Journal of Theoretical and Applied Electronic Commerce Research

24 pages, 540 KB

Open AccessArticle

Enhancing Omnichannel Customer Experience: From a Customer Journey Design Perspective

by Wei Gao and Ning Jiang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 277; https://doi.org/10.3390/jtaer20040277 - 5 Oct 2025

Customer experience is central to omnichannel marketing and is increasingly the focus of research attention. However, few studies have focused on the development of excellent omnichannel customer experiences. To fill this research gap, we examined the drivers of these experiences from a customer [...] Read more.

Customer experience is central to omnichannel marketing and is increasingly the focus of research attention. However, few studies have focused on the development of excellent omnichannel customer experiences. To fill this research gap, we examined the drivers of these experiences from a customer journey design perspective. Partial least squares structural equation modeling (PLS-SEM) and partial least squares multigroup analysis (PLS-MGA) were employed to analyze 775 valid omnichannel customers’ data, which were collected through an online survey. The findings suggest that the thematic cohesion, consistency, context sensitivity, and connectivity of touchpoints play an important role in improving omnichannel customer experience. Value co-creation behavior can be significantly increased by affective, cognitive, physical, relational, and symbolic experiences, but not by sensorial omnichannel customer experiences. These results not only contribute to the knowledge of omnichannel customer experiences, customer journeys, and value co-creation behavior, but also offer useful advice for omnichannel marketers. Full article

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22 pages, 1534 KB

Open AccessArticle

BNTree for Predicting Persuasion Effect in Digital Era Crisis Communication

by Wanglai Li, Hanzhe Yang, Huizhang Shen and Zhangxue Huang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 276; https://doi.org/10.3390/jtaer20040276 - 5 Oct 2025

Abstract

With rapid digital transformation, online information and reviews have become more consequential, which may lead to a public opinion crisis. How to predict the persuasion effect is an important research problem in the design of a crisis communication strategy. The method for solving [...] Read more.

With rapid digital transformation, online information and reviews have become more consequential, which may lead to a public opinion crisis. How to predict the persuasion effect is an important research problem in the design of a crisis communication strategy. The method for solving this problem is to propose a predictive framework for digital persuasion, grounded in the elaboration likelihood model. Within this framework, a database is constructed, and a machine learning algorithm integrating Bayesian networks and decision trees, BNTree (Bayesian Network and Tree), is proposed. The results demonstrate that BNTree can predict persuasion effects more accurately. In addition, the prediction of BNTree also reflects the major cognitive route of netizens and the critical influence factors for persuasion effects. These findings imply that integrating psychological theory into algorithm design can enhance predictive performance and interpretability, providing practical support for crisis communication in the digital era. Full article

(This article belongs to the Special Issue Electronic Commerce and Information Management Towards the Digital Era)

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19 pages, 715 KB

Open AccessArticle

Can Digital Finance Unleash the Potential for Household Consumption? A Comparison Based on the Inconsistency Between Income and Consumption Classes

by Ziqing Du and Guangming Lv

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 275; https://doi.org/10.3390/jtaer20040275 - 4 Oct 2025

Abstract

The high savings propensity of households has led to inconsistencies between income and consumption classes in China. The issue of unleashing the consumption potential of households arouses public concern. This paper explores the effect of digital finance DF on unleashing the consumption potential [...] Read more.

The high savings propensity of households has led to inconsistencies between income and consumption classes in China. The issue of unleashing the consumption potential of households arouses public concern. This paper explores the effect of digital finance DF on unleashing the consumption potential of households from the perspective of household consumption habits. By examining the inconsistency between income and consumption classes, the findings reveal that households in China have substantial untapped consumption potential, and that prioritizing household consumption potential is a more effective approach to stimulating consumption. The mechanism analysis shows that DF facilitates consumption growth through both reducing time costs and precautionary savings, as well as easing credit and liquidity constraints. Notably, these effects are more pronounced in underconsumption households compared to equal-consumption households. Full article

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19 pages, 1508 KB

Open AccessArticle

The Digitalization–Performance Nexus in the European Union: A Country-Level Analysis of Heterogeneity and Complementarities

by Dragos Paun, Ciprian Adrian Paun and Nicolae Paun

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 274; https://doi.org/10.3390/jtaer20040274 - 4 Oct 2025

Abstract

This study investigates the multifaceted impact of digitalization on economic performance across the 27 European Union member states from 2017 to 2023. Using a comprehensive panel dataset, the analysis moves beyond aggregate metrics to dissect how specific digital levers contribute to trade performance [...] Read more.

