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)
Latest Articles
When Generative AI Meets Abuse: What Are You Anxious About?
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 215; https://doi.org/10.3390/jtaer20030215 (registering DOI) - 14 Aug 2025
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The rapid progress of generative artificial intelligence (AI) has sparked growing concerns regarding its misuse, privacy risks, and ethical issues. This study investigates the interplay between Generative AI Abuse Anxiety, trust, perceived usefulness, acceptance, and the intention to use it. Using variance-based partial
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The rapid progress of generative artificial intelligence (AI) has sparked growing concerns regarding its misuse, privacy risks, and ethical issues. This study investigates the interplay between Generative AI Abuse Anxiety, trust, perceived usefulness, acceptance, and the intention to use it. Using variance-based partial least squares (PLS-SEM), we analyze 318 valid survey responses. The findings reveal that Generative AI Abuse Anxiety negatively impacts trust, perceived usefulness, acceptance, and the intention to use generative AI. Additionally, different subdimensions of trust play significant roles in influencing users’ technology acceptance and intention to use it, though the specific mechanisms differ. This research extends the applicability of the technology acceptance model to the generative AI context and enriches the multidimensional framework of trust studies.
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Open AccessArticle
AI-Driven Anomaly Detection in E-Commerce Services: A Deep Learning and NLP Approach to the Isolation Forest Algorithm Trees
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Pascal Muam Mah, Iwona Skalna and Tomasz Pelech-Pilichowski
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 214; https://doi.org/10.3390/jtaer20030214 (registering DOI) - 14 Aug 2025
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The accelerated development of e-commerce has given rise to sophisticated systems defined by significant user interaction, a variety of product offerings, and considerable quantities of structured and unstructured data. Upholding trust and operational security is becoming ever more essential. E-commerce platforms are susceptible
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The accelerated development of e-commerce has given rise to sophisticated systems defined by significant user interaction, a variety of product offerings, and considerable quantities of structured and unstructured data. Upholding trust and operational security is becoming ever more essential. E-commerce platforms are susceptible to deceptive practices, including counterfeit reviews, dubious transactions, and anomalous usage behaviors. This research introduces a framework for anomaly detection powered by artificial intelligence, integrating deep learning and natural language processing (NLP) with the isolation forest algorithm tree to enhance the identification of unusual activities on e-commerce platforms. We leveraged customer feedback, transaction logs, and user interaction data obtained from Kaggle. Textual reviews were interpreted using natural language processing (NLP), while deep learning was utilized to discern behavioral patterns. The isolation forest algorithm tree was employed to detect statistical anomalies in multidimensional data. The hybrid model surpassed conventional techniques in terms of detection accuracy, recall, and interpretability. It successfully detects suspicious actions and clarifies anomalies in their relevant context. The application of AI techniques, particularly natural language processing, deep learning, and isolation forest algorithm trees, establishes a solid foundation for anomaly detection in the realm of e-commerce. This approach fosters a more secure and trustworthy experience for online consumers.
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Algorithmic Fairness and Digital Financial Stress: Evidence from AI-Driven E-Commerce Platforms in OECD Economies
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Zhuoqi Teng, Han Xia and Yugang He
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 213; https://doi.org/10.3390/jtaer20030213 (registering DOI) - 14 Aug 2025
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This study examines the role of algorithmic fairness in alleviating digital financial stress among consumers across OECD countries, utilizing panel data spanning from 2010 to 2023. By introducing a digital financial stress index—constructed from indicators such as household credit dependence, digital debt penetration,
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This study examines the role of algorithmic fairness in alleviating digital financial stress among consumers across OECD countries, utilizing panel data spanning from 2010 to 2023. By introducing a digital financial stress index—constructed from indicators such as household credit dependence, digital debt penetration, digital default rates, and financial complaint frequencies—the research quantitatively captures consumer financial anxieties within AI-driven e-commerce platforms. Employing two-way fixed-effects regression and system-GMM methods to address endogeneity and dynamic panel biases, findings robustly indicate that increased algorithmic fairness significantly reduces digital financial stress. Furthermore, the moderating analysis highlights digital literacy as a critical factor amplifying fairness effectiveness, revealing that digitally proficient societies derive greater psychological and economic benefits from equitable algorithmic practices. These results contribute to existing scholarship by extending discussions of algorithmic ethics from individual-level analyses to a macroeconomic perspective. Ultimately, this research underscores algorithmic fairness as a crucial policy lever for promoting consumer welfare, calling for integrated national strategies encompassing ethical algorithm governance alongside enhanced digital education initiatives within OECD contexts.
