Search Results (508)

The rapid growth of live e-commerce, a sector valued at over USD 100 billion worldwide, demonstrates its transformative impact on the retail industry, especially in markets like China, where platforms such as Taobao Live and TikTok Shop have markedly altered consumer interaction. This transition is further expedited by Netflix-like entertainment marketing methods, which have demonstrated the capacity to enhance consumer retention by as much as 40%. As organizations adjust to this evolving landscape, it is essential to optimize supply chain strategies to align with these dynamic, consumer-centric environments. This paper examines the complexity of decision-making in live e-commerce supply chains, specifically regarding Netflix-inspired marketing strategies. The primary aim of this study is to design a game-theoretic framework that examines the interactions between producers and online celebrity retailers (OCRs) across different power dynamics. As live commerce integrates digital retail with immersive experiences, businesses must optimize pricing, quality, and marketing strategies in real-time. We present engagement-driven marketing as a strategic variable and incorporate consumer regret and switching costs into the demand function. To illustrate practical trade-offs in strategy, we incorporate a multi-criteria decision-making (MCDM) layer with AHP-TOPSIS, assessing profit, consumer surplus, engagement score, and channel efficiency. The experiment results indicate that Netflix-style marketing markedly increases demand and profit in retailer-led frameworks, whereas centralized tactics enhance overall channel performance. TOPSIS analysis prioritizes high-effort, high-engagement methods, whereas the Stackelberg experiment underscores the influence of power dynamics on profit distribution. This study presents an innovative integrative decision-making methodology for enhancing live-streaming commerce tactics in data-driven and consumer-focused markets. Full article

This study investigates how young Chinese consumers across generational lines engage with wine, addressing three key research questions: What motivates their wine purchases? What sensory preferences do they exhibit? And through which channels do they prefer to buy wine? Based on a qualitative design combining focus groups and semi-structured interviews, the study identifies significant generational differences between millennials and post-millennials. Millennials treat wine as a social tool for networking and status, while post-millennials view wine as a medium of personal identity shaped by digital culture. Similarly, millennials prefer a balance of traditional and digital retail, whereas post-millennials favour online platforms. Experiential consumption follows the same pattern, from formal tourism to virtual tastings. By linking these findings to institutional and cultural theories of consumer behaviour, the study contributes to a nuanced understanding of wine consumption in an emerging market. It provides practical implications for wine marketers aiming to localize their strategies for younger Chinese segments. Full article

E-commerce growth has reshaped consumer behavior and retail services, driving parcel demand and challenging last-mile logistics. Existing research predominantly relies on survey data and global regression models that overlook intra-urban spatial heterogeneity in shopping behaviors. This study bridges this gap by analyzing e-commerce demand’s spatial distribution from a retail service perspective, identifying key drivers, and evaluating implications for omnichannel strategies and logistics. Utilizing waybill big data, spatial analysis, and multiscale geographically weighted regression, we reveal: (1) High-density e-commerce demand areas are predominantly located in central districts, whereas peripheral regions exhibit statistically lower volumes. The spatial distribution pattern of e-commerce demand aligns with the urban development spatial structure. (2) Factors such as population density and education levels significantly influence e-commerce demand. (3) Convenience stores play a dual role as retail service providers and parcel collection points, reinforcing their importance in shaping consumer accessibility and service efficiency, particularly in underserved urban areas. (4) Supermarkets exert a substitution effect on online shopping by offering immediate product availability, highlighting their role in shaping consumer purchasing preferences and retail service strategies. These findings contribute to retail and consumer services research by demonstrating how spatial e-commerce demand patterns reflect consumer shopping preferences, the role of omnichannel retail strategies, and the competitive dynamics between e-commerce and physical retail formats. Full article

In the context of eco-friendly e-commerce, understanding the psychological and experiential mechanisms that drive consumers’ online purchasing behavior is essential for promoting sustainable platform development. This study aims to fill a critical gap in the literature by examining how social interaction, entertainment, and sales promotion influence consumers’ purchase intentions through the mediating roles of perceived value and immersive flow experience. Grounded in the Stimulus–Organism–Response (S-O-R) theoretical framework, we developed a structural model and conducted an empirical analysis using survey data collected from 438 online shoppers. Data analysis was conducted using SPSS and AMOS through SEM. The results show that social interaction and sales promotion significantly enhance both perceived value and flow experience, which in turn positively influence consumers’ purchase intentions. However, entertainment exhibits a negative and significant effect on perceived value and does not significantly affect flow experience, indicating that hedonic content may not always translate into perceived usefulness or deep engagement. Moreover, the influence of social interaction on flow experience was also found to be negative and significant, suggesting that not all forms of interaction necessarily lead to immersive experiences. These findings highlight the complex psychological dynamics in digital consumption. This study contributes original insights by integrating psychological engagement mechanisms with the goal of digital sustainability, offering practical implications for online retailers aiming to enhance user engagement and platform longevity through experience-driven strategies. Full article