This study investigates the multifaceted impact of digitalization on economic performance across the 27 European Union member states from 2017 to 2023. Using a comprehensive panel dataset, the analysis moves beyond aggregate metrics to dissect how specific digital levers contribute to trade performance and national income. A two-way fixed effects (FEs) regression model is employed to rigorously control for unobserved country-specific heterogeneity and common time-based shocks, with diagnostic tests confirming the suitability of this specification. The results reveal a complex and often counter-intuitive set of relationships. One key finding is a statistically significant negative association between the EU’s headline Digital Economy and Society Index (DESI) and goods exports, a paradox that emerges in the model once specific business-level digital tools are accounted for. This suggests that composite indices can be misleading for granular policy analysis. The marginal benefit of cloud adoption diminishes significantly in countries with higher levels of public investment in Research and Development (R&D), indicating a substitution rather than a complementary relationship between these two innovation channels. Full article

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27 pages, 4873 KB

Open AccessArticle

The Streamer Selection Strategy for Live Streaming Sales: Genuine, Virtual, or Hybrid

by Delong Jin

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 273; https://doi.org/10.3390/jtaer20040273 - 3 Oct 2025

Abstract

Research Problem and Gap: Live streaming sales rely heavily on streamers, with both genuine and AI-generated virtual streamers gaining popularity. However, these streamer types possess contrasting capabilities. Genuine streamers are superior at building trust and reducing product valuation uncertainty but have limited reach, [...] Read more.

Research Problem and Gap: Live streaming sales rely heavily on streamers, with both genuine and AI-generated virtual streamers gaining popularity. However, these streamer types possess contrasting capabilities. Genuine streamers are superior at building trust and reducing product valuation uncertainty but have limited reach, while virtual streamers excel at broad audience engagement but are less effective at mitigating uncertainty, often leading to higher product return rates. This trade-off creates a critical strategic gap; that is, brand firms lack clear guidance on whether to invest in genuine or virtual streamers or adopt a hybrid approach for their live channels. Objective and Methods: This study addresses this gap by developing a theoretical analytical model to determine a monopolistic brand firm’s optimal streamer strategy among three options: using only a genuine streamer, only a virtual streamer, or a combination of the two (hybrid approach). The researchers model consumer utility, factoring in uncertainty and the streamers’ differential impact on reach, to derive optimal decisions on pricing and streamer selection. Results and Findings: The analysis yields several key findings with direct managerial implications. First, while a hybrid strategy leverages the complementary strengths of both streamer types, its success depends on employing high-quality streamers; in other words, this strategy does not justify settling for inferior talent of either type. Second, employing a virtual streamer requires a moderate price reduction to compensate for higher consumer uncertainty and prevent high profit-eroding return rates. Third, a pure strategy (only genuine or only virtual) is optimal only when that streamer type has a significant cost advantage. Otherwise, the hybrid strategy tends to be the most profitable. Moreover, higher product return costs directly diminish the viability of virtual streamers, making a genuine or hybrid strategy more attractive for products with expensive return processes. Conclusions: The results provide a clear framework for brand firms—that is, the choice of streamer is a strategic decision intertwined with pricing and product return costs. Firms should pursue a hybrid strategy not as a compromise but as a premium approach, use targeted pricing to mitigate the risk of virtual streamers, and avoid virtual options altogether for products with high return costs. Full article

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26 pages, 1137 KB

Open AccessArticle

“One Face, Many Roles”: The Role of Cognitive Load and Authenticity in Driving Short-Form Video Ads

by Yadi Feng, Bin Li, Yixuan Niu and Baolong Ma

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 272; https://doi.org/10.3390/jtaer20040272 - 3 Oct 2025

Abstract

Short-form video platforms have shifted advertising from standalone, time-bounded spots to feed-embedded, swipeable stimuli, creating a high-velocity processing context that can penalize casting complexity. We ask whether a “one face, many roles” casting strategy (a single actor playing multiple characters) outperforms multi-actor executions, [...] Read more.