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(This article belongs to the Special Issue Electronic Commerce and Information Management Towards the Digital Era)
Open AccessArticle
Decoding Wine Narratives with Hierarchical Attention: Classification, Visual Prompts, and Emerging E-Commerce Possibilities
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Vlad Diaconita, Anda Belciu, Alexandra Maria Ioana Corbea and Iuliana Simonca
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 212; https://doi.org/10.3390/jtaer20030212 (registering DOI) - 14 Aug 2025
Abstract
Wine reviews can connect words to flavours; they entwine sensory experiences into vivid stories. This research explores the intersection of artificial intelligence and oenology by using state-of-the-art neural networks to decipher the nuances in wine reviews. For more accurate wine classification and to
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Wine reviews can connect words to flavours; they entwine sensory experiences into vivid stories. This research explores the intersection of artificial intelligence and oenology by using state-of-the-art neural networks to decipher the nuances in wine reviews. For more accurate wine classification and to capture the essence of what matters most to aficionados, we use Hierarchical Attention Networks enhanced with pre-trained embeddings. We also propose an approach to create captivating marketing images using advanced text-to-image generation models, mining a large review corpus for the most important descriptive terms and thus linking textual tasting notes to automatically generated imagery. Compared to more conventional models, our results show that hierarchical attention processes fused with rich linguistic embeddings better reflect the complexities of wine language. In addition to improving the accuracy of wine classification, this method provides consumers with immersive experiences by turning sensory descriptors into striking visual stories. Ultimately, our research helps modernise wine marketing and consumer engagement by merging deep learning with sensory analytics, proving how technology-driven solutions can amplify storytelling and shopping experiences in the digital marketplace.
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(This article belongs to the Topic Data Science and Intelligent Management)
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Analyzing the Coupling Coordination and Forecast Trends of Digital Transformation and Operational Efficiency in Logistics Enterprises
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Pengcheng Zhang, Yaoyao Fu and Boliang Lu
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 211; https://doi.org/10.3390/jtaer20030211 - 13 Aug 2025
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Understanding the coupling mechanism and coordinated development between digital transformation and operational efficiency in logistics enterprises is vital for optimizing resource allocation and promoting high-quality, sustainable growth in the logistics industry. This study analyzes panel data from 52 listed logistics enterprises in China
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Understanding the coupling mechanism and coordinated development between digital transformation and operational efficiency in logistics enterprises is vital for optimizing resource allocation and promoting high-quality, sustainable growth in the logistics industry. This study analyzes panel data from 52 listed logistics enterprises in China from 2014 to 2023. It constructs evaluation index systems for digital transformation and operational efficiency and applies an integrated methodology comprising the super-efficiency SBM model, coupling coordination degree model, and random forest regression model to evaluate efficiency, assess coupling dynamics, and forecast future trends. The main findings are as follows: (1) Overall operational efficiency has shown a pattern of fluctuating growth, increasing from 0.520 to 0.585. Road transport consistently outperformed other sectors, water transport maintained steady growth, and air transport exhibited significant volatility, particularly during the COVID-19 pandemic. (2) The coupling coordination degree remains in the initial coordination stage (0.642–0.677), with road transport achieving intermediate-level coordination (0.718) by 2021. Water transport showed gradual but stable improvement, and air transport remained unstable due to external shocks. (3) Road transport leads in overall industry performance, while water transport exhibits stable progress, and air transport is hindered by international supply chain disruptions and technological adoption challenges. (4) Projections for 2024–2026 suggest an average annual growth rate of 0.31% in coupling coordination across all subsectors, although inter-sectoral synergistic mechanisms require further enhancement. Based on these findings, this study proposes targeted recommendations: increasing comprehensive investments in digital technologies across the entire supply chain, cultivating interdisciplinary talent, optimizing risk management frameworks, and refining policy support. These measures aim to strengthen the integration of digital transformation and operational efficiency, contributing to the sustainable development of the logistics industry.