Although product environmental information serves as an effective tool for promoting green consumption which is a critical lever for advancing broader sustainability goals, its varied impacts across product categories (durable goods vs. fast-moving consumer goods) and the underlying mechanisms remain unexplored. Grounded in the theory of consumption values (TCV), this study investigated the heterogeneous effects and mediating pathways of such information through a comparative analysis of representative products: organic milk (fast-moving consumer goods, FMCGs) and energy-efficient air conditioners (durable goods). The results show the following: (1) epistemic value, which exhibits the strongest association with product environmental information, demonstrates significantly different influence patterns between purchases of green durable goods and green FMCGs across both online and offline channels; (2) in the e-commerce context, green FMCG consumption is mainly driven by product environmental information through the mediating effect of conditional value. For green durable goods, product environmental information influences green consumption through multiple pathways including functional value, conditional value, and epistemic value. This study extends the classic theory of consumption values, and the results suggest that differentiated information strategies of emphasizing conditional value for FMCGs and integrating multi-dimensional values for durables can optimize green consumption promotion. Such strategies hold substantial potential to strengthen the green development of the omnichannel retailing sector, reinforcing its contribution to reaching sustainability objectives. Full article

This paper explores the optimization of the bullwhip effect (BWE) and inventory costs considering price information symmetry in an omnichannel environment, offering novel insights into managing supply chain dynamics. We examine the pick-up lead time in the “buy online and pick up in store” (BOPS) channel as a critical operational factor, analyzing how the interaction with the ordering lead time affects omnichannel supply chain performance. The research highlights the impacts of the BOPS strategy on demand and inventory information, developing a comparative examination of the BWE and inventory expenses within various supply chain contexts. We discover that the interplay between ordering lead time and pick-up lead time significantly affects both inventory costs and the BWE of omnichannel retailers, with these impacts presenting an inverse relationship. While numerous studies have validated that product returns can restrain the information distortion in supply chains, our findings reveal that this relationship holds true in omnichannel retail only within specific supply chain contexts. This comprehensive approach offers valuable insights for omnichannel supply chain managers seeking to optimize the BOPS strategy and improve overall operational efficiency. Full article

The aim of this study is to investigate how consumers’ cognitive and affective responses to web-based augmented reality affect their intention to continue to use augmented reality. The novelty of this study is the integration of the Stimulus–Organism–Response model with Technology Continuance Theory, allowing for an investigation of the relationships among the following critical variables: augmented reality (AR), utilitarian value, perceived risk, user satisfaction, attitude toward AR, and continuance intention. The study sample consisted of 452 participants. Data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) approach. The results indicate significant direct relationships between all variables. Furthermore, this study demonstrated an indirect relationship between AR and continuance intention, mediated sequentially by cognitive responses, namely, utilitarian value and perceived risk, and affective responses, including user satisfaction and attitude toward AR. Consequently, it was revealed that all indirect relationships were significant, except for the pathways from AR to continuance intention involving perceived risk. This study presents key insights for online retailers, demonstrating how the integration of AR technology into conventional online shopping platforms can optimize user experiences by enhancing the cognitive and affective responses of customers. This, in turn, strengthens their intention to continue using AR technology, fostering sustained engagement and the long-term adoption of AR technology. Full article

This paper investigates sustainable decision systems within green E-business models by analyzing how different O2O (online-to-offline) fulfillment structures affect emission-reduction efforts and pricing strategies in a two-tier supply chain consisting of a manufacturer and a new retailer. Three practical sales formats—package self-pickup, nearby delivery, and hybrid—are modeled using Stackelberg game frameworks that incorporate key factors such as inconvenience cost, logistics cost, processing fees, and emission-reduction coefficients. Results show that the manufacturer’s emission-reduction decisions and both parties’ pricing strategies are highly sensitive to cost conditions and consumer preferences. Specifically, higher inconvenience and abatement costs consistently reduce profitability and emission efforts; the hybrid model exhibits threshold-dependent advantages over single-mode strategies in terms of carbon efficiency and economic returns; and consumer green preference and distance sensitivity jointly shape optimal channel configurations. Robustness analysis confirms the model’s stability under varying parameter conditions. These insights provide theoretical and practical guidance for firms seeking to develop adaptive, low-carbon fulfillment strategies that align with sustainability goals and market demands. Full article

