Journal of Theoretical and Applied Electronic Commerce Research

21 pages, 3071 KiB

Open AccessArticle

Blockchain and Supply-Chain Financing: An Evolutionary Game Approach with Guarantee Considerations

by Jizhou Zhan, Gewei Zhang, Heap-Yih Chong and **angfeng Chen

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1616-1636; https://doi.org/10.3390/jtaer19020079 - 19 Jun 2024

Viewed by 329

Abstract

Blockchain technology enables innovative financing models in supply-chain finance. This research constructs a tripartite evolutionary game model that includes core enterprises as employers, small- and medium-sized enterprises (SMEs) as contractors, and banks as financial institutions, where they have been simulated for their impact [...] Read more.

Blockchain technology enables innovative financing models in supply-chain finance. This research constructs a tripartite evolutionary game model that includes core enterprises as employers, small- and medium-sized enterprises (SMEs) as contractors, and banks as financial institutions, where they have been simulated for their impact on blockchain technology, especially on the strategic choices of supply-chain financing behavior and the system’s evolutionary path under core enterprises’ guarantee mechanism. The findings show the application of blockchain technology can effectively reduce the regulatory and review costs for financial institutions, thereby enhancing the efficiency of supply-chain financing. Particularly, blockchain technology provides a more reliable credit endorsement platform for SMEs in reducing their tendency to default. The guarantee mechanism of core enterprises is more effective with the support of blockchain technology, which helps to build more solid supply-chain financial cooperation relationships. The research contributes to the theoretical research on the integration of blockchain technology into supply-chain finance, especially for improving the operational efficiency of financial services. It also highlights the need for blockchain-backed guarantees from core enterprises in optimizing supply-chain financial services. Full article

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17 pages, 333 KiB

Open AccessArticle

Technology and Innovation: Analyzing the Heterogeneity of the Hotel Guests’ Behavior

by Mariia Bordian, María Fuentes-Blasco, Irene Gil-Saura and Beatriz Moliner-Velázquez

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1599-1615; https://doi.org/10.3390/jtaer19020078 - 17 Jun 2024

Viewed by 457

Abstract

The study intends to identify and analyze different consumer segments. For this purpose, we examine why customers turn to electronic word-of-mouth (eWOM) before making a purchase and how they perceive a hotel’s information and communication technology (ICT) and relational innovation after making a [...] Read more.

The study intends to identify and analyze different consumer segments. For this purpose, we examine why customers turn to electronic word-of-mouth (eWOM) before making a purchase and how they perceive a hotel’s information and communication technology (ICT) and relational innovation after making a purchase. The objective was empirically tested with data from a panel of consumers who stayed at hotels during the post-pandemic recovery period in Spain. In total, 393 valid questionnaires were obtained. The estimation of a finite mix model was applied to identify guest profiles. Estimation identified three guest profiles where the perceptions of the hotel’s relational innovation and ICT present a high discriminant power in the first two segments. Moreover, compared to the second segment, the first group is characterized by the low impact level of these variables. On the other hand, the motivation to consult eWOM in the prebooking stage significantly influences all three groups; however, the guests of the third segment present less motivation than the rest. Hotel managers may consider ICT, relational innovation, and eWOM factors when segmenting consumers. Understanding this would enhance the company’s service delivery and the hotel’s competitiveness. The contribution of this study lies in considering ICT, relational innovation, and eWOM as novel factors that help identify different guest profiles. Full article

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

19 pages, 831 KiB

Open AccessArticle

Impact of AI-Oriented Live-Streaming E-Commerce Service Failures on Consumer Disengagement—Empirical Evidence from China

by Yuhong Peng, Yedi Wang, **gpeng Li and Qiang Yang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1580-1598; https://doi.org/10.3390/jtaer19020077 - 17 Jun 2024

Viewed by 526

Abstract

Despite the popularity of AI-oriented e-commerce live-streaming, the service failures that can result from real-time interaction and instant transactions have not been taken seriously. This study aims to assess the failure of AI-oriented live-streaming e-commerce services and help retailers identify various risks. Based [...] Read more.

