Journal of Theoretical and Applied Electronic Commerce Research

20 pages, 502 KB

Open AccessArticle

Real vs. Virtual: How the Uncanny Valley Weakens the Persuasive Power of Celebrity AI Avatar Presenters—An Experimental Study Based on Live Streaming E-Commerce

by Li Xiong, Dan Wei and Xiaoliang Long

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 141; https://doi.org/10.3390/jtaer21050141 - 30 Apr 2026

Abstract

This study focuses on the transfer of the celebrity effect to live-stream e-commerce. It examines how the effectiveness of persuasion and the underlying mechanisms change when celebrities shift from live human appearances to AI avatars. Integrating Uncanny Valley Theory and Source Credibility Theory, [...] Read more.

This study focuses on the transfer of the celebrity effect to live-stream e-commerce. It examines how the effectiveness of persuasion and the underlying mechanisms change when celebrities shift from live human appearances to AI avatars. Integrating Uncanny Valley Theory and Source Credibility Theory, and conducting a PLS-SEM analysis on 391 valid questionnaires collected from October to November 2025, reveals that, compared to live streaming by real celebrities, virtual streamers using celebrity avatars trigger significantly higher levels of perceived eeriness among consumers. This perceived eeriness systematically weakens audience evaluations of the streamer’s credibility, attractiveness, and expertise, ultimately leading to a decline in purchase intention. The findings suggest that, when the celebrity effect relies on an AI avatar, the persuasive pathway is negatively moderated by technological mediation. Among the dimensions of source credibility, trustworthiness is most directly eroded, while expertise remains the core factor driving purchase decisions. From a human-versus-avatar perspective, this study reveals the key psychological mechanisms underlying the digital migration of the celebrity effect. The results have important theoretical implications for understanding the boundaries of source credibility in digital communication and offer practical insights into the development and optimisation of AI avatar endorsement strategies in live-stream e-commerce. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

► Show Figures

Figure 1

2 pages, 141 KB

Open AccessEditorial

Relaunching the Topical Collection “The Connected Consumer”

by Inma Rodríguez-Ardura

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 140; https://doi.org/10.3390/jtaer21050140 - 30 Apr 2026

Abstract

The digital landscape keeps evolving at an extraordinary pace, prompting profound transformations in marketing schemes and changing how consumers discover, assess, and engage with brands, value propositions, and one another [...] Full article

(This article belongs to the Collection The Connected Consumer)

31 pages, 1739 KB

Open AccessArticle

Trust-First Personalization in Fashion E-Commerce: An Association-Based Model Linking Perceived Personalization, Surveillance, Privacy-Violation, and Purchase Intention

by José Magano and Sara Rebelo

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 139; https://doi.org/10.3390/jtaer21050139 - 30 Apr 2026

Abstract

This study develops and tests an association-based model explaining how consumers interpret AI-enabled personalization in fashion e-commerce and how these interpretations relate to behavioral intentions. Integrating perspectives from Social Exchange Theory, the Antecedents of Trust Model, Self-Determination Theory, Psychological Contract Breach Theory, and [...] Read more.

This study develops and tests an association-based model explaining how consumers interpret AI-enabled personalization in fashion e-commerce and how these interpretations relate to behavioral intentions. Integrating perspectives from Social Exchange Theory, the Antecedents of Trust Model, Self-Determination Theory, Psychological Contract Breach Theory, and Surveillance Capitalism, we examine the joint associations of perceived personalization, transparency, data control, and privacy concerns with brand trust, perceived surveillance, privacy violation perceptions, and purchase intention. Using PLS-SEM with data from 664 online shoppers, we find that personalization, transparency, and data control are each positively associated with brand trust, while personalization and privacy concerns are positively associated with surveillance perceptions. Brand trust is negatively associated with both surveillance and privacy violation perceptions, and privacy violation is negatively associated with purchase intention. Data control is directly associated with lower surveillance perceptions, whereas transparency operates indirectly through brand trust. Mediation analysis reveals that surveillance is associated with lower purchase intention only indirectly through privacy violation (full mediation), identifying perceived privacy violation as the central psychological pathway in the personalization-privacy paradox. Multi-group analysis identifies segment-level variations by gender and education: personalization is a stronger trust cue for men, while transparency is a stronger trust cue for women; trust buffers violation more strongly for higher-educated consumers. The results highlight a trust-first personalization strategy in which relevance must be paired with meaningful transparency and data-control features to mitigate surveillance and violation appraisals, supporting positive consumer outcomes in fashion e-commerce. Full article

