Journal of Theoretical and Applied Electronic Commerce Research

28 pages, 538 KB

Open AccessArticle

Conceptualizing Live Streamers’ Personal Brand Identity in Live-Streaming Commerce: A Qualitative Study

by Juan Li and Siti Ngayesah Ab Hamid

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 211; https://doi.org/10.3390/jtaer21070211 (registering DOI) - 4 Jul 2026

Abstract

Live-streaming commerce increasingly relies on live streamers as frontline retail actors, yet the identity structures through which streamers consistently define and enact their personal brand remain theoretically underdeveloped. Drawing on semi-structured in-depth interviews with 13 live streamers across diverse content categories on Chinese [...] Read more.

Live-streaming commerce increasingly relies on live streamers as frontline retail actors, yet the identity structures through which streamers consistently define and enact their personal brand remain theoretically underdeveloped. Drawing on semi-structured in-depth interviews with 13 live streamers across diverse content categories on Chinese platforms (Douyin and Kuaishou), selected through purposive and referral sampling, this qualitative study adopts a theory-guided thematic analysis informed by Kapferer’s Brand Identity Prism. The analysis identifies six interrelated personal brand identity dimensions: Personality-Based Identity, Symbolic and Aesthetic Identity, Relational Orientation Identity, Value-Based Identity, Audience-Aligned Identity, and Content-Oriented Identity. Three theoretical contributions are advanced. First, four of Kapferer’s original facets require contextual deepening in live-streaming commerce, where real-time interaction, continuous audience feedback, and platform affordances substantively reshape how identity operates. Second, Audience-Aligned Identity reconceptualizes Kapferer’s reflection and self-image facets as a unified dimension, grounded in the inseparability of these processes in synchronous interactive retail. Third, Content-Oriented Identity extends existing personal branding frameworks by theorizing content production as a key mechanism of brand legitimation in real-time digital retail environments. The findings offer a conceptual foundation for future scale development and empirical investigation, and provide practical guidance for streamers, platform developers, and brand managers in digital retail contexts. Full article

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

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24 pages, 353 KB

Open AccessArticle

Experts’ Mindsets on Generative AI in Business-to-Business Professional Service Exports: A Q Methodology

by Maryam Asgharinajib, Davood Feiz and Shahryar Sorooshian

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 210; https://doi.org/10.3390/jtaer21070210 (registering DOI) - 4 Jul 2026

Abstract

The internationalization of business-to-business (B2B) professional services is being reshaped by generative artificial intelligence (GenAI). Despite its potential to enhance productivity and reduce export uncertainty, existing research has focused on B2C contexts, leaving a gap in understanding how B2B experts perceive and exploit [...] Read more.

The internationalization of business-to-business (B2B) professional services is being reshaped by generative artificial intelligence (GenAI). Despite its potential to enhance productivity and reduce export uncertainty, existing research has focused on B2C contexts, leaving a gap in understanding how B2B experts perceive and exploit this technology. This research, using a Q methodology, seeks to explore the discursive framework of experts’ mindsets regarding exploitation of GenAI to develop B2B professional services exports. Using 32 experts from five countries (Iran, United States, United Kingdom, Germany, and India), four mindsets were identified: (1) Human–GenAI Synergy, (2) Export Innovation Catalyst, (3) Facilitator of Managerial Mindset, and (4) Moral Hazard Paradox. By conceptualizing mindsets as intangible resources within the Resource-Based View (RBV) and interpreting their role through the Uppsala model, this study makes three contributions: enriching theory through discourse-based analysis of expert mindsets, extending Q methodology to B2B export research, and providing practical insights for human–GenAI collaboration, export innovation, and ethical governance. The findings indicate that successful GenAI-enabled export development depends not only on technological capabilities but also on how experts interpret, adopt, and utilize the technology. The results highlight the need to balance innovation with ethical risks to achieve export growth. Full article

26 pages, 1791 KB

Open AccessArticle

Virtual vs. Human Influencers: AI-Mediated Trust Transfer and Brand Attachment Among Female Consumers

by Qin Zhang and Firdaus Abdullah

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 209; https://doi.org/10.3390/jtaer21070209 - 1 Jul 2026

Abstract

Virtual influencers are increasingly used in influencer marketing, yet it remains unclear whether trust generated by an artificial persona can be transferred to endorsed brands in the same way as trust generated by human influencers. This study examines artificial intelligence (AI)-mediated trust transfer [...] Read more.