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Open AccessArticle
Incentive Mechanism for Online–Offline Dual-Channel Healthcare Services While Considering Spillover Effects
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Yanlin Bi, Li Luo and Pengkun Wu
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 210; https://doi.org/10.3390/jtaer20030210 - 11 Aug 2025
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This paper investigates the incentive mechanism for dual-channel healthcare service supply chains, where doctors simultaneously undertake both offline and online medical tasks, based on the common agency theory. Considering the geographical distance between online patients and public hospitals, we construct common agency, game-theoretic
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This paper investigates the incentive mechanism for dual-channel healthcare service supply chains, where doctors simultaneously undertake both offline and online medical tasks, based on the common agency theory. Considering the geographical distance between online patients and public hospitals, we construct common agency, game-theoretic models under two scenarios: without spillover effects and with spillover effects. Through analytical solutions, we derive the equilibrium outcomes for both scenarios and conduct comparative and numerical analyses. The findings reveal that as follows: (1) Compared to the scenario without spillover effects, the incentive intensity for offline healthcare increases when spillover effects are considered, and doctors exert higher effort levels in offline healthcare. (2) The incentive intensity for online healthcare may decrease, yet doctors’ effort levels in the online channel do not decline accordingly and may even increase; (3) Non-economic incentives (e.g., online reputation) exhibit a substitution effect on economic incentives; (4) Online reputation not only influences decision-making in the online healthcare channel but also affects decisions in the offline channel through spillover effects. These findings provide valuable insights for public hospitals and online healthcare platforms to optimize incentive structures and for doctors to allocate efforts effectively across dual-channel healthcare services.
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Rehumanizing AI-Driven Service: How Employee Presence Shapes Consumer Perceptions in Digital Hospitality Settings
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Eeman Almokdad, Kamel Mouloudj and Chung Hun Lee
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 209; https://doi.org/10.3390/jtaer20030209 - 11 Aug 2025
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This study explores the psychological and social impacts of the forced use of self-service technologies (SSTs) in South Korea’s hospitality and tourism sectors, focusing on perceptions of service dehumanization among different age groups. Grounded in symbolic interactionism theory, the research aims to uncover
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This study explores the psychological and social impacts of the forced use of self-service technologies (SSTs) in South Korea’s hospitality and tourism sectors, focusing on perceptions of service dehumanization among different age groups. Grounded in symbolic interactionism theory, the research aims to uncover how reduced interpersonal interaction affects perceived service quality and emotional response. A quantitative approach was employed using data collected from 300 Korean adults (150 older adults and 150 young adults). The study utilized the PROCESS Macro to test mediation effects of reduced human contact, empathy, and authenticity, as well as the moderating role of employee presence in shaping dehumanization perceptions. The results indicate that the mandatory use of SSTs significantly diminishes the perceived social value of service encounters, thereby increasing feelings of dehumanization. This effect is mediated by a reduction in human contact, empathy, and authenticity. Moreover, the presence of employees moderates this relationship, particularly intensifying dehumanization perceptions among older adult participants. Gender was not a significant factor in these perceptions. These findings suggest that while SSTs may improve operational efficiency, their forced implementation can negatively impact customer experience, especially for older adults. Hospitality and tourism providers should consider hybrid service models that maintain optional human interaction to mitigate adverse psychological effects. This study contributes to the limited research on SSTs and service dehumanization by integrating symbolic interactionism theory and highlighting the moderating role of employee presence. It offers novel insights into age-related differences in SST acceptance and the socio-emotional costs of automation in service contexts.