► Show Figures

Figure 1

27 pages, 3207 KB

Open AccessArticle

From Field to Screen: How Live-Streaming Backgrounds and Product Processing Levels Shape Purchase Intentions for Agricultural Products

by Shanji Yao, Feifan Li, Dewen Liu and Lianlian Song

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 138; https://doi.org/10.3390/jtaer21050138 - 29 Apr 2026

Abstract

This research investigates the interactive influence of live-streaming background design and food processing levels on consumer behavior. Our findings reveal that for minimally processed agricultural products, an origin-based background (e.g., broadcasting directly from a farm) significantly enhances purchase intention compared to a standard [...] Read more.

This research investigates the interactive influence of live-streaming background design and food processing levels on consumer behavior. Our findings reveal that for minimally processed agricultural products, an origin-based background (e.g., broadcasting directly from a farm) significantly enhances purchase intention compared to a standard studio background. We demonstrate that this effect is driven by a heightened perception of freshness. Conversely, for highly processed agricultural goods, the influence of background type is attenuated. Furthermore, we identify rural sentiment as a critical boundary condition, revealing that the positive effect of origin-based backgrounds is amplified among consumers with stronger emotional ties to rural life. These results offer nuanced insights into how digital broadcasting environments can be strategically aligned with product characteristics to optimize marketing outcomes. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

► Show Figures

Figure 1

40 pages, 4482 KB

Open AccessArticle

From Connectivity to Commerce: A Multi-Technique Investigation of E-Commerce Drivers in Italy’s Regional Landscape

by Angelo Leogrande, Carlo Drago, Alberto Costantiello and Massimo Arnone

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 137; https://doi.org/10.3390/jtaer21050137 - 28 Apr 2026

Abstract

The research examines regional disparities in the diffusion of e-commerce among enterprises employing at least 10 people in Italy, using an integrated analytical framework that blends econometric modeling, machine learning, and network analysis. Instrumental Variable (IV) panel models overcome endogeneity arising from digital [...] Read more.

The research examines regional disparities in the diffusion of e-commerce among enterprises employing at least 10 people in Italy, using an integrated analytical framework that blends econometric modeling, machine learning, and network analysis. Instrumental Variable (IV) panel models overcome endogeneity arising from digital infrastructure, socioeconomic factors, and online business activity, with geographic slope as a suitable instrument for broadband penetration. Machine learning models—regularized regressions, random forests, and boosting—augment causal inference by registering nonlinear effects and sorting variable salience. The results, in all cases, emphasize internet use, household digital connectivity, and the prevalence of remote work as the most important predictors of the diffusion of e-commerce. Cluster analysis identifies regional digital profiles that distinguish northern-central regions from southern-insular regions, characterizing persistently distinct digital divides. The network analysis, in turn, identifies digital inclusion variables—such as internet penetration and ICT infrastructure—that occupy central positions within the entirety of the economic and technological interdependencies’ regime. Innovation and income levels, while practiced, hold peripheral positions, indicating that digital capacity, rather than economic affluence in the singular, drives online business participation. Italy’s case can particularly illustrate this beyond its national borders. Being a high-income economy with significant regional disparities, it reproduces challenges common elsewhere in the world, among which the cases of Spain, Germany, the USA, the Republic of Korea, and Japan come to mind, where regional disparities inhibit inclusive digital development. The Italian case presents, then, a transferable model for the diffusion of digital tools, the reduction in regional disparities, and the encouragement of economic integration. By synthesizing the causal, predictive, and systemic methodologies, the study offers a theoretical and practical response to digital transformation across diverse terrains. Full article

(This article belongs to the Special Issue Emerging Technologies and Innovations in Electronic Commerce)

► Show Figures

Figure 1

25 pages, 5808 KB

Open AccessArticle

Identifying Principal Investors in Crowdfunding Initiatives for E-Commerce Entrepreneurship: An Integrated BTS Framework

by Lihuan Guo and Yenchun Jim Wu

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 136; https://doi.org/10.3390/jtaer21050136 - 27 Apr 2026

Abstract

The phenomenon of followership is widely observed in the e-commerce industry. Crowdfunding, as a model of e-commerce entrepreneurship, has attracted many investors. Principal investors function as “leaders” who exert influence on follow-on (subsequent) investors. Accurately identifying principal investors in online entrepreneurial ventures and [...] Read more.

