Journal of Theoretical and Applied Electronic Commerce Research

24 pages, 848 KB

Open AccessArticle

How AI-Driven User–Producer Interaction Fuels Interconnected Innovation: A Knowledge Exchange and Integration Perspective

by Yang Yu, Miaomiao Li, Honglei Li and Kuanwei Wu

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 71; https://doi.org/10.3390/jtaer21020071 (registering DOI) - 21 Feb 2026

Abstract

In the rapid diffusion of artificial intelligence (AI), firms increasingly rely on AI to reshape user interactions, yet how such interactions translate into sustained innovation remains unclear. Adopting a user–producer interaction perspective, this study examines how AI-Driven User–Producer Interaction (ADUPI) affects User–Producer Interconnected [...] Read more.

In the rapid diffusion of artificial intelligence (AI), firms increasingly rely on AI to reshape user interactions, yet how such interactions translate into sustained innovation remains unclear. Adopting a user–producer interaction perspective, this study examines how AI-Driven User–Producer Interaction (ADUPI) affects User–Producer Interconnected Innovation (UPII), focusing on the mediating roles of User–Producer Knowledge Exchange (UPKE) and User–Producer Knowledge Integration (UPKI), as well as the moderating effect of AI Readiness (AIR). Using survey data from 974 firms and applying regression, mediation, moderation, and bootstrap analyses, the findings show that ADUPI significantly enhances UPII. Moreover, UPKE and UPKI jointly mediate this relationship, forming a dual mediation mechanism in which knowledge integration exerts a stronger effect than knowledge exchange. In addition, AIR positively moderates the effects of ADUPI on both UPKE and UPKI, amplifying innovation outcomes under higher AI readiness. This study advances AI and innovation research by shifting the focus from internal firm capabilities to cross-actor interaction, clarifying differentiated knowledge mechanisms, and highlighting AI readiness as a key condition for value realization. The results also provide actionable insights for firms seeking to convert AI-driven interaction into interconnected innovation through improved AI readiness and knowledge management. Full article

(This article belongs to the Special Issue Human–Technology Synergies in AI-Driven E-Commerce Environments)

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30 pages, 2172 KB

Open AccessArticle

Disclosure Strategies in Shared Manufacturing: A Game- Theoretic Analysis of Third-Party Versus Self-Built Platforms

by Shuxia Sui, Yunzhong Yang, Xiaogang Ma and Ting Li

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 70; https://doi.org/10.3390/jtaer21020070 - 20 Feb 2026

Abstract

To address the challenge of complex quality control in shared manufacturing arising from loose “partner” relationships, a quality disclosure mechanism is incorporated into a shared manufacturing supply chain. By developing a platform-led game-theoretic model, it compares four quality disclosure strategies under third-party and [...] Read more.

To address the challenge of complex quality control in shared manufacturing arising from loose “partner” relationships, a quality disclosure mechanism is incorporated into a shared manufacturing supply chain. By developing a platform-led game-theoretic model, it compares four quality disclosure strategies under third-party and self-built shared manufacturing platforms, filling a theoretical gap on how quality disclosure aligns with different platform models. The findings indicate that: (1) Quality disclosure always increases platform profit, providing theoretical support for the economic incentives for platforms to promote quality transparency. (2) Under third-party shared manufacturing platforms, all manufacturers prefer unilateral disclosure by the high-quality manufacturer, indicating that this platform model naturally generates a high-quality-led signaling mechanism and reduces coordination costs. (3) Under self-built shared manufacturing platforms, strategy choice is conditional: when the disclosure level is very high, the high-quality manufacturer counter-intuitively induces the low-quality manufacturer to disclose in order to avoid excessive guarantee risk; when the market quality gap is large, bilateral disclosure is the equilibrium, jointly building market trust; when the quality gap narrows, the equilibrium returns to unilateral disclosure by the high-quality manufacturer to strengthen the quality signal.This study provides a new theoretical framework for understanding quality signaling in multi-actor collaborative settings and offers managerial insights for shared manufacturing platforms to design disclosure mechanisms and for manufacturers to choose cooperation modes. Full article

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19 pages, 1279 KB

Open AccessArticle

When Time Meets Scarcity: Differentiated Effects of Promotional Restrictions on Consumer Value in Live Commerce

by Shoufen Jiang and Lingbin Zhao

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 69; https://doi.org/10.3390/jtaer21020069 - 20 Feb 2026

Abstract

Drawing upon social presence and perceived value theories, this study examines how time-limited (TL) and quantity-limited (QL) promotions influence consumers’ purchase intention in live-streaming shopping. Through two controlled experiments (using countdown prompts for TL and inventory visualization for QL), the findings reveal distinct [...] Read more.

