Journal of Theoretical and Applied Electronic Commerce Research

30 pages, 706 KB

Open AccessArticle

How Social Media Content Shapes Destination Image and eWOM: The Moderating Role of Personality in Lesser-Known Tourism Destinations

by Carmen-María Hervás-Cortina, María-Eugenia Ruiz-Molina, Irene Gil-Saura and Mariia Bordian

J. Theor. Appl. Electron. Commer. Res. 2026, 21(6), 164; https://doi.org/10.3390/jtaer21060164 - 26 May 2026

Abstract

This study investigates how user-generated content (UGC) and perceived experience of destination-generated social media content (DGC) shape satisfaction, destination image, and electronic word-of-mouth (eWOM) intention in lesser-explored tourism destinations. A dual-content model grounded in the stimulus-organism-response (SOR) framework is tested using partial least [...] Read more.

This study investigates how user-generated content (UGC) and perceived experience of destination-generated social media content (DGC) shape satisfaction, destination image, and electronic word-of-mouth (eWOM) intention in lesser-explored tourism destinations. A dual-content model grounded in the stimulus-organism-response (SOR) framework is tested using partial least squares structural equation modeling (PLS-SEM) with data from 300 tourists who interact with destinations’ social media. Results reveal that UGC exerts limited influence on satisfaction, destination image, and eWOM intention, which diverges from much prior literature but is consistent with the scarcity and lower trustworthiness of UGC in small destinations. In contrast, perceived experience of DGC strongly enhances destination image and eWOM intention, highlighting the relevance of pre-visit digital experiences. In addition, moderation analysis shows that openness to experience significantly influences selected relationships, with stronger effects observed among tourists who are lower in openness. The findings underscore the importance of integrating pre-visit digital interactions and individual differences into destination marketing models and provide practical insights for destination management organizations (DMOs) in lesser-known destinations, emphasizing the strategic value of high-quality official content to compensate for limited UGC. This research advances destination marketing literature by jointly examining UGC and DGC and by introducing perceived experience of DGC and personality as key explanatory elements. Full article

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

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20 pages, 1051 KB

Open AccessArticle

How Negative Online Reviews Shape Consumer Conformity: Psychological Mechanisms in Interactive Digital Marketing

by Ying Tan, Yunqi Zhang, Yong Geng, Shubo Liu and Hongtao Tang

J. Theor. Appl. Electron. Commer. Res. 2026, 21(6), 163; https://doi.org/10.3390/jtaer21060163 - 26 May 2026

Abstract

In interactive digital commerce environments, negative electronic word-of-mouth (NeWOM)—particularly negative online reviews—profoundly shapes consumer perceptions and brand relationships. Yet, the underlying mechanisms through which NeWOMinfluences consumer conformity behavior remain underexplored from a qualitative, process-oriented perspective. This study adopts a grounded theory approach to [...] Read more.

In interactive digital commerce environments, negative electronic word-of-mouth (NeWOM)—particularly negative online reviews—profoundly shapes consumer perceptions and brand relationships. Yet, the underlying mechanisms through which NeWOMinfluences consumer conformity behavior remain underexplored from a qualitative, process-oriented perspective. This study adopts a grounded theory approach to analyze 1405 authentic negative smartphone reviews from a leading Chinese e-commerce platform. Through systematic open, axial, and selective coding, we develop a processual model that reveals how NeWOM triggers two interconnected yet distinct psychological mechanisms: the formation of generalized negative brand schema, driven by service/product failures and the internalization of psychological expectations, driven by unmet brand expectations and poor service attitudes. These mechanisms jointly shape consumer conformity behavior—the tendency to align one’s judgments and actions with perceived peer consensus reflected in negative reviews. Importantly, enterprises’ responsive improvements based on negative feedback operate as a feedback loop that can sustain or restore consumer–brand congruence. By reconceptualizing NeWOM as a dynamic, dialogic trigger within interactive marketing systems, this study extends electronic commerce theory and provides context-sensitive insight into how consumer conformity emerges and evolves in digital marketplaces. Full article

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

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34 pages, 764 KB

Open AccessArticle

Media Sentiment, Institutional Barriers and Digital Service Trade

by Fushuai Guo and Haiyang Kong

J. Theor. Appl. Electron. Commer. Res. 2026, 21(6), 161; https://doi.org/10.3390/jtaer21060161 - 23 May 2026

Abstract

Using a global panel of bilateral digitally delivered services exports for 192 economies from 2006 to 2022, together with large-scale international news data, this study examines the impact of international media sentiment on digital service exports, with particular attention to the institutional-barrier channel. [...] Read more.