This research explores how artificial intelligence (AI) can be leveraged to optimize packaging design, reduce operational costs, and enhance sustainability in e-commerce. As packaging waste and shipping inefficiencies grow alongside global online retail demand, traditional methods for determining box size, material use, and logistics planning have become economically and environmentally inadequate. Using a three-phase framework, this study integrates data-driven diagnostics, AI modeling, and real-world validation. In the first phase, a systematic analysis of current packaging inefficiencies was conducted through secondary data, benchmarking, and cost modeling. Findings revealed significant waste caused by over-packaging, suboptimal box-sizing, and poor alignment between product characteristics and logistics strategy. In the second phase, a random forest (RF) machine learning model was developed to predict optimal packaging configurations using key product features: weight, volume, and fragility. This model was supported by AI simulation tools that enabled virtual testing of material performance, space efficiency, and damage risk. Results demonstrated measurable improvements in packaging optimization, cost reduction, and emission mitigation. The third phase validated the AI framework using practical case studies—ranging from a college textbook to a fragile kitchen dish set and a high-volume children’s bicycle. The model successfully recommended right-sized packaging for each product, resulting in reduced material usage, improved shipping density, and enhanced protection. Simulated cost-saving scenarios further confirmed that smart packaging and AI-generated configurations can drive efficiency. The research concludes that AI-based packaging systems offer substantial strategic value, including cost savings, environmental benefits, and alignment with regulatory and consumer expectations—providing scalable, data-driven solutions for e-commerce enterprises such as Amazon and others. Full article

In recent years, online retailing platforms (ORPs) have increasingly introduced private brand (PB) products as a new profit source, reshaping market dynamics and affecting their commission revenues. This shift creates a strategic trade-off for the platform: maximizing PB product profits while maintaining commission income from national brand (NB) retailers. This paper examines the platform’s pricing and quality strategies for PB products, as well as its incentives to introduce them. We develop a game-theoretic model featuring a platform and a retailer, and derive results through equilibrium analysis and comparative statics. Special attention is given to the platform’s strategy when market power is asymmetric and the PB product is homogeneous. The analysis yields three key findings. Firstly, the platform is always incentivized to introduce a PB product, regardless of its brand value. Even when direct profit is limited, the platform can leverage the PB product to increase competitive pressure on the retailer and boost commission revenue. Secondly, when the PB product has low brand value, the platform adopts a cost-saving strategy with low quality for extremely low brand value, and a function-enhancing strategy with high quality for moderately low brand value. Thirdly, when the PB product has high brand value, the platform consistently prefers a function-enhancing strategy. This study contributes to the literature by systematically characterizing the platform’s strategic trade-offs in introducing PB products, highlighting its varied pricing and quality strategies across categories, and revealing the critical role of brand value in supply chain competition. Full article

This study takes the dual-channel fresh product supply chain involving the participation of third-party logistics (3PL) as the background to explore how 3PL makes choices between homogeneous and differentiated logistics service strategies and how the supply chain formulates optimal decisions under different logistics service strategies to achieve maximum benefits. This paper constructs a sequential game model of the three-tier supply chain composed of 3PL, a supplier, and a retailer; uses the consumer utility function to describe market demand; and considers different logistics service strategies adopted by 3PL. It compares and analyzes the equilibrium strategies under the traditional retail channel (O Model), the homogeneous cold-chain service dual-channel model (D1 Model), and the differentiated cold-chain service dual-channel model (D2 Model). The results show the following: (1) The D1 Model reduces the transportation cost of the supply chain through economies of scale. Under the D2 Model, the transportation and sales prices of the offline channels are higher than those of the online channels, while the online marketing effort is higher than that of the offline channels. (2) The profits generated by the dual-channel models (D1 Model and D2 Model) are both higher than those of O Model. In most cases, the D1 Model generates the highest system profit. However, in scenarios where consumers are highly sensitive to freshness and marketing efforts, the system profit of the D2 Model is higher than that of the D1 Model. (3) The supply chain has lower pricing and effort input when consumers are more sensitive to prices and higher pricing and effort input when consumers are more sensitive to freshness. These findings contribute valuable insights to the field of supply chain management, particularly in the context of fresh product supply chains involving 3PL. They underscore the importance of considering consumer behavior and logistics service strategies in optimizing supply chain performance and highlight the potential trade-offs between standardization and differentiation in logistics services. Full article

