Search Results (132)

Accelerated digital transformations and the evolution of consumer behavior in recent years underscore the need for a systemic perspective in marketing analytics to better comprehend the complex interplay between technology, data, and the profound changes triggered by global events, such as the COVID-19 pandemic. The COVID-19 pandemic has catalyzed a massive shift toward digitalization and transformed e-commerce from an option to a necessity for both businesses and consumers. This paper analyzes the total store and non-store sales, as well as total e-commerce sales, of the US retail trade across six main business categories and nine subcategories from the first quarter of 2018 to the first quarter of 2024. The data was divided into three time spans, corresponding to pre-, during, and post-COVID-19 pandemic periods, to examine the changing behavior of US consumers over time for different business categories. The statistical and econometric methods employed are the partial autocorrelation function (PACF), autocorrelation function, autoregressive integrated moving average model, inferential statistics, and regression model. The results indicate that the pandemic significantly increased non-store retailer sales compared to the pre-pandemic period, underscoring the importance of e-commerce. When physical stores reopened, e-commerce sales did not decline to pre-pandemic levels. The PACF analysis showed seasonality and lagged correlations. Thus, the pandemic-induced buying behaviors of US consumers continue to influence current sales patterns. The pandemic was more than just a temporary disruption, which permanently changed the retail sector. Retailers that quickly adapted to online models gained a competitive edge, whereas US consumers became accustomed to the convenience and flexibility of e-commerce. The behavior of US consumers adapted not only in response to immediate needs during the pandemic but also led to longer-term shifts in spending patterns, with each category reacting uniquely based on product type and perceived necessity. The analysis of how the COVID-19 pandemic transformed consumer behavior in the US reveals several important implications for both consumers and trade policymakers. First, the long-lasting and structural shift toward e-commerce is confirmed, representing a fundamental change in the dynamics of demand and supply. For consumers, the convenience, flexibility, and accessibility of digital channels have moved beyond mere situational advantages to become a behavioral norm. This shift has empowered consumers by giving them greater access to price comparisons, more diverse options, and increased informational transparency. Additionally, the data shows the emergence of hybrid consumption models: essential goods are mainly purchased online, while purchases of branded clothing, electronics, furniture, luxury items, and similar products continue to favor the traditional retail experience. Full article

This study examines the interaction effects of green finance and digital platforms on China’s economic growth, employing panel data from 30 provinces spanning the period 2013–2023. Green finance is measured using green bonds and green credit, while digital platforms are proxied by electronic payment and e-commerce penetration. Previous empirical findings indicate that both green finance and digital platforms significantly contribute to economic growth. A 1% increase in the interaction term between green finance and digital platforms, based on fixed effects models with robust standard errors, results in a 0.0204% increase in GDP, supporting the hypothesis of a positive interaction. Control variables including money supply, fiscal expenditure, inflation rate, fixed asset investment, and industrial structure, are included to isolate the net effects of green finance and digital platforms on GDP growth, reinforcing the study’s econometric robustness. This study contributes novel evidence on how the integration of green finance and digital infrastructure fosters sustainable and inclusive economic development. Full article

Drawing on experience–satisfaction–loyalty, this study models how specific digital retail interface attributes translate into behavioural outcomes. Survey data from Portuguese online shoppers were analysed with PLS-SEM to test a formative–reflective framework linking Interactivity and Technologies, Trust–Security–Privacy, Fulfilment and Service Quality, Usability and Web Design, Personalisation and Customisation and Omnichannel Integration to customer experience (CX), customer satisfaction (CS), customer loyalty (CL) and electronic word of mouth (eWOM). The model explains 62.6% of CX, 70.1% of CS and 66.7% of CL. CX is strongly associated with CS and CS, in turn, with CL; associations with eWOM are non-significant, revealing a theoretical blind spot around advocacy. Interactivity and Technologies, Trust–Security–Privacy and Fulfilment and Service Quality emerge as the most significant antecedents of CX, whereas Omnichannel Integration is inert. The findings advance digital commerce theory by decoupling advocacy from evaluative satisfaction and by reconceptualising integration as multidimensional. Practically, they prioritise investment in interactive, secure and fulfilment capabilities while signalling that loyalty is not associated with advocacy. This study concludes by outlining measurement refinements and longitudinal avenues to capture social–motivational drivers of eWOM. Full article