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(This article belongs to the Special Issue Human–Technology Synergies in AI-Driven E-Commerce Environments)
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From Lemon Market to Managed Market: How Flagship Entry Reshapes Sellers’ Composition in the Online Market
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Liang Ping, Yanying Chen and Qianhui Yu
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 208; https://doi.org/10.3390/jtaer20030208 - 8 Aug 2025
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With the rapid development of e-commerce, ensuring product quality on online platforms has become increasingly important, especially in developing countries where market regulations are still underdeveloped. By treating different sellers offering the same brand’s products as an industry, this study examines the impact
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With the rapid development of e-commerce, ensuring product quality on online platforms has become increasingly important, especially in developing countries where market regulations are still underdeveloped. By treating different sellers offering the same brand’s products as an industry, this study examines the impact of flagship store entry on online product quality by constructing a multiple period difference-in-difference model and conducts detailed empirical tests using full-category and large-span data from Taobao. The empirical results demonstrate that flagship store entry not only prompts the exit of incumbent sellers and deters potential new entrants due to the competition effect, but also facilitates the exit of low-quality sellers while attracting high-quality sellers as a result of a consumer-learning effect. Consequently, the overall quality of the industry is improved, and this effect is more pronounced in high-priced and durable goods industries. The findings of this study have important implications for market structure design and online quality governance in online marketplaces.
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An Extended FullEX Method: An Application to the Selection of Online Orders Distribution Modes Based on the Shared Economy
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Milena Ninović, Momčilo Dobrodolac, Sara Bošković, Đorđije Dupljanin, Dragan Lazarević and Slaviša Dumnić
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 207; https://doi.org/10.3390/jtaer20030207 - 7 Aug 2025
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Urbanization and the rapid growth of e-commerce have significantly increased delivery volumes in cities, creating challenges in terms of cost, efficiency, and sustainability in last-mile delivery (LMD). To address these challenges, this paper proposes an innovative methodological framework for selecting optimal delivery strategies
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Urbanization and the rapid growth of e-commerce have significantly increased delivery volumes in cities, creating challenges in terms of cost, efficiency, and sustainability in last-mile delivery (LMD). To address these challenges, this paper proposes an innovative methodological framework for selecting optimal delivery strategies in urban environments, grounded in the principles of collaboration. The framework integrates an Extended FullEx method, developed to calculate criteria weights while accounting for expert reputation based on education and experience, with the MARCOS multi-criteria decision-making (MCDM) method used to rank delivery strategies. The Extended FullEx method proposed in this paper differs from the original FullEx by providing two improvements. The first concerns the introduction of the normalization procedure in the calculation of experts’ reputations, while the second addresses the different scoring of educational degrees, providing a more precise mathematical basis for the process. Four collaborative delivery strategies are evaluated against twelve sustainability-related criteria identified through an extensive literature review. The proposed framework is applied to a real-life case study in Novi Sad, Republic of Serbia. Results indicate that the most suitable delivery strategy is a hybrid model that combines the use of a consolidation center with smaller urban delivery hubs, providing practical insights for enhancing the sustainability and efficiency of urban delivery. This study contributes both methodologically, by advancing MCDM techniques, and practically, by offering decision-makers a comprehensive tool that integrates subjective expert knowledge and objective criteria assessment in the selection of sustainable LMD solutions.
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Open AccessArticle
Who Is Manipulating Corporate Wallets Amid the Ever-Changing Circumstances? Digital Clues, Information Truths and Risk Mysteries
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Cheng Tao, Roslan Ja’afar and Wan Mohd Hirwani Wan Hussain
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 206; https://doi.org/10.3390/jtaer20030206 - 7 Aug 2025
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Digital transformation (DT) has emerged as a key strategic lever for enhancing firm resilience and competitiveness, yet its influence on non-productive investment behaviors, such as corporate financial investment, remains underexplored. Existing studies have largely focused on DT’s role in innovation and operational efficiency,
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Digital transformation (DT) has emerged as a key strategic lever for enhancing firm resilience and competitiveness, yet its influence on non-productive investment behaviors, such as corporate financial investment, remains underexplored. Existing studies have largely focused on DT’s role in innovation and operational efficiency, leaving a significant gap in understanding how DT reshapes firms’ financial asset allocation. Drawing on a unique panel dataset of A-share main board-listed firms in China from 2011 to 2023, this study provides novel empirical evidence that DT significantly restrains financial investment, with pronounced heterogeneity across ownership types. More importantly, this paper uncovers a multi-layered mechanism: DT enhances the corporate information environment, which subsequently reduces financial investment. In addition, the analysis reveals a moderated mediation mechanism wherein economic uncertainty dampens the information-enhancing effect of DT. Unlike previous research that treats corporate risk-taking as a parallel mediator, this study identifies a sequential mediation pathway, where improved information environments suppress financial investment indirectly by influencing firms’ risk-taking behavior. These findings offer new theoretical insights into the financial implications of DT and contribute to the broader understanding of enterprise behavior in the context of digitalization and economic volatility.