This paper investigates the strategic interaction between an online retailer (e.g., Amazon) and a third-party retailer (3PR) under sequential and simultaneous quantity competition models. The platform and 3PR simultaneously compete and cooperate with each other. By game-theoretic analysis, we confirm that the degree of competition between the online retailer and the 3PR in the sequential quantity game is lower than that in the simultaneous quantity game. More importantly, when the two retailers’ products are sold on the platform, their profits are both much higher in the sequential quantity game than in the simultaneous quantity game, leading to a win–win situation. Meanwhile, the coexistence of the two retailers’ products on the platform is able to mitigate the double marginal effect between the online retailer and the 3PR and to increase consumer surplus and social welfare. Our results provide operational insights for platform governance and 3PR participation strategies. Full article

Background: As e-commerce expands and delivery services diversifies, understanding the factors that shape consumer preferences becomes critical to designing efficient and sustainable urban logistics. This study examines how perceived walkability influences consumers’ preferences for shopping channels (in-store or online) and delivery methods (home delivery versus pickup points). Method: The analysis is based on structural equation modeling and utilizes survey data collected from 444 residents of Belo Horizonte, Brazil. Results: The findings emphasize the importance of walkability in supporting weekday store visits, encouraging pickup for online purchases and fostering complementarity between different modes of purchase and delivery services. Perceived walkability positively affects the preference to buy in physical stores and increases the likelihood of using pickup points. Educated men, particularly those living in walkable areas, are the most likely to adopt pickup services. In contrast, affluent individuals and women are less likely to forgo home delivery in favor of pickup points. Conclusions: The results highlight the role of perceived walkability in encouraging in-person pickup as a sustainable alternative to home delivery, providing practical guidance for retailers, urban planners, and logistics firms seeking to align consumer convenience with sustainable delivery strategies. Full article

The emergence of online brokerage platforms, mobile banking applications, and commission-free trading has altered the investment landscape, renewing commercial and scholarly interest in retail investors. In light of these changes, the present study aims to provide a structural overview of the current state of research on the behaviour of retail investors. Based on a dataset of 386 articles sourced from the Web of Science database, this study employs a composite bibliometric approach of a co-word and co-citation analysis as well as a network analysis to determine preceding scientific discourses, current research themes, and potential avenues for future research. The co-word analysis identifies seven distinct research themes: (1) implications for financial performance; (2) information behaviour; (3) behavioural biases and investor characteristics; (4) investor attention; (5) attitudes towards financial risks; (6) socially responsible investing; and (7) complex financial retail instruments. Incorporating applicable research on individual investors, private investors, and household investors from referenced articles, the co-citation analysis reveals nine preceding scientific discourses. Additionally, the network analyses highlight the concepts and publications currently shaping and likely to influence future research in this field. The present study contributes to the academic discourse by mapping the intellectual landscape of retail investor behaviour, suggesting avenues for future research, and offering valuable insights for navigating this dynamic field. Full article

With the rapid development of e-commerce, Return Freight Insurance (RFI) has emerged as a vital tool for retailers and customers to mitigate the financial burden posed by high return rates in online shopping. This paper investigates the strategic decision-making of RFI providers (insurers), examining whether they should offer fixed-compensation insurance at a lower price or full-coverage insurance at a higher price under varying market conditions. Specifically, we develop game-theoretic models to analyze insurers’ strategic decisions in both monopoly and duopoly markets, accounting for customer return cost and product mismatch probability heterogeneity. Our findings reveal that in a monopoly market, when customer return costs are relatively low and concentrated, insurers benefit from offering fixed compensation insurance (i.e., pre-set reimbursement amounts) at a lower price to attract a broader customer base. By contrast, when return costs are more dispersed and higher, full-coverage insurance (which reimburses actual freight costs) becomes more profitable, as the insurer can utilize its flexible pricing power to attract higher-paying customer segments. In a duopoly market, customer return cost heterogeneity significantly influences market equilibrium. When heterogeneity is high, full-coverage insurance dominates, as insurers can leverage precise market segmentation to justify higher premiums. Conversely, when return costs are more uniform, fixed compensation insurance is preferred for its affordability, appealing to a wider range of customers. Full article