As global economies accelerate their digital transformation, artificial intelligence (AI) technologies have become a key driver of innovation and economic growth, especially in the electronic commerce sector. This study examines the impact of AI applications in marketing and sales on e-commerce performance across European economies, using official data from Eurostat. Our methodology includes factor analysis to identify underlying data structures, linear regression to explore causal relationships, generalized linear model (GLM) multivariate analysis to assess the combined effect of multiple factors, and cluster analysis to categorize countries based on their level of digitalization. Our results demonstrate a strong correlation between AI use and e-commerce performance, revealing two distinct clusters with unique characteristics. The findings reveal a positive association between the use of AI and firms’ engagement in e-commerce activities, although the influence on turnover appears more limited. This suggests that while AI facilitates entry into the digital marketplace, financial performance depends on a broader set of factors, including technological infrastructure, market readiness, and strategic alignment. These insights provide a solid basis for developing policies and strategies that support digital transformation and technological innovation in Europe, helping to build competitive and sustainable economies. Full article

In the context of accelerating digitalization, this study investigates how electronic commerce performance is influenced by Web 2.0 instruments in the 27 EU member states. Analyzing literature reviews and performing our own bibliometric review, we identified a gap related to the measurable economic results of e-commerce. The scope of this study was to analyze the relationship between Web 2.0 tools and the level of turnover generated by e-commerce, applying robust econometric models based on panel data regression with random effects and fixed effects (Arellano–Bond). The results highlight that the online paid advertisement and social media usage variables have significant, positive effects on e-commerce performance, confirming the first and second hypotheses. “Use the enterprise’s blog or microblogs” and “use of multimedia content sharing websites” do not influence enterprises’ total turnover from e-commerce sales to a valid and statistically significant extent. Thus, the third and fourth hypotheses are not confirmed by the results of the research conducted, possibly due to limited innovation and platform ownership in Europe. This study makes a notable empirical and methodological contribution, embedding digital sustainability in the analysis, which implies that the findings can be used for updating e-commerce policies. Full article

A rational exchange protocol is a type of e-commerce protocol that aims to maximize the participants’ own interests. The Buttyan model is commonly used to analyze the security of such protocols. However, this model has limitations in dealing with uncertainties and false messages in rational exchanges. To address these shortcomings, this paper proposes a formal analysis method based on Bayesian games. By incorporating participants’ types and beliefs, the Buttyan model is extended to enhance its ability to express uncertainties. Additionally, attack messages are introduced to simulate the potential fraudulent behaviors that participants may exploit through the security vulnerabilities in the protocol. Finally, the improved model is applied to conduct a formal analysis of a rational electronic contract signing protocol, and it is found that the protocol meets the usability requirements. The results show that this method can be effectively applied to the security analysis of rational exchange protocols, thereby enhancing the security of the e-commerce transaction process. Full article

This study assesses public trust in Bahrain regarding the potential of artificial intelligence (AI) to mitigate the use of cryptocurrencies in financial fraud and terrorist financing. The increasing risks associated with illicit financial activities have been exacerbated by the rapid expansion of e-commerce linked to cryptocurrencies, leading to vulnerabilities in financial technology systems. AI presents a viable solution for detecting, analyzing, and assessing the risks associated with cryptocurrency transactions, strengthening confidence in financial institutions’ regulatory measures. Evaluating public trust is crucial to understanding societal awareness of AI’s role in monitoring and regulating virtual financial transactions to prevent fraud. This research employs a quantitative approach to examine the key factors that enhance confidence in AI-driven auditing and oversight of cryptocurrency transfers. The findings indicate that, while AI offers significant advantages in combating financial crime, certain challenges remain. These include technological complexities, difficulties in accurately identifying users, and weaknesses in electronic financial and legal regulatory frameworks. Such challenges may undermine public trust in AI’s effectiveness in financial oversight. Addressing these concerns is essential to ensuring the successful integration of AI in financial regulation and reinforcing its role in enhancing security and transparency in cryptocurrency transactions. Full article