Drawing upon social presence and perceived value theories, this study examines how time-limited (TL) and quantity-limited (QL) promotions influence consumers’ purchase intention in live-streaming shopping. Through two controlled experiments (using countdown prompts for TL and inventory visualization for QL), the findings reveal distinct mechanisms: TL promotions elevate functional value by fostering a perception of collective synchronicity, whereas QL promotions boost social value identification through the perception of interactive control. Notably, this latter pathway is moderated by social cue sensitivity. Theoretically, this work unveils a “dual social presence–perceived value” framework that overcomes the limitations of single-mediation models and integrates evidence from eye-tracking and neurobehavioral analysis. Practically, it proposes a strategic promotion-matching criterion (recommending TL for high-circulation goods and QL for scarce items) to optimize live-streaming marketing effectiveness. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

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21 pages, 2195 KB

Open AccessArticle

From Immersion to Purchase: How Live Streaming Catalyzes Impulse Buying Among Consumers

by Yonggang Wang, Huanchen Tang, Jingchun Zhang, Yubo Wang and Xiaodong Liu

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 68; https://doi.org/10.3390/jtaer21020068 - 20 Feb 2026

Abstract

Under the rapid development of live commerce, impulse buying has become a core consumption phenomenon, yet its psychological triggering pathways across different consumer groups remain to be fully elucidated. Drawing on the S–O–R framework, this study conceptualizes live-stream interactivity, novelty, and streamer attractiveness [...] Read more.

Under the rapid development of live commerce, impulse buying has become a core consumption phenomenon, yet its psychological triggering pathways across different consumer groups remain to be fully elucidated. Drawing on the S–O–R framework, this study conceptualizes live-stream interactivity, novelty, and streamer attractiveness as external “stimuli,” and positions immersive experience as the core “organism” mechanism, thereby constructing and testing an integrated “stimulus–experience–response (impulse buying intention)” model. Using a mixed-method approach that combines structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA), the results show that all three live-stream features significantly enhance impulse buying intention, primarily by strengthening immersive experience, with immersion exerting a significant partial mediating effect. Moreover, consumers’ loneliness significantly amplifies the indirect effect of live-stream features on impulse buying via immersive experience. The fsQCA further uncovers multiple equivalent pathways leading to high impulse buying intention, including a strong-experience pattern centered on “streamer attractiveness + immersive experience,” as well as a social compensation pattern centered on “high interactivity + high loneliness.” This study provides a testable theoretical framework, actionable operational strategies, and sustainable ethical guidance for live commerce, offering a pathway for the industry to achieve a “high experience × high conversion × high well-being” triple-win outcome. Full article

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

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22 pages, 524 KB

Open AccessArticle

How AI-Generated Messages Impact Consumer Behavior in the Tourism Industry

by Bahri Baran Koçak

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 67; https://doi.org/10.3390/jtaer21020067 - 16 Feb 2026

Abstract

Despite the significant potential of AI applications in tourism marketing communication, consumers’ attitudes and behaviors towards the outputs of these applications are still a mystery. To fill this research gap, the current study examines and compares consumer engagement (CE), novelty and attitude perceptions [...] Read more.

Despite the significant potential of AI applications in tourism marketing communication, consumers’ attitudes and behaviors towards the outputs of these applications are still a mystery. To fill this research gap, the current study examines and compares consumer engagement (CE), novelty and attitude perceptions towards tourism destinations and hotel promotional content created by ChatGPT-4o (vs. human) for social media and web pages. According to the results, ChatGPT-generated messages (GPTGMs) play a crucial role on social media compared to human-generated messages (HGMs). Moreover, based on the theory of uses and gratifications (UGT), tourists’ perception significantly varies between platforms (social media vs. web pages). This research provides insights for marketers on optimizing message design and selecting effective platforms based on consumer reactions to GPTGMs. Full article

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

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18 pages, 558 KB

Open AccessArticle

The Spillover Effects of E-Commerce Platform Algorithmic Governance: A Focus on Ride-Hailing Drivers’ High-Calorie Food Consumption

by Xingqi Wang and Yanjie Ren

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 66; https://doi.org/10.3390/jtaer21020066 - 15 Feb 2026

Abstract

This study investigates how algorithmic governance, a core feature of modern e-commerce platforms, impacts the consumption behavior of its service providers—specifically, ride-hailing drivers’ preference for high-calorie food. From an e-commerce ecosystem perspective, the dynamic interaction between platforms and their service providers is critical [...] Read more.

