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37 pages, 2260 KiB

Open AccessArticle

A Method for Identifying and Assessing Operational Risk Factors of Road Freight E-Commerce Platforms with Multi-Dimensional and Multi-Level Characteristics

by Ruichen He, Wenlin Xing, Zhaojun Chai and Xinming Zhang

Systems 2025, 13(3), 167; https://doi.org/10.3390/systems13030167 - 27 Feb 2025

Viewed by 440

Abstract

Road freight e-commerce platforms, as a specialized form of e-commerce in the road transportation sector, face complex operational risks due to their unique service positioning and business models. This study employs a comprehensive methodology to examine the risk framework of these platforms. Through [...] Read more.

Road freight e-commerce platforms, as a specialized form of e-commerce in the road transportation sector, face complex operational risks due to their unique service positioning and business models. This study employs a comprehensive methodology to examine the risk framework of these platforms. Through the development of three distinct questionnaires, 20 critical risk factors are identified, which were subsequently analyzed using a combination of Decision-making Trial and Evaluation Laboratory (DEMATEL) and Interpretive Structural Modeling (ISM) approaches. Furthermore, a systematic risk assessment is conducted by integrating the Analytic Hierarchy Process (AHP) with Fuzzy Comprehensive Evaluation (FCE) methods. The research reveals that the 20 core risk factors affecting road freight e-commerce platforms exhibit a systematic and hierarchical structure, with clearly defined transmission pathways between different levels of risk factors. This investigation uncovers the internal interaction mechanisms among these risk factors. The study demonstrates that a thorough consideration of risk factor mechanisms, coupled with a systematic risk assessment, can significantly enhance the effectiveness and precision of risk control strategy formulation. This methodological approach not only provides a robust framework for understanding the complex risk landscape of online freight platforms but also offers practical insights for developing targeted risk mitigation strategies in this evolving sector. Full article

(This article belongs to the Special Issue Complex Systems for E-Commerce and Business Management)

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28 pages, 1015 KiB

Open AccessArticle

The Tech-Enabled Shopper Impacting a Phygital Retail Complex System Stimulated by Adaptive Retailers’ Valorization of an Increasingly Complex E-Commerce

by Theodor Valentin Purcărea, Ştefan-Alexandru Ionescu, Ioan Matei Purcărea, Irina Purcărea and Alexandra Georgiana Ionescu

Systems 2025, 13(3), 152; https://doi.org/10.3390/systems13030152 - 24 Feb 2025

Viewed by 867

Abstract

The rise of the experience economy, driven by disruptive technologies delivering innovative experiences, has transformed the interactions between tech-enabled shoppers and the phygital retail complex system. An important knowledge gap is addressed in our study by evaluating shoppers’ perceptions of disruptive technologies and [...] Read more.

The rise of the experience economy, driven by disruptive technologies delivering innovative experiences, has transformed the interactions between tech-enabled shoppers and the phygital retail complex system. An important knowledge gap is addressed in our study by evaluating shoppers’ perceptions of disruptive technologies and the adaptive challenges that retailers face in securing consistency within a highly complex e-commerce landscape shaped by transformative interactions. A quantitative analysis was carried out using structural equation modeling (SEM) and survey data from an international supermarket chain integrating physical and digital retail spaces. We propose a novel framework to explore how retailers can harness data-driven insights and disruptive technologies to optimize the phygital shopping experience and adapt to the shift from multichannel and omnichannel strategies to optichanneling, as well as respond to societal shifts, including the role of digital natives and the expanding influence of the metaverse. This framework integrates key principles such as emergence, feedback, and criticality. The research reveals key findings about transformative shopper experiences across phygital retail touchpoints that influence shoppers’ perceptions and behaviors. Based on these identified key insights, as shoppers increasingly expect seamless interactions, the framework includes practical recommendations for retailers relating to several key areas, including leveraging the metaverse for refined shopper engagement. Full article

(This article belongs to the Special Issue Complex Systems for E-Commerce and Business Management)

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20 pages, 529 KiB

Open AccessArticle

Directed Consumer-Generated Content (DCGC) for Social Media Marketing: Analyzing Performance Metrics from a Field Experiment in the Publishing Industry

by Eleni Ntousi, Chris Lazaris, Pavlina Katiaj and Anastasios Koukopoulos

Systems 2025, 13(2), 124; https://doi.org/10.3390/systems13020124 - 17 Feb 2025

Viewed by 974

Abstract

This study examines the efficacy of a novel form of consumer-generated content (CGC) digital advertising, termed “directed” consumer-generated content (DCGC), in comparison to traditional brand-created social media advertisements. The analysis focuses on performance metrics and return on ad spend (ROAS). Data were gathered [...] Read more.