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Open AccessArticle
Seeing Is Believing: The Impact of AI Magic Mirror on Consumer Purchase Intentions in Medical Aesthetic Services
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Yu Li, Chujun Zhang, Tian Shen and Xi Chen
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 205; https://doi.org/10.3390/jtaer20030205 - 7 Aug 2025
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The integration of AI into online platforms is reshaping consumer experience and behavior. While existing research has largely focused on the role of AI in search services and experience services, few studies have examined the role of AI in the context of credence
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The integration of AI into online platforms is reshaping consumer experience and behavior. While existing research has largely focused on the role of AI in search services and experience services, few studies have examined the role of AI in the context of credence services. This study fills this gap by investigating an AI-powered preview tool in the context of online medical aesthetic platforms. Specifically, this study investigates how the AI Magic Mirror influences consumer purchase intentions in medical aesthetic services. Using secondary data analysis and two experimental studies, we examine the main effects, as well as mediation and moderation effects. The findings consistently demonstrate that the AI Magic Mirror significantly increases consumer purchase intentions. This relationship is positively mediated by perceived value and negatively mediated by perceived risk. In addition, the main effect is stronger for procedures with higher fit uncertainty and is more pronounced for those with lower popularity. These results provide theoretical insights into AI application in credence service contexts and offer practical implications for the design of AI-enhanced online service platforms.
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(This article belongs to the Special Issue ICEC 2025: Transforming E-Commerce with AI: Navigating Innovation, Personalization, and Ethical Challenges)
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Examining Consumer Impulsive Purchase Intention in Virtual AI Streaming: A S-O-R Perspective
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Tao Zhou and Songtao Li
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 204; https://doi.org/10.3390/jtaer20030204 - 6 Aug 2025
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Virtual AI-driven streamers have been gradually used in live commerce, and they may affect consumer impulsive purchase intention. Drawing on the stimulus–organism–response (S-O-R) model, this research examined consumer impulsive purchase intention in virtual AI streaming. Based on survey data from 411 predominantly young
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Virtual AI-driven streamers have been gradually used in live commerce, and they may affect consumer impulsive purchase intention. Drawing on the stimulus–organism–response (S-O-R) model, this research examined consumer impulsive purchase intention in virtual AI streaming. Based on survey data from 411 predominantly young and educated virtual AI streaming users recruited through snowball sampling, we found that perceived responsiveness, perceived likeability, perceived expertise, and perceived anthropomorphism of virtual AI streamers are associated with trust and flow experience, both of which predict consumers’ impulsive purchase intentions. The fsQCA identified two paths that lead to impulsive purchase intention. The results imply that live streaming platforms need to engender consumers’ trust and flow experience in order to increase their impulsive purchase intention.
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Open AccessArticle
The Power of Interaction: Fan Growth in Livestreaming E-Commerce
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Hangsheng Yang and Bin Wang
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 203; https://doi.org/10.3390/jtaer20030203 - 6 Aug 2025
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Fan growth serves as a critical performance indicator for the sustainable development of livestreaming e-commerce (LSE). However, existing research has paid limited attention to this topic. This study investigates the unique interactive advantages of LSE over traditional e-commerce by examining how interactivity drives
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Fan growth serves as a critical performance indicator for the sustainable development of livestreaming e-commerce (LSE). However, existing research has paid limited attention to this topic. This study investigates the unique interactive advantages of LSE over traditional e-commerce by examining how interactivity drives fan growth through the mediating role of user retention and the moderating role of anchors’ facial attractiveness. To conduct the analysis, real-time data were collected from 1472 livestreaming sessions on Douyin, China’s leading LSE platform, between January and March 2023, using Python-based (3.12.7) web scraping and third-party data sources. This study operationalizes key variables through text sentiment analysis and image recognition techniques. Empirical analyses are performed using ordinary least squares (OLS) regression with robust standard errors, propensity score matching (PSM), and sensitivity analysis to ensure robustness. The results reveal the following: (1) Interactivity has a significant positive effect on fan growth. (2) User retention partially mediates the relationship between interactivity and fan growth. (3) There is a substitution effect between anchors’ facial attractiveness and interactivity in enhancing user retention, highlighting the substitution relationship between anchors’ personal characteristics and livestreaming room attributes. This research advances the understanding of interactivity’s mechanisms in LSE and, notably, is among the first to explore the marketing implications of anchors’ facial attractiveness in this context. The findings offer valuable insights for both academic research and managerial practice in the evolving livestreaming commerce landscape.