Virtual influencers are increasingly used in influencer marketing, yet it remains unclear whether trust generated by an artificial persona can be transferred to endorsed brands in the same way as trust generated by human influencers. This study examines artificial intelligence (AI)-mediated trust transfer among female consumers by comparing virtual and human influencers across four social media platforms. Drawing on source credibility, parasocial interaction, social presence, trust transfer, and brand attachment perspectives, we propose that influencer type is associated with brand outcomes through three observable social-cue pathways: perceived authenticity, parasocial interaction, and social presence. These cues are expected to be associated with influencer trust, which is then associated with brand trust, brand attachment, purchase intention, and recommendation intention. Using 78,432 female consumer comments from Xiaohongshu, Instagram, Weibo, and Douyin, matched across 12 virtual–human-influencer pairs, we construct text-derived linguistic indicators—proxies rather than validated psychometric constructs—through keyword dictionaries, sentiment classification, and standardized composite scoring. The results show that human influencers are associated with higher perceived authenticity, parasocial interaction, and social presence than virtual influencers. The strongest association in the model is the trust-transfer path from influencer trust to brand trust, and the indirect path is associated with a substantial share of the observed covariation between influencer type and brand attachment. Product type further qualifies these patterns: the human-influencer advantage is stronger for hedonic products than for utilitarian products. These findings suggest that virtual influencers should not be understood as universal substitutes for human influencers. Instead, their effectiveness depends on whether AI-mediated personas can generate the social and authenticity cues that the literature associates with trust transfer in a given product context. Full article

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

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39 pages, 935 KB

Open AccessArticle

Why Process-Based Explanations Foster Algorithmic Trust: A Procedural Justice Account of E-Commerce Recommendations

by Ru Guo, Bolu Wei and Xuemeng Guo

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 208; https://doi.org/10.3390/jtaer21070208 - 1 Jul 2026

Abstract

E-commerce platforms increasingly rely on recommendation systems whose internal logic is often opaque, making explanation design important for consumer evaluation. Drawing on procedural justice theory, this study examines whether process-based explanations function as procedural justice cues in e-commerce recommendations and how they relate [...] Read more.

E-commerce platforms increasingly rely on recommendation systems whose internal logic is often opaque, making explanation design important for consumer evaluation. Drawing on procedural justice theory, this study examines whether process-based explanations function as procedural justice cues in e-commerce recommendations and how they relate to algorithmic trust and continuance intention. In a between-subjects online experiment with 394 Chinese consumers (197 per condition), participants received either an outcome-based recommendation or a process-disclosure package that disclosed data inputs and reasoning and therefore bundled procedural content with greater specificity and informational richness. Relative to outcome-based explanations, this package increased perceived procedural justice and was associated with higher trust in the algorithm and greater continuance intention. Perceived procedural justice and trust formed a theoretically ordered indirect pathway, but this ordering should be read as theory-grounded rather than causally established because the mediators and outcome were measured contemporaneously. Exploratory moderation analyses suggested that responsiveness to process-based explanations reflected broader self-reported digital interpretive capacity rather than algorithm-specific literacy alone. Robustness checks further indicated that the procedural justice pathway was not eliminated by explanation clarity, cognitive load, scenario realism, product attractiveness, or privacy intrusiveness. The findings position process-disclosure packages as practical transparency tools while cautioning that their benefits depend on consumers’ interpretive capacity and processing costs. Full article

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

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31 pages, 1873 KB

Open AccessSystematic Review

Organisational Performance and Strategic Utilisation of Social Commerce: A Systematic Literature Review

by Noramira Anis Shukor, Hanis Diyana Kamarudin, Norizan Anwar and Aniza Jamaluddin

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 207; https://doi.org/10.3390/jtaer21070207 - 1 Jul 2026

Abstract

Social commerce has become a significant strategy for organisations intending to strengthen their competitive advantage in the digital economy. Despite this, prior research primarily addressed the consumer perspective, resulting in limited insight into organisational perceptions and utilisation of social commerce. This study seeks [...] Read more.