This study examines the efficacy of a novel form of consumer-generated content (CGC) digital advertising, termed “directed” consumer-generated content (DCGC), in comparison to traditional brand-created social media advertisements. The analysis focuses on performance metrics and return on ad spend (ROAS). Data were gathered from social media campaigns incorporating both DCGC and non-CGC through a field experiment, followed by a rigorous statistical analysis to identify the most effective advertising strategies. Findings indicate that DCGC typically results in significantly higher conversion rates, increased conversions, and superior ROAS. Overall, DCGC advertisements demonstrate enhanced performance relative to non-CGC campaigns, suggesting that they represent a more strategic allocation of a brand’s marketing resources, particularly when the primary objective is to drive sales and achieve elevated conversion rates. This research contributes to the academic discourse and practical implementation of social media advertising by highlighting the advantages of DCGC as a cost-effective and efficient advertising approach for brands. Full article

(This article belongs to the Special Issue Complex Systems for E-Commerce and Business Management)

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25 pages, 1712 KiB

Open AccessArticle

Pricing and Service Decision in a Dual-Channel System Considering Zone of Service Tolerance

by Qingren He, Xinru Lei and Ping Wang

Systems 2025, 13(2), 93; https://doi.org/10.3390/systems13020093 - 31 Jan 2025

Viewed by 720

Abstract

In the dual-channel retail industry, excessive enthusiasm in offline retailers’ services often extends beyond the customer’s “interpersonal distance zone”, leading to psychological discomfort for customers and a subsequent loss of demand. This situation can trap retailers in a dilemma known as the “service [...] Read more.

In the dual-channel retail industry, excessive enthusiasm in offline retailers’ services often extends beyond the customer’s “interpersonal distance zone”, leading to psychological discomfort for customers and a subsequent loss of demand. This situation can trap retailers in a dilemma known as the “service trap”. To address this issue, we introduce the concept of the zone of service tolerance, which encompasses desired and adequate levels of service, into a dual-channel supply chain consisting of an online channel manufacturer and an offline retailer. We incorporate the zone of service tolerance into the demand function of the offline retailer and establish its profit function, a dynamic game theory to demonstrate the existence of a linkage mechanism between the optimal selling price and service level, providing the conditions for such a mechanism to exist. Additionally, we establish conditions for offline retailers to avoid over-servicing or under-servicing and consider the impacts of these conditions, and we reveal the stability conditions of the offline retailers’ service decisions. Our findings indicate that both over- and under-servicing can lead to customer churn. For newly launched products, offline retailers risk losing customers by adopting a sales strategy focused on high profits and moderate sales (under-servicing). Similarly, for products nearing removal from the shelves, they risk losing customers by adopting a sales strategy focused on low profits and high sales (over-servicing). Furthermore, under certain ranges for the service sensitivity factor, desired service, or adequate service, the optimal service provided by offline retailers remains robust regardless of the manufacturer’s optimal selling price. This greatly simplifies the offline retailer’s decision-making process regarding service levels, as they can directly focus on providing the desired service without factoring in the manufacturer’s pricing strategy. Full article

(This article belongs to the Special Issue Complex Systems for E-Commerce and Business Management)

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16 pages, 433 KiB

Open AccessArticle

The Effects of Enterprises’ E-Business Adoptions on Cross-Border Firm Internationalization

by Yan Xu and Haiying Pan

Systems 2025, 13(2), 84; https://doi.org/10.3390/systems13020084 - 29 Jan 2025

Viewed by 779

Abstract

Nowadays, in the complex business network system, the interaction of firms across borders is facing several challenges. Many studies in the literature also suggest numerous approaches to overcome these challenges. However, a few of the obstacles for internationalizing firms were studied and the [...] Read more.

Nowadays, in the complex business network system, the interaction of firms across borders is facing several challenges. Many studies in the literature also suggest numerous approaches to overcome these challenges. However, a few of the obstacles for internationalizing firms were studied and the challenges are increasing against firms’ growth opportunities cross-border. Taking this into account, the present research emphasized the roles of enterprises’ e-business adoptions of countries on cross-border firms’ internationalization by drawing from network theory and technology–organization–environment frames. By employing a fixed effect model to 365 enterprises, leaders’ attitudes of preferring technology-intensive firms, network infrastructure, risk-averting attitudes, country’s market size, multilingual services, e-government status, threats from competitors, reliable utility sources, human capital quality, costs of adoptions and telecom services enrichments, and costs of adopting different online services need to be taken into account before internationalization of born global companies. Full article

(This article belongs to the Special Issue Complex Systems for E-Commerce and Business Management)

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24 pages, 999 KiB

Open AccessArticle

Research on Influence Mechanism of Consumer Satisfaction Evaluation Behavior Based on Grounded Theory in Social E-Commerce

by Ru Wang, Shuhui Xu, Shugang Li and Qiwei Pang

Systems 2024, 12(12), 572; https://doi.org/10.3390/systems12120572 - 17 Dec 2024

Viewed by 1683

Abstract

For enterprises, exploring the influence mechanism of consumer satisfaction evaluation behavior (CSEB) holds significant research value for the advancement and further development of social e-commerce platforms. The existing literature primarily focuses on quantitative methods in investigating the influence mechanism of CSEB within social [...] Read more.