This study investigates how algorithmic governance, a core feature of modern e-commerce platforms, impacts the consumption behavior of its service providers—specifically, ride-hailing drivers’ preference for high-calorie food. From an e-commerce ecosystem perspective, the dynamic interaction between platforms and their service providers is critical for long-term value co-creation and platform sustainability. By examining how algorithmic control mechanisms spill over into drivers’ off-platform behaviors, this research offers crucial insights for designing more sustainable and human-centric platform business models. Analyzing 710 survey responses from ride-hailing drivers in China via PLS-SEM, our findings reveal that algorithmic tracking evaluation and behavioral constraints are positively associated with high-calorie food consumption, with emotional exhaustion acting as a key mediator. Notably, standard guidance algorithms showed no significant effect. These results contribute to the e-commerce literature by demonstrating how platform-centric control can inadvertently lead to adverse externalities that may undermine service quality and provider well-being, ultimately posing a risk to the platform’s brand reputation and operational stability. We offer practical recommendations for e-commerce platform managers on optimizing algorithmic strategies to foster a healthier and more sustainable gig worker ecosystem. Full article

(This article belongs to the Topic Innovations in New Media: Shaping the Future of Interactive Marketing)

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26 pages, 585 KB

Open AccessArticle

From Branch to Digital: Modeling Customer Channel Preferences in Electronic Banking Services

by Silvia Ghita-Mitrescu, Ionut Antohi, Cristina Duhnea and Andreea-Daniela Moraru

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 65; https://doi.org/10.3390/jtaer21020065 - 14 Feb 2026

Abstract

The digital transformation of financial services has changed how customers interact with banks through electronic channels, yet the factors influencing channel choice between branch-based and digital banking are not entirely understood, especially in emerging European markets. This study investigates banking channel preferences over [...] Read more.

The digital transformation of financial services has changed how customers interact with banks through electronic channels, yet the factors influencing channel choice between branch-based and digital banking are not entirely understood, especially in emerging European markets. This study investigates banking channel preferences over three consecutive years (2023–2025) in Constanta County, Romania, quantifying how perceived bank technologization and sociodemographic characteristics are associated with the likelihood of digital banking adoption in the e-commerce context. Using repeated cross-sectional survey data from 785 respondents, we applied pooled and year-specific logistic regression models to evaluate temporal effects and estimate the predictive contribution of a composite perception measure (TechScore). Results show that although digital banking usage increased from 87.7% to 92.4%, time alone did not significantly predict adoption. Technologization perceptions consistently increased the odds of digital banking use, with stronger effects in 2025. Age and living environment were significant determinants, while gender and relationship length were not. As digital financial services mature, perceived bank technologization becomes increasingly influential in channel-use decisions. The study contributes to the electronic commerce and technology acceptance literature by demonstrating the importance of perception-based predictors in digital banking contexts and highlights how perception-based evaluation shapes channel choice in digital service platforms, offering insights applicable to electronic commerce contexts where providers compete across physical and digital channels. Full article

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21 pages, 667 KB

Open AccessArticle

From UGC to Brand Product Improvement: Mining Consumer Innovation Insights Across Social Media Platforms

by Jiacheng Wang and Qiang Wu

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 64; https://doi.org/10.3390/jtaer21020064 - 13 Feb 2026

Abstract

In the era of e-commerce, consumers’ innovative insights are crucial for brands to improve their products and meet consumers’ potential needs. Although user-generated content (UGC) platforms have accumulated a vast amount of consumer voices, brands often face the dilemma of “rich data but [...] Read more.

