Journal of Theoretical and Applied Electronic Commerce Research

20 pages, 589 KB

Open AccessArticle

From Big Data to Cultural Intelligence: An AI-Powered Framework and Machine Learning Validation for Global Marketing

by Jungwon Lee

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 288; https://doi.org/10.3390/jtaer20040288 - 22 Oct 2025

This research addresses the ‘cultural blind spot’ in Big Data and AI, where algorithms treat global user-generated content monolithically, fostering biased marketing models. It proposes a dynamic ‘contextual value amplification’ framework, integrating Impression Management and Construal Level Theories. The study argues that service [...] Read more.

This research addresses the ‘cultural blind spot’ in Big Data and AI, where algorithms treat global user-generated content monolithically, fostering biased marketing models. It proposes a dynamic ‘contextual value amplification’ framework, integrating Impression Management and Construal Level Theories. The study argues that service context—luxury versus budget—systematically reconfigures how cultural values are expressed in online customer reviews. A dual-method approach was applied to 284,746 negative hotel reviews. First, a high-dimensional fixed-effects model provided evidence for ‘cultural complaint signatures’ and revealed a novel mechanism: the luxury context amplifies individualists’ focus on relational Service but dampens their focus on transactional Value. Second, an XGBoost model offered computational validation. Including these theoretically derived features improved the model’s ability to classify a reviewer’s cultural orientation by over 220%. The study proposes a dynamic, context-contingent theory of cross-cultural expression, offers a methodological template fusing econometrics and machine learning to mitigate bias, and advances a conceptual framework for ‘Cultural Intelligence’. Full article

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29 pages, 415 KB

Open AccessArticle

Exploring Factors Influencing Patients’ Intention to Adopt Generative AI on Online Healthcare Platforms

by Yu Li, Tian Shen, Shuyi Yang and Xi Chen

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 287; https://doi.org/10.3390/jtaer20040287 - 15 Oct 2025

Abstract

The development of generative AI has disrupted various fields, and the field of online healthcare is no exception. However, there is a lack of research on patients’ intention to adopt generative AI on online healthcare platforms. Therefore, the aim of this study is [...] Read more.

The development of generative AI has disrupted various fields, and the field of online healthcare is no exception. However, there is a lack of research on patients’ intention to adopt generative AI on online healthcare platforms. Therefore, the aim of this study is to investigate the factors influencing patients’ intention to adopt generative AI. Employing a questionnaire-based survey, we explore the factors influencing patients’ intention to adopt generative AI through the UTAUT2 model, considering the moderating effects of construal level, health literacy, and AI literacy. We find that performance expectancy, social influence, and facilitating conditions are positively associated with patients’ intention. Surprisingly, effort expectancy and hedonic motivation do not have a significant impact on patients’ intention. Construal level positively moderates the relationship between performance expectancy and patients’ intention; health literacy negatively moderates the relationship between social influence and patients’ intention. AI literacy positively moderates the relationship between effort expectancy and patients’ intention but negatively moderates the relationship between social influence and patients’ intention. This study enriches UTAUT2 theory and provides practical insights for the development and promotion of generative AI on online healthcare platforms. Full article

(This article belongs to the Special Issue ICEC 2025: Transforming E-Commerce with AI: Navigating Innovation, Personalization, and Ethical Challenges)

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29 pages, 431 KB

Open AccessArticle

Pricing of Products and Value-Added Services Considering Product Quality and Network Effects

by Wei Qi, Nan Li, Xuwang Liu, Bangchen Zhang and Junlin Pei

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 286; https://doi.org/10.3390/jtaer20040286 - 13 Oct 2025

Abstract

In the operational management of e-commerce platforms, online reviews and user feedback render the issue of anticipated product failure more transparent. The anticipated product failures are often negatively correlated with product quality, while related service guarantees can help customers avoid utility losses caused [...] Read more.

In the operational management of e-commerce platforms, online reviews and user feedback render the issue of anticipated product failure more transparent. The anticipated product failures are often negatively correlated with product quality, while related service guarantees can help customers avoid utility losses caused by such failures. Additionally, the network effect characteristics of products significantly influence customer purchasing behavior and firms’ pricing strategies. This paper employs the multinomial logit (MNL) model to establish an optimization framework for product line and value-added services pricing that accounts for the anticipated failure and associated services. It analyses three scenarios: developing a single product, homogeneous products, and heterogeneous products, deriving optimal price, market share, and maximum profit. Theoretical analysis focuses on how the optimal solutions for single and homogeneous products vary with changes in anticipated failure-induced utility losses, negative network effects, product quality, and service quality. In the numerical experiment, the study explores the effects of variations in utility losses from anticipated failure, network effects, and product and service quality on optimal solutions for heterogeneous products. Finally, the importance of incorporating anticipated failure-induced utility losses into product line and service pricing decisions is emphasized. Full article

