advances rapidly, a comprehensive evaluation of the field is required. In this paper, two bibliographic databases retrieved from Web of Science were used to perform a series of bibliometric analyses consisting of co-citation analysis, co-occurring keyword analysis, and structural variation analysis. To facilitate these analyses, we use the software CiteSpace. Our results present the existing literature’s publication performance, thematic concentration, intellectual turning points and influential studies, and identify emerging trends in the literature. We found that a number of landmark studies has greatly affected the development of the consumer privacy research. Most importantly, this study proposes a research agenda for the field. Recent emerging topics focusing on privacy calculus, privacy ethic, privacy enhancing technologies, privacy-related coping strategies, and new contemporary privacy contexts should be further discussed in the future research. Full article

Crowdsourcing has attracted significant attention in the past decade because it has more competitive advantages than traditional methods for mobilizing distributed labor and utilizing innovation. Crowdsourcing contests are one of the most popular and effective crowdsourcing modes. Reasonable task rewards and duration are the key factors for seekers to attract solvers who can efficiently participate in the crowdsourcing contest task. Previous studies have mainly focused on task results to analyze solvers’ participation behavior in crowdsourcing contests, but have paid little attention to the task process, and there have been conflicting conclusions regarding the impact of task rewards and duration on solvers’ participation behavior and the performance of crowdsourcing contests. In view of this gap, this study collected 2706 logo design task data points from 2015–2017 on an online crowdsourcing platform and measured the performance of solvers’ participation behavior in two stages. The participation time was used to represent the performance of solvers’ participation behavior in the task process, while the number of submissions of solutions was used to represent the performance of participation behavior in the task result. The results show that task rewards and duration have an inverted U-shaped effect on the number of submissions, money rewards have a positive impact on participation time, and duration has an inverted U-shaped relationship with participation time. This study proposes the nonlinear effects of task rewards and duration on participation behavior and explains the reason for the conflicting results of previous studies. This paper also expands upon existing research by using solvers’ participation time in the task process to measure the performance of solvers’ participation behavior. Full article

We analyze the private equilibrium of a two-sided market representing the online gaming industry under a principal-agent model. A monopoly-holding platform hires a manager to attract new members from both sides of the market while considering uncertainty on the adhesion of viewers and online gamers. First, we mathematically demonstrate that increasing cross-group network externalities can decrease the platform’s profit, which contradicts a canonical result from the field of two-sided markets. Moreover, knowing that the intermediary’s goal is aligned with the private interest of online gamers, machine learning models empirically show that the main theoretical outcome is observed in reality due to the presence of heterogeneous indirect network effects in online gaming activities. Second, we conclude that social welfare can be either harmed or improved for increasing cross-group network externalities, which means that the professionalization of online gaming may or may not be legitimized depending on the value taken by exogenous parameters related to the platform’s uncertainty on the number of agents that get on board, risk aversion of viewers, and royalty rate applied to online gamers. Finally, a discussion based on 2020 facts is provided and several policy recommendations are formulated to ensure the persistence of best regulatory practices. Full article

Modern IT systems collect detailed data on each activity, transaction, forum entry, conversation and many other areas. The availability of large data volumes in the business, industry and research fields opens up new opportunities for the empirical verification of various economic theories and laws. The analysis of big datasets in turn allows us to look at many issues from a new point of view and see the dependencies that are otherwise difficult to derive. In this paper, we propose a new measure for dependencies between goods in market basket data. The introduced measure was inspired by the well-known microeconomic concept of complementarity. Due to its similar properties to those of complementarity, the new measure was called basket complementarity (b-complementarity). B-complementarity not only measures the strength of dependencies between goods but also measures the direction of these dependencies. The values of the proposed measure can be relatively easily calculated using market basket data. This paper also presents a simple example illustrating this new concept, areas of possible application (e.g., in e-commerce) and preliminary results of searching for goods that meet the criteria of basket complementarity in real market basket data. Full article

When studying the impact of online reviews on product sales, previous scholars have usually assumed that every review for a product has the same probability of being viewed by consumers. However, decision-making and information processing theories underline that the accessibility of information plays a role in consumer decision-making. We incorporate the notion of review visibility to study the relationship between online reviews and product sales, which is proxied by sales rank information, studying three different cases: (1) when every online review is assumed to have the same probability of being viewed; (2) when we assume that consumers sort online reviews by the most helpful mechanism; and (3) when we assume that consumers sort online reviews by the most recent mechanism. Review non-textual and textual variables are analyzed. The empirical analysis is conducted using a panel of 119 cosmetic products over a period of nine weeks. Using the system generalized method of moments (system GMM) method for dynamic models of panel data, our findings reveal that review variables influence product sales, but the magnitude, and even the direction of the effect, vary amongst visibility cases. Overall, the characteristics of the most helpful reviews have a higher impact on sales. Full article