In the era of e-commerce, consumers’ innovative insights are crucial for brands to improve their products and meet consumers’ potential needs. Although user-generated content (UGC) platforms have accumulated a vast amount of consumer voices, brands often face the dilemma of “rich data but scarce insights”: valuable consumer innovation insights are not only scarce but also expressed implicitly. Traditional methods have difficulty reliably identifying such insights in this task. Therefore, this study, for the first time, introduces a large language model (LLM)-augmented Siamese framework, aiming to improve the identification and generalization of consumer innovation insights in multi-platform UGC. Based on four Chinese social media platforms and a dataset of 133,538 comments, we conducted three experiments and performed a systematic comparison under five model configurations. The results show that our approach significantly outperforms traditional benchmarks and strong baselines in most experimental settings, while maintaining stable competitiveness in cross-platform tests. Finally, we showed how the identified innovation insights can be transformed into structured outputs for product planning, thereby facilitating the integration of consumer insights into the brand’s innovation process. Full article

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18 pages, 358 KB

Open AccessArticle

Psychological Ownership as a Boundary Condition in AI Recommendation: Credibility Formation and Behavioral Intentions in Electronic Commerce

by John Yang

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 63; https://doi.org/10.3390/jtaer21020063 - 12 Feb 2026

Abstract

AI recommendation agents increasingly mediate consumer decision-making in electronic commerce, yet algorithm-based agents often suffer credibility deficits relative to human sources. This research examines how recommendation agent type (human vs. AI) influences behavioral intentions through perceived credibility and how psychological ownership moderates this [...] Read more.

AI recommendation agents increasingly mediate consumer decision-making in electronic commerce, yet algorithm-based agents often suffer credibility deficits relative to human sources. This research examines how recommendation agent type (human vs. AI) influences behavioral intentions through perceived credibility and how psychological ownership moderates this process. Across two controlled online experiments, consumers evaluated recommendations delivered by human or AI agents. Study 1 shows that baseline AI agents are perceived as less credible than human agents, while AI agents receiving minimal user involvement (naming) exhibit partially improved credibility, and that credibility mediates the effects of agent type on intention to use the system, recommendation acceptance, and purchase intention. Study 2 introduces a stronger psychological ownership manipulation through AI agent customization. Results indicate that customization strengthens psychological ownership, which reduces the credibility gap between AI and human agents and, when ownership is high, even allows AI agents to be evaluated as more credible. Conditional process analyses confirm that psychological ownership moderates both the effect of agent type on credibility and the indirect effects on behavioral intentions. Overall, the findings demonstrate that credibility toward AI recommendation agents is dynamically shaped by user–agent relational experiences. By integrating algorithm aversion, source credibility, and psychological ownership perspectives, this research advances understanding of consumer–AI interaction and provides design insights for AI-enabled recommendation systems in electronic commerce. Full article

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

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17 pages, 607 KB

Open AccessArticle

Who Is to Blame? How Fulfillment and Integrity Harms Relate to Trust in Sellers and Platforms

by Na-Eun Cho

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 62; https://doi.org/10.3390/jtaer21020062 - 11 Feb 2026

Abstract

This study examines how different types of experienced harm influence trust in sellers and platforms in secondhand, platform-mediated markets. Drawing on attribution theory, we distinguish between fulfillment harm and integrity harm and investigate how these two forms of harm differentially affect seller trust [...] Read more.

This study examines how different types of experienced harm influence trust in sellers and platforms in secondhand, platform-mediated markets. Drawing on attribution theory, we distinguish between fulfillment harm and integrity harm and investigate how these two forms of harm differentially affect seller trust and platform trust. Using data from the Consumer Market Evaluation Index on secondhand marketplaces, we find that both fulfillment and integrity harm are negatively associated with seller trust and platform trust compared to no-harm experiences. When both types of harm occur together, trust deterioration becomes more pronounced. Importantly, fulfillment harm is primarily associated with lower seller trust, whereas integrity harm is more strongly related to platform trust. These findings indicate that trust redistribution depends on attributional evaluations regarding causal locus and controllability. This study contributes to the existing literature by demonstrating how attribution processes allocate trust among multiple market actors and by revealing how different types of failures are attributed to these market actors. Moreover, the findings provide practical guidance for platform governance and seller behavior by highlighting the importance of targeted safeguards in sustaining trust in platform-mediated marketplaces. Full article

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21 pages, 692 KB

Open AccessArticle

Examining Consumers’ Continuance Intention to Use P2P Mobile Payment Systems: An Extended TPB Approach

by Mohammad Alsharo, Jumana Khwaileh and Malik Al-Essa

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 61; https://doi.org/10.3390/jtaer21020061 - 9 Feb 2026

Abstract

Consumers are increasingly utilizing their smartphones to pay for goods and services, taking advantage of a variety of mobile payment options. Among these, Peer-to-Peer (P2P) mobile payment systems have gained global momentum, becoming one of consumers’ preferred choices. This study aims to examine [...] Read more.