With the development of electronic retailing in C2C e-commerce platforms, the issue of trust loss from sellers has worsened. It is urgent for platform operators to learn how to retain quality sellers and improve their trust. Based on institutional trust theory, we combine formal institutions (structural assurance) and informal institutions (cultural factors), intending to examine the direct effects of masculinity, uncertainty avoidance, and long-term orientation on platform trust, the moderating effects of website quality, institutional guarantee and security systems, and the relationships among cultural factors. A total of 2970 valid responses were collected and analyzed from individual sellers on Taobao, which is one of the most representative C2C e-commerce platforms in China. The results reveal that uncertainty avoidance is negatively associated with platform trust, while masculinity and long-term orientation are positively associated with platform trust. Significant associations are also found among cultural factors. Website quality and institutional guarantee weaken the negative correlation between uncertainty avoidance and platform trust, while the security system strengthens it. Details of theoretical and managerial implications are discussed. Full article

In recent years, the global economy has experienced significant shifts, leading to a trend of consumption downgrading. Amid economic pressures and uncertainties, consumers are increasingly turning to cost-effective shopping methods. The COVID-19 lockdowns further accelerated the growth of e-commerce platforms, presenting both opportunities and challenges for sales. Electronic commerce has played a crucial role in enhancing the sales of agricultural products with regional characteristics in China, thereby opening new channels for farmers. This article utilizes tangerines, particularly popular in Zhejiang Province, as a case study to explore e-commerce reviews and assist merchants in delivering more satisfactory products. The analysis of tangerine reviews revealed that customers primarily focused on the taste, service, quality, and price. By applying the latent Dirichlet allocation (LDA) topic model, comments were categorized into four themes: ‘quality’, ‘service’, ‘price’, and ‘flavor’, with key terms identified for each theme. Through sentiment analysis using SnowNLP and bidirectional encoder representations from transformers (BERT), it was found that online shoppers generally expressed positive sentiment toward tangerines. However, there was also some negative feedback. These findings are of paramount importance for businesses aiming to meet consumer demands. The study acknowledges certain limitations including the reliability of data mining and the accuracy of Chinese corpus analysis. Future research could benefit from employing more precise language models to enhance the analysis, ultimately improving the consumer shopping experience and aiding businesses in service improvement. Full article

The evidence on e-commerce rapidly adopting and expanding has led to a high degree of changes in consumer behavior, with food delivery platforms playing a pivotal role in the digital economy. The current study highlights the interplay between consumer perception, consumer acceptance, and electronic word of mouth (e-WOM) assessed in the context of the food delivery chain. By integrating latent variables, such as trust, consumer purchase intentions, perceived usefulness, and psychological distance, the current study explores the role of e-WOM in influencing consumer perception and acceptance within the food delivery services. Data collection and analysis implied a qualitative approach by issuing an online survey and gathering 835 valid responses, further quantitatively assessed through structural equation modelling. The data reveal the validity of the two general hypotheses, according to which consumer acceptance is positively connected to consumer perception, to which the influence of electronic word of mouth was added. The current study stresses the importance for food delivery chains to gain insight and implement strategies based on its electronic peers’ online suggestions and recommendations. The current research actively contributes to the theoretical discourse on food delivery chain management related to the electronic consumers’ experience, in order to competitively position it on electronic markets as well as the food delivery global industry. Full article

Retailers of digital goods such as e-books, online newspapers, and mobile applications often use strategies in multiple aspects. Meanwhile, they need to consider the interrelation between their strategies. Nevertheless, little rigorous research has been conducted on the strategy effects of retailers. Our paper makes an exploratory effort by investigating retailers’ bundling and multi-formatting strategies on their free sample size decisions. Drawing from the prior literature, we develop a set of hypotheses related to the interplay of strategies. We collected data about 316 e-books from a popular e-commerce platform. Based on this unique dataset, we conducted a set of regression analyses to test the interactions of retailers’ strategies. Our results show that retailers would like to offer smaller free samples for e-books with which retailers offer bundling options and audiobook formats with the same content. In addition, for the bundle design features, we find that the bundle size has a significant impact on the free sample size, but the recommended bundle has not exerted such impact. Overall, our research contributes new knowledge and presents practical insights for retailers to better manage their strategy mix. Full article

