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JTAER
Special Issues
Emerging Digital Technologies and Consumer Behavior
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Emerging Digital Technologies and Consumer Behavior

A special issue of Journal of Theoretical and Applied Electronic Commerce Research (ISSN 0718-1876).

Deadline for manuscript submissions: 31 March 2026 | Viewed by 2178

Special Issue Editors

Dr. Jashim Khan

E-Mail Website
Guest Editor
Associate Professor, Surrey International Institute, University of Surrey, Guildford, UK
Interests: share economy; business marketing; marketing sustainability (living, spending and environment); m-learning; online information credibility
Prof. Dr. Russell Belk

E-Mail Website
Guest Editor
Professor, Schulich Business School, York University, Toronto, ON, Canada
Interests: advertising and promotion branding consumer behavior consumer culture theory globalism market system dynamics marketing research qualitative methods
Dr. Na Zuo

E-Mail Website
Guest Editor
Assistant Professor, Surrey International Institute, Dongbei University of Finance and Economics, Dalian, China
Interests: livestream commerce; digitalization and consumer behavior

Special Issue Information

Dear Colleagues,

Emerging technologies have the potential to enhance consumer experience but also present challenges, such as how the impact of emerging technologies on consumer behavior remains mixed and largely uncharted. This Special Issue invites academic research to explore the nexus between emerging digital technologies and consumer behavior. The aim is to invite academic research on both the opportunities and challenges these technologies present and their resulting influence on consumer behavior, with a particular focus on their impact on spending, living, and health/well-being, in line with sustainable development goals. Examples of emerging technologies include AI and machine learning in pathology, medical imaging, and diagnosis; the Internet of Things; data analytics in agriculture and farming; blockchain technologies in financial services and banking; and augmented reality (AR) and virtual reality (VR) in the metaverse for retail and shopping experiences. The impact on consumers is not limited to these examples. Discourse is diverse on how information technology such as AI, big data, the Internet of Things, and blockchain can enhance or impede consumer journeys and profoundly influence consumer behavior. Integrating multiple devices connected to consumers shapes how they access, use, and dispose of information, shaping their expectations through the consumer experience journey.

Dr. Jashim Khan
Prof. Dr. Russell Belk
Dr. Na Zuo
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 1000 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

  • blockchain
  • AR &VR
  • metaverse
  • AI & facial recognition
  • digital financial services
  • livestream commerce
  • IoT

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Published Papers (3 papers)