Social commerce has become a significant strategy for organisations intending to strengthen their competitive advantage in the digital economy. Despite this, prior research primarily addressed the consumer perspective, resulting in limited insight into organisational perceptions and utilisation of social commerce. This study seeks to identify research trends and examine factors influencing social commerce adoption from an organisational standpoint. A systematic literature review (SLR) was conducted in accordance with the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework, analysing 3793 articles sourced from Scopus, Web of Science, and ScienceDirect, published between 2017 and 2025. The findings indicate a consistent increase in social commerce research over the past decade, with a minor decline in the most recent year. The majority of studies employ quantitative methodologies and utilise theoretical frameworks such as the Technology–Organisation–Environment (TOE) framework, Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), and UTAUT2. Key determinants of social commerce utilisation identified include relative advantage, compatibility, complexity, top management support, organisational readiness, organisational structure, customer pressure, bandwagon effect, and competitive pressure. These results show the technology, organisation and environment elements shaping organisational utilisation on social commerce and provide guidance for policymakers as well as organisations in formulating effective implementation strategies. Full article

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

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22 pages, 618 KB

Open AccessArticle

Consumer Participation in Self-Service Technologies: Shadow Work and Decision-Making Processes

by Tingting Liu and Joon Koh

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 206; https://doi.org/10.3390/jtaer21070206 - 29 Jun 2026

Abstract

With the rapid advancement of digital technology, the self-service model has emerged, introducing a new work model known as digital shadow work (DSW). In this model, consumers perform tasks traditionally performed by employees, such as item scanning and self-checkout, without compensation. While this [...] Read more.

With the rapid advancement of digital technology, the self-service model has emerged, introducing a new work model known as digital shadow work (DSW). In this model, consumers perform tasks traditionally performed by employees, such as item scanning and self-checkout, without compensation. While this optimizes service processes and reduces business costs, it raises concerns about consumer rights, work value, and business sustainability. This study explores the psychological factors that affect consumer participation in DSW within self-service environments. Using a grounded theory approach and semi-structured interviews, the study reveals key psychological drivers under the dual-system framework. This study’s findings indicate that habitual behavior, impulsivity, time pressure, technological dependence, social identification, and delayed gratification significantly affect participation in DSW. Notably, the intuitive system (System 1) plays a dominant role in decision-making, leading consumers to make quick, automatic choices, often leaving them unaware of the work involved. By identifying these psychological factors, this research increases consumer awareness of DSW, promoting self-protection in self-service contexts. Additionally, understanding decision-making psychology provides essential insights for companies in non-face-to-face self-service technologies, supporting sustainable business practices. Full article

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26 pages, 1659 KB

Open AccessArticle

Beyond Interaction Volume: Platform Visibility and Engagement Quality in Digital Game Consumption

by Kai Liu, Zhibin Xing and Haizhang Chen

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 205; https://doi.org/10.3390/jtaer21070205 - 29 Jun 2026

Abstract

Digital game consumption increasingly unfolds across video platforms, comment sections, and community discussions, where platform visibility, creator-mediated information, interaction metrics, and commercialization signals shape users’ expectations. In platform-mediated digital commerce, visible interaction may indicate information use, cultural resonance, payment concern, or consumption-related complaint [...] Read more.

Digital game consumption increasingly unfolds across video platforms, comment sections, and community discussions, where platform visibility, creator-mediated information, interaction metrics, and commercialization signals shape users’ expectations. In platform-mediated digital commerce, visible interaction may indicate information use, cultural resonance, payment concern, or consumption-related complaint rather than uniformly positive engagement. Using self-determination theory as a motivational lens within a platform-mediated consumer-behavior framework, this study examines whether platform content cues, public comment responses, and user perceptions provide convergent evidence on differentiated engagement meanings. The empirical setting is Bilibili content related to the Chinese wuxia role-playing game Where Winds Meet. The analysis combines 1164 public videos, 19,919 hot comments, and a content-exposure-anchored survey of 564 valid respondents. The results show differentiated patterns: functional information cues correspond to saving-oriented engagement and useful responses; cultural-aesthetic cues correspond to supportive interaction and cultural responses; and payment-mechanism and experience-problem cues correspond to payment concerns and complaints. The survey further shows that perceived information value, cultural/experiential connection, perceived monetization fairness, consumer autonomy in spending decisions, and perceived monetization risk are associated with continued engagement intention. These findings suggest that engagement quality should be interpreted through platform-mediated consumer relationships rather than interaction volume alone, while recognizing that hot-comment evidence reflects a platform-visible layer of user response rather than the full distribution of comments or player attitudes. Full article

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

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27 pages, 363 KB

Open AccessArticle

From Influencer Credibility to E-Loyalty Intentions in Social Commerce: Digital Promotional Signals, Brand Authenticity, and the Trust–Engagement Pathway

by Ming-Hsuan Wu

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 204; https://doi.org/10.3390/jtaer21070204 - 29 Jun 2026

Abstract

Drawing on signaling theory and a relational perspective, this study examines how perceived influencer credibility is associated with e-loyalty intentions in influencer-mediated social commerce. Rather than claiming that each individual path is theoretically unexpected, this study positions its contribution in specifying a conditional [...] Read more.