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Open AccessArticle
Dynamic Supply Chain Decision-Making of Live E-Commerce Considering Netflix Marketing Under Different Power Structures
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Yawen Liu, Mohammed Gadafi Tamimu and Junwu Chai
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 202; https://doi.org/10.3390/jtaer20030202 - 6 Aug 2025
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The rapid growth of live e-commerce, a sector valued at over USD 100 billion worldwide, demonstrates its transformative impact on the retail industry, especially in markets like China, where platforms such as Taobao Live and TikTok Shop have markedly altered consumer interaction. This
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The rapid growth of live e-commerce, a sector valued at over USD 100 billion worldwide, demonstrates its transformative impact on the retail industry, especially in markets like China, where platforms such as Taobao Live and TikTok Shop have markedly altered consumer interaction. This transition is further expedited by Netflix-like entertainment marketing methods, which have demonstrated the capacity to enhance consumer retention by as much as 40%. As organizations adjust to this evolving landscape, it is essential to optimize supply chain strategies to align with these dynamic, consumer-centric environments. This paper examines the complexity of decision-making in live e-commerce supply chains, specifically regarding Netflix-inspired marketing strategies. The primary aim of this study is to design a game-theoretic framework that examines the interactions between producers and online celebrity retailers (OCRs) across different power dynamics. As live commerce integrates digital retail with immersive experiences, businesses must optimize pricing, quality, and marketing strategies in real-time. We present engagement-driven marketing as a strategic variable and incorporate consumer regret and switching costs into the demand function. To illustrate practical trade-offs in strategy, we incorporate a multi-criteria decision-making (MCDM) layer with AHP-TOPSIS, assessing profit, consumer surplus, engagement score, and channel efficiency. The experiment results indicate that Netflix-style marketing markedly increases demand and profit in retailer-led frameworks, whereas centralized tactics enhance overall channel performance. TOPSIS analysis prioritizes high-effort, high-engagement methods, whereas the Stackelberg experiment underscores the influence of power dynamics on profit distribution. This study presents an innovative integrative decision-making methodology for enhancing live-streaming commerce tactics in data-driven and consumer-focused markets.
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Open AccessArticle
Value-Added Service Pricing Strategies Considering Customer Stickiness: A Freemium Perspective
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Xuwang Liu, Biying Zhou, Wei Qi, Zhiwu Li and Junwei Wang
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 201; https://doi.org/10.3390/jtaer20030201 - 6 Aug 2025
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Freemium, a popular business model in the digital economy, offers a basic product for free while charging for advanced features or value-added services. This pricing strategy enables platforms to attract a broad user base and then monetize through premium offerings. Customer characteristics and
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Freemium, a popular business model in the digital economy, offers a basic product for free while charging for advanced features or value-added services. This pricing strategy enables platforms to attract a broad user base and then monetize through premium offerings. Customer characteristics and service price are important factors affecting customer choice behavior in such a model. Based on consumption stickiness, we consider a monopoly that provides value-added services by incorporating a multinomial logit model into a two-stage dynamic pricing model. First, we analyze the optimal pricing of value-added services under a normal sales scenario. We then consider optimal pricing during the marketing period under two strategies—level improvement for value-added services and quality reduction for a basic product—and analyze the applicability of each. The results show that increasing the value-added service level has a positive effect on the optimal price of value-added services, whereas reducing the basic product quality has no effect on the optimal price. Furthermore, the numerical simulation shows that when the depth of consumer stickiness is low, the optimal marketing strategy reduces the quality of the basic product, the price of value-added services should be higher than that in the normal sales period but lower than the price under the level-improvement strategy for value-added services; otherwise, improving the level of the value-added services becomes the optimal approach. This study provides a theoretical basis and decision support for product quality design and service pricing that applies to freemium platforms.