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Research

21 pages, 1043 KiB  
Article
Is the Anthropomorphic Virtual Anchor Its Optimal Form? An Exploration of the Impact of Virtual Anchors’ Appearance on Consumers’ Emotions and Purchase Intention
by Shizhen Bai, Luwen Cao and Jiamin Zhou
J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 110; https://doi.org/10.3390/jtaer20020110 - 20 May 2025
Abstract
In recent years, virtual anchors have become vital in live marketing due to their anthropomorphic features and interactive advantages. However, are anthropomorphic virtual anchors the best option? This study employs neuromarketing tools to examine the impact of virtual anchor appearance on consumer purchase [...] Read more.
In recent years, virtual anchors have become vital in live marketing due to their anthropomorphic features and interactive advantages. However, are anthropomorphic virtual anchors the best option? This study employs neuromarketing tools to examine the impact of virtual anchor appearance on consumer purchase intention, investigating the mediating role of emotional response and the moderating role of product type. The findings reveal the following: (1) the anthropomorphism level of virtual anchors is significantly positively correlated with purchase intention; (2) anthropomorphism exhibits a positive U-shaped relationship with emotional response, while inhuman images rapidly trigger emotional arousal, but this does not directly translate into purchase behavior; (3) for hedonic products, high anthropomorphism significantly increases purchase intention, whereas utilitarian products are more likely to be purchased when anthropomorphism is low. These findings provide a theoretical foundation for virtual anchor design, address the empirical gap regarding the interaction between anthropomorphism and product type, and offer scientific guidance for digital marketing strategies. Full article
(This article belongs to the Special Issue Emerging Digital Technologies and Consumer Behavior)
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30 pages, 4312 KiB  
Article
Research on Adoption Intention Toward Intelligent Messaging Service: From Self-Determination Theory Perspective
by Jianming Wu and Zhiyuan Yu
J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 83; https://doi.org/10.3390/jtaer20020083 - 25 Apr 2025
Viewed by 396
Abstract
Empowered by artificial intelligence and 5G technologies, intelligent messaging service instead of the existing short messaging service could provide an omni-channel service, thus achieving higher interconnection for mobile users. In this paper, we adopted mixed methods research and explored the psychological factors that [...] Read more.
Empowered by artificial intelligence and 5G technologies, intelligent messaging service instead of the existing short messaging service could provide an omni-channel service, thus achieving higher interconnection for mobile users. In this paper, we adopted mixed methods research and explored the psychological factors that affect adoption intention to adopt intelligent messaging services among mobile users based on self-determination theory. After semi-structured interviews, we constructed a partial least squares structural equation model from the perspectives of intrinsic and extrinsic motivations. In addition, openness and perceived complexity were also introduced as an extended dimension. Through an online survey, 548 valid questionnaires were obtained. The results show that intrinsic motivation has a greater effect on adoption intention. Specifically, attitude, perceived autonomy, perceived relatedness, and perceived system quality have significant positive impacts on the adoption intention of intelligent messaging, while perceived complexity has a negative direct impact on adoption intention. Although perceived competence and perceived media richness have no significant effects on adoption intention, an indirect effect on adoption intention through attitude was observed. Notably, perceived interactivity and openness have no effect on adoption intention. Through this study, we aim to provide guidance for developers to focus on mobile users’ psychological needs regarding upgraded interactive channels, which can accelerate the construction of an omni-channel media environment. Full article
(This article belongs to the Special Issue Emerging Digital Technologies and Consumer Behavior)
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29 pages, 7747 KiB  
Article
Empowering Retail in the Metaverse by Leveraging Consumer Behavior Analysis for Personalized Shopping: A Pilot Study in the Saudi Market
by Monerah Alawadh and Ahmed Barnawi
J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 63; https://doi.org/10.3390/jtaer20020063 - 2 Apr 2025
Viewed by 1057
Abstract
The integration of advanced technologies, such as the Metaverse, has the potential to revolutionize the retail industry and enhance the shopping experience. Understanding consumer behavior and leveraging machine learning predictions based on analysis can significantly enhance user experiences, enabling personalized interactions and fostering [...] Read more.
The integration of advanced technologies, such as the Metaverse, has the potential to revolutionize the retail industry and enhance the shopping experience. Understanding consumer behavior and leveraging machine learning predictions based on analysis can significantly enhance user experiences, enabling personalized interactions and fostering overall engagement within the virtual environment. In our ongoing research effort, we have developed a consumer behavior framework to predict interesting buying patterns based on analyzing sales transaction records using association rule learning techniques aiming at improving sales parameters for retailers. In this paper, we introduce a validation analysis of our predictive framework that can improve the personalization of the shopping experience in virtual reality shopping environments, which provides powerful marketing facilities, unlike real-time shopping. The findings of this work provide a promising outcome in terms of achieving satisfactory prediction accuracy in a focused pilot study conducted in association with a prominent retailer in Saudi Arabia. Such results can be employed to empower the personalization of the shopping experience, especially on virtual platforms such as the Metaverse, which is expected to play a revolutionary role in future businesses and other life activities. Shopping in the Metaverse offers a unique blend of immersive experiences and endless possibilities, enabling consumers to interact with products and brands in a virtual environment like never before. This integration of cutting-edge technology not only transforms the retail landscape but also paves the way for a new era of personalized and engaging shopping experiences. Lastly, this empowerment offers new opportunities for retailers and streamlines the process of engaging with customers in innovative ways. Full article
(This article belongs to the Special Issue Emerging Digital Technologies and Consumer Behavior)
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