(This article belongs to the Collection Utilizing Models for e-Business Decision-Making: From Data to Wisdom)

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20 pages, 465 KB

Open AccessArticle

Incorporating Consumer Ratings in Retailers’ Discount Pricing of Digital Goods

by Li Chen

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 285; https://doi.org/10.3390/jtaer20040285 - 13 Oct 2025

Abstract

Retailers of digital goods often use discount pricing to attract consumers. To make an effective promotion, they naturally want to understand consumers’ valuation. Nonetheless, rigorous research is lacking on how to use consumer ratings on the retailer side. Our study aims to fill [...] Read more.

Retailers of digital goods often use discount pricing to attract consumers. To make an effective promotion, they naturally want to understand consumers’ valuation. Nonetheless, rigorous research is lacking on how to use consumer ratings on the retailer side. Our study aims to fill this research gap by investigating how retailers can determine optimal discount size in response to consumer ratings. We use both an analytical model and an empirical analysis. Our analytical results showed that discount size decreases with consumer ratings for non-supreme ratings. Nevertheless, there is no significant impact for supreme ratings. In addition, we find that consumers’ confidence and the regular price of digital goods are critical moderators. Using a unique dataset of 419 online audiobooks, we empirically test the proposed hypotheses. The predictions of our model are consistent with empirical evidence. Our study demonstrates that retailers can provide smaller discounts when consumers give higher ratings of digital goods. In addition, consumers’ confidence enlarges the consumer rating effect, while the regular price reduces such effect. Our findings can be applied to other digital goods such as digital movies, software/APP and online newspapers. Full article

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27 pages, 644 KB

Open AccessArticle

Exploring the Drivers of Content Entrepreneurs’ Compliance with Generative AI Policies: A Mixed-Methods Approach

by Liguo Lou, Yongbing Jiao, Joon Koh and Weihui Dai

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 284; https://doi.org/10.3390/jtaer20040284 - 13 Oct 2025

Abstract

Social media-based content entrepreneurship is evolving rapidly and emerging as a significant and growing form of employment. Generative AI (GenAI) offers content entrepreneurs a powerful tool for content creation; however, the technology can be abused to produce deepfakes, rumors, plagiarism, and other injurious [...] Read more.

Social media-based content entrepreneurship is evolving rapidly and emerging as a significant and growing form of employment. Generative AI (GenAI) offers content entrepreneurs a powerful tool for content creation; however, the technology can be abused to produce deepfakes, rumors, plagiarism, and other injurious content. This triggers value co-destruction across the creator economy and society, making it particularly crucial to enhance content entrepreneurs’ compliance with GenAI policies. Aiming to develop an effective governance framework, this study adopts a mixed-methods approach, beginning with exploratory interviews to uncover factors affecting GenAI policy compliance intention. Subsequently, it employs confirmatory quantitative research with a survey to validate the proposed research model. The results indicate that both the deterrence triad (i.e., perceived sanction certainty, severity, and celerity) and perceived social norm strengthen GenAI policy compliance intention. Meanwhile, perceived social norm weakens the impact of perceived sanction certainty on policy compliance intention. Furthermore, peer communication enhances policy compliance intention by increasing perceptions of sanction certainty and celerity as well as social norm. These findings contribute to the sustainable development of content entrepreneurship and effective GenAI governance, fostering a symbiotic creator economy. Full article

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22 pages, 787 KB

Open AccessArticle

Leveraging Digital Innovation for Sustainable Performance via Supply Chain Resilience

by Yuhan Liu, Yubing Yu, Ye Wu, Yanqiu Liu and Min Zhang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 283; https://doi.org/10.3390/jtaer20040283 - 9 Oct 2025

Abstract

As an emerging innovation paradigm in the digital economy era, digital innovation has become an important means for manufacturing firms to build supply chain resilience for sustainable development, but its intrinsic mechanism requires clarification. This research explores the impact of digital innovation (digital [...] Read more.

