Journal of Theoretical and Applied Electronic Commerce Research, Volume 20, Issue 2

As virtual influencers gain popularity, understanding the factors driving consumer responses is essential. However, limited research explores how perceived value (informativeness, entertainment, novelty, and incentives) and consumer engagement influe...

With the rapid advancement of real-time interaction technologies and the continuous breakthroughs in marketing innovation, live streaming e-commerce has quickly become an essential marketing channel for brands. Its real-time and interactive nature si...

In the post-digital era, virtual reality (VR) technology is increasingly being utilized in the real estate industry. In this study, the influence of functional experience with VR technology (e.g., interactivity and flexibility) on consumers’ of...

The rapid growth of e-commerce and surges in shipment volumes have increased the pressure on transport systems, requiring innovations in collaborative logistics where consumers participate in dual roles as receivers and deliverers. However, existing...

This study aims to identify and evaluate the essential design features, strengths, and limitations of a virtual reality (VR) application that has been developed to train an international sales force effectively for a premium global wine brand. The st...

This study investigated Generation Z’s repurchase intention in social commerce environments by integrating three theoretical frameworks: the unified theory of acceptance and use of technology, signaling theory, and herding behavior. The researc...

Images contain more visual semantic information. Consumers first view multimodal online reviews with images. Research on the helpfulness of reviews on e-commerce platforms mainly focuses on text, lacking insights into the product attributes reflected...

The surge in digital transformation within financial technology has catalyzed the development of super-apps—comprehensive mobile applications designed to serve a multitude of a customer’s daily needs on a single platform. Despite their wi...

This study investigates the impact of digital transactions on sustainable economic growth in Turkey, utilizing a vector autoregressive (VAR) model and quarterly data from 2006 to 2023. The results indicate a positive long-term association between dig...

Premium fashion brands are increasingly adopting Generative Artificial Intelligence (GenAI) to reduce costs and enhance creativity. However, consumers have mixed perceptions of clothing with AI-generated patterns (CAGPs) launched by premium fashion b...

The emergence of the new retail model of community group buying (CGB) has brought a significant impact on the traditional retail of community nanostores while community nanostores, as the leaders of the community, have the natural advantage of becomi...

With the rapid advancement of e-commerce delivery technologies, understanding consumer responses to different types of innovations has become increasingly important. This study examines how consumers react to incremental innovations (e.g., smart lock...

This study explores the impact of streamer expression certainty on consumer purchase behavior in live-stream e-commerce and its underlying mechanisms. Based on an empirical analysis of 3842 product live-stream data from the Douyin platform and an exp...

Designing a sustainable supply chain network for perishable products is challenging due to their short shelf life and sensitivity to environmental conditions. These factors necessitate strict quality control and efficient logistics. The emergence of...

Enterprise digital transformation has emerged as a key strategy for enhancing innovation capacity in the age of the digital economy. This article aims to analyze the influence mechanism of digital transformation on corporate innovation and evaluate t...

Product type plays a critical role in shaping how consumers generate, perceive, and utilize online reviews in decision-making. While previous studies have examined various review features, this study highlights the distinct effects of product classif...

Blockchain technology can enable non-profit organisations (NPOs) to create a large, diverse, and engaged community of donors and stakeholders in an autonomous and transparent manner [...]

Digital food-ordering apps make it simple to buy indulgent drinks yet hard to judge their health risks. We conducted five online experiments (N = 1048) to compare two messages for sugary beverages: self-promotion that stresses taste and self-disclosu...

The mobile gaming industry has undergone remarkable expansion alongside advancements in mobile and information technologies. Facing intensified market competition due to user number saturation and product homogeneity, industry practitioners require a...

Green advertising messages often face challenges of abstraction and outcome ambiguity. To address this, we apply the framing effect theory to explore how concrete versus abstract expressions in green advertising interact with consumer perceptions. Dr...

The relative dominance of government and market forces in enterprise digital transformation remains underexplored. This paper aims to provide new insights into this topic. Using data from China’s A-share-listed companies (2007–2023), we t...

In this paper, we propose a methodology designed to deliver actionable insights that help businesses retain customers. While Machine Learning (ML) techniques predict whether a customer is likely to churn, this alone is not enough. Explainable Artific...

As consumer behavior increasingly shifts toward hyperlocal, digitally mediated retail journeys, community unmanned stores have emerged as a transformative model that integrates smart technologies with community proximity services. These fully automat...

This study investigates the quality information disclosure and blockchain technology adoption strategies of suppliers on a third-party e-commerce platform. Based on a Stackelberg game model, the impacts of blockchain technology adoption on the qualit...

The convergence of blockchain and metaverse technologies is poised to redefine how Global Value Chains (GVCs) create, capture, and distribute value, yet scholarly insight into their joint impact remains scattered. Addressing this gap, the present stu...

