Special Issue "Emerging Topics in Omni-Channel Operations"

A special issue of Journal of Theoretical and Applied Electronic Commerce Research (ISSN 0718-1876). This special issue belongs to the section "Digital Marketing and the Connected Consumer".

Deadline for manuscript submissions: 31 December 2021.

Special Issue Editors

Prof. Dr. Gang Li
E-Mail Website
Guest Editor
School of Management, Xi’an Jiaotong University, Xi’an, 710049, China
Interests: supply chain management; e-commerce; sharing economy; platform strategy
Prof. Dr. T.C. Edwin Cheng
E-Mail Website
Guest Editor
Department of Logistics and Maritime Studies, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong
Interests: operations management; operations research
Special Issues and Collections in MDPI journals
Dr. Tao Zhang
E-Mail Website
Guest Editor
School of Management and Economics, University of Electronic Science and Technology of China, Chengdu, 610054, China
Interests: supply chain management; omnichannel operations; economics of information systems; operations–marketing interface

Special Issue Information

Dear Colleagues,

New technologies such as smart mobile devices, 5G in telecommunications, virtual reality/augmented reality (VR/AR), social network services (SNS), bilateral reviews, and personalized recommendations are facilitating the emergence of new business models and distribution channels, which expands the scope of the omnichannel supply chain and the related operations. With the rise of omnichannel operations, traditional business and e-commerce are faced with new challenges and opportunities, and new business models are emerging such as the crowdfunding/sharing economy, social media/livestreaming e-commerce, community group buying, retail/service platform, intermediary platform, opaque selling, knowledge sharing, etc. On the one hand, operations in retailing and supply chain management are become increasingly digital and intelligent. On the other hand, as technology advances and consumer behavior evolves, firms are expected to take advantage of such disruptive technologies and operations to provide consumers with a seamless and superior experience in their shopping journeys. To cope with the revolution in marketing and supply chain management represented by the omnichannel era, firms should re-think their strategies for product design (e.g., mass customization, product line evolution etc.), channel selection and integration, pricing and (targeted) promotion, and product information provision, delivery, and return policies.

The purpose of this Special Issue is to publish papers that rigorously address the emerging issues of operations in retailing and omnichannel supply chain management. Potential studies can quantitatively and/or qualitatively examine the impacts of emerging business models and distribution channels on traditional operations. In addition, researchers can target their studies at understanding the mechanisms of new business models and the features of emerging consumer behavior. This Special Issue is open to a broad range of research methodologies, including mathematical modeling, data analytics, empirical surveys, case studies, etc.

Examples of topics include, but are not limited to, the following:

  • new technologies for e-commerce
  • digital transformation
  • social commerce
  • platform economy
  • sharing economy
  • consumer behavior in the emerging business environment
  • product line design and assortment planning
  • pricing and revenue management
  • information strategy for the online platform
  • service strategy for the online platform
  • product fulfillment/delivery and return policies
  • channel selection and integration
  • supply chain design
  • targeted promotion
  • personalization and privacy
  • data analytics of new business models and consumer behavior

Prof. Dr. Gang Li
Prof. Dr. T.C. Edwin Cheng
Dr. Tao Zhang
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 papers will be 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

  • supply chain management
  • retailing
  • omnichannel
  • e-commerce
  • sharing economy
  • platform strategy
  • consumer behavior
  • online review
  • recommendation
  • information strategy

Published Papers (2 papers)

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Research

Article
Omni-Channel Customer Experience (In)Consistency and Service Success: A Study Based on Polynomial Regression Analysis
by and
J. Theor. Appl. Electron. Commer. Res. 2021, 16(6), 1997-2013; https://doi.org/10.3390/jtaer16060112 - 25 Jul 2021
Viewed by 258
Abstract
Drawing on expectation disconfirmation theory, this study explores the dyadic nature of omni-channel consistency on customer experience. Specifically, we propose a conceptual model that focuses on a brand’s offline channel customer experience relative to that of its online channel, and test the influences [...] Read more.
Drawing on expectation disconfirmation theory, this study explores the dyadic nature of omni-channel consistency on customer experience. Specifically, we propose a conceptual model that focuses on a brand’s offline channel customer experience relative to that of its online channel, and test the influences of customer experience (in)consistency on customer satisfaction, which then improves repurchase intention and word-of-mouth. The results of polynomial regressions on 265 survey respondents indicate that given omni-channel customer experience inconsistency, customers prefer consistent online and offline experiences. For omni-channel consistency at lower levels of customer experience quality, customers prefer consistency at higher levels of quality. For omni-channel inconsistency where offline customer experience quality is lower than that online, customers prefer omni-channel inconsistency, where offline customer experience quality is higher than that online. These findings produce not only theoretical contributions but also insightful suggestions for how customer experience can be taken into consideration in the promotion of a brand’s omni-channel service success. Full article
(This article belongs to the Special Issue Emerging Topics in Omni-Channel Operations)
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Article
Empty the Shopping Cart? The Effect of Shopping Cart Item Sorting on Online Shopping Cart Abandonment Behavior
J. Theor. Appl. Electron. Commer. Res. 2021, 16(6), 1973-1996; https://doi.org/10.3390/jtaer16060111 - 07 Jul 2021
Viewed by 539
Abstract
The vigorous development of e-commerce has led to online retailers or platforms increasing the capacity of online shopping carts. A large number of products are added to the online shopping cart, but they are not “emptied.” The resulting behavior of products being stuck [...] Read more.
The vigorous development of e-commerce has led to online retailers or platforms increasing the capacity of online shopping carts. A large number of products are added to the online shopping cart, but they are not “emptied.” The resulting behavior of products being stuck in the shopping cart is called the “shopping cart abandonment behavior.” Previous literature has focused on the large number of antecedent variables that affect shopping cart abandonment behavior in the pre-decision stage of online shopping. This previous research has studied how to reduce shopping cart abandonment behavior from the perspective of consumers. By focusing on the post-decision-making stage of shopping, this research proposes to sort the products in a chronological order (ascending and descending order) after the products are added to the shopping cart and reduce shopping cart abandonment behavior through the intermediary of forgetfulness and choice overload. We use an exploratory study and two laboratory experiments to reveal the above intermediary mechanism. Our results show that online shopping cart abandonment generally occurs in shopping carts on all major platforms. Forgetting and shopping cart page rendering may be the reasons that lead to shopping cart abandonment behavior. In the case of targeted tasks, ascending order has a significant impact on abandonment behavior, choice overload mediated this effect. Full article
(This article belongs to the Special Issue Emerging Topics in Omni-Channel Operations)
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