As an emerging innovation paradigm in the digital economy era, digital innovation has become an important means for manufacturing firms to build supply chain resilience for sustainable development, but its intrinsic mechanism requires clarification. This research explores the impact of digital innovation (digital organizational innovation and digital product innovation) on supply chain resilience (supply chain readiness, supply chain responsiveness, and supply chain recovery) and sustainable performance via structural equation modeling involving data from 226 Chinese manufacturing firms. The results show that digital organizational innovation can promote digital product innovation. Digital organizational innovation and digital product innovation contribute to supply chain readiness, supply chain responsiveness, and supply chain recovery. Supply chain readiness, supply chain responsiveness, and supply chain recovery enhance sustainable performance. Finally, supply chain resilience mediates the relationship between digital innovation and sustainable performance. These findings reveal the role of digital innovation in improving sustainable performance through supply chain resilience and provide practical guidance for manufacturing companies to better conduct digital innovation to build supply chain resilience and thus realize sustainable development. Full article

(This article belongs to the Special Issue Digitalization and Sustainable Supply Chain)

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26 pages, 695 KB

Open AccessArticle

Managing Service-Level Returns in E-Commerce: Joint Pricing, Delivery Time, and Handling Strategy Decisions

by Sisi Zhao

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 282; https://doi.org/10.3390/jtaer20040282 - 9 Oct 2025

Abstract

This research investigates the strategic interplay between pricing, delivery promises, and handling strategies for service-level returns—products returned by consumers due to operational issues like late delivery rather than product defects. In a vertical decentralized supply chain with a manufacturer and an e-tailer, a [...] Read more.

This research investigates the strategic interplay between pricing, delivery promises, and handling strategies for service-level returns—products returned by consumers due to operational issues like late delivery rather than product defects. In a vertical decentralized supply chain with a manufacturer and an e-tailer, a shorter promised delivery lead time (PDL) attracts more customers but also increases the risk of late delivery, making products more return-prone. Modeling the return rate as an endogenous variable dependent on the e-tailer’s PDL decision, we develop a Manufacturer-Stackelberg (MS) game-theoretic model to examine whether service-level returns should be handled by the manufacturer (Buy-Back strategy) or the e-tailer (No-Returns strategy). The results suggest that the optimal handling strategy depends on the e-tailer’s reselling ratio—a measure of its efficiency in extracting value from returns. A win-win situation is achieved when the reselling ratio is smaller than a threshold, as the manufacturer’s decision to buy back these returns also benefits the e-tailer. Surprisingly, when the manufacturer leaves the e-tailer to handle FFRs, a higher reselling ratio is not necessarily profitable for the e-tailer. Extending the analysis to a retailer-Stackelberg (RS) scenario reveals that the supply chain’s power structure is a fundamental determinant of the optimal returns handling strategy, shifting the equilibrium from a counterintuitive, power-distorted outcome in a MS system to an intuitive, profit-driven one in a RS system. Full article

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22 pages, 2301 KB

Open AccessArticle

Handwritten Messages Boost Consumer Engagement in Food Delivery

by Yue Liu, Xiaoxiao Fu and Tian Lan

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 281; https://doi.org/10.3390/jtaer20040281 - 9 Oct 2025

Abstract

Customer assistance (e.g., reviews and referrals) plays a vital role for catering merchants. This study investigates how handwritten (vs. printed) messages can enhance consumers’ intention to engage in such assistance activities in the context of food delivery. Using a multi-method approach (field and [...] Read more.

Customer assistance (e.g., reviews and referrals) plays a vital role for catering merchants. This study investigates how handwritten (vs. printed) messages can enhance consumers’ intention to engage in such assistance activities in the context of food delivery. Using a multi-method approach (field and scenario-based experiments), we demonstrate that handwritten messages significantly increase customers’ willingness to provide assistance, an effect mediated by perceived interpersonal intimacy. Moreover, the impact of handwritten messages interacts with message content structure. The positive effect of handwritten typefaces is stronger for individual catering businesses than for chain restaurants, and more effective among hedonic customers compared to utilitarian ones. These findings offer practical guidance for service merchants on leveraging handwritten messages to foster customer assistance behaviors. Full article

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18 pages, 828 KB

Open AccessArticle

Descriptive Trajectories of How Service Innovation Shapes Customer Exit Intentions in Online Travel Agencies

by Yingxue Xia and Hong-Youl Ha

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 280; https://doi.org/10.3390/jtaer20040280 - 9 Oct 2025

Abstract

This study examines the descriptive trajectories through which service innovation is associated with customer exit dynamics after service failures, drawing on a three-wave panel of 532 online travel agency users and employing partial least squares structural equation modeling with predictive assessment. We analyze [...] Read more.