Drawing on signaling theory and a relational perspective, this study examines how perceived influencer credibility is associated with e-loyalty intentions in influencer-mediated social commerce. Rather than claiming that each individual path is theoretically unexpected, this study positions its contribution in specifying a conditional signal-to-relationship process. Specifically, perceived influencer credibility is conceptualized as a credibility-based digital promotional signal, brand trust and customer engagement are examined as sequential relational mechanisms, and perceived brand authenticity is positioned as an identity-consistency boundary condition in the customer engagement–e-loyalty intention relationship. Using survey data from 372 consumers with influencer-mediated social commerce experience, the data were analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that perceived influencer credibility is positively associated with brand trust, brand trust is positively associated with customer engagement, and customer engagement is positively associated with e-loyalty intentions. The bootstrapped serial indirect association through brand trust and customer engagement is significant, indicating a trust–engagement pathway linking influencer-mediated promotional credibility to e-loyalty intentions. Perceived brand authenticity also positively moderates the customer engagement–e-loyalty intention relationship. Descriptive conditional indirect estimates further suggest that the indirect association through brand trust and customer engagement is stronger at higher levels of perceived brand authenticity; however, this conditional indirect pattern is interpreted conservatively because bootstrapped confidence intervals for the low and high conditional estimates were not directly available. These findings extend influencer marketing research by shifting attention from isolated credibility effects to a theory-driven process explaining how influencer credibility is associated with e-loyalty intentions through trust, engagement, and authenticity-based boundary conditions. Full article

(This article belongs to the Special Issue Digital Promotion Effectiveness and Brand Loyalty in Social Commerce: Brand Authenticity as a Boundary Condition for Customer Engagement Outcomes)

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22 pages, 1530 KB

Open AccessArticle

Investigating the Impact of Action-Based Information Cues on User Purchase Intention: A Social Learning Perspective

by Mengqi Sun, Haitao Chen and Hao Chen

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 203; https://doi.org/10.3390/jtaer21070203 - 27 Jun 2026

Abstract

Social interaction plays an increasingly important role in facilitating consumption, and many e-commerce platforms have incorporated peer information into product interface design. Given the limited attention paid to action-based information cues, this study proposes repeat purchase action as an information cue and examines [...] Read more.

Social interaction plays an increasingly important role in facilitating consumption, and many e-commerce platforms have incorporated peer information into product interface design. Given the limited attention paid to action-based information cues, this study proposes repeat purchase action as an information cue and examines its impact on user purchase intention. Drawing on social learning theory, we developed a research model and conducted two online experiments on Credamo, a professional online survey platform in China. The research model was empirically tested using bootstrapping-based mediation analysis. The results showed that both purchase action and repeat purchase action significantly increased user purchase intention. In addition, the impact of repeat purchase action on purchase intention was mediated by trust expectation, whereas purchase action did not elicit users’ trust expectation. These findings add to the literature on information cues in e-commerce and extend the theoretical explanatory power of social learning theory. This study also provides managerial implications for e-commerce platforms and sellers in implementing effective product interface information design and selection strategies. Full article

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26 pages, 1699 KB

Open AccessArticle

Driving Customer Retention and Purchase Decisions: A Two-Wave Time-Lagged Study on Organizational Capabilities, Perceived Fairness, and Diminishing Returns

by Jinjiang Yan, Usama Khaliq, Nosherwan Khaliq and Anita Tangl

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 202; https://doi.org/10.3390/jtaer21070202 - 26 Jun 2026

Abstract

Purpose: This study explores the nonlinear influences of three organizational capabilities, including Cultural Adaptability (CA), Service Efficiency (SE), and Brand Commitment (BC), on Perceived Fairness (PF) and their subsequent effects on Customer Retention (CR) and Purchase Decision (PD). It also analyses the moderating [...] Read more.