Younger generations comprise an essential segment for the mobile payment market to prosper. However, empirical evidence of the drivers/barriers of the young generation’s adoption of mobile payment has been inconclusive. This study intends to advance the body of knowledge on this subject based on the extended Unified Theory of Acceptance and Use of Technology (UTAUT), incorporating the young generation’s risk perception and bonus/rewards provided by the mobile-pay firms. To this end, 295 samples with the majority being more tech-savvy, namely generation Y and generation Z, were collected from an online survey in Taiwan. The empirical results in this study demonstrate the uniquely positive effect of social influence on the young generations’ behavioral intention to adopt mobile payment. While behavioral intention and promotional activities are the drivers of the young generation’s actual usage of mobile payment, perceived risks are found to exert a negative impact, reflecting the risk-averse preferences of the young generation in Taiwan. The ignorable moderation effect of gender, on the other hand, suggests the absence of a gender gap in the use of mobile payment among the young generations. The findings in this research have important implications for the development of promotion programs motivating the young generation’s adoption of mobile payment. Full article

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM. Full article

This research aims to identify price determinants for sharing economy-based accommodation services and to further use the identified price determinants to predict accommodation prices. A dataset drawn from Airbnb.com, was collected for analysis. We identify price determinants from five categories. The top five price determinants are identified as room type, city, distance to tourist attractions, number of pictures posted, and number of amenities provided. More importantly, we find that interaction effects between variables can also significantly influence price. Finally, a series of price prediction models are built based on the identified price determinants. Full article

Mobile applications (mobile Apps) have changed the ecosystem of the business world. The rapid progression in the market for smart devices and mobile Apps has brought about a revolution with regard to the mobile Apps’ economy. The major revenue stream of this economy is the sale of mobile Apps, with such sales being expected to increase dramatically every year. However, in spite of this, a considerable number of mobile Apps fail to capture consumers’ attention. Additionally, in developing countries such as Jordan, there is lack of research into understanding and determining the major factors that influence consumers’ decisions to purchase mobile Apps. Accordingly, the main objective of this study is to identify the key factors that Jordanian consumers consider in determining whether or not to purchase mobile Apps for their smartphones. To achieve this objective, a mixed-methods approach is adopted. An exploratory study involving a qualitative methods approach (interviews with consumers) is first conducted in order to determine the factors that influence consumers’ purchase behavior decisions. Then, a confirmatory study that employs a quantitative approach (a survey questionnaire) is undertaken to test the proposed model, the building of which is based on the findings of the exploratory study. The results indicate that seven factors are recognized as being pre-eminent when it comes to decisions to purchase mobile Apps. These factors include the price value of the App, App performance, App enjoyment, App trialability, electronic word-of-mouth (eWOM) about the App, App technical reliability and App usefulness. While this study advances our understanding of the main factors that influence mobile Apps purchase, it also reveals useful implications for mobile Apps publishers and developers, in order to promote and increase the sales of Apps. Full article

As a sports activity with immense tradition, current offerings and future prospects, golfing represents a first-rate tourist resource. In choosing golfing destinations, tourists rely upon information that is available online, just as consumers do in making decisions about any resource. Thus, in our study, we sought to profile the internet presence of golf courses in Catalonia, as well as the maturity of their e-commerce. To that end, we developed an integrated model for analysing the websites of golf courses: one based on web content analysis and structured with four dimensions (i.e., information, communication, e-commerce and additional functions) and the phases of the extended model of internet commerce adoption (eMICA). Applied to all golf courses in Catalonia that operate websites, the model revealed that, despite the sport’s great importance to the local economy and tourism, the golf courses do not have an adequate online presence or sufficient platforms for communication. The present work includes information on its theoretical contribution, implications for management, limitations and future lines of research. Full article

Extensive research has examined the influence of online product reviews on consumer behavior. However, few have investigated the influence of reviewer submitted images on consumer attitudes. This research examines consumer perceptions of trust, information quality and valence disparity using three simulated online reviews appearing on TripAdvisor.com: one for a hotel, one for a cruise ship and one for a fast food restaurant. Findings reveal that reviews with images are seen as more trustworthy, and that consumers perceive reviews with images as possessing higher information quality than reviews containing text only. Likewise, the findings showed that effective images should be consistent with review text (e.g., reviewers do not respond positively to negative reviews linked with positive images, or vice versa). Full article

The last decade has seen a considerable increase in entertainment-oriented communication techniques. Likewise, the rise of social networks has evolved, offering different formats such as publication and stories. Hence, there has been a growing interest in knowing which strategies have the greatest social impact to help position organizations in the mind of the consumer. This research aims to analyze the different impact that stories and publications can have on the Instagram social network as a tool for generating branded content. To this end, it analyses the impact of the different Instagram stories and publications in various sectors using a methodology of structural equations with composite constructs. The results obtained, based on 800 stories and publications in four different companies (retailers and manufacturers), show that the reach of the story generally explains the interaction with Instagram stories. In contrast, in the case of publications, impressions are of greater importance in explaining the interaction with the publication. Among the main contributions of the work, we find that traditional pull communication techniques have been losing effectiveness in front of new formats of brand content generation that have been occupying the time in the relationship between users and brands. Full article