The phenomenon of followership is widely observed in the e-commerce industry. Crowdfunding, as a model of e-commerce entrepreneurship, has attracted many investors. Principal investors function as “leaders” who exert influence on follow-on (subsequent) investors. Accurately identifying principal investors in online entrepreneurial ventures and analyzing their preferences could enhance the success rate of fundraising. Grounded in the BTS (Behavior–Text–Social) framework, this study constructs a multi-dimensional model comprising 15 sub-indicators across three domains: user behavior, textual data, and social connections. A neural network is employed for training and prediction. By integrating the central and peripheral routes elicited from the Elaboration Likelihood Model (ELM), which ranks influence, principal investors are identified. The experiment results indicate that ELM-derived ranking demonstrates the highest consistency (error = 0.15), followed by user behavior (error = 0.30), social metrics (error = 0.71), and textual features (error = 0.95). Weight analysis using SHAP highlights the relative importance of structural holes, out-degree centrality, investment times, and investment moments. Furthermore, principal investors exhibit a preference for local projects and occupy dual roles. This study provides a theoretical foundation and practical guidance for identifying principal investors, thereby improving financing performance and mitigating investment risks for follow-on investors. Full article

(This article belongs to the Section Entrepreneurship, Innovation, and Digital Business Models)

► Show Figures

Figure 1

28 pages, 713 KB

Open AccessArticle

Unpacking How Anthropomorphic Attribute and Social Presence Foster Consumer Trust and Continued Use of Gen-AI Chatbots: An Integration of AIDUA and Cognitive Appraisal Theory

by Jing Li, Jianglei Wei, Hua Pang and Yungeng Xie

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 135; https://doi.org/10.3390/jtaer21050135 - 26 Apr 2026

Abstract

As Gen-AI shopping chatbots become increasingly prevalent in e-commerce, limited research has examined how consumers’ appraisals of interactive cues shape trust and continued use in privacy-sensitive retail settings. Drawing on Cognitive Appraisal Theory (CAT) and the AIDUA framework, this study investigates how novelty [...] Read more.

As Gen-AI shopping chatbots become increasingly prevalent in e-commerce, limited research has examined how consumers’ appraisals of interactive cues shape trust and continued use in privacy-sensitive retail settings. Drawing on Cognitive Appraisal Theory (CAT) and the AIDUA framework, this study investigates how novelty value, anthropomorphic attribute, and social presence influence performance anticipation, effort anticipation, and perceived privacy risk and how these appraisals subsequently shape perceived trust and continued use. Data from 549 experienced users in mainland China were analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that while novelty value enhances performance and effort anticipation, it does not significantly elevate perceived privacy risk. Anthropomorphic attribute positively affects performance anticipation and negatively affects perceived privacy risk, while social presence enhances performance anticipation and effort anticipation and reduces perceived privacy risk. Performance anticipation and effort anticipation positively predict perceived trust, whereas perceived privacy risk negatively predicts perceived trust; perceived trust, in turn, strongly predicts continued use. Mediation analyses further show that cognitive appraisal variables mediate the effects of primary appraisal factors on perceived trust, while perceived trust mediates the effects of cognitive appraisal variables on continued use. Serial mediation results additionally indicate that primary appraisal factors influence continued use through cognitive appraisal and trust formation. These findings deepen understanding of the cognitive and trust-building mechanisms underlying consumer interactions with Gen-AI shopping chatbots and offer practical implications for e-commerce platforms. Full article

► Show Figures

Figure 1

29 pages, 868 KB

Open AccessArticle

The Strategic Focus Index: A Diagnostic Instrument for Digital Transformation Prioritization

by Hee Un Park, Suk Kyung Kim, Duk Hee Lee and Jae Jeung Rho

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 134; https://doi.org/10.3390/jtaer21050134 - 26 Apr 2026

Abstract

Digital transformation has become a central strategic priority as organizations increasingly rely on digital technologies to redesign business processes, governance structures, and value creation mechanisms in digitally evolving environments. However, existing approaches to digital transformation readiness often rely on additive maturity models or [...] Read more.