Purpose: This study explores the nonlinear influences of three organizational capabilities, including Cultural Adaptability (CA), Service Efficiency (SE), and Brand Commitment (BC), on Perceived Fairness (PF) and their subsequent effects on Customer Retention (CR) and Purchase Decision (PD). It also analyses the moderating effect of Perceived Social Norms (PSN) in this context. Design/Methodology/Approach: A two-wave time-lagged design was used to increase temporal precedence and reduce common-method bias, and 500 consumers in China and Pakistan were sampled. The hypothesized curvilinear associations were tested using Structural Equation Modeling (SEM). Findings: CA, SE, and BC have a positive influence on PF, though their relationships follow an inverted U-shaped pattern. PF shows positive correlations with CR and PD, and PSN enhances the relationship between PF and customer outcomes. Originality: The research adds value to Social Exchange Theory and Commitment–Trust Theory by demonstrating that organizational capabilities may yield diminishing returns of fairness and thus disproves the more-is-better linear relationships in customer relationship management. Full article

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

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23 pages, 1365 KB

Open AccessArticle

Live-Streaming Cues and Impulsive Purchase Intention in Fresh-Fruit E-Commerce: The Mediating Roles of Perceived Value and Positive Emotions

by Jiaxiang Hu, Caoyu Fan and Lukai Zhang

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 201; https://doi.org/10.3390/jtaer21070201 - 26 Jun 2026

Abstract

This study examines how live-streaming cues influence impulsive purchase intention in fresh-fruit e-commerce, where consumers face substantial quality uncertainty and limited opportunities for pre-purchase inspection. Drawing on the Stimulus–Organism–Response (S-O-R) framework, we examine five stimuli—anchor professionalism, anchor interactivity, visual attractiveness, price discount, and [...] Read more.

This study examines how live-streaming cues influence impulsive purchase intention in fresh-fruit e-commerce, where consumers face substantial quality uncertainty and limited opportunities for pre-purchase inspection. Drawing on the Stimulus–Organism–Response (S-O-R) framework, we examine five stimuli—anchor professionalism, anchor interactivity, visual attractiveness, price discount, and scarcity—and test whether perceived value (cognitive) and positive emotions (affective) operate as parallel mediators. Based on survey data from 353 Chinese consumers, the results show that anchor professionalism, anchor interactivity, price discount, and scarcity are positively associated with impulsive purchase intention both directly and indirectly through perceived value and positive emotions, whereas visual presentation follows a different pattern. Contrary to the common assumption that vividness primarily triggers emotional impulse, visual attractiveness does not exhibit a robust direct effect on purchase intention; instead, its influence is transmitted dominantly through cognitive perceived value rather than affective positive emotions. This finding suggests that, in high-uncertainty perishable categories, vivid presentation is more consequential when it helps consumers evaluate product value than when it merely stimulates affective reactions. The study offers targeted implications for S-O-R theory and provides practical guidance for platform design and promotional disclosure in real-time e-commerce. Full article

(This article belongs to the Collection Enhancing Consumer Experience Through Mobile Commerce: Challenges and Opportunities)

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29 pages, 5682 KB

Open AccessArticle

How Visual Framing Strategies Shape Consumer Engagement and Sales in Short-Video Commerce

by Xue Pan, Xin Xia and Lei Hou

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 200; https://doi.org/10.3390/jtaer21070200 - 25 Jun 2026

Abstract

Short videos have become a dominant format in digital commerce, enabling brands to engage consumers and drive purchases through dynamic and visually rich content. This highlights the need for a more nuanced understanding of visual framing strategies, that is, what elements are shown [...] Read more.

Short videos have become a dominant format in digital commerce, enabling brands to engage consumers and drive purchases through dynamic and visually rich content. This highlights the need for a more nuanced understanding of visual framing strategies, that is, what elements are shown and how they are presented. Drawing on Cognitive Load Theory, this study explores the impact of visual compositional framing strategies and their dynamics on consumer engagement and sales. Applying a CNN-based deep learning model, 249,043 images (video frames) extracted from 3426 book-related short sales videos on Douyin are classified into one of three categories: functional, contextual, or social, according to the visual composition of the frame. Further econometric modeling reveals distinct effects of such framing categories: functional framing is positively associated with both engagement and sales, contextual framing relates to higher sales only, while social framing relates positively to engagement but negatively to sales. From a dynamic perspective, frequent transitions between framing types within a short video increase visual complexity, which reduces both engagement and sales and moderates the effects of specific framing strategies. These findings advance theoretical understanding of visual framing in dynamic media environments and offer practical insights for designing more effective short video content. Full article

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

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21 pages, 1222 KB

Open AccessArticle

Post-Access Barriers to Digital Market Reach: Motivational and Capability Non-Adoption in Thailand’s Near-Saturated Digital Economy

by Montchai Pinitjitsamut

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 199; https://doi.org/10.3390/jtaer21070199 - 25 Jun 2026

Abstract

This study examines motivational and capability barriers to internet non-adoption in Thailand’s near-saturated digital economy. Using the 2025 Q4 ICT Household Survey conducted by Thailand’s National Statistical Office, the analysis focuses on 20,633 adult non-adopters who report either motivational or capability-related barriers. The [...] Read more.

This study examines motivational and capability barriers to internet non-adoption in Thailand’s near-saturated digital economy. Using the 2025 Q4 ICT Household Survey conducted by Thailand’s National Statistical Office, the analysis focuses on 20,633 adult non-adopters who report either motivational or capability-related barriers. The dependent variable distinguishes capability non-adoption, defined as lack of skill or awareness, from motivational non-adoption, defined as lack of perceived need or privacy/security concerns. Weighted logistic regression with normalised population weights, PSU-clustered robust standard errors, and average marginal effects is used to estimate associations between household ICT access, age, education, employment, smartphone access, and barrier type. Motivational barriers account for 56.2% of the two-category non-adopter population and capability barriers for 43.8%. Although motivational reasons are the more common, household ICT access is positively—if modestly—associated with capability rather than motivational barriers (average marginal effect +1.7 percentage points): capability-constrained non-adopters are concentrated in connected households, the compositional signature predicted by the second-level digital divide. Age does not significantly moderate this association. Among older non-adopters, education, employment, and smartphone access are negatively associated with capability barriers, while household ICT access is not. The findings suggest that in post-access digital economies, household connectivity is insufficient for digital market inclusion; individual-level skills and device access become central to expanding effective digital market reach. Full article

(This article belongs to the Special Issue Digital Marketing in Emerging Economies)

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32 pages, 2128 KB

Open AccessArticle

Share Weal and Woe: Should Online Retail Platforms Introduce Return Shipping Insurance Through Independent or Dependent Insurers?

by Yiming Li, Mingyao Sun, Fang Wang and Giri Kumar Tayi

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 198; https://doi.org/10.3390/jtaer21070198 - 24 Jun 2026

Abstract

Global retail e-commerce sales have surged, yet product fit uncertainty remains a significant challenge, leading to rising product return rates. To address consumer concerns about return shipping costs, major Chinese online retail platforms have introduced return shipping insurance (RSI). Retailers can choose between [...] Read more.

Global retail e-commerce sales have surged, yet product fit uncertainty remains a significant challenge, leading to rising product return rates. To address consumer concerns about return shipping costs, major Chinese online retail platforms have introduced return shipping insurance (RSI). Retailers can choose between Retailer-RSI (RRSI), which is provided by the retailer, and Customer-RSI (CRSI), which is purchased by consumers. Despite these options, information asymmetry causes insurers to assess return rates with bias—referred to as managerial confidence bias. Consequently, platforms are increasingly partnering with insurers to enhance their RSI offerings. This study develops a game-theoretical model to examine the dynamics between a platform and an insurer, as well as the impact of managerial confidence bias on RSI strategies. Our analysis reveals that the platform–insurer relationship is crucial in determining the optimal RSI strategy. Under an independent insurer, RSI is viable only if the insurer underestimates product return rates (i.e., exhibits overconfidence bias); RRSI is preferred if the bias is sufficiently strong, whereas CRSI is chosen otherwise. In contrast, under a dependent insurer, CRSI is favored by the retailer only when its return handling costs are substantially high; otherwise, RRSI is preferred. Furthermore, RSI consistently increases consumer surplus by reducing return hassle costs while only mildly raising the product price. However, the independent insurer’s bias leads to its own profit loss, resulting in a “loss–win–win–win” scenario across stakeholders. In contrast, the dependent insurer, supported by platform subsidies, can yield a “win–win–win–win” outcome that aligns stakeholder interests and enhances long-term platform benefits. Full article

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31 pages, 861 KB

Open AccessArticle

When AI Conversations Become Advertising Data: Algorithmic Trust, Privacy Calculus, and Purchase Intention in GenAI-Personalized Social Commerce

by Omar Munther Nusir, Che Aniza Che Wel and Siti Ngayesah Ab Hamid

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 197; https://doi.org/10.3390/jtaer21070197 - 24 Jun 2026

Abstract

This study examines how consumers respond to personalized advertisements that appear to be derived from prior conversations with generative AI assistants in social commerce settings. Drawing on the Privacy Calculus Theory, Trust Theory, and the Stimulus–Organism–Response framework, the study investigates whether perceived GenAI-based [...] Read more.

This study examines how consumers respond to personalized advertisements that appear to be derived from prior conversations with generative AI assistants in social commerce settings. Drawing on the Privacy Calculus Theory, Trust Theory, and the Stimulus–Organism–Response framework, the study investigates whether perceived GenAI-based advertising personalization simultaneously creates perceived personalization value and privacy concerns, and how these evaluations shape algorithmic trust and social commerce purchase intention. A scenario-based survey was conducted with 435 social commerce users in Jordan. Respondents evaluated a situation in which a product advertisement appeared to reflect a previous conversation with a generative AI assistant. The data were analyzed using partial least squares structural equation modeling with SmartPLS 4. The findings show that perceived GenAI-based advertising personalization increases both perceived personalization value and privacy concerns. Personalization value strengthens algorithmic trust, whereas privacy concerns weaken it. Algorithmic trust, in turn, strongly enhances social commerce purchase intention. The mediation results show that personalization value and privacy concerns transmit the dual effect of perceived GenAI-based advertising personalization to algorithmic trust. In contrast, algorithmic trust transmits these effects to purchase intention. Perceived transparency disclosure does not significantly reduce privacy concerns, but it strengthens the positive relationship between personalization value and algorithmic trust. This study contributes to digital marketing and social commerce research by showing that GenAI-personalized advertising can be perceived as both useful and intrusive and that perceived transparency disclosure may support trust formation without necessarily eliminating privacy concerns. Full article

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

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25 pages, 1528 KB

Open AccessArticle

Dynamic Capabilities for AI-Enabled Exploration: Antecedents, Mechanisms, and Innovation Outcomes

by Thabit Atobishi and Saeed Nosratabadi

J. Theor. Appl. Electron. Commer. Res. 2026, 21(6), 196; https://doi.org/10.3390/jtaer21060196 - 22 Jun 2026

Abstract

While the operational benefits of Artificial Intelligence (AI) are well-documented, the mechanisms through which firms leverage AI for strategic exploration and radical innovation remain under-theorized. This study addresses the “black box” of AI value creation by integrating the Technology–Organization–Environment (TOE) framework with the [...] Read more.

While the operational benefits of Artificial Intelligence (AI) are well-documented, the mechanisms through which firms leverage AI for strategic exploration and radical innovation remain under-theorized. This study addresses the “black box” of AI value creation by integrating the Technology–Organization–Environment (TOE) framework with the Dynamic Capabilities View (DCV). We propose that AI adoption is not a direct antecedent to performance but a multi-stage process wherein technological, organizational, and environmental factors enable the development of sensing capability, which in turn fosters a novel capability we term “AI-Enabled Exploration.” Analyzing survey data from 245 senior executives in Saudi Arabia, a high-growth economy undergoing state-led digital transformation, we employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the model. The results confirm a serial mediation chain: organizational readiness and technology compatibility drive sensing capability, which subsequently powers AI-enabled exploration to enhance innovation performance. Contrary to expectations, government support was not a significant predictor of sensing capability, suggesting that in resource-rich environments, external incentives are necessary but insufficient for capability building. Furthermore, competitive pressure was found to positively moderate the relationship between organizational readiness and exploration, acting as a critical catalyst that converts latent resources into active experimentation. These findings offer a theoretical roadmap for firms attempting to transition from AI-driven efficiency to AI-driven ambidexterity. Full article

(This article belongs to the Special Issue Artificial Management—The Influence of Artificial Intelligence on Digital Business and Digital Entrepreneurship)

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24 pages, 756 KB

Open AccessArticle

AI vs. Human Streamers: How Digital Agents Shape Consumer Persuasion Processing in Live Streaming Commerce

by Yao Lu and Guangming Li

J. Theor. Appl. Electron. Commer. Res. 2026, 21(6), 195; https://doi.org/10.3390/jtaer21060195 - 21 Jun 2026

Abstract

Live streaming commerce is increasingly relying on high-intensity persuasive tactics, yet such tactics may activate consumers’ persuasion knowledge and trigger defensive processing. This research examines whether AI streamers mitigate this defense more effectively than human streamers. Drawing on the Persuasion Knowledge Model, two [...] Read more.