Augmented Reality (AR) technology adoption has been growing worldwide in recent years. The potential of AR to blend digital information into the physical world has been a challenge for both academia and industry, who attempt to realize and anticipate its impact on users’ perceptions, adoption intention and use. The present paper is an empirical study aimed at making substantial suggestions and investigating an integrative theoretical paradigm which attempts to establish the significance of specific factors which allow using mobile augmented reality apps in shopping malls. The study employs information from the extant literature with a view to extending the Unified Theory on Acceptance and Use of Technology (UTAUT). The results show that performance expectancy, enjoyment and reward are direct determining factors of adopting the specific technology in shopping malls, whereas facilitating conditions, social influence, innovativeness and trust exert an indirect effect on behavioral intention adoption. The research findings have far-reaching theoretical and practical implications for the development, marketing and application of mobile AR apps in the context of the specific contemporary form of shopping. Full article

Online product reviews play important roles in the word-of-mouth marketing of e-commerce enterprises, but only helpful reviews actually influence customers’ purchase decisions. Current research focuses on how to predict the helpfulness of a review but lacks a thorough analysis of why it is helpful. In this paper, feature sets covering review text and context cues are firstly proposed to represent review helpfulness. Then, a set of gradient boosted trees (GBT) models is introduced, and the optimal one, which as implemented in eXtreme Gradient Boosting (XGBoost), is chosen to predict and explain review helpfulness. Specially, by including the SHAP (Shapley) values method to quantify feature contribution, this paper presents an integrated framework to better interpret why a review is helpful at both the macro and micro levels. Based on real data from Amazon.cn, this paper reveals that the number of words contributes the most to the helpfulness of reviews on headsets and is interactively influenced by features like the number of sentences or feature frequency, while feature frequency contributes the most to the helpfulness of facial cleanser reviews and is interactively influenced by the number of adjectives used in the review or the review’s entropy. Both datasets show that individual feature contributions vary from review to review, and individual joint contributions gradually decrease with the increase of feature values. Full article

Although suppliers can sell their goods on e-retailers’ e-platforms through either a wholesale or agency contract, suppliers that produce complementary goods and have different channel roles have been confused as to how to choose an optimal distribution contract. This paper aims to study this problem by considering the combined impacts of suppliers’ channel roles, e-retailer’s referral fees, goods’ differences in the level of complementarity and goods’ differences in potential demand. Our results show that, regardless of one supplier’s distribution contract choice, the other supplier always prefers agency contract, which is independent of two suppliers’ channel roles, the e-retailer’s referral fees, two goods’ differences in the level of complementarity and two goods’ differences in the potential demand. Moreover, when two suppliers use different distribution contracts to sell goods with different levels of complementarity on the same e-retailer’s e-platform, low-complementarity goods have a larger optimal retail price only if the two goods’ differences in the level of complementarity are sufficiently high, and the supplier can obtain more profits by producing low-complementarity goods regardless of the supplier’s distribution contract and channel role. Full article

The theory of value cocreation has been applied widely in the research of a lot of fields, including the field of travelling. At present, online shared cars have become one of the main modes of travel for urban residents, which have caused people to think about the quality of its service and its customer satisfaction. The objective of this research is to explore the impact of value cocreation by both the platform and drivers on customer satisfaction and user loyalty using Didi as an example. We propose five factors that can measure value cocreation behaviors, among which system availability and privacy count for value cocreation by online platform and perceived usability, consistency and competence are indicators of value cocreation by drivers. In total, 338 questionnaires were distributed to retrieve data and further investigate the users’ willingness of taking shared-cars, their satisfaction and loyalty towards Didi in order to help the corporate progress. This study provides suggestions for service-oriented corporations related to the sharing economy in order to enhance their user loyalty as well as improve their management ability. Full article

Customers are important intangible assets of firms. Customer equity (CE) and customer equity sustainability ratio (CESR) cannot only provide a crucial basis for measuring the growth potential of firms but also provide managers a reference standard to allocate the marketing resource. This empirical study discussed the CE measurement of a mobile payments aggregator. With the rapid development of mobile payment in China, it is very meaningful to calculate the CE of these aggregators as an emerging business pattern because calculating CE cannot only help the mobile payments aggregator evaluate its future business development but also help it to provide value-added services and generate service fee from its clients, i.e., the retailers. The main purpose of this paper is to calculate CE of a mobile payments aggregator generated from a specific retailer from the perspective of technology diffusion. Based on the Bass model and Rogers’ theory of innovation diffusion, we calculated CE and CESR for five segments, namely innovators, early adopters, early majorities, late majorities, and laggards. The results show that it is the early adopters and the early majorities who generate most of the profit and it is also these two segments that have the greatest growth potential in the future. Full article