Using a global panel of bilateral digitally delivered services exports for 192 economies from 2006 to 2022, together with large-scale international news data, this study examines the impact of international media sentiment on digital service exports, with particular attention to the institutional-barrier channel. To address the temporal aggregation mismatch between high-frequency media sentiment and annual trade flows, as well as potential endogeneity concerns, we employ a Mixed Two-Stage Least Squares (M2SLS) approach. The results show that more favorable international media sentiment has a positive and statistically significant effect on digital service exports. This finding remains robust across a range of measurement checks, placebo tests, alternative instrument constructions, subsample analyses, and Bayesian estimation. Further analysis supports an institutional-barrier interpretation by showing that favorable media sentiment is associated with lower bilateral digital service trade policy heterogeneity. The impact is stronger in trust- and reputation-intensive service sectors and in cultural contexts where reputational signals are more salient, while it weakens or reverses in technical service sectors and in highly secular-rational and institutionally asymmetric trading relationships. Full article

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19 pages, 1320 KB

Open AccessArticle

Are You Ready for Human-like AI Service Agents: Consumers’ Willingness to Use Substitute Versus Assist AI on OTA Platforms

by Wenqiu Guo, Yenchen Liu, Banggang Wu and Xiaoyu Deng

J. Theor. Appl. Electron. Commer. Res. 2026, 21(6), 160; https://doi.org/10.3390/jtaer21060160 - 22 May 2026

Abstract

With the rapid development of Artificial Intelligence (AI) technology, human-like AI service agents have been increasingly applied in service marketing. Online travel agency (OTA) platforms provide an important application context for such service agents in consumer-facing service interactions, such as travel planning and [...] Read more.

With the rapid development of Artificial Intelligence (AI) technology, human-like AI service agents have been increasingly applied in service marketing. Online travel agency (OTA) platforms provide an important application context for such service agents in consumer-facing service interactions, such as travel planning and related services. Drawing on social cognitive theory and control theory, this study examines the psychological mechanisms underlying consumers’ intentions to adopt AI service agents. One pretest and two experiments involving 521 participants were conducted to investigate the effects of the AI service agent role on consumers’ willingness to use substitute vs. assist AI. The results show that consumers are more willing to use assist AI service agents than substitute AI service agents. This effect is mediated by human identity threat and sense of control. Moreover, higher consumer technology readiness moderates these effects, mitigating the preference for assist over substitute AI service agents. This study extends the conceptual framework of AI service agents in human–computer interaction research and offers practical implications for the effective design and deployment of AI service agents in OTA applications. Full article

(This article belongs to the Special Issue Emerging Technologies on Digital Platforms)

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26 pages, 1213 KB

Open AccessArticle

The Role of Algorithmic Anthropomorphism, Transparency, and Fairness in Shaping Consumer Purchase Intentions in E-Commerce: Evidence from Türkiye

by Gulfem Yagmurdur, Yan Meng and Savas Gayaker

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 159; https://doi.org/10.3390/jtaer21050159 - 21 May 2026

Abstract

Artificial intelligence (AI) is increasingly being deployed in various sectors of e-commerce. Consequently, it becomes necessary to identify the impact of algorithmic design parameters on buyer behaviour. This study examines the impact of algorithmic anthropomorphism (ANT), algorithmic transparency (TRAN) and perceived algorithmic fairness [...] Read more.

Artificial intelligence (AI) is increasingly being deployed in various sectors of e-commerce. Consequently, it becomes necessary to identify the impact of algorithmic design parameters on buyer behaviour. This study examines the impact of algorithmic anthropomorphism (ANT), algorithmic transparency (TRAN) and perceived algorithmic fairness (FAIR) on consumer purchase intentions (PI) in the Turkish e-commerce market. In addition, this study examines technology acceptance—operationalised through the Technology Acceptance Model (TAM)—as a boundary condition, with particular attention to the differential moderating roles of perceived ease of use (PEOU) and perceived usefulness (PU). A structured questionnaire was distributed among 384 online consumers in Türkiye via Qualtrics. A confirmatory factor analysis (CFA) established the psychometric adequacy of the measurement model (all AVE > 0.50, all CR > 0.87; HTMT < 0.85 across theoretically distinct constructs). The proposed model was tested using the PROCESS macro for sequential mediation and moderation analyses, with bootstrap confidence intervals based on 5000 resamples. The results reveal that: (1) algorithmic anthropomorphism positively affects both algorithmic transparency and perceived algorithmic fairness; (2) algorithmic transparency has a significant positive effect on both perceived fairness and purchase intention; (3) perceived algorithmic fairness mediates the relationships between algorithmic anthropomorphism and purchase intention, as well as between algorithmic transparency and purchase intention; and (4) although the composite technology acceptance level (TAL) measure does not significantly moderate the anthropomorphism–purchase intention path (p = 0.075), disaggregating TAL into its sub-dimensions reveals that PEOU significantly moderates this relationship (p < 0.001), whereas PU does not (p = 0.199). The composite-TAL result is therefore not statistically supported, but the dimension-specific PEOU finding is robust. These findings offer theoretical contributions to AI-driven consumer behaviour research and practical implications for the design of algorithmic e-commerce systems in emerging digital markets. Full article

(This article belongs to the Special Issue Digital Marketing in Practice: Platforms, AI, Trust and Market Solutions)

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24 pages, 466 KB

Open AccessArticle

Badge Tenure as a Moderator of Review Cues: An Elaboration Likelihood Model Perspective on Yelp’s Elite Reviewers

by Youngju Cho, Junyoung Yoo, Joon-Woo Yoo and Heejun Park

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 158; https://doi.org/10.3390/jtaer21050158 - 21 May 2026

Abstract

Online reviews are increasingly pivotal in consumer decision-making, with platforms employing mechanisms such as badges to denote reviewer credibility. Although prior research has examined the influence of expert reviewers, it has typically treated badge holders as a homogeneous group, overlooking how variation in [...] Read more.

Online reviews are increasingly pivotal in consumer decision-making, with platforms employing mechanisms such as badges to denote reviewer credibility. Although prior research has examined the influence of expert reviewers, it has typically treated badge holders as a homogeneous group, overlooking how variation in tenure within expert tiers shapes the way readers process review content. This article examines how Yelp Elite badge tenure, operationalized as Red (1–4 years), Gold (5–9 years), and Black (10+ years) tiers and treated as a proxy for accumulated platform-recognized expertise, moderates the effects of peripheral cues (Extremity, Length) and central cues (Readability, Subjectivity, and Plutchik’s eight emotions) on perceived helpfulness within an Elaboration Likelihood Model (ELM) framework. The analysis draws on the full population of 324,426 restaurant reviews authored by Yelp Elite badge holders between 2019 and 2021, using a pooled count-model specification with badge tier as a categorical moderator. The primary specification is estimated using Poisson quasi-maximum likelihood with HC1-robust standard errors, and full negative binomial estimation is reported as a robustness check. Wald tests indicate that badge tenure significantly moderates eight of twelve cue–helpfulness relationships (

χ^{2} (24) = 4938

,

p < 0.001

). The effect of readability is monotonically positive and increases sharply with tenure, while the effect of joy varies across tenure groups. These findings suggest that reviewer expertise signals are not monolithic, refining theoretical insights on how tenure-based credibility cues moderate cue processing and offering practical implications for review platform management. The findings also indicate that platforms applying uniform ranking or surfacing rules across all Elite reviewers risk misallocating visibility, and that tenure-conditional weighting of textual cues warrants consideration. Full article

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18 pages, 1802 KB

Open AccessArticle

User Requirements Analysis for Audiovisual Products Based on User Review Data

by Chuchu Liu, Xin Zhang, Mengsi Cai and Zheng Han

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 157; https://doi.org/10.3390/jtaer21050157 - 20 May 2026

Abstract

This study analyzed online review data to examine user requirements for audiovisual products and to compare requirement salience and satisfaction across traditional and emerging product contexts. We collected 86,213 Chinese-language reviews of Skyworth TVs, Xiaomi TVs, and Xiaomi projectors from JD.com. LDA topic [...] Read more.

This study analyzed online review data to examine user requirements for audiovisual products and to compare requirement salience and satisfaction across traditional and emerging product contexts. We collected 86,213 Chinese-language reviews of Skyworth TVs, Xiaomi TVs, and Xiaomi projectors from JD.com. LDA topic modeling was used to identify major user requirement areas, and Logistic Regression, Random Forest, and Support Vector Machine (SVM) models were compared for sentiment classification, with the tuned SVM model retained for downstream analysis. The results show that user discussions primarily concern audiovisual experience, cost performance, service quality, design aesthetics, and intelligent operation. Skyworth TVs receive particularly strong evaluations for picture and sound quality (97.89% positive sentiment), whereas Xiaomi TVs are more strongly associated with cost-effectiveness and smart features (94.05% positive sentiment). Xiaomi projectors attract attention for portability but receive lower satisfaction ratings on core audiovisual performance and intelligent operation. These findings suggest that traditional manufacturers should continue strengthening core performance while improving service responsiveness, whereas emerging brands should build on their technological advantages while further enhancing their product reliability and user experience. Full article

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25 pages, 702 KB

Open AccessArticle

Digital Sustainability Orientation and Green Brand Advocacy in Social Media Marketing: The Mediating Role of Digital Green Innovation and the Moderating Effect of Consumer Environmental Consciousness

by Ahmed Saif Abu-Alhaija and Mahmoud Mohamed Elsawy

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 156; https://doi.org/10.3390/jtaer21050156 - 19 May 2026

Abstract

This study examines the effects of digital sustainability orientation on consumers’ responses, with a focus on the roles of digital green innovation and consumer environmental consciousness in shaping green brand advocacy in social media marketing. Drawing on the Resource-Based View, Dynamic Capability perspective, [...] Read more.

This study examines the effects of digital sustainability orientation on consumers’ responses, with a focus on the roles of digital green innovation and consumer environmental consciousness in shaping green brand advocacy in social media marketing. Drawing on the Resource-Based View, Dynamic Capability perspective, and Signaling theory, the study proposes that sustainability-oriented digital strategies are more effective when translated into visible, credible forms of digital green innovation. Using the quantitative research design, data were collected from a sample of 300 Saudi Arabian consumers who interact with eco-friendly brands and sustainability-related content on digital platforms such as Facebook, WhatsApp, Instagram, and TikTok. The study used purposive and convenience sampling to ensure that participants were aware of sustainability communication online. Data analysis was performed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to test the measurement and structural models and evaluate the hypotheses. The results show that the direct positive effect of digital sustainability orientation on digital green innovation is high, but there is no direct effect on green brand advocacy. However, digital green innovation fully mediates this relationship, making the importance of tangible innovation even greater in turning sustainability intentions into consumer support. Moreover, consumer environmental consciousness plays a significant moderating role in the relationship between digital sustainability orientation and green brand advocacy, suggesting that the more environmentally conscious consumers are, the more responsive they are to sustainability-driven digital strategies. The study contributes to the available literature on digital sustainability and green marketing by showing that being sustainability-oriented is not enough to encourage consumer advocacy without having credible innovation. Practically speaking, the findings show that organizations must pay attention to innovation-based sustainability initiatives and develop genuine digital communication strategies to attract environmentally conscious consumers. Ultimately, the research serves as a great reminder of the importance of integrating digital innovation, sustainability practices, and consumer engagement as key drivers of strong green brand advocacy. Full article

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19 pages, 610 KB

Open AccessArticle

Understanding Customer Engagement Behavior in Virtual Try-On Services: Evidence from Indonesia

by Nyoman Sri Subawa, Ni Putu Chantika Aprilia Nariswari, Made Maenita Dewi, Anak Agung Gede Wiranata, Caren Angellina Mimaki and Made Srinitha Millinia Utami

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 155; https://doi.org/10.3390/jtaer21050155 - 18 May 2026

Abstract

The adoption of immersive technologies, such as Virtual Try-On (VTO), has transformed how consumers evaluate products, interact digitally, and engage with brands. This study investigates the effects of experiential value, flow, perceived enjoyment, customer trust, and customer satisfaction on customer engagement behavior, within [...] Read more.

The adoption of immersive technologies, such as Virtual Try-On (VTO), has transformed how consumers evaluate products, interact digitally, and engage with brands. This study investigates the effects of experiential value, flow, perceived enjoyment, customer trust, and customer satisfaction on customer engagement behavior, within the Stimulus–Organism–Response (S–O–R) framework. Experiential value serves as the stimulus, flow and psychological states as the organism, and engagement as the response. Data were collected from 320 Indonesian e-commerce using a purposive sampling technique, targeting respondents with prior experience using Virtual Try-On (VTO) features through an online questionnaire distributed via Google Forms, and were subsequently analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that experiential value and flow are fundamental drivers of immersive experiences. Interestingly, although flow significantly increased perceived enjoyment, these affective responses did not independently mediate the relationship with engagement behavior. Instead, customer trust and satisfaction acted as significant primary mediators, indicating a pragmatic immersion profile in which Indonesian consumers prioritize functional validation and system reliability over mere digital entertainment. These findings underscore that in markets with high uncertainty, evaluative and relational mechanisms are more important for sustained engagement than short-term hedonic responses. Practically, this research suggests that brands should prioritize photorealistic accuracy and biometric data security to foster long-term trust, while using enjoyment as a secondary engagement stimulus. Full article

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25 pages, 1318 KB

Open AccessArticle

AI Labels, Perceived Authenticity, and Consumer Trust in User-Generated Reviews

by Dariia Drozd and Klaus Solberg Söilen

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 154; https://doi.org/10.3390/jtaer21050154 - 14 May 2026

Abstract

With growing interest in the effects of AI disclosure on user-generated content, empirical studies have produced mixed results. While some studies report negative consequences of disclosure, others suggest that transparent AI use does not necessarily reduce perceived authenticity or product evaluations. There is [...] Read more.

With growing interest in the effects of AI disclosure on user-generated content, empirical studies have produced mixed results. While some studies report negative consequences of disclosure, others suggest that transparent AI use does not necessarily reduce perceived authenticity or product evaluations. There is still limited knowledge about how AI disclosure in online reviews influences consumer perceptions when AI is presented as a support tool rather than a replacement for human input. To address this gap, the present study examines how AI disclosure and AI-related review cues influence consumer trust. The study compares three labeled review scenarios—reviews without AI-related information, AI-assisted labeled reviews, and AI-generated labeled reviews. The textual content of the reviews remained constant across conditions, while only AI-related labels and images were varied. This study also examines how these labeled scenarios relate to perceived authenticity and whether perceived authenticity mediates the relationship between labeled review scenarios and consumer trust. Based on survey data from 370 users of digital marketplaces in Latvia, analyzed using repeated-measures ANOVA, pairwise comparisons, and mediation analysis, this study found that: (1) reviews labeled as AI-generated showed the lowest levels of consumer trust and perceived authenticity, whereas AI-assisted labeled reviews were evaluated more favorably than AI-generated labeled reviews; (2) differences across the three scenarios were statistically significant for both consumer trust and perceived authenticity; and (3) perceived authenticity significantly mediated the relationship between labeled review scenarios and consumer trust. This study contributes to the literature by providing a more nuanced understanding of how AI disclosure and AI-related review cues shape consumer trust. It suggests that the key issue is not AI disclosure alone, but how AI-related cues shape perceived authenticity and, in turn, consumer trust. Full article

(This article belongs to the Special Issue Digital Marketing in Practice: Platforms, AI, Trust and Market Solutions)

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32 pages, 717 KB

Open AccessArticle

AI Transparency and User Behavior in Human–AI Collaboration: Evidence from E-Commerce Recommendation Systems

by Ionica Oncioiu

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 153; https://doi.org/10.3390/jtaer21050153 - 12 May 2026

Abstract

The growing reliance on artificial intelligence (AI)-based recommendation systems is transforming e-commerce into a space where decision-making is increasingly co-constructed between users and intelligent systems. However, it remains insufficiently understood how the transparency of these systems influences users’ trust and purchasing decisions within [...] Read more.

The growing reliance on artificial intelligence (AI)-based recommendation systems is transforming e-commerce into a space where decision-making is increasingly co-constructed between users and intelligent systems. However, it remains insufficiently understood how the transparency of these systems influences users’ trust and purchasing decisions within human–AI collaboration contexts. Addressing this gap, the study develops a conceptual model that explains the role of cognitive mechanisms in the relationship between AI transparency and consumer behavior. Specifically, algorithmic understanding and fairness perception are conceptualized as cognitive processes through which users evaluate AI-generated recommendations, while perceived control is positioned as a key link between these evaluations and trust formation. The model is empirically tested using partial least squares structural equation modeling (PLS-SEM) based on data collected from 312 users of recommender systems. The results highlight the role of cognitive mechanisms and perceived control in explaining the effects of AI transparency on trust and, indirectly, on purchase intention. AI literacy also shapes how users interpret the information provided by the system. The present research provides an integrated perspective on human–AI collaboration in e-commerce, with relevant implications for the design of recommender systems and the optimization of user experience. Full article

(This article belongs to the Special Issue Human–AI Collaboration and User Behavior in Electronic Commerce)

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14 pages, 254 KB

Open AccessArticle

Digital Payment Infrastructure and E-Commerce Adoption in Central and Eastern Europe: A Panel Data Analysis

by Ciprian Adrian Păun, Nicolae Păun and Dragoș Păun

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 152; https://doi.org/10.3390/jtaer21050152 - 10 May 2026

Abstract

The transition from cash to digital payment instruments is reshaping retail commerce across Europe unevenly, with Central and Eastern European (CEE) countries exhibiting both some of the fastest growth and some of the lowest baseline levels in online shopping participation. This study examines [...] Read more.

The transition from cash to digital payment instruments is reshaping retail commerce across Europe unevenly, with Central and Eastern European (CEE) countries exhibiting both some of the fastest growth and some of the lowest baseline levels in online shopping participation. This study examines whether the development of digital payment infrastructure proxied by the share of individuals using internet banking (NetBank) is associated with e-commerce adoption across eleven CEE EU member states over the period 2014–2023, yielding a balanced panel of 110 country-year observations. Drawing on harmonised data from Eurostat, the World Bank, and the ITU, we estimate a two-way fixed-effects model with kernel-robust standard errors and a dynamic specification with a lagged dependent variable. The results indicate that a one-standard-deviation improvement in internet banking penetration is associated with a 6.2 percentage point increase in the share of online shoppers once country and year fixed effects are controlled for, a finding that is precisely estimated under kernel standard errors (p < 0.001). Income-group heterogeneity analysis suggests that this association may be substantially larger in lower-income CEE countries (β = 6.9, p = 0.006) compared to higher-income ones (β = 2.3, p = 0.554), consistent with the hypothesis that payment infrastructure improvements generate the highest marginal returns where baseline access is lowest. Romania, despite recording the steepest absolute growth in online shopping in the EU over the sample period (+33 percentage points), remains persistently below the CEE median, illustrating how payment infrastructure constraints can slow convergence even during periods of rapid digitisation. The findings should be interpreted as robust conditional associations rather than causal effects, given the limitations of macro-panel identification. Full article

20 pages, 585 KB

Open AccessArticle

Coupling in Platform-Led Entrepreneurial Ecosystems and Startup Performance: Evidence from a Survey of Chinese Startups

by Jingxian Wang, Ge Tian and Joohan Ryoo

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 151; https://doi.org/10.3390/jtaer21050151 - 9 May 2026

Abstract

Although the entrepreneurial incubation performance of the platform-led entrepreneurial ecosystem is remarkable, existing research lacks insights into how to empower startups and how to effectively improve their performance as important ecosystem participants. To address this gap, this study analyzed the questionnaire data from [...] Read more.

Although the entrepreneurial incubation performance of the platform-led entrepreneurial ecosystem is remarkable, existing research lacks insights into how to empower startups and how to effectively improve their performance as important ecosystem participants. To address this gap, this study analyzed the questionnaire data from 368 employees of startups associated with platform enterprises established for less than 8 years. Research findings indicate that within these ecosystems, the coupling relationship between startups and platform ecosystem participants facilitates the formation of interest communities within the platform ecosystem’s inner circles. Crucially, this study reveals that formal platform governance significantly moderates these relationships, acting as an institutional safeguard that curbs opportunistic behavior and amplifies the performance-enhancing effects of coupling. This synergistic interplay between coupling and formal governance mechanisms drives collective value creation across the entire platform, and thus improves startup performance. Finally, based on the coupling intensity and governance maturity, this study has built a practical decision-making matrix, which provides clear strategic rules for startups, large enterprises and policymakers, so as to enhance sustainable collaboration and resource allocation among all ecosystem participants. Full article

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

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27 pages, 703 KB

Open AccessArticle

The Role of Virtual and Human Influencer Characteristics in Shaping Gen Z Purchases on TikTok: Hybrid SEM-ANN Approach

by Jindarat Peemanee, Thanithaporn Udomlarp, Ploychompoo Weber and Ranitha Weerarathna

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 150; https://doi.org/10.3390/jtaer21050150 - 9 May 2026

Abstract

This study examines how human (HI) and virtual influencers (VI) shape consumer responses among Thai Generation Z users (Gen Z) on TikTok. Drawing on Source Credibility Theory (SCT), Parasocial Interaction Theory (PSI), and the Technology Acceptance Model (TAM), the study develops a comparative [...] Read more.

This study examines how human (HI) and virtual influencers (VI) shape consumer responses among Thai Generation Z users (Gen Z) on TikTok. Drawing on Source Credibility Theory (SCT), Parasocial Interaction Theory (PSI), and the Technology Acceptance Model (TAM), the study develops a comparative framework to explain how influencer characteristics affect attitude and purchase-related responses. Data were collected from 400 Generation Z TikTok users in Thailand and analyzed using Govariance-Based Structural Equation Modeling (CB-SEM). The results indicate that both human and virtual influencer characteristics positively influence influencer attitude (IA), which in turn significantly affects purchase decision (PD). However, the total effect of human influencer characteristics on purchase decision is substantially stronger than that of virtual influencers. These findings suggest that while virtual influencers contribute to favorable evaluations through innovation and visual consistency, human influencers remain more effective in translating attitudes into purchase-related outcomes. This study provides comparative evidence from a non-Western context and integrates credibility, relational, and technology-based perspectives into an integrated analytical framework. Full article

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

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25 pages, 3210 KB

Open AccessArticle

Research on Live-Streaming E-Commerce Regulatory Strategies Considering Dual Herd Mentality

by Shang Gao, Junjie Kuang, Licai Lei and Hai Liu

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 149; https://doi.org/10.3390/jtaer21050149 - 9 May 2026

Abstract

The optimization of regulatory strategies for live-streaming e-commerce is essential for tackling misleading marketing behaviors (MMBs) and protecting stakeholders’ rights. This is fundamental to building a healthy and sustainable live-streaming e-commerce ecosystem. To address governance challenges and regulatory inefficiencies, this paper adopts a [...] Read more.