Consumers are increasingly utilizing their smartphones to pay for goods and services, taking advantage of a variety of mobile payment options. Among these, Peer-to-Peer (P2P) mobile payment systems have gained global momentum, becoming one of consumers’ preferred choices. This study aims to examine the factors influencing consumers’ continuance intention to use CliQ, a P2P mobile payment system in Jordan. Following a thorough literature review, we extend the Theory of Planned Behavior (TPB) by integrating perceived structural assurance, perceived usefulness, and satisfaction. The Partial Least Squares Structural Equation Modeling (PLS-SEM) results indicate that perceived structural assurance significantly affects both consumer attitude and perceived security. The findings also suggest that attitude is the most influential factor in the proposed research model, while perceived usefulness and perceived behavioral control emerged as key drivers of user satisfaction and continuance intention. Furthermore, satisfaction was found to be a strong predictor of consumers’ continuance intention. These findings enrich the literature and provide valued implications for mobile-payment service providers and application developers. Full article

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

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20 pages, 988 KB

Open AccessArticle

Hedonic Beats Utilitarian: Differential Effects of AI Chatbots and AR/VR on Consumer Engagement in E-Commerce

by Qin Zhang and Firdaus Abdullah

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 60; https://doi.org/10.3390/jtaer21020060 - 7 Feb 2026

Abstract

This research investigates the impact of augmented and virtual reality (AR/VR) and AI-enabled chatbots, both individually and collectively, on consumer engagement of e-commerce platforms. Moreover, this research examines the mediating effects of perceived utility, ease of use, and enjoyment and the moderating effects [...] Read more.

This research investigates the impact of augmented and virtual reality (AR/VR) and AI-enabled chatbots, both individually and collectively, on consumer engagement of e-commerce platforms. Moreover, this research examines the mediating effects of perceived utility, ease of use, and enjoyment and the moderating effects of product type and technology readiness, respectively. By applying the theories of Technology Acceptance Model (TAM) and Stimulus–Organism–Response (S-O-R), this research proposed this theoretical framework and adopted a mixed-method research method. This research collected its empirical findings from 486 respondents who had utilized chatbots and AR/VR technology on three of China’s most popular e-commerce platforms, including Taobao, JD.com, and Pinduoduo. Structural equation modeling was utilized for hypothesis testing, and semi-structured interviews on 30 participants were used for validation of empirical findings. Results reveal that both AI chatbot features (β = 0.35, p < 0.001) and AR/VR technologies (β = 0.42, p < 0.001) significantly enhance consumer engagement, with AR/VR demonstrating stronger effects. Perceived enjoyment emerged as the strongest mediator (AI: β = 0.14; AR/VR: β = 0.18), surpassing traditional utilitarian factors. Technology readiness significantly moderated these relationships, with high-readiness consumers showing substantially stronger responses (AI: β = 0.45; AR/VR: β = 0.52). Experience goods amplified technology effects compared to search goods. Multi-group analysis revealed platform-specific variations, while robustness checks identified diminishing returns for AI chatbots but not AR/VR technologies. This research contributes to digital marketing and information systems literature by providing empirical evidence of differential technology impacts on engagement, highlighting the dominance of hedonic over utilitarian pathways in consumer technology adoption. The findings offer practical guidance for e-commerce platforms in optimizing technology investments and designing engagement strategies. Full article

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

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19 pages, 2885 KB

Open AccessArticle

Explainable Turkish E-Commerce Review Classification Using a Multi-Transformer Fusion Framework and SHAP Analysis

by Sıla Çetin and Esin Ayşe Zaimoğlu

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 59; https://doi.org/10.3390/jtaer21020059 - 5 Feb 2026

Abstract

The rapid expansion of e-commerce has significantly influenced consumer purchasing behavior, making user reviews a critical source of product-related information. However, the large volume of low-quality and superficial reviews limits the ability to obtain reliable insights. This study aims to classify Turkish e-commerce [...] Read more.