For enterprises, exploring the influence mechanism of consumer satisfaction evaluation behavior (CSEB) holds significant research value for the advancement and further development of social e-commerce platforms. The existing literature primarily focuses on quantitative methods in investigating the influence mechanism of CSEB within social e-commerce platforms. This study endeavors to expand the theoretical boundaries of CSEB through qualitative research. This study adopts a mixed-methods approach, combining primary data collected through in-depth interviews with 32 participants and secondary data gathered from 1000 users via web crawlers. Utilizing grounded theory as an analytical framework, the study meticulously summarizes, concludes, and refines the influencing factors of CSEB. Based on these findings, a robust CSEB model is constructed to provide a deeper understanding of the phenomenon. The study reveals that in the decision-making process of consumer evaluation, behavior is primarily driven by evaluation motivations. These motivations are intricately intertwined with product perception, social influence, and perceived behavior control. The interplay among these factors significantly shapes the manner in which consumers engage in satisfaction evaluation on social e-commerce platforms. This study complements existing quantitative research by providing nuanced insights into the complex interplay of factors, which drive consumer evaluation behavior. Furthermore, the study proposes actionable countermeasures and suggestions for businesses and platform managers to effectively promote and enhance consumer satisfaction evaluation activities, thereby contributing to the sustained growth and development of social e-commerce platforms. Full article

(This article belongs to the Special Issue Complex Systems for E-Commerce and Business Management)

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25 pages, 1005 KiB

Open AccessArticle

Optimistic Third-Party Sellers in E-Commerce Supply Chains

by Jialu Li and Giri K. Tayi

Systems 2024, 12(10), 409; https://doi.org/10.3390/systems12100409 - 2 Oct 2024

Cited by 1 | Viewed by 1069

Abstract

This paper investigates the effects of optimism in an e-commerce supply chain where two third-party sellers offer substitutable products through a shared e-commerce platform. In this context, optimism is defined as a cognitive bias in which third-party sellers underestimate the probability of encountering [...] Read more.

This paper investigates the effects of optimism in an e-commerce supply chain where two third-party sellers offer substitutable products through a shared e-commerce platform. In this context, optimism is defined as a cognitive bias in which third-party sellers underestimate the probability of encountering low market potential. We present a game-theoretic model to characterize the equilibrium strategies of both the platform and the sellers. Our analysis reveals that when both sellers exhibit optimism bias, this bias invariably leads to lower expected profits for them. However, seller optimism can benefit both the platform and the whole system. That is, as sellers become more biased, the profits of the platform and the entire supply chain increase. Moreover, when a biased seller competes with a sophisticated one, unilateral optimism can result in a win–lose outcome in which the optimistic seller benefits from her bias at the expense of her sophisticated rival. Indeed, we demonstrate that optimism can confer a competitive advantage in a duopoly, allowing the more biased seller to earn higher profits than its less biased competitor—even if the latter is unbiased or sophisticated. Our work sheds light on the conditions under which optimism bias may have detrimental or beneficial impacts on e-commerce supply chain operations. Full article

(This article belongs to the Special Issue Complex Systems for E-Commerce and Business Management)

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Review

Jump to: Research

20 pages, 1838 KiB

Open AccessReview

The Impact of Artificial Intelligence Marketing on E-Commerce Sales

by Mitra Madanchian

Systems 2024, 12(10), 429; https://doi.org/10.3390/systems12100429 - 12 Oct 2024

Cited by 4 | Viewed by 23449

Abstract

This review explores the influence of AI marketing on e-commerce sales, examining how AI-driven strategies affect key metrics such as customer acquisition and conversion rates. Given the growing importance of AI in online retail, this paper employs a critical review methodology, analyzing 50 [...] Read more.

This review explores the influence of AI marketing on e-commerce sales, examining how AI-driven strategies affect key metrics such as customer acquisition and conversion rates. Given the growing importance of AI in online retail, this paper employs a critical review methodology, analyzing 50 documents from the Scopus database. The analysis reveals that AI tools like chatbots, personalization engines, and predictive analytics significantly enhance e-commerce performance. The study provides practical and theoretical contributions, offering recommendations for businesses and suggesting future research directions. Full article

(This article belongs to the Special Issue Complex Systems for E-Commerce and Business Management)

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