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(This article belongs to the Topic Digital Marketing Dynamics: From Browsing to Buying)
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How Visual and Mental Human-Likeness of Virtual Influencers Affects Customer–Brand Relationship on E-Commerce Platform
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Liangbo Zhang, Linlin Mo, Xiaohui Sun, Zhimin Zhou and Jifan Ren
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 200; https://doi.org/10.3390/jtaer20030200 - 5 Aug 2025
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Virtual influencers (VIs) on e-commerce platforms are becoming increasingly popular, enhancing the consumer experience. This study examines the consumer–brand relationship (CBR) with VIs through the perspective of social presence. Data from 1041 e-commerce platform users (e.g., Douyin, RED, Weibo) were collected and analyzed
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Virtual influencers (VIs) on e-commerce platforms are becoming increasingly popular, enhancing the consumer experience. This study examines the consumer–brand relationship (CBR) with VIs through the perspective of social presence. Data from 1041 e-commerce platform users (e.g., Douyin, RED, Weibo) were collected and analyzed using Structural Equation Modeling (SEM). The findings reveal that both the visual and mental human-likeness of VIs significantly strengthen CBR, with social presence acting as a mediator. Additionally, the interaction between visual and mental human-likeness positively impacts social presence, which in turn enhances CBR. Moreover, consumers’ need for uniqueness moderates the relationship between social presence and CBR, providing valuable insights for virtual influencer strategies in e-commerce. This research suggests the feasibility of leveraging VI design both visually and mentally to capture new trends in developing effective virtual campaigns with digitization and metaverse technologies. This study extends the stream of research VIs use for interactive marketing, highlighting the role of parasocial relationships in interactive marketing. These findings can provide managers with a better understanding of VI design from both visual and mental aspects.
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Open AccessArticle
Online Video Streaming from the Perspective of Transaction Cost Economics
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Amit Malhan, Pankaj Chaudhary and Robert Pavur
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 199; https://doi.org/10.3390/jtaer20030199 - 4 Aug 2025
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In recent years, online streaming has encountered the challenge of retaining its user base. This study considers the role of transaction cost economics theory in consumer choices to continue subscribing. Participants respond to their top three streaming services, resulting in 797 responses, accounting
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In recent years, online streaming has encountered the challenge of retaining its user base. This study considers the role of transaction cost economics theory in consumer choices to continue subscribing. Participants respond to their top three streaming services, resulting in 797 responses, accounting for multiple selections by each respondent. Respondents could choose their top three services from a list of Netflix, Disney, Hulu, Amazon Prime Video, HBO Max, and Apple TV+. The study’s conclusions highlight the impact of uncertainty, a negative measure of streaming quality, on online subscription-based video streaming. Additionally, asset specificity, reflecting uniqueness and exclusive content, is found to be positively related to continuing a subscription. This research distinguishes itself by examining individuals who are already subscribers to provide insights and guidance through the lens of Transaction Cost Economics, to help marketing professionals seeking a deeper understanding of consumer behavior in the online streaming landscape.
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Open AccessArticle
Exploring the Motivation for Media Consumption and Attitudes Toward Advertisement in Transition to Ad-Supported OTT Plans: Evidence from South Korea
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Sang-Yeon Kim, Jeong-Hyun Kang, Hye-Min Byeon, Yoon-Taek Sung, Young-A Song, Ji-Won Lee and Seung-Chul Yoo
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 198; https://doi.org/10.3390/jtaer20030198 - 4 Aug 2025
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As ad-supported subscription models proliferate across over-the-top (OTT) media platforms, understanding the psychological mechanisms and perceptual factors that underlie consumers’ transition decisions becomes increasingly consequential. This study integrates the Uses and Gratifications framework with a contemporary motivation-based perspective to examine how users’ media
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As ad-supported subscription models proliferate across over-the-top (OTT) media platforms, understanding the psychological mechanisms and perceptual factors that underlie consumers’ transition decisions becomes increasingly consequential. This study integrates the Uses and Gratifications framework with a contemporary motivation-based perspective to examine how users’ media consumption motivations and advertising attitudes predict intentions to adopt ad-supported OTT plans. Data were collected via a nationally representative online survey in South Korea (N = 813). The sample included both premium subscribers (n = 708) and non-subscribers (n = 105). The findings reveal distinct segmentation in decision-making patterns. Among premium subscribers, switching intentions were predominantly driven by intrinsic motivations—particularly identity alignment with content—and by the perceived informational value of advertisements. These individuals are more likely to consider ad-supported plans when ad content is personally relevant and cognitively enriching. Conversely, non-subscribers exhibited greater sensitivity to extrinsic cues such as the entertainment value of ads and the presence of tangible incentives (e.g., discounts), suggesting a hedonic-reward orientation. By advancing a dual-pathway explanatory model, this study contributes to the theoretical discourse on digital subscription behavior and offers actionable insights for OTT service providers. The results underscore the necessity of segment-specific advertising strategies: premium subscribers may be engaged through informative and identity-consistent advertising, while non-subscribers respond more favorably to enjoyable and benefit-laden ad experiences. These insights inform platform monetization efforts amid the evolving dynamics of consumer attention and subscription fatigue.
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(This article belongs to the Section Digital Marketing and the Connected Consumer)
Open AccessArticle
Which Factors Affect Online Video Views and Subscriptions? Reference-Dependent Consumer Preferences in the Social Media Market
by
Myoungjin Oh, Kyuho Maeng and Jungwoo Shin
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 197; https://doi.org/10.3390/jtaer20030197 - 4 Aug 2025
Abstract
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In the attention-driven environment of online video platforms, understanding the factors that influence content selection and channel subscriptions is crucial for creators, marketers, and platform managers. This study investigates how thumbnails, view counts, video length, genre, and the number of advertisements affect user
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In the attention-driven environment of online video platforms, understanding the factors that influence content selection and channel subscriptions is crucial for creators, marketers, and platform managers. This study investigates how thumbnails, view counts, video length, genre, and the number of advertisements affect user decision-making on YouTube. Grounded in random utility theory and reference-dependent preference theory, this study conducted a choice experiment with 525 respondents and employed a combined model of rank-ordered and binary logit methods to analyze viewing and subscription behaviors. The results indicate a significant preference for thumbnails with subtitles and shorter videos. Notably, we found evidence of reference-dependent effects, whereby a higher-than-expected number of ads decreased viewing probability, while a lower-than-expected number significantly increased subscription probability. This study advances our understanding of the factors that influence user behavior on social media, specifically in terms of viewing and subscribing, and empirically supports prospect theory in the online advertising market. Our findings offer both theoretical and practical insights into optimizing video content and monetization strategies in competitive social media markets.
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Open AccessArticle
Dual-Pathway Effects of Product and Technological Attributes on Consumer Engagement in Augmented Reality Advertising
by
Peng He and Jing Zhang
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 196; https://doi.org/10.3390/jtaer20030196 - 4 Aug 2025
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As augmented reality (AR) advertising becomes increasingly prevalent across digital platforms, understanding how its unique features influence consumer responses is critical for both theory and practice. Based on the elaboration likelihood model (ELM), this study develops and validates a dual-dimension content–dual-route processing model
[...] Read more.
As augmented reality (AR) advertising becomes increasingly prevalent across digital platforms, understanding how its unique features influence consumer responses is critical for both theory and practice. Based on the elaboration likelihood model (ELM), this study develops and validates a dual-dimension content–dual-route processing model to investigate how different features of AR advertising influence consumer engagement. Specifically, it examines how product-related attributes (attractiveness, informativeness) and technology-related attributes (interactivity, augmentation) shape attitudes toward the ad and purchase intentions through cognitive (information credibility) and affective (enjoyment) pathways. Using data from an online survey (N = 299), the study applies partial least squares structural equation modeling (PLS-SEM) to test the proposed model. The results show that informativeness and augmentation significantly enhance information credibility, while attractiveness primarily influences emotional responses. Interactivity and augmentation positively influence cognitive and affective responses. Mediation analysis confirms the simultaneous activation of central and peripheral processing routes, with flow experience emerging as a significant moderator in selected pathways. By introducing a structured framework for AR advertising content, this study extends the applicability of the ELM in immersive media contexts. It underscores the combined impact of rational evaluation and emotional engagement in shaping consumer behavior and offers practical insights for designing effective AR advertising strategies.
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