Short-form video platforms have shifted advertising from standalone, time-bounded spots to feed-embedded, swipeable stimuli, creating a high-velocity processing context that can penalize casting complexity. We ask whether a “one face, many roles” casting strategy (a single actor playing multiple characters) outperforms multi-actor executions, and why. A two-phase pretest (N = 3500) calibrated a realistic ceiling for “multi-actor” casts, then four experiments (total N = 4513) tested mechanisms, boundary conditions, and alternatives. Study 1 (online and offline replications) shows that single-actor ads lower cognitive load and boost account evaluations and purchase intention. Study 2, a field experiment, demonstrates that Need for Closure amplifies these gains via reduced cognitive load. Study 3 documents brand-type congruence: one actor performs better for entertaining/exciting brands, whereas multi-actor suits professional/competence-oriented brands. Study 4 rules out cost-frugality and sympathy using a budget cue and a sequential alternative path (perceived cost constraint → sympathy). Across studies, a chain mediation holds: single-actor casting reduces cognitive load, which elevates brand authenticity and increases purchase intention; a simple mediation links cognitive load to account evaluations. Effects are robust across settings and participant gender. We theorize short-form advertising as a context-embedded persuasion episode that connects information-processing efficiency to authenticity inferences, and we derive practical guidance for talent selection and script design in short-form campaigns. Full article

(This article belongs to the Topic Innovations in New Media: Shaping the Future of Interactive Marketing)

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12 pages, 243 KB

Open AccessArticle

“You Only Buy What You Love”: Understanding Impulse Buying Among College Students Through Values, Emotion, and Digital Immersion

by Yuanbo Qi

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 271; https://doi.org/10.3390/jtaer20040271 - 3 Oct 2025

Abstract

Impulsive purchasing behavior among university students has gained increased attention in the context of digital consumption settings; however, much of the existing research is product-specific and quantitative, leaving the subjective nuances of this phenomenon underexplored. This study investigates how college students perceive and [...] Read more.

Impulsive purchasing behavior among university students has gained increased attention in the context of digital consumption settings; however, much of the existing research is product-specific and quantitative, leaving the subjective nuances of this phenomenon underexplored. This study investigates how college students perceive and explain their impulsive purchase behavior across various product categories and platforms, using qualitative data from focus groups (n = 72). By revealing the prevalence of key patterns—interest-aligned, emotional relief, hedonistic lifestyle, social influence, inquisitive reviewer, presentation appeal, and controlled purchase—this research uncovers the underlying identity-affirming practices, internal emotional negotiations, and external sociotechnical cues that shape such behavior. Ultimately, it reframes impulsive buying as a socially embedded, identity-driven act rather than an act of irrationality. These findings advance our understanding of consumer psychology by emphasizing the lived experiences and self-construction processes of young consumers navigating media-saturated, algorithmically curated purchasing environments. Full article

19 pages, 515 KB

Open AccessArticle

The Experience Paradox: Problematizing a Common Digital Trace Proxy on Crowdfunding Platforms

by Ohsung Kim and Jungwon Lee

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 270; https://doi.org/10.3390/jtaer20040270 - 3 Oct 2025

Abstract

Information Systems (ISs) research frequently relies on digital trace data, often using simple activity counts as proxies for complex latent constructs like ‘experience’. However, the validity of such proxies is often assumed rather than critically scrutinized. This study problematizes this practice by treating [...] Read more.