The optimization of regulatory strategies for live-streaming e-commerce is essential for tackling misleading marketing behaviors (MMBs) and protecting stakeholders’ rights. This is fundamental to building a healthy and sustainable live-streaming e-commerce ecosystem. To address governance challenges and regulatory inefficiencies, this paper adopts a behavioral perspective and constructs a tripartite evolutionary game model involving platforms, live streamers, and consumers. It unveils the interactive mechanism between dual herd mentality and overconfidence in shaping regulatory strategy evolution, with numerical simulations validating the dynamic regulatory pathway. The findings indicate: (1) The severity of platform penalties is the linchpin of collaborative governance. Under low penalties, herd mentality may spur consumers to report live streamers who choose the MMB strategy, but the absence of deterrence traps the market in a “more reports, more MMBs” vicious circle. Moderate-to-high penalties align herd behavior with non-MMBs by live streamers, but risk unleashing irrational herd conduct among consumers. A dynamic matching mechanism that adapts penalty intensity to prevailing herd levels is therefore essential. Once a critical threshold is crossed, it enables synergistic benefits through joint supervision by consumers and platforms. (2) Overconfidence on the live streamer’s side magnifies the illusion of inflated returns. At low levels, the herd mentality from consumers can correct this psychological bias, but once overconfidence becomes pronounced, only large-scale supervising can outweigh the expected gains from MMBs. (3) These two behavioral traits jointly shape the equilibrium of the live-streaming e-commerce system and should therefore be treated as key considerations when designing dynamic regulatory strategies. Full article

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24 pages, 5542 KB

Open AccessArticle

Gaze Strategies in Virtual Idol Livestreams and Their Influence on Online Interaction Through Social Presence and Trust

by Guang Yu and SangHee Park

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 148; https://doi.org/10.3390/jtaer21050148 - 8 May 2026

Abstract

With the growing commercial prominence of virtual idol livestreaming, this study examines how gaze strategies employed by virtual idols in livestreaming contexts are associated with viewers’ online interaction intention and tests the mediating roles of social presence and trust. Drawing on the SOR [...] Read more.

With the growing commercial prominence of virtual idol livestreaming, this study examines how gaze strategies employed by virtual idols in livestreaming contexts are associated with viewers’ online interaction intention and tests the mediating roles of social presence and trust. Drawing on the SOR model, this study conceptualizes gaze strategies through a two-layer stimulus structure that integrates virtual idol behavioral cues and viewers’ perceptual responses. A 3 × 3 experimental design was employed, manipulating gaze intensity and gaze dynamics at the behavioral layer using virtual idol livestream clips as stimuli, while participants’ perceived gaze was treated as a stimulus variable at the perceptual layer. Data from 398 participants were analyzed using partial least squares structural equation modelling and multivariate analysis of variance. Results indicate that gaze intensity is positively associated with perceived gaze, which in turn is linked to higher levels of social presence and trust. By contrast, the overall effect of gaze dynamics appears more limited, although high-dynamics conditions are associated with lower levels of trust and online interaction intention. The structural model provides evidence that gaze strategies are indirectly associated with online interaction intention through the mediating roles of social presence and trust. The contributions of this study are twofold. First, it provides an empirical basis for subsequent research on virtual character behavior in livestreaming contexts. Second, it offers context-specific insight into a potential pathway through which gaze-related cues may be associated with online interaction intention. Full article

(This article belongs to the Special Issue Digital Intimacy and Immersive Commerce: Theoretical Advances in Consumer Engagement Through Virtual and Social Technologies)

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28 pages, 17223 KB

Open AccessArticle

NFT-TRUST: Trust-Aware Social Signal Modeling for NFT Valuation Support in Electronic Commerce

by Pavithra S S and Chitrakala S

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 147; https://doi.org/10.3390/jtaer21050147 - 8 May 2026

Abstract

Social media platforms such as X (formerly Twitter) increasingly shape attention formation, market visibility, and value signaling in electronic commerce, particularly in emerging digital asset markets such as Non-Fungible Tokens (NFTs). Prior work shows that social engagement correlates with NFT prices, suggesting its [...] Read more.

Social media platforms such as X (formerly Twitter) increasingly shape attention formation, market visibility, and value signaling in electronic commerce, particularly in emerging digital asset markets such as Non-Fungible Tokens (NFTs). Prior work shows that social engagement correlates with NFT prices, suggesting its potential for valuation support. However, open social platforms exhibit heterogeneous user credibility, automated activity, and coordinated promotion, which can distort engagement-based inference. To address these challenges, we propose NFT-TRUST, a trust-aware social signal modeling framework that transforms raw engagement into credibility- and integrity-aware indicators for robust valuation support under manipulation-prone conditions. The framework integrates three components: (i) Credibility-Weighted Social Signal Aggregation (CW-SSA), (ii) Engagement Disproportionality Detection (EDD), and (iii) Integrity-Aware Signal Attenuation (IASA), which jointly reduce the influence of unreliable or manipulated signals while preserving informative engagement. Rather than estimating intrinsic NFT value from social signals alone, NFT-TRUST evaluates the reliability of social attention and converts it into trust-aware features. An XGBoost-based model is used to capture non-linear interactions among these features. Robustness is assessed through stress testing with RL-TweetGen-ST, a reinforcement learning–based synthetic tweet generator that simulates controlled engagement inflation. Experimental results show that NFT-TRUST achieves competitive predictive performance while demonstrating improved stability under simulated manipulation. Ablation analysis indicates that credibility and integrity components are complementary and jointly enhance the reliability of social-signal-based inference. Overall, this work advances trust-aware analytics in electronic commerce and supports more reliable social-driven valuation in emerging digital markets. Full article

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25 pages, 730 KB

Open AccessArticle

Dual Customer Responses to AI Chatbots in Online Shopping: An Integrated AIDUA–SOR Framework

by Aungkana Jattamart, Paingruthai Nusawat and Achaporn Kwangsawad

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 146; https://doi.org/10.3390/jtaer21050146 - 8 May 2026

Abstract

The extensive implementation of AI-driven chatbots in e-commerce has generated both acceptance and objection; however, previous studies have predominantly analyzed these responses separately. This study examines the mechanisms that drive dual customer responses to AI chatbots in the pre-purchase phase of the online [...] Read more.

The extensive implementation of AI-driven chatbots in e-commerce has generated both acceptance and objection; however, previous studies have predominantly analyzed these responses separately. This study examines the mechanisms that drive dual customer responses to AI chatbots in the pre-purchase phase of the online shopping customer journey. The study integrates the Artificially Intelligent Device Use Acceptance (AIDUA) model with the Stimulus–Organism–Response (SOR) framework to explain how consumers develop both positive and negative behavioral responses to AI chatbot usage and to derive design-relevant implications for AI chatbot systems in online shopping. Data were collected from active or recent chatbot users in online shopping and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results demonstrate that social influence and chatbot anthropomorphism significantly affect consumers’ attitudes toward AI chatbot usage, whereas novelty value does not show a significant effect. Attitude toward using serves as a significant psychological mechanism that increases willingness to accept AI chatbots and purchase intention, while also being positively associated with objection to use among active or recent chatbot users. The findings extend understanding of AI-enabled interactive marketing and provide applied implications for AI chatbot system design, particularly with respect to interface anthropomorphism, transparent pre-purchase support, objection-sensitive escalation, and adaptive interaction strategies. Full article

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21 pages, 645 KB

Open AccessArticle

From Experience to Advocacy: The Role of Outcome Expectations in Driving Brand Evangelism

by Yeamduan Narangajavana-Kaosiri, Yeamdao Narangajavana, Silvia Sanz-Blas and Fernando J. Garrigos-Simon

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 145; https://doi.org/10.3390/jtaer21050145 - 7 May 2026

Abstract

In hospitality contexts where customer experience is a key source of competitive advantage, its role in fostering brand evangelism remains insufficiently understood. Despite growing interest in customer experience, the existing literature has largely overlooked the cognitive dimension, particularly outcome expectations, and its role [...] Read more.

In hospitality contexts where customer experience is a key source of competitive advantage, its role in fostering brand evangelism remains insufficiently understood. Despite growing interest in customer experience, the existing literature has largely overlooked the cognitive dimension, particularly outcome expectations, and its role in linking tourist experiences to brand evangelism on social media. This study examines how customer experience influences brand evangelism through the mediating role of outcome expectations in the hospitality context. Data were collected from 452 tourists in Koh Samui, Thailand, and PLS-SEM was applied. The results indicate that customer experience, conceptualized through the dimensions of education, entertainment, esthetics, and escapism, has a significant positive effect on both self-centered and community-related outcome expectations. These outcome expectations act as key drivers of brand evangelism, reflected in customers’ willingness to share positive experiences on social media and actively promote the brand. These findings suggest that outcome expectations act as a key cognitive mechanism transforming experience into brand evangelism, particularly in digital environments where social visibility and sharing intensify consumer engagement with the brand. Full article

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

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Journal of Theoretical and Applied Electronic Commerce Research

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