Live streaming commerce is increasingly relying on high-intensity persuasive tactics, yet such tactics may activate consumers’ persuasion knowledge and trigger defensive processing. This research examines whether AI streamers mitigate this defense more effectively than human streamers. Drawing on the Persuasion Knowledge Model, two experiments reveal that, under conditions of high persuasive intensity, consumers perceive lower persuasive intent from AI streamers than from human streamers, which, in turn, reduces consumer suspicion and increases purchase intention. Moreover, this serial mediating effect is stronger for independent accounts than for brand official accounts. These findings provide evidence for a PKM-based mechanism of AI-mediated persuasion and suggest that platforms should consider using AI streamers in high-pressure promotional contexts. Full article

(This article belongs to the Special Issue Human–Technology Synergies in AI-Driven E-Commerce Environments)

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24 pages, 1579 KB

Open AccessArticle

Disclosure Matters: Perceived Manipulation, Perceived Ethics, and Purchase Intention Toward AI Influencers in Social Media Marketing

by Emre Yıldırım and Faruk Dursun

J. Theor. Appl. Electron. Commer. Res. 2026, 21(6), 194; https://doi.org/10.3390/jtaer21060194 - 21 Jun 2026

Abstract

The growing use of artificial intelligence (AI) in social media marketing has accelerated the emergence of AI-generated virtual influencers. While these influencers offer brands advantages such as scalability and message control, they also raise concerns regarding manipulation and ethical persuasion. Grounded in the [...] Read more.

The growing use of artificial intelligence (AI) in social media marketing has accelerated the emergence of AI-generated virtual influencers. While these influencers offer brands advantages such as scalability and message control, they also raise concerns regarding manipulation and ethical persuasion. Grounded in the Persuasion Knowledge Model (PKM), this study examines how different AI disclosure conditions influence perceived manipulation, perceived ethics, and purchase intention in AI influencer marketing. A three-condition between-subjects experimental design was employed to compare a human influencer, a disclosed AI influencer, and an undisclosed AI influencer using identical Instagram stimuli. Data were collected from 762 Generation Z female consumers in Türkiye. Structural equation modeling (SEM) was used to test the proposed relationships. The findings revealed that both disclosed and undisclosed AI influencer conditions significantly increased perceived manipulation. Perceived manipulation negatively affected perceived ethics, whereas perceived ethics positively influenced purchase intention. In addition, AI literacy positively affected perceived manipulation and perceived ethics while negatively affecting purchase intention. The findings further demonstrated that disclosure conditions indirectly influenced purchase intention through sequential cognitive and ethical evaluation processes. The study contributes to the AI influencer and digital persuasion literature by demonstrating that disclosure cues shape consumer responses through interconnected psychological mechanisms. Full article

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

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21 pages, 914 KB

Open AccessArticle

Why AI Looks Less Real: The Role of Cultural Learning Cues in Tourism Destination Imagery

by Wushuang Li, Chin Fei Goh, Yuping Wu and Owee Kowang Tan

J. Theor. Appl. Electron. Commer. Res. 2026, 21(6), 193; https://doi.org/10.3390/jtaer21060193 - 19 Jun 2026

Abstract

Although generative artificial intelligence (AI) has increasingly been used to create destination marketing images, tourists’ responses to such images remain unclear. Prior research has often attributed negative reactions to the visual characteristics of AI-generated images. However, limited attention has been paid to how [...] Read more.

Although generative artificial intelligence (AI) has increasingly been used to create destination marketing images, tourists’ responses to such images remain unclear. Prior research has often attributed negative reactions to the visual characteristics of AI-generated images. However, limited attention has been paid to how tourists interpret these images within broader cultural contexts. Drawing on authenticity theory and cultural learning theory, this research examines the effect of image type (AI vs. human) on tourists’ perceived authenticity and visit intention, as well as the moderating roles of cultural learning cues in this process. Using three experiments, the results show that AI-generated images reduce perceived authenticity and visit intention compared with images taken by humans. Notably, while salient cultural learning cues enhance tourists’ perceived authenticity and visit intentions, different types of cues produce distinct outcomes: commodified cultural cues mitigate tourists’ negative responses to AI-generated images, whereas heritage cultural cues amplify authenticity concerns. These findings provide strategic insights for destination marketers on how to deploy AI-generated images effectively in tourism destination marketing. 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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