The rapid expansion of e-commerce has significantly influenced consumer purchasing behavior, making user reviews a critical source of product-related information. However, the large volume of low-quality and superficial reviews limits the ability to obtain reliable insights. This study aims to classify Turkish e-commerce reviews as either useful or useless, thereby highlighting high-quality content to support more informed consumer decisions. A dataset of 15,170 Turkish product reviews collected from major e-commerce platforms was analyzed using traditional machine learning approaches, including Support Vector Machines and Logistic Regression, and transformer-based models such as BERT and RoBERTa. In addition, a novel Multi-Transformer Fusion Framework (MTFF) was proposed by integrating BERT and RoBERTa representations through concatenation, weighted-sum, and attention-based fusion strategies. Experimental results demonstrated that the concatenation-based fusion model achieved the highest performance with an F1-score of 91.75%, outperforming all individual models. Among standalone models, Turkish BERT achieved the best performance (F1: 89.37%), while the BERT + Logistic Regression hybrid approach yielded an F1-score of 88.47%. The findings indicate that multi-transformer architectures substantially enhance classification performance, particularly for agglutinative languages such as Turkish. To improve the interpretability of the proposed framework, SHAP (SHapley Additive exPlanations) was employed to analyze feature contributions and provide transparent explanations for model predictions, revealing that the model primarily relies on experience-oriented and semantically meaningful linguistic cues. The proposed approach can support e-commerce platforms by automatically prioritizing high-quality and informative reviews, thereby improving user experience and decision-making processes. Full article

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27 pages, 550 KB

Open AccessArticle

Explaining Inconsistent Privacy Effects: How Cognitive–Affective Inconsistency and Ambivalence Shape Online Information Disclosure

by Jongtae Yu

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 58; https://doi.org/10.3390/jtaer21020058 - 4 Feb 2026

Abstract

This study examines why privacy concerns do not consistently deter online information disclosure by focusing on internal evaluative dynamics underlying privacy decisions. Drawing on theories of attitudinal ambivalence and cognitive–affective inconsistency, it investigates how internal tensions shape the translation of privacy concerns into [...] Read more.

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

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

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30 pages, 1178 KB

Open AccessSystematic Review

From Avatars to Algorithms: Virtual Streamers and AI-Enabled Consumer Behavior in Live Streaming Commerce—A Systematic Review

by Lingyu Wang, Jasmine A. L. Yeap, Jiaqi Liu and Zongwei Li

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 57; https://doi.org/10.3390/jtaer21020057 - 3 Feb 2026

Abstract

This review examines existing research on virtual streamers in live streaming commerce and digital marketing, identifying key factors that shape consumer responses. Based on 41 peer-reviewed studies and following PRISMA 2020 guidelines, the analysis applies the CIMCO to synthesize findings through a systematic [...] Read more.

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

(This article belongs to the Topic Livestreaming and Influencer Marketing)

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32 pages, 3607 KB

Open AccessArticle

The Sword Effect of Electronic Informatization on Income Inequality: E-Commerce and E-Government

by Zhuocheng Lu and Song Wang

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 56; https://doi.org/10.3390/jtaer21020056 - 3 Feb 2026

Abstract

Market and government are the main bodies in solving the problem of income inequality, especially as both undergo electronic informatization. This study explores the effect of e-commerce and e-government on regional income inequality, along with its impact mechanisms and spatial characteristics. The results [...] Read more.

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

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

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25 pages, 3717 KB

Open AccessArticle

Transcending the Paradox of Statistical and Value Rationality: A Tripartite Evolutionary Game Analysis of E-Commerce Algorithmic Involution

by Yanni Liu, Liming Wang, Bian Chen and Dongsheng Liu

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 55; https://doi.org/10.3390/jtaer21020055 - 3 Feb 2026

Abstract

The unbridled pursuit of statistical rationality has precipitated a crisis of value rationality in e-commerce ecosystems, leading to algorithmic involution—a dilemma characterized by destructive hyper-competition. To reconcile this theoretical paradox and explore effective governance pathways, this paper constructs a tripartite evolutionary game model [...] Read more.