Despite the popularity of AI-oriented e-commerce live-streaming, the service failures that can result from real-time interaction and instant transactions have not been taken seriously. This study aims to assess the failure of AI-oriented live-streaming e-commerce services and help retailers identify various risks. Based on expectancy disconfirmation theory and a stressor–strain–outcome framework, this study identified a comprehensive framework including information, functional, system, interaction, and aesthetic failures. The structural equation modeling (SEM) method is used to further examine its effect on consumers’ discontinuance behavior. Further research reveals the mediating role of consumer disappointment and emotional exhaustion, as well as the moderating role of the live-streaming platform type. These results shed light on the negative influence of AI-oriented live-streaming e-commerce service failures and contribute to the literature on live-streaming commerce, service failure, and virtual streamers. Full article

(This article belongs to the Topic Consumer Psychology and Business Applications)

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21 pages, 1868 KiB

Open AccessReview

E-Commerce in Brazil: An In-Depth Analysis of Digital Growth and Strategic Approaches for Online Retail

by Claudimar Pereira da Veiga, Cássia Rita Pereira da Veiga, Júlia de Souza Silva Michel, Leandro Ferreira Di Iorio and Zhaohui Su

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1559-1579; https://doi.org/10.3390/jtaer19020076 - 15 Jun 2024

Viewed by 653

Abstract

This article delves into Brazil’s rapidly expanding e-commerce sector, emphasizing its significant growth and evolving dynamics. Employing a meta-narrative review and a convergence-coding matrix, this research systematically analyzes and integrates findings from the existing literature to reveal critical industry patterns. The analysis identifies [...] Read more.

This article delves into Brazil’s rapidly expanding e-commerce sector, emphasizing its significant growth and evolving dynamics. Employing a meta-narrative review and a convergence-coding matrix, this research systematically analyzes and integrates findings from the existing literature to reveal critical industry patterns. The analysis identifies four pivotal clusters: consumer behavior, e-commerce structure, product distribution, and environmental sustainability. These elements collectively offer a comprehensive view of Brazil’s present and future e-commerce directions. This study underscores the imperative for strategies responsive to changing consumer behaviors, technological advancements, and environmental concerns. It also furnishes practical insights for enhancing online retail consumer engagement, logistical efficiency, and sustainability. Furthermore, this research advocates for e-commerce as a vehicle for digital inclusion, calling for policies that promote equitable access to online markets. This underscores its broader socio-economic importance, suggesting a path forward for stakeholders in sha** a more inclusive and sustainable e-commerce ecosystem. Full article

(This article belongs to the Section e-Commerce Analytics)

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42 pages, 8098 KiB

Open AccessArticle

Leveraging Stacking Framework for Fake Review Detection in the Hospitality Sector

by Syed Abdullah Ashraf, Aariz Faizan Javed, Sreevatsa Bellary, Pradip Kumar Bala and Prabin Kumar Panigrahi

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1517-1558; https://doi.org/10.3390/jtaer19020075 - 15 Jun 2024

Viewed by 496

Abstract

Driven by motives of profit and competition, fake reviews are increasingly used to manipulate product ratings. This trend has caught the attention of academic researchers and international regulatory bodies. Current methods for spotting fake reviews suffer from scalability and interpretability issues. This study [...] Read more.

Driven by motives of profit and competition, fake reviews are increasingly used to manipulate product ratings. This trend has caught the attention of academic researchers and international regulatory bodies. Current methods for spotting fake reviews suffer from scalability and interpretability issues. This study focuses on identifying suspected fake reviews in the hospitality sector using a review aggregator platform. By combining features and leveraging various classifiers through a stacking architecture, we improve training outcomes. User-centric traits emerge as crucial in spotting fake reviews. Incorporating SHAP (Shapley Additive Explanations) enhances model interpretability. Our model consistently outperforms existing methods across diverse dataset sizes, proving its adaptable, explainable, and scalable nature. These findings hold implications for review platforms, decision-makers, and users, promoting transparency and reliability in reviews and decisions. Full article

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24 pages, 1623 KiB

Open AccessArticle

Optimizing Sentiment Analysis Models for Customer Support: Methodology and Case Study in the Portuguese Retail Sector

by Catarina Almeida, Cecilia Castro, Víctor Leiva, Ana Cristina Braga and Ana Freitas

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1493-1516; https://doi.org/10.3390/jtaer19020074 - 10 Jun 2024

Viewed by 669

Abstract

Sentiment analysis is a cornerstone of natural language processing. However, it presents formidable challenges due to the intricacies of lexical diversity, complex linguistