ICEC 2025: Transforming E-Commerce with AI: Navigating Innovation, Personalization, and Ethical Challenges

Special Issue Editors


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Guest Editor
Business School, Nankai University, Tianjin, China
Interests: electronic commerce; big data and business intelligence; digital trade; digital business; digital economy; supply chain management; operations management

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Guest Editor
School of Management, Harbin Institute of Technology, Harbin, China
Interests: online healthcare; AI; platform management
Special Issues, Collections and Topics in MDPI journals
College of Management and Economics, Tianjin University, Tianjin, China
Interests: IT use in organizations; social media; human-computer interaction; e-healthcare

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Guest Editor
College of Tourism and Service Management, Nankai University, Tianjin, China
Interests: consumer behavior; tourism digital platform management and governance; P2P market and sharing economy; artificial intelligence
School of Journalism and Communication, Nankai University, Tianjin, China
Interests: user behavior; social media; information management

Special Issue Information

Dear Colleagues,

The Journal of Theoretical and Applied Electronic Commerce Research (JTAER) will publish selected extended papers from the 27th International Conference on Electronic Commerce (ICEC 2025).

The Journal of Theoretical and Applied Electronic Commerce Research (JTAER) is proud to partner with the 26th International Conference on Electronic Commerce (ICEC 2025) to curate a high-impact Special Issue showcasing groundbreaking research in digital commerce. This Special Issue will feature rigorously extended versions of top-tier papers presented at ICEC 2025, alongside original submissions that push the boundaries of e-commerce theory and practice.

Scope and Themes

We invite contributions that address emerging paradigms and disruptive innovations in electronic commerce. We have particular interest in the following topics:

Theoretical Advancements:

  • New models for digital consumer behavior;
  • Algorithmic pricing and marketplace design;
  • Trust, security, and privacy frameworks.

Applied Research:

  • AI/ML applications in personalized commerce;
  • Blockchain and Web3 implementations;
  • Sustainable e-commerce and circular economy practices.

Cross-Disciplinary insights:

  • Metaverse commerce and virtual economies;
  • Platform regulation and antitrust considerations;
  • Global e-commerce in emerging markets.

Submission Guidelines

More information on ICEC2025 can be accessed via: https://www.icec.net/

Conference Paper Extensions: ICEC 2025 authors are invited to submit substantially expanded versions of their work (minimum 30% new content), with more in-depth analysis and updated results.

Original Research: Manuscripts not presented at ICEC 2025 but aligned with the Special Issue theme are also welcome.

Peer Review: All submissions will undergo JTAER’s standard single-blind review process.

Prof. Dr. Kai Li
Dr. Xiaofei Zhang
Dr. Yi Wu
Dr. Sai Liang
Dr. Mengli Yu
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Journal of Theoretical and Applied Electronic Commerce Research is an international peer-reviewed open access quarterly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • e-commerce
  • artificial intelligence
  • innovation
  • personalization
  • ethical challenges

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  • Greater discoverability: Special Issues support the reach and impact of scientific research. Articles in Special Issues are more discoverable and cited more frequently.
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Further information on MDPI's Special Issue policies can be found here.

Published Papers (4 papers)