The unbridled pursuit of statistical rationality has precipitated a crisis of value rationality in e-commerce ecosystems, leading to algorithmic involution—a dilemma characterized by destructive hyper-competition. To reconcile this theoretical paradox and explore effective governance pathways, this paper constructs a tripartite evolutionary game model involving e-commerce platforms, government regulators, and consumers. Simulation results indicate that high-intensity government deterrence constitutes the necessary stability foundation of hard constraints, while consumer activism acts as the decisive accelerator of the soft environment contingent on high synergistic gains and low information screening costs. Furthermore, a platform’s pivot toward “algorithm for good” is not driven by altruism, but by the rational calibration between short-term extractive gains and long-term benevolent returns. Sensitivity analysis confirms that reducing the ratio of these two factors is the effective lever to speed up system convergence. Finally, effective governance requires restructuring this payoff matrix by establishing dynamic penalty mechanisms and transparent low-cost feedback channels to render ethical algorithmic behavior a dominant strategy in terms of economic rationality. This research aims to guide the e-commerce ecosystem from a zero-sum game of involution toward a sustainable equilibrium of multi-party value co-creation. Full article

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40 pages, 4919 KB

Open AccessArticle

Membership Bundling in Platform Competition: To Bundle Add-Ons Together or Separately?

by Junmin Zhou and Weijun Zeng

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 54; https://doi.org/10.3390/jtaer21020054 - 3 Feb 2026

Abstract

Platforms are increasingly adopting membership bundling strategies to strengthen competitiveness. This paper explores how duopoly platforms bundle their membership services (the base products) with those provided by other platforms (add-ons) through a game-theoretic lens. We focus on the competing platforms’ strategic decisions to [...] Read more.

Platforms are increasingly adopting membership bundling strategies to strengthen competitiveness. This paper explores how duopoly platforms bundle their membership services (the base products) with those provided by other platforms (add-ons) through a game-theoretic lens. We focus on the competing platforms’ strategic decisions to bundle different add-ons together or separately by examining three key determinants: the quality gap between the base products, the quality of versus consumer preference for the add-ons, and the profit-sharing ratio to partners who offer the add-ons. First, with comparable base-good qualities, symmetric bundling emerges in equilibrium. Specifically, simultaneously bundling add-ons together (or separately) dominates when the add-on quality (or the consumers’ preference) mainly drives purchase. Second, significant quality disparity in the base goods leads to asymmetric equilibria: the high-quality platform strategically selects the bundling mode, together or separately, that minimizes the profit-sharing payouts, forcing the low-quality rival to adopt a different strategy. Finally, when the base goods have similar quality, the platform competition can largely yield optimal welfare outcomes. With a significant quality disparity, however, the equilibrium strategies may deviate from social efficiency. Our study advances understanding of platform competition with membership bundling and offers regulatory insights for social planners to strategically intervene in platforms’ membership bundling decisions. Full article

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31 pages, 914 KB

Open AccessArticle

The Effects of BOPS Cooperation on Advertising and Pricing Decisions in Omnichannel Retailing

by Jiao Hu, Li Li, Xiang He and Michael Z. F. Li

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 53; https://doi.org/10.3390/jtaer21020053 - 3 Feb 2026

Abstract

Many retailers start to implement the practice of buy online and pick up in store (BOPS) by integrating their online and offline channels. In this paper, we study the effects of BOPS cooperation (i.e., channel cooperation) in the presence of advertising competition. We [...] Read more.

Many retailers start to implement the practice of buy online and pick up in store (BOPS) by integrating their online and offline channels. In this paper, we study the effects of BOPS cooperation (i.e., channel cooperation) in the presence of advertising competition. We first investigate how BOPS cooperation affects online and offline retailers’ advertising levels, prices, demands and profits under fixed and optimized pricing strategies and further explore the conditions under which retailers decide to implement BOPS cooperation for greater benefits. Next, we conduct a comparative study of the two pricing strategies before and after BOPS cooperation, examine the impact of different pricing strategies on advertising levels, and assess retailers’ preferences for the two pricing strategies. We also perform numerical examinations to derive insights into when BOPS cooperation is most appropriate and what advertising and pricing strategies are optimal for retailers. The numerical results show that implementing BOPS cooperation is not necessarily optimal for online and offline retailers and that the offline hassle cost, commission level and convenience coefficient in BOPS are the major determinants of retailers’ profitability. We also find that the BOPS convenience coefficient can be a partial compensation for the competitive effect of advertising in the optimized pricing strategy. In addition, we identify conditions under which retailers are better off in different cases. In particular, we find that when BOPS commission is high and offline hassle cost is low, online and offline retailers can benefit more from the optimized pricing strategy. Full article

(This article belongs to the Collection Emerging Topics in Omni-Channel Operations)

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Journal of Theoretical and Applied Electronic Commerce Research

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