With the rapid advancement of information technology and the increasing maturity of online shopping platforms, cross-border shopping has experienced rapid growth. Online consumer reviews, as an essential part of the online shopping process, have beco...

In cross-border e-commerce, effective marketing resource allocation is crucial due to the complexity introduced by diverse product categories, regional differences, and competition among category managers. Current methods either overlook these constr...

The digital creative industry (DCI) has become an integral part of China’s strategic emerging industries. This paper, utilizing county-level data from Chinese digital creative enterprises in 2022, examines the locational factors influencing the...

Willingness to pay (WTP) measurements often contain a hypothetical bias (HB) when participants’ responses result from ‘fictitious’ survey scenarios rather than actual purchasing behavior or field studies. This discrepancy usually le...

The rising complexity of financial fraud in highly digitalized regions such as the Gulf Cooperation Council (GCC) poses challenging issues owing to class imbalance, adversarial attacks, concept drift, and explainability requirements. This paper sugge...

(1) Background: With the deep integration of e-commerce and video technology, live-streaming marketing has emerged globally and maintained rapid growth. However, most of the current research on live-streaming e-commerce marketing focuses on merchants...

The fashion industry is undergoing significant transformation through blockchain technology, which enhances product traceability, authenticity, and transactional transparency. This study explores blockchain’s potential to revolutionize the fash...

This study explores the factors influencing the adoption of Metaverse technology in the Indonesian tourism sector through the lens of the Technological–Organizational–Environmental (TOE) framework. Data collected from 303 respondents repr...

In the increasingly competitive mobile ecosystem, understanding user behavior is essential to improve targeted sales and the effectiveness of advertising. With the widespread adoption of smartphones and the increasing variety of mobile applications,...

Live-streaming e-commerce has attracted the attention of e-retailers and consumers in recent years. However, there is a lack of evidence in understanding the influence of atmospheric stimuli of live stream on consumer engagement. This paper seeks to...

The rapid growth of digital platforms has fundamentally reshaped network and viral marketing, profoundly transforming how information spreads across social networks and influences consumer behavior. This comprehensive review synthesizes theoretical,...

Consumer satisfaction critically determines the operational sustainability of fresh food e-commerce platforms, yet integrated investigations combining multi-source data remain scarce. This study develops a theory–data fusion framework to identi...

In the digital age, gamification has emerged as a paramount strategy for strengthening brand–consumer interaction. Despite the fact that existing studies have extensively probed further into its effects on brand communication and sales performa...

Femvertising is increasingly being used by brands to showcase their values and attract consumers, especially in the fashion industry. Previous studies mainly focused on its impact on female consumers, while the perceptions and responses of male consu...

Influencer marketing has emerged as a crucial element in digital marketing, significantly shaping consumer behavior and online shopping preferences. This study examined the multidimensional impact of influencer marketing by analyzing engagement metri...

In recent years, virtual anchors have become vital in live marketing due to their anthropomorphic features and interactive advantages. However, are anthropomorphic virtual anchors the best option? This study employs neuromarketing tools to examine th...

Driven by digital technology, live streaming business is becoming increasingly common worldwide. Unlike traditional online shopping, live streaming commerce integrates real-time interaction, social communication, and e-commerce. It also eliminates th...

This study aims to explore how key opinion leader (KOL) characteristics influence users’ purchase intentions in live shopping. Using a mixed-methods approach, the study combines real-time pop-up text mining and questionnaires, analyzed via Late...

Digital franchising is increasingly recognized as a technological advancement and a specialized subset of e-commerce, yet its unique entrepreneurial dynamics remain insufficiently explored in the existing literature. Previous studies have primarily f...

This study aims to investigate consumers’ preferences for inland and coastal seafood in the context of e-commerce, along with the underlying neural and psychological mechanisms influencing their online purchase decisions. By integrating questio...

In the digital age, investing in e-gold is increasing in popularity. This study’s objective is to assess the moderating role of dispositional innovativeness between fintech adoption and the intention to invest in e-gold, as well as to understan...

Telework has become a crucial element of the modern business landscape, driven by transformations sparked by multiple global crises. The transition from traditional, in-office work to telework, sometimes mandated by revolutionary circumstances (such...

The adoption of e-government in public sector entities is essential due to the trend of digitizing government services. Thailand has implemented a variety of e-government policy frameworks with the goal of improving citizen public service delivery, p...

Unlike static comments, which are typically located below online videos, live comments affect consumers’ video-watching experiences in real time and may influence their evaluation of the video in distinct ways. Despite the significance of live...

The online shopping consulting service (online customer service) is an important component of online shopping, and the rapid advancement of artificial intelligence technology has allowed online retailers to apply this technology to customer service....