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Research

26 pages, 3206 KB  
Article
User Psychological Perception and Pricing Mechanism of AI Large Language Model
by Xu Yan, Yiting Hu, Jianhua Zhu and Xiaodong Yang
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 241; https://doi.org/10.3390/jtaer20030241 - 4 Sep 2025
Viewed by 512
Abstract
With the rapid growth of user demand for large language models (LLMs) in their work, the application market is driving intense competition among large language model providers (LLMPs). Users have different preferences and psychological perceptions towards the charging models of different LLMPs. LLMPs [...] Read more.
With the rapid growth of user demand for large language models (LLMs) in their work, the application market is driving intense competition among large language model providers (LLMPs). Users have different preferences and psychological perceptions towards the charging models of different LLMPs. LLMPs with different intelligence levels must design pricing strategies based on diverse user characteristics. To investigate the impact of user heterogeneity on the strategic pricing of competing LLMPs, this paper establishes a competitive model with two providers, comprising a highly intelligent initial LLM provider and a follower provider. Both providers can independently decide to adopt either a subscription model or a pay-per-use model, resulting in four pricing mode combinations (dual subscription SS, subscription-pay-per-use SD, pay-per-use-subscription DS, dual pay-per-use DD). The study shows that when the pay-per-use model is adopted, the user’s psychological perception of the “tick-tock effect” reduces the provider’s service price and profit, as the perceived psychological cost lowers the user’s valuation of the product, thereby decreasing demand. Furthermore, we analyze the equilibrium strategies for pricing mode selection by the two providers. The results indicate that the subscription model is not always advantageous for providers. Both providers will only choose to adopt the subscription model when both user usage frequency and perceived psychological cost are high. Conversely, when both user usage frequency and perceived psychological cost are low, the two providers will not simultaneously adopt the subscription model. Interestingly, as the product intelligence levels of the two providers converge, their choices of pricing modes are also more inclined to diverge. These insights guide LLMPs to strategically adjust their pricing models based on user behavioral patterns to maximize profitability in the competitive AI market. Full article
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26 pages, 936 KB  
Article
The Impact of Digital Marketing Capability on Firm Performance: Empirical Evidence from Chinese Listed Manufacturing Firms
by Zhihao Liang, Jinming Du and Ying Hua
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 236; https://doi.org/10.3390/jtaer20030236 - 3 Sep 2025
Viewed by 822
Abstract
The rapid expansion of e-commerce has pushed firms to adopt more sophisticated digital marketing strategies to reach, engage, and retain consumers. Research has shown that digital marketing significantly enhances firm performance by enhancing marketing-related capabilities, yet overlooks its role in driving transformation across [...] Read more.
The rapid expansion of e-commerce has pushed firms to adopt more sophisticated digital marketing strategies to reach, engage, and retain consumers. Research has shown that digital marketing significantly enhances firm performance by enhancing marketing-related capabilities, yet overlooks its role in driving transformation across other business functions. Grounded in resource orchestration theory, this study examines how digital marketing resources and capabilities support broader business transformation and comprehensively improve firm performance. Drawing on empirical data from Chinese A-share listed manufacturing firms from 2010 to 2023, this study demonstrates that there is a significant positive relationship between digital marketing capability and firm performance. Notably, this relationship is mediated by production capability and R&D capability. Moreover, the effect is more pronounced in firms operating in highly marketized regions, within competitive industries, and among digitally advanced firms. This study contributes to the digital marketing literature by developing a novel framework for measuring digital marketing capability, and uncovering the mechanisms through which it influences firm performance. In addition, this study contributes to the digitalization literature in the manufacturing sector by demonstrating the strategic role of digital marketing in driving value creation. Implications for digital marketing in manufacturing industry are discussed. Full article
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16 pages, 1010 KB  
Article
Facilitating Patient Adoption of Online Medical Advice Through Team-Based Online Consultation
by Xiaofei Zhang, Lulu Zhou, Siqi Wang, Cunda Fan and Dongdong Huang
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 231; https://doi.org/10.3390/jtaer20030231 - 2 Sep 2025
Viewed by 401
Abstract
The emergence of online medical teams (OMTs) as a multidisciplinary approach to addressing complex health issues has gained increasing academic recognition. However, the factors influencing patient adoption of medical advice in this new communication context remain underexplored. This study investigates how multi-doctor involvement [...] Read more.
The emergence of online medical teams (OMTs) as a multidisciplinary approach to addressing complex health issues has gained increasing academic recognition. However, the factors influencing patient adoption of medical advice in this new communication context remain underexplored. This study investigates how multi-doctor involvement in OMTs affects patient adoption of medical advice and examines the moderating roles of leader participation, disciplinary diversity, and illness complexity. The results indicate that multi-doctor involvement positively influences patient adoption of medical advice. This relationship is strengthened by leader participation and disciplinary diversity, while illness complexity exerts no significant moderating effect. As the first study to explore patient adoption of medical advice in the OMT context, these findings advance theoretical understanding and offer practical implications for improving online healthcare services. Full article
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24 pages, 789 KB  
Article
Seeing Is Believing: The Impact of AI Magic Mirror on Consumer Purchase Intentions in Medical Aesthetic Services
by 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
Cited by 1 | Viewed by 796
Abstract
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 [...] Read more.
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. Full article
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