Consumer Behavior and Operational Excellence in Modern Online Retail

Dear Colleagues,

The rapid evolution of online retailing has fundamentally reshaped consumer behavior, while simultaneously driving significant transformation in how firms design, manage, and optimize their operations. This Special Issue in Consumer Behavior and Operational Excellence in Modern Online Retail seeks to advance scholarly understanding of the intersection between consumer behavior and operational management in the context of modern digital commerce.

We invite contributions that examine how digital transformation is redefining consumer decision-making and firm strategies across online retailing environments. Particular attention is given to emerging developments in social commerce, omnichannel retailing, and collaborative consumption, which are reshaping how consumers interact with platforms and how firms coordinate value creation across channels.

This Special Issue also encourages research on how advanced technologies, including artificial intelligence, influence both consumer behavior and operational decision-making. Topics may include personalization, platform design, demand forecasting, service efficiency, and experience optimization in digitally enabled retail systems.

In addition, we welcome theoretical, empirical, and methodological contributions from marketing, information systems, and operations management perspectives. The overarching goal is to develop integrated insights that explain how firms can better understand consumers while achieving operational excellence in increasingly complex and interconnected digital marketplaces.

Dr. Jennifer Yurchisin
Dr. Kittichai (Tu) Watchravesringkan
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 250 words) can be sent to the Editorial Office for assessment.

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-anonymized 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 monthly 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.