Information Systems (ISs) research frequently relies on digital trace data, often using simple activity counts as proxies for complex latent constructs like ‘experience’. However, the validity of such proxies is often assumed rather than critically scrutinized. This study problematizes this practice by treating a common proxy—a creator’s prior project count on Kickstarter—not as a measure of experience, but as a focal signal whose meaning is inherently ambiguous and context-dependent. By analyzing large-scale data (N ≈ 16,407 projects), we uncover a nuanced ‘experience paradox.’ The proxy exhibits a significant inverted-U association with backer mobilization and non-linearly moderates the value of other positive signals. Strikingly, it also maintains a persistent negative direct association with total funding, with its meaning varying significantly across project categories. These findings reveal the profound ambiguity of seemingly objective digital traces. Our primary contribution is methodological and theoretical: we provide a robust empirical critique of naive proxy use and refine signaling theory for digital contexts by integrating it with cognitive limitations and contextual factors. We urge IS scholars to develop more sophisticated measurement models and offer specific, evidence-based cautions for platform managers against the simplistic use of activity metrics in the digital economy. Full article

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32 pages, 2020 KB

Open AccessArticle

Research on Coordination of the E-Commerce Platform Supply Chain Considering Tripartite AI Investments

by Zijiao Sun and Jun Tu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 269; https://doi.org/10.3390/jtaer20040269 - 2 Oct 2025

Abstract

This study examines a three-tier e-commerce platform supply chain consisting of a manufacturer, an e-commerce platform, and a logistics provider, where three members invest in artificial intelligence. Market demand is modeled as a function of retail price and the AI investment efforts of [...] Read more.

This study examines a three-tier e-commerce platform supply chain consisting of a manufacturer, an e-commerce platform, and a logistics provider, where three members invest in artificial intelligence. Market demand is modeled as a function of retail price and the AI investment efforts of three members. To coordinate the supply chain, all possible coalition forms and the cost-sharing contract are investigated. Game models under different scenarios are established and solved. The results show that: (1) Compared with the centralized structure, each member’s AI investment effort will decrease under decentralized structures; (2) The cost-sharing contract is always effective for the AI investment efforts of the manufacturer and platform, but it is effective for the logistics provider’s AI investment effort under certain conditions; (3) The cost-sharing contract effectively coordinates the e-commerce platform supply chain compared to the revenue-sharing contract. Market demand and supply chain profit are larger under the cost-sharing contract than under the fully decentralized structure. This paper provides a theoretical basis for the design of AI investment strategies, product pricing, and coordination mechanisms for supply chain members of the e-commerce supply chain. Full article

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34 pages, 1369 KB

Open AccessArticle

Intergenerational Differences in Impulse Purchasing in Live E-Commerce: A Multi-Dimensional Mechanism of the ASEAN Cross-Border Market

by Yanli Pei, Jie Zhu and Junwei Cao

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 268; https://doi.org/10.3390/jtaer20040268 - 2 Oct 2025

Abstract

Existing research on live-streaming e-commerce consumption behavior is mostly limited by a single disciplinary framework, unable to systematically parse the mechanism of macro-policies and cultural values on intergenerational consumer psychology. This study takes ASEAN cross-border live-streaming e-commerce as a scenario, integrates theories of [...] Read more.

Existing research on live-streaming e-commerce consumption behavior is mostly limited by a single disciplinary framework, unable to systematically parse the mechanism of macro-policies and cultural values on intergenerational consumer psychology. This study takes ASEAN cross-border live-streaming e-commerce as a scenario, integrates theories of economics, political science, and sociology, and constructs an innovative three-layer analysis model of “macroeconomic system–meso-market–micro-behavior” based on multi-source data from 2020 to 2024. It empirically explores the formation mechanism of intergenerational differences in impulse buying. The results show that the behavior differences of different groups are significantly driven by income gradient, cross-border policies (tariff adjustment and consumer protection regulations), and collectivism/individualism cultural orientations. The innovative contribution of this study is reflected in three aspects: Firstly, it breaks through the limitation of a single discipline, and for the first time, it incorporates structural variables such as policy synergy effect and family structure change into the theoretical framework of impulse buying, quantifying and revealing the differentiated impact of institutional heterogeneity in ASEAN markets on intergenerational behavior. Secondly, it reconstructs the transmission path of “cultural values–family structure–intergenerational behavior” and finds that the inhibitory effect of collectivism on impulse buying tends to weaken with age. Thirdly, it proposes a “policy instrument–generational response” matching model and verifies the heterogeneous impact of the same policy (such as tariff reduction) on different generations. This study fills the gaps in related research and can provide empirical support for ASEAN enterprises to formulate stratified marketing strategies and for policymakers to optimize cross-border e-commerce regulation. which is of great significance to promote the sustainable development of the regional live-broadcast e-commerce ecology. Full article

(This article belongs to the Special Issue Electronic Commerce and Information Management Towards the Digital Era)

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25 pages, 759 KB

Open AccessArticle

How Do Complementary Assets Influence the Value Innovation of Service Platform Enterprises? Evidence from a Dual Case Study in China

by Kexin Rong, Yanzhang Gu and Longying Hu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 267; https://doi.org/10.3390/jtaer20040267 - 2 Oct 2025

Abstract

Service platform enterprises have become a prominent economic form in China’s digital economy in the past two decades. The scope of complementary assets is expanding; for example, big data, precision marketing and user traffic conversion are among the emerging manifestations of complementary assets. [...] Read more.

Service platform enterprises have become a prominent economic form in China’s digital economy in the past two decades. The scope of complementary assets is expanding; for example, big data, precision marketing and user traffic conversion are among the emerging manifestations of complementary assets. Nevertheless, scholars have not yet explored how service platform enterprises utilize and maintain these vast complementary assets in the dynamic environment. Building on value innovation theory, this article attempts to reveal the impacts of complementary assets on the value innovation of service platform enterprises, and the conditioning roles of environmental dynamics. By contrasting findings and theoretical replication, we find that (1) complementary assets (specialized complementary assets, universal complementary assets) have promoting effects on service platform enterprises’ value innovation (customer value, partnership, business model changes); (2) environmental dynamics (market changes, technological changes) have moderating effects on the relationship between complementary assets and the value innovation of service platform enterprise. This research provides a novel and fine-grained theoretical framework to illustrate the multidimensional impacts of complementary assets and the contingent roles of a two-dimensional environmental dynamics on value innovation, thereby enriching the literature on value innovation theory and complementary assets, and providing actionable insights for service platform enterprises in leveraging complementary assets for value innovation, as well as guidance for regulatory departments in digital governance. Full article

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21 pages, 417 KB

Open AccessArticle

From Browsing to Buying: Determinants of Impulse Buying Behavior in Mobile Commerce

by Manuel Escobar-Farfán, Iván Veas-González, Elizabeth García-Salirrosas, Karen Veas-Salinas, Valentina Veas-Santibañez and Josune Zavala-González

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 266; https://doi.org/10.3390/jtaer20040266 - 2 Oct 2025

Abstract

Mobile commerce has transformed the retail landscape, yet the determinants of impulse buying behavior in this environment remain understudied, particularly in emerging markets. This research investigates the factors influencing impulse buying in mobile commerce in Chile using the Stimulus–Organism–Response framework. A quantitative cross-sectional [...] Read more.

Mobile commerce has transformed the retail landscape, yet the determinants of impulse buying behavior in this environment remain understudied, particularly in emerging markets. This research investigates the factors influencing impulse buying in mobile commerce in Chile using the Stimulus–Organism–Response framework. A quantitative cross-sectional study collected data from 451 mobile shoppers via an online survey. Structural equation modeling with PLS-SEM revealed that eight of the thirteen hypothesized relationships were significant. Mobile application factors (visual appeal and portability) positively influenced hedonic and utilitarian values. Among personal factors, economic well-being, family influence, and credit card use directly impacted impulse buying, while time availability did not. Hedonic value strongly influenced impulse buying behavior, but utilitarian value showed no significant effect. Contrary to expectations, the COVID-19 pandemic negatively impacted impulse buying. These findings extend theoretical understanding of mobile impulse buying determinants and provide practical insights for mobile commerce developers and marketers to enhance their platforms and strategies. Full article

(This article belongs to the Topic Digital Marketing Dynamics: From Browsing to Buying)

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37 pages, 1228 KB

Open AccessArticle

Strategic Interactions in Omni-Channel Retailing: Analyzing Manufacturer’s Green Contract Design and Mode Selection

by Zhibing Liu and Chi Zhou

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 265; https://doi.org/10.3390/jtaer20040265 - 2 Oct 2025

Abstract

Omni-channel retailers arise to address the deficiencies in consumers’ online shopping experiences; the resulting competition between such retailers and traditional online platforms presents substantial challenges for green product manufacturers. A three-level game model is established to examine a manufacturer’s green contract design (product [...] Read more.

Omni-channel retailers arise to address the deficiencies in consumers’ online shopping experiences; the resulting competition between such retailers and traditional online platforms presents substantial challenges for green product manufacturers. A three-level game model is established to examine a manufacturer’s green contract design (product pricing and greenness determination) and mode selection under the competition between an online platform and a new retailer providing omni-channel services to end customers. The manufacturer can select between two modes: supplying a green product to the online platform and new retailer (mode RR) or selling it directly through the online platform and reselling it to the new retailer (mode PR). Our findings indicate that, first, even if the relationship between the manufacturer and new retailer has changed from cooperation under mode RR to competition and cooperation under mode PR, the manufacturer still favors two-channel sales over single-channel sales and affects consumer channel choices to adjust market shares through mode selection. Second, regarding the impacts of the key parameters on the manufacturer, downstream e-commerce platform retailers and environment are intricate and nuanced. While raising the omni-channel service level enhances profitability in the new retailer across both modes, its environmental impacts differ significantly between them. Additionally, it can harm the online platform in some cases. Nevertheless, when the parameters fall within suitable ranges, the manufacturer and both downstream retailers have a consistent preference for improved omni-channel services under both modes. Finally, there is a significant divergence in mode preferences among the manufacturer and both downstream platform retailers. Due to the first-mover advantage, the manufacturer opts for mode RR over mode PR in most cases. Notably, within a specific range of parameters, they consistently prefer mode RR, which also proves beneficial for the environment, resulting in a Pareto optimal outcome. This proposes a concrete cooperation mechanism among the manufacturer, retailers, and consumers from quantitative insights, which can promote green products to achieve the objective of low-carbon environmental protection. Full article

(This article belongs to the Collection Advances in Supply Chain Management in the Era of Electronic Commerce)

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28 pages, 599 KB

Open AccessArticle

Influencing Factors of Behavioral Intention to Use Cloud Technologies in Small–Medium Enterprises

by Fotios Nikolopoulos and Spiridon Likothanassis

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 264; https://doi.org/10.3390/jtaer20040264 - 2 Oct 2025

Abstract

As small–medium-sized enterprises (SMEs) increasingly adopt cloud technologies, understanding the factors influencing this shift is crucial as it helps to optimize cloud integration strategies, enabling SMEs to thrive in today’s digital economy. A cross-sectional, quantitative survey was conducted in February 2022 on 626 [...] Read more.

As small–medium-sized enterprises (SMEs) increasingly adopt cloud technologies, understanding the factors influencing this shift is crucial as it helps to optimize cloud integration strategies, enabling SMEs to thrive in today’s digital economy. A cross-sectional, quantitative survey was conducted in February 2022 on 626 employees of SMEs in the USA, based on the TAM-2, TAM-3, and UTAUT-2 models. The questionnaire presented satisfactory reliability, as well as factorial and convergent validity. Employees presented positive behavioral intentions to use cloud technologies, particularly during the COVID-19 period. SMEs were satisfied with the use of Software as a Service (SaaS), Infrastructure as a Service (IaaS), and the public cloud development model in the wake of the COVID-19 period. Behavioral intention to use cloud technologies was linked with higher performance and effort expectancy, price, perceived enjoyment, computer self-efficacy, and social influence. A higher behavioral intention was observed in employees (a) with a mid–top-level role; (b) who worked in finance and insurance, information services data, construction, or software and in an SME with 26–500 employees; (c) who had a master’s degree; (d) were 35–44 years old; and (e) had family obligations. Higher experience with the use of cloud technologies enhanced the positive impacts of effort expectancy, computer self-efficacy, and perceived enjoyment on behavioral intention. Full article

(This article belongs to the Section Digital Business Organization)

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20 pages, 513 KB

Open AccessArticle

Nonlinear Impact of Digital Service Innovation on Value Creation in Manufacturing Firms: Based on TOE Framework

by Yongtao Peng and Zheng Li

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 263; https://doi.org/10.3390/jtaer20040263 - 2 Oct 2025

Abstract

This study employs data from Chinese A-share manufacturing firms listed between 2018 and 2024 to examine the nonlinear effects of digital service innovation on corporate value creation and its threshold mechanisms, using a two-way fixed-effects model and a panel threshold model. The results [...] Read more.

This study employs data from Chinese A-share manufacturing firms listed between 2018 and 2024 to examine the nonlinear effects of digital service innovation on corporate value creation and its threshold mechanisms, using a two-way fixed-effects model and a panel threshold model. The results indicate that (1) digital service innovation exhibits a nonlinear relationship with value creation—its impact is initially suppressed at low innovation levels but rises markedly once a certain inflection point is exceeded; (2) ecosystem embedding presents a double-threshold effect: when embedding is high, it substantially strengthens the efficacy of digital service innovation; (3) organizational dynamic capability shows a single-threshold effect: moderate dynamic capability enhances value creation, whereas overly strong capability may inhibit innovation benefits; and (4) digital technology adoption does not display significant threshold characteristics. This research enriches the theory of digital service innovation and offers empirical evidence and practical insights for manufacturing firms in crafting differentiated innovation strategies. Full article

(This article belongs to the Section Entrepreneurship, Innovation, FinTech Accounting and Industry 4.0)

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41 pages, 724 KB

Open AccessArticle

The Impact of Integrity-Related Factors on Consumer Shopping Intention. An Interactive Marketing Approach Based on Digital Integrity Model

by Nicoleta-Valentina Florea, Gabriel Croitoru and Aurelia-Aurora Diaconeasa

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 262; https://doi.org/10.3390/jtaer20040262 - 1 Oct 2025

Abstract

The purpose of this study is to examine the impact of integrity-related considerations, such as ethics, privacy, protection, security, and trust, on online consumer shopping intention within the interactive marketing environment. To achieve this, the research uses partial least squares structural equation modelling [...] Read more.

The purpose of this study is to examine the impact of integrity-related considerations, such as ethics, privacy, protection, security, and trust, on online consumer shopping intention within the interactive marketing environment. To achieve this, the research uses partial least squares structural equation modelling (PLS-SEM), analysing data from a sample of 260 respondents collected through an online survey. The findings reveal that protection is the most influential factor driving consumer buying intentions, followed by trust, ethics and security. Privacy, while significant, has a more moderate influence on consumer behaviour compared to other factors. The study makes a key theoretical contribution by advancing the understanding of how these constructs interact to shape consumer behaviour in the digital marketplace, particularly highlighting the importance of data protection and ethical practices. Practically, the research offers actionable recommendations for e-commerce businesses, based on building a digital integrity model, suggesting the focus on enhancing data security and ethical transparency to build consumer trust. Furthermore, the findings highlight the need for policymakers to strengthen data privacy regulations and harmonise international security standards in e-commerce. Future research should consider longitudinal studies and explore these dynamics in different regulatory environments. Full article

(This article belongs to the Topic Innovations in New Media: Shaping the Future of Interactive Marketing)

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20 pages, 633 KB

Open AccessArticle

Drivers of Kiosk Adoption: An Extended TAM Perspective on Digital Readiness, Trust, and Barrier Reduction

by Jin Young Jun, Rob Kim Marjerison and Jong Min Kim

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 261; https://doi.org/10.3390/jtaer20040261 - 1 Oct 2025

Abstract

As self-service technologies (SSTs) such as kiosks become embedded in service infrastructure, understanding the socio-cognitive drivers of adoption has grown in importance. This study extends the Technology Acceptance Model (TAM) by integrating Digital Readiness (DR), Trust in Technology (TT), Perceived Usefulness (PU), and [...] Read more.

As self-service technologies (SSTs) such as kiosks become embedded in service infrastructure, understanding the socio-cognitive drivers of adoption has grown in importance. This study extends the Technology Acceptance Model (TAM) by integrating Digital Readiness (DR), Trust in Technology (TT), Perceived Usefulness (PU), and Perceived Barriers (PB) into a single framework, and tests it using structural equation modeling (SEM) with survey data from 750 kiosk users in China. TT emerges as the strongest direct predictor of intention to use (IU) and also increases PU while reducing PB. The deterrent effect of PB exceeds the positive effect of PU. DR promotes adoption indirectly by raising TT and PU and lowering PB, whereas its direct path to IU is negative, suggesting a tension between readiness and heightened expectations. Multi-group analyses show that non-digital natives and low-frequency users are more sensitive to trust-related factors, whereas digital natives and high-frequency users respond more to barrier reduction. These findings integrate trust and barrier perspectives into TAM and reconceptualize DR as an ambivalent antecedent. Practically, a segment- and journey-oriented design frame centered on trust and friction provides a common reference for aligning kiosk design, KPIs, and investment decisions across industries. Full article

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

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21 pages, 535 KB

Open AccessArticle

Understanding Generation Z′s Purchasing Behaviour on Online Marketplaces: A TAM-Based Approach

by Ștefan-Alexandru Catană, Cosmin-Ionuț Imbrișcă and Cristina Veith

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 260; https://doi.org/10.3390/jtaer20040260 - 1 Oct 2025

Abstract

As Generation Z increasingly dominates the consumer market, understanding their purchasing behaviour in online marketplaces has become crucial for businesses aiming to engage this digitally native and environmentally conscious demographic. The present study aims to explore Generation Z′s purchasing behaviour in e-commerce platforms [...] Read more.

As Generation Z increasingly dominates the consumer market, understanding their purchasing behaviour in online marketplaces has become crucial for businesses aiming to engage this digitally native and environmentally conscious demographic. The present study aims to explore Generation Z′s purchasing behaviour in e-commerce platforms through the lens of the Technology Acceptance Model (TAM), while incorporating additional factors such as sustainability and environmental awareness. A partial least squares structural equation modelling (PLS-SEM) analysis using WarpPLS 8.0 was conducted on a sample of 636 Generation Z respondents from Romania. The results suggest that online marketplaces can enhance consumer engagement by integrating eco-friendly practices and emphasizing sustainable product offerings. This research contributes to the e-commerce literature by extending the TAM framework and by providing valuable insights for businesses targeting environmentally conscious digital consumers. Full article

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25 pages, 1435 KB

Open AccessArticle

Rethinking Picky Shoppers and Store Reputation: Effective Online Service Recovery Strategies for Products with Minor Defects

by Xiaolian Cheng and Inwoo Nam

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 259; https://doi.org/10.3390/jtaer20040259 - 1 Oct 2025

Abstract

This study examines how the initiation of monetary compensation and the sincerity of apologies influence customers’ repurchase intentions after receiving products with minor defects, and how these effects are moderated by consumer pickiness and the e-store’s reputation. Two scenario-based, between-subjects online experiments were [...] Read more.

This study examines how the initiation of monetary compensation and the sincerity of apologies influence customers’ repurchase intentions after receiving products with minor defects, and how these effects are moderated by consumer pickiness and the e-store’s reputation. Two scenario-based, between-subjects online experiments were conducted in China via the Wenjuanxing online survey platform, with participants voluntarily taking part in exchange for monetary compensation. We propose that consumers have a higher repurchase intention when online customer service initiatively offers monetary compensation (vs. passive vs. no compensation) and that the effect of monetary compensation modes can be enhanced by a serious apology from customer service. Building on these findings, Study 1 (n = 330) reveals that picky consumers are more sensitive to the enhanced effect of initiative monetary compensation on repurchase intentions under serious apologies. Moreover, Study 2 (n = 537) confirms that consumers are more stringent in their expectations of high-reputation stores, whereas low-reputation stores can achieve similar positive effects with casual apologies that high-reputation stores only obtain through serious apologies. This study provides theoretical support for the importance of the initiation of actions and sincerity in service recovery and offers guidance for businesses dealing with picky consumers. Full article

(This article belongs to the Collection Customer Relationships in Electronic Commerce)

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Journal of Theoretical and Applied Electronic Commerce Research

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