This paper investigates using blockchain technology to fight deceptive counterfeits in an electronic commerce environment. Thereby, a two-period pricing model is built under two competitive platforms: a blockchain-based platform which ensures product authentication and provides a higher value to customers but increases customers’ privacy concerns, and its rival (i.e., the traditional platform) in the absence of blockchain implementation which is perceived as having a lower value due to the existence of deceptive counterfeits and thus faces more government enforcement. Customers on both platforms are influenced by the electronic word-of-mouth (eWOM) effect, and customers value a platform more if the platform has more online sales. The two platforms either adopt the fixed pricing scheme or the modifiable pricing scheme and so four possible cases may occur. By deriving the equilibrium of each possible case, we analytically find that the attenuation of consumer privacy concerns, increases in government enforcement efforts, and eWOM can benefit the platform’s adoption of blockchain technology to combat counterfeits, and a strong eWOM effect is conducive to consumers but deteriorates price competition and thus harms both platforms. Whether the pricing schemes enhance the competitiveness of the blockchain-based platform over its rivals depends on the eWOM effect and the advantage gained from adopting blockchain technology. Full article

Digital wallets have become a driving force in the global economy, with 2.4 billion users worldwide in 2020, a figure projected to reach 3.6 billion by 2026. This study conducts an in-depth bibliometric analysis to evaluate the current state and future trends of digital wallet research using scientific databases such as Scopus and Web of Science. A scoping review methodology was applied, in which we analyzed 778 documents, following an eligibility process with the following search terms: “digital wallet”, “mobile wallet”, and “e-wallet”. Results show that India, the United States, and China are leading research efforts in this field. Key factors influencing the adoption of digital wallets include data security, ease of use, and integration with traditional payment systems. While much research has focused on technological innovation and adoption, significant gaps remain in areas such as blockchain integration and AI-driven solutions. This article provides the first comprehensive bibliometric analysis of digital wallets, offering crucial insights into emerging trends such as “blockchain”, “electronic commerce”, and “digital payments” and their role in shaping the future of financial technology. Full article

The blind box market is fast-growing, from toys, baseball cards, and vibrant second-hand products to the recent growing tourism market, becoming the latest trend sweeping through China, not only in offline retailing but also online businesses and e-commerce. For young consumers, the element of mystery is a big part of the fun that not everyone can obtain the most special and desirable products. The present research aims to elucidate how travel blind boxes attract young consumers in terms of their psychological connections to travel destinations. In particular, building upon psychological distance theory, this study examines the relationship between perceived similarities between travel destinations and hometowns and the attraction of travel blind boxes. Contributing to the existing literature that mainly describes the phenomenon of the blind box craze but often fails to identify its underlying mechanisms, the present study advances our understanding of such trendy marketing practices by investigating the mediating role of the “aha moment” and the boundary conditions of electronic word-of-mouth recommendations and price sensitivity. Full article

E-commerce has become uniquely relevant to small- and medium-sized enterprises (SMEs) as an essential catalyst for their growth and sustainability. SMEs see e-commerce portals as a strategic way to engage in digital business activities without having to implement costly proprietary e-commerce solutions. In addition, partnering with these portals frees them from complex tasks such as positioning, portal maintenance, and adapting the portal to new technologies and trends. This multifaceted advantage positions e-commerce portals as invaluable partners, streamlining operations and allowing SMEs to focus more on their core business competencies. However, e-commerce portals or e-marketplaces are not without their challenges. Today, they face increasing pressure to reduce their environmental impact and to empower local commercial businesses, as well as local businesses in the entertainment and culture industry. To address these challenges, there is a pressing need to propose new types of e-marketplaces that support the concept of the 15-minute city and in which virtual and augmented reality play a key role. These marketplaces would not only boost environmental sustainability but also strengthen the connection between local businesses and the community, creating a stronger and more collaborative network that benefits both businesses and consumers. Full article