Digital transformation has become a central strategic priority as organizations increasingly rely on digital technologies to redesign business processes, governance structures, and value creation mechanisms in digitally evolving environments. However, existing approaches to digital transformation readiness often rely on additive maturity models or capability inventories that assume transformation capacity increases through cumulative capability development. Such approaches overlook how strategic emphasis must be distributed across transformation domains under governance and resource constraints. This study addresses this limitation by conceptualizing digital transformation readiness as a problem of strategic prioritization rather than cumulative capability accumulation. To operationalize this perspective, the study develops the Strategic Focus Index (SFI), a governance-aligned diagnostic instrument that evaluates how organizations distribute strategic attention across interdependent transformation domains. The index is constructed through a two-round Delphi study involving 53 experts from industry, academia, and the public sector, followed by statistical validation and an illustrative diagnostic application. The findings demonstrate how domain-level prioritization patterns can be systematically interpreted to identify potential imbalances in transformation efforts. By reframing readiness assessment as a prioritization-based diagnostic rather than a linear maturity measure, this study contributes a structured approach for evaluating digital transformation in digital business and platform-based environments. Full article

► Show Figures

Figure 1

25 pages, 473 KB

Open AccessArticle

Internet Advertising Falsity and Consumer Harm: A Moderated Mediation Analysis of Consumer Cognitive Processes and Consumer Vulnerability

by Dongze Zhao, Xuxu Jin, Wenjing Ren, Ke Dong and Chang-Hyun Jin

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 133; https://doi.org/10.3390/jtaer21050133 - 25 Apr 2026

Abstract

Internet advertising, while enabling unprecedented commercial reach, has become a pervasive vehicle for deceptive practices that inflict measurable harm on consumers. This study empirically investigates the structural relationships between internet advertising falsity and consumer harm by integrating analyses of the mediating role of [...] Read more.

Internet advertising, while enabling unprecedented commercial reach, has become a pervasive vehicle for deceptive practices that inflict measurable harm on consumers. This study empirically investigates the structural relationships between internet advertising falsity and consumer harm by integrating analyses of the mediating role of consumer cognitive processes and the moderating role of consumer vulnerability within a unified structural framework. Survey data were collected from 600 adult consumers with online purchase experience in the Republic of Korea—an advanced digital economy characterized by exceptionally high mobile-commerce penetration, mature e-commerce infrastructure, and evolving digital consumer protection regulation—and analyzed using structural equation modeling (SEM) with AMOS 24.0, supplemented by Hayes’ PROCESS macro Model 59 for conditional process analysis. All 13 hypotheses were supported, although path magnitudes varied substantially across falsity dimensions and mediator pathways—with direct effects ranging from β = 0.156 (false scarcity) to β = 0.224 (performance exaggeration), and indirect effects dominated by the risk assessment distortion pathway. Among the four sub-dimensions of advertising falsity—factual misrepresentation, performance exaggeration, price deception, and false scarcity—performance exaggeration exerted the strongest direct effect on consumer harm. The three cognitive mediators—perceived advertising credibility, risk assessment distortion, and purchase decision pressure—all demonstrated significant partial mediation, with risk assessment distortion emerging as the most powerful indirect pathway. All four consumer vulnerability dimensions—digital literacy level, demographic vulnerability, prior victimization experience, and impulsive buying tendency—significantly moderated the falsity–harm relationship, with low-digital-literacy consumers experiencing approximately 1.7 times the adverse effect of high-literacy counterparts. Moderated mediation analysis revealed that the conditional indirect effect for the high-vulnerability group was approximately 2.3 times that of the low-vulnerability group, confirming that the cognitive harm mechanism intensifies systematically for vulnerable consumers. These findings advance consumer vulnerability theory in the digital context and offer evidence-based implications for consumer protection policy, platform governance, and digital literacy education. Full article

(This article belongs to the Special Issue Exploring Consumer Resistance to Digital Marketing Tactics and Technology)

► Show Figures

Figure 1

24 pages, 431 KB

Open AccessArticle

The Consumer Decision Journey of Gen Z in Cross-Platform Commerce: From Social Commerce Stimuli to E-Marketplace Purchase Completion

by Anh Viet Tran and Bui Thanh Khoa

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 132; https://doi.org/10.3390/jtaer21050132 - 24 Apr 2026

Abstract

Generation Z (Gen Z) consumers exhibit a distinctive multi-platform purchase behavior: they habitually discover products through social commerce (S-commerce) stimuli—including influencer content and livestream shopping—yet systematically migrate to e-marketplaces to complete their transactions. Despite the strategic importance of this behavioral pattern for platform [...] Read more.

Generation Z (Gen Z) consumers exhibit a distinctive multi-platform purchase behavior: they habitually discover products through social commerce (S-commerce) stimuli—including influencer content and livestream shopping—yet systematically migrate to e-marketplaces to complete their transactions. Despite the strategic importance of this behavioral pattern for platform operators, brand managers, and policymakers, the underlying mechanisms remain poorly understood. This study advances a Consumer Decision Journey framework comprising five stages—Social Commerce Stimuli, Discovery, Risk Evaluation, Marketplace Evaluation, and Purchase Decision—and integrates Stimulus-Organism-Response theory and the Elaboration Likelihood Model to explain how Gen Z consumers navigate cross-platform purchase decisions. Employing a sequential explanatory mixed-methods design, we conducted a large-scale survey (n = 423 Gen Z respondents) analyzed via Partial Least Squares Structural Equation Modeling, complemented by 18 in-depth qualitative interviews. Results confirm that influencer persuasion, livestream engagement, and perceived product authenticity drive product discovery; price comparison mediates, and price sensitivity moderates the discovery-to-risk pathway. Critically, perceived risk in S-commerce paradoxically accelerates cross-platform migration and elevates trust in e-marketplaces. Trust in e-marketplaces and logistics reliability each moderate the risk-to-purchase relationship. Qualitative analysis reveals that cross-platform behavior is a deliberate, internalized strategy among Gen Z—a platform arbitrage norm. These findings have substantial implications for S-commerce platform design, influencer marketing strategy, and e-marketplace positioning in emerging economies. Full article

(This article belongs to the Collection The Connected Consumer)

► Show Figures

Figure 1

24 pages, 789 KB

Open AccessArticle

Unveiling the Power of Communication Through Social Media Marketing in Brand Attachment Formation: Bridging Brand and Platform Outcomes

by Sofiane Laradi, Omar Younes, Ahmed H. Alsharif and Md Billal Hossain

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 131; https://doi.org/10.3390/jtaer21050131 - 23 Apr 2026

Abstract

The literature emphasizes the importance of perceived social media marketing activities (SMMAs) in shaping various brand-related outcomes. However, their importance in brand attachment formation remains underexplored. Grounded in the Stimulus–Organism–Response (S-O-R) framework and Attachment Theory, this study examines the relationship between SMMAs and [...] Read more.

The literature emphasizes the importance of perceived social media marketing activities (SMMAs) in shaping various brand-related outcomes. However, their importance in brand attachment formation remains underexplored. Grounded in the Stimulus–Organism–Response (S-O-R) framework and Attachment Theory, this study examines the relationship between SMMAs and brand attachment, and the impact of brand attachment on brand loyalty and consumer engagement with brand social media (CEBSM). A questionnaire survey was conducted with 502 consumers of outdoor and sports brands in Algeria. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings unveil that SMMAs, including interactivity, informativeness, personalization, trendiness, and WOM, are positively associated with brand attachment. Furthermore, brand attachment is significantly associated with both brand loyalty and CEBSM. This study makes several theoretical contributions by being among the early studies to examine the individual effects of social media marketing dimensions, the role of SMMA in brand attachment formation, and brand-related outcomes alongside in-platform outcomes. This study offers recommendations to guide community managers and brand managers in clarifying the roles and capabilities of social media marketing in evoking and reinforcing brand attachment. Full article

► Show Figures

Figure 1

40 pages, 1305 KB

Open AccessArticle

From Attention to Action: Unraveling the Multi-Stage Impact of Virtual Streamer Features Employing a Three-Stage Approach

by Xiaoyu Xu, Huan Sun and Shuowei Jia

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 130; https://doi.org/10.3390/jtaer21050130 - 22 Apr 2026

Abstract

Despite the popularity of AI-powered virtual streamers in live streaming commerce as persistent and customizable digital intermediaries, the dynamic role of virtual streamer features across the decision journey remains unclear. Grounded in the integrated AIDA-HSM framework, this study aims to systematically investigate the [...] Read more.

Despite the popularity of AI-powered virtual streamers in live streaming commerce as persistent and customizable digital intermediaries, the dynamic role of virtual streamer features across the decision journey remains unclear. Grounded in the integrated AIDA-HSM framework, this study aims to systematically investigate the multi-stage mechanism through which virtual streamer features guide consumers from attention to action in virtual live streaming commerce (VLSC) marketing. We adopt a three-stage hybrid research approach, integrating a systematic literature review, structural equation modeling (SEM), and fuzzy-set qualitative comparative analysis (fsQCA). The SEM results reveal the differential impact of distinct virtual streamer features across various stages of the consumer journey. Furthermore, the fsQCA indicates that every sufficient configuration must draw upon factors from each of the AIDA stages. This study not only pioneers the validation and contextualization of the AIDA-HSM framework in VLSC marketing, but also offers actionable guidance for practitioners to optimize their virtual streamer strategies. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

► Show Figures

Figure 1

19 pages, 545 KB

Open AccessSystematic Review

Rethinking Meta-Analytic Evidence in TAM-Based Research: From Pooled Effects to Generalizability in E-Banking Contexts

by Elena Druică, Ionela-Andreea Puiu, Călin Vâlsan and Irena Munteanu

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 129; https://doi.org/10.3390/jtaer21050129 - 22 Apr 2026

Abstract

The Technology Acceptance Model (TAM) has been widely used to explain e-banking and digital technology adoption. Existing literature supports the robustness of its core relationships, but the magnitude of the effects varies considerably across studies, raising questions about their stability and generalizability in [...] Read more.

The Technology Acceptance Model (TAM) has been widely used to explain e-banking and digital technology adoption. Existing literature supports the robustness of its core relationships, but the magnitude of the effects varies considerably across studies, raising questions about their stability and generalizability in new contexts. Existing meta-analysis studies focus primarily on pooled effect sizes, providing limited insight into the temporal stability of relationships, their sensitivity to individual studies, and the extent to which observed heterogeneity reflects contextual variation. This study contributes by reinterpreting heterogeneity not as a problem to be reduced, but as a feature that defines the limits of generalizability. We advance the TAM literature by moving beyond average effects and rethinking empirical evidence through the joint lens of robustness, stability, and dispersion. We conduct a random-effects meta-analysis on 44 effect sizes (correlation coefficients) coming from 43 research papers indexed in Web of Science and Scopus. In addition to pooled correlations, the analysis employed cumulative meta-analysis, leave-one-out influence diagnostics, prediction intervals, and publication bias assessments to evaluate the evolution, consistency, and variability of TAM relationships across contexts. The findings show that core TAM relationships are consistently positive and stable at the aggregate level yet display substantial variation across empirical settings. While some relationships remain robust across contexts, others exhibit prediction intervals that include zero, indicating that their strength and even direction may depend on contextual conditions. As prior TAM meta-analyses have not systematically incorporated prediction intervals, this study provides new evidence to the extent to which TAM relationships generalize beyond average effects. The results further show that although TAM offers a reliable structural framework, interventions and policies based on its core relationships must be context-sensitive, because relying on average effects alone may lead to ineffective or inconsistent adoption outcomes. Full article

► Show Figures

Figure 1

30 pages, 1182 KB

Open AccessArticle

Market, Technological, Social and Competitor Intelligence as Drivers of Organisational Agility in B2C E-Commerce

by Adambarage Hansaka Methmal De Alwis, Adambarage Chamaru De Alwis and Marko Šostar

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 128; https://doi.org/10.3390/jtaer21050128 - 22 Apr 2026

Abstract

Business-to-consumer (B2C) e-commerce firms operate in fast-changing digital markets, where timely interpretation of external signals may strengthen organisational agility. This study examines how four dimensions of competitive intelligence—market, technological, social, and competitor intelligence—relate to organisational agility in Croatian B2C e-commerce firms. The study [...] Read more.

Business-to-consumer (B2C) e-commerce firms operate in fast-changing digital markets, where timely interpretation of external signals may strengthen organisational agility. This study examines how four dimensions of competitive intelligence—market, technological, social, and competitor intelligence—relate to organisational agility in Croatian B2C e-commerce firms. The study adopted a pragmatic explanatory sequential mixed-methods design. Quantitative data were collected through an online survey, and 208 valid responses were analysed using reliability testing, construct-validity assessment, correlation analysis, and multiple regression. Qualitative follow-up evidence was used to support the interpretation of the quantitative results. The findings show that the effects of competitive intelligence dimensions on organisational agility are not uniform. In the final validated model, social intelligence emerged as the only significant positive predictor of organisational agility, while market intelligence, technological intelligence, and competitor intelligence did not show statistically significant effects. The study therefore suggests that, in this context, systematic attention to customer conversations, online feedback, and socially visible market signals may play a more decisive role in supporting agile organisational responses than other intelligence domains. The study contributes to the competitive intelligence and agility literature by showing that intelligence dimensions should be examined separately rather than treated as a single undifferentiated capability in digital commerce settings. Full article

► Show Figures

Figure 1

17 pages, 374 KB

Open AccessArticle

The Personalization Paradox in AI-Driven Tourism E-Commerce: Psychological Reactance, Threat-Substitution, and the Moderating Role of Privacy Concerns

by Hongmei Duan, Ahmad Yahya Dawod and Guochao Wan

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 127; https://doi.org/10.3390/jtaer21040127 - 21 Apr 2026

Cited by 1

Abstract

AI-driven personalization (AIP) has become a core mechanism of digital commerce platforms, yet its psychological consequences remain theoretically fragmented. Drawing on the Stimulus–Organism–Response (SOR) framework and Psychological Reactance Theory (PRT), this study proposes a Threat-Substitution Mechanism (TSM) to explain how AIP shapes continuance [...] Read more.

AI-driven personalization (AIP) has become a core mechanism of digital commerce platforms, yet its psychological consequences remain theoretically fragmented. Drawing on the Stimulus–Organism–Response (SOR) framework and Psychological Reactance Theory (PRT), this study proposes a Threat-Substitution Mechanism (TSM) to explain how AIP shapes continuance intention in high-involvement online travel decisions. Using survey data from 488 Generation Y and Z users of Chinese online travel agencies and analyzing the model via PLS-SEM, results show that AIP significantly increases usage intention (UI) and reduces psychological reactance. Psychological reactance partially mediates the relationship between AIP and UI, indicating the presence of underlying psychological friction alongside dominant utilitarian benefits. Furthermore, privacy concerns amplify the negative relationship between AIP and reactance, suggesting that privacy-sensitive users exhibit heightened appraisal sensitivity rather than uniform resistance to personalization. By reconceptualizing the personalization paradox as a context-contingent threat appraisal process, this study advances electronic commerce research beyond parallel dual-effect models and clarifies the boundary conditions under which AIP enhances or constrains user continuance. Practical implications highlight the importance of algorithmic precision and autonomy-supportive design in AI-enabled commerce platforms. Full article

(This article belongs to the Special Issue AI-Based Disruption, Innovations, and New Business Models in E-Commerce: Empirical Research, Case Studies and Current Trends)

► Show Figures

Figure 1

21 pages, 988 KB

Open AccessArticle

When Choice Disappears: Perceived Coercion and Avoidance of Self-Service Technologies Among Older Consumers

by Jin-Myong Lee and Sowon Kim

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 126; https://doi.org/10.3390/jtaer21040126 - 20 Apr 2026

Cited by 1

Abstract

This study examines how mandatory digital service environments, in which human-assisted alternatives are systematically withdrawn, shape older consumers’ avoidance of self-service technologies (SSTs). We conceptualize perceived coercion as consumers’ subjective awareness of structurally constrained choice. Drawing on cognitive appraisal theory and psychological reactance [...] Read more.

This study examines how mandatory digital service environments, in which human-assisted alternatives are systematically withdrawn, shape older consumers’ avoidance of self-service technologies (SSTs). We conceptualize perceived coercion as consumers’ subjective awareness of structurally constrained choice. Drawing on cognitive appraisal theory and psychological reactance theory, we propose a dual-pathway framework in which perceived coercion activates both perceived loss of autonomy and negative affect. Survey data from 389 older consumers in South Korea were analyzed using structural equation modeling. The results support a parallel mediation model, showing that perceived coercion significantly increases both mediators, each of which independently predicts avoidance intention, with negative affect showing a relatively stronger association. By conceptualizing coercion as a structural condition rather than an individual disposition, this study extends research on mandatory SST use and technology-mediated service encounters. The findings highlight the importance of autonomy-preserving and emotionally inclusive digital service systems in aging societies. Full article

(This article belongs to the Section Digital Marketing and the Evolving Consumer Experience)

► Show Figures

Figure 1

1 pages, 152 KB

Open AccessCorrection

Correction: Do et al. Blockchain Adoption in Green Supply Chains: Analyzing Key Drivers, Green Innovation, and Expected Benefits. J. Theor. Appl. Electron. Commer. Res. 2025, 20, 39

by Manh-Hoang Do, Yung-Fu Huang and Thi-Them Hoang

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 125; https://doi.org/10.3390/jtaer21040125 - 20 Apr 2026

Abstract

In the original publication [...] Full article

(This article belongs to the Special Issue Digitalization and Sustainable Supply Chain)

42 pages, 2546 KB

Open AccessSystematic Review

How and When Do Virtual Influencers Work? A Meta-Analysis of Mechanisms and Moderators in Digital Commerce

by Ba Phong Nguyen and Weishen Wu

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 124; https://doi.org/10.3390/jtaer21040124 - 18 Apr 2026

Abstract

In recent years, virtual influencers (VIs) have been increasingly used in digital commerce. Despite the rise in VI research, past studies have yet to comprehensively examine the effectiveness of VIs, often focusing only on isolated partial models rather than an integrated framework and [...] Read more.

In recent years, virtual influencers (VIs) have been increasingly used in digital commerce. Despite the rise in VI research, past studies have yet to comprehensively examine the effectiveness of VIs, often focusing only on isolated partial models rather than an integrated framework and boundary conditions that drive consumer responses. This meta-analysis fills this gap by synthesizing 186 effect sizes from 76 studies (N = 64,545) to examine the mechanisms and moderators of purchase intention in VI marketing. The results indicate that human-likeness is a central antecedent that directly and indirectly affects purchase intention through source credibility, customer engagement, and attitude. More importantly, this study challenges prior social proof assumptions by showing that follower size has no significant impact on purchase intention in VI marketing. In addition, purchase intention is independent of a nation’s AI readiness, suggesting a borderless potential for commerce regardless of a country’s technological maturity. This study also examined the moderating effects of product type, consumer age, and uncertainty avoidance culture. Although these moderators showed initial significance, none remained significant after the Benjamini–Hochberg false discovery rate (FDR) correction. Therefore, these effects were viewed as exploratory rather than confirmatory, providing directions for future research. These findings offer new insights for e-commerce managers: success in the metaverse era depends on anthropomorphism and targeted alignment rather than metrics such as follower counts or a nation’s AI readiness. Full article

(This article belongs to the Section Digital Marketing and the Evolving Consumer Experience)

► Show Figures

Figure 1

22 pages, 2585 KB

Open AccessArticle

Enhancing Supply Chain Resilience in Textile SMEs: A Human-Centric Customer-to-Manufacturer Framework Using Public E-Commerce Data

by Chien-Chih Wang, Yu-Teng Hsu and Hsuan-Yu Kuo

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 123; https://doi.org/10.3390/jtaer21040123 - 17 Apr 2026

Cited by 1

Abstract

Upstream textile small and medium-sized enterprises (SMEs) frequently exhibit constrained supply chain resilience owing to persistent information latency and structural dependence on downstream orders. To address these challenges, this study develops and validates a customer-to-manufacturer (C2M) intelligence framework that enables data-driven production planning [...] Read more.

Upstream textile small and medium-sized enterprises (SMEs) frequently exhibit constrained supply chain resilience owing to persistent information latency and structural dependence on downstream orders. To address these challenges, this study develops and validates a customer-to-manufacturer (C2M) intelligence framework that enables data-driven production planning using publicly available e-commerce data. The framework incorporates ethically compliant acquisition of consumer demand signals, semantic translation of unstructured market data into textile engineering attributes, machine-learning-based demand forecasting, and human-centric decision support. Utilizing 3.87 million consumer comments from 127,846 product listings, a Neural Boosted Tree model with entity embeddings for textile attributes was constructed. This model achieved a mean R² of 0.921 in cross-validation, surpassing benchmark methods. Consumer comment volume was validated as a proxy for sales activity, facilitating demand estimation. Forecasts were translated into production guidance using Monte Carlo simulation and a decision dashboard. In a 12-month field study at a Taiwanese dyeing SME, implementation resulted in a 28% reduction in inventory value, a 31% decrease in dye lot changeovers, and a 16% increase in capacity utilization. This research extends the C2M paradigm from downstream retail contexts to upstream textile SMEs, proposes an integrated and operationally feasible intelligence framework for resource-constrained manufacturers, and demonstrates how digital intelligence can enhance supply chain resilience while supporting, rather than replacing, human decision-making. The results indicate that upstream textile SMEs can leverage publicly visible e-commerce signals to enhance production planning responsiveness, minimize inventory exposure and dye-lot disruptions, and strengthen resilience to demand uncertainty through planner-centered digital decision support. Full article

(This article belongs to the Section Data Science, AI, and e-Commerce Analytics)

► Show Figures

Figure 1

Journal Description

Journal of Theoretical and Applied Electronic Commerce Research

Latest Articles

Journal Menu

Journal Browser

Highly Accessed Articles

Latest Books

E-Mail Alert

News

Topics

Conferences

Special Issues

Topical Collections

Further Information

Guidelines

MDPI Initiatives

Follow MDPI