This study examines the descriptive trajectories through which service innovation is associated with customer exit dynamics after service failures, drawing on a three-wave panel of 532 online travel agency users and employing partial least squares structural equation modeling with predictive assessment. We analyze how innovation is associated with switching intentions via brand hate and brand distrust over time. Results reveal distinct temporal patterns: service innovation is linked to consistent reductions in both hate and distrust, yet only hate emerges as a salient mediator whose marginal association with switching intensifies over time. In contrast, distrust, although mitigated by innovation, remains relatively stable and behaviorally inert. Rather than asserting a causal explanation, we document temporal associations—labelled here as a “dilution effect”—to indicate that innovation coincides with weakening negative emotions but only partial attenuation of their behavioral correlates. By distinguishing between the fading but influential role of hate and the persistent yet inert nature of distrust, this study clarifies differentiated pathways through which negative states coincide with customer exit. For managers, the results highlight the need for staged innovation strategies to dissipate hate, complemented by long-term trust-repair initiatives to address enduring distrust and reduce customer churn. Full article

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

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18 pages, 747 KB

Open AccessArticle

Aurea EDEN: A 3D Visualization Approach for E-Commerce Customer Journey Analytics

by Robert Waszkowski

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 279; https://doi.org/10.3390/jtaer20040279 - 9 Oct 2025

Abstract

This paper introduces and empirically evaluates Aurea EDEN, a novel 3D visualization library for e-commerce customer journey analytics. Traditional 2D dashboards often fragment performance data from the structural context of the conversion funnel, increasing analysts’ cognitive load. To address this, Aurea EDEN provides [...] Read more.

This paper introduces and empirically evaluates Aurea EDEN, a novel 3D visualization library for e-commerce customer journey analytics. Traditional 2D dashboards often fragment performance data from the structural context of the conversion funnel, increasing analysts’ cognitive load. To address this, Aurea EDEN provides a method for programmatically generating 3D funnel diagrams where Key Performance Indicators (KPIs) are encoded directly as geometric properties. This approach is validated through two empirical studies: a comparative user study and a technical performance benchmark. The user study demonstrates that, for common analytical tasks, the 3D visualization significantly reduces task completion time and perceived cognitive workload (measured via NASA-TLX) while improving usability (measured via SUS) compared to a traditional 2D dashboard baseline. The benchmark confirms the library’s scalability for complex, real-world scenarios. These findings indicate that integrating KPIs as geometric attributes in a 3D model offers a more effective and efficient alternative for analyzing e-commerce funnels, providing a tangible contribution to the fields of information visualization and e-commerce analytics. Full article

(This article belongs to the Section Data Science, AI, and e-Commerce Analytics)

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23 pages, 598 KB

Open AccessArticle

From Participation to Embedding: Unpacking the Income Effects of E-Commerce-Led Digital Chain on Chinese Farmers

by Yuanyuan Peng, Xuanheng Wu and Yueshu Zhou

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 278; https://doi.org/10.3390/jtaer20040278 - 5 Oct 2025

Abstract

This study aims to investigate the multifaceted effects of e-commerce-led digital chain engagement on the income of Chinese crop farmers, distinguishing between participation status and participation depth. The analysis uses data from the China Rural Revitalization Survey (CRRS) conducted in 2020, with 1815 [...] Read more.

This study aims to investigate the multifaceted effects of e-commerce-led digital chain engagement on the income of Chinese crop farmers, distinguishing between participation status and participation depth. The analysis uses data from the China Rural Revitalization Survey (CRRS) conducted in 2020, with 1815 crop-farming households as the sample. To estimate causal effects, treatment effect models and instrumental variable strategies are employed. Results show that e-commerce-led digital chain participation significantly enhances household income, and deeper digital chain engagement amplifies this effect. Mechanism analyses reveal that deep engagement promotes income through multiple channels, including improved digital preparedness, enhanced product sales performance, and increased participation in digital financial services. Heterogeneity analysis indicates that the income gains mainly stem from agricultural revenue, and are more pronounced among cooperative members, though marginal benefits from deeper engagement appear limited. Quantile regressions uncover a pronounced Matthew effect: higher-income households benefit more from digital chain embedding, thereby widening the income gap. Moreover, e-commerce-led digital chain participation also improves farmers’ income satisfaction and their expectations of income sustainability. These findings suggest that policymakers should not only promote basic e-commerce participation but also implement targeted support for deep digital chain embedding to foster inclusive growth while mitigating the Matthew effect. By shifting the focus from binary participation to embedded intensity, this study provides new insights into how e-commerce-led digital transformation shapes rural income structures, offering theoretical and empirical contributions to the literature on agricultural modernization and digital inclusion. Full article

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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

Abstract

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, 4872 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

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 [...] Read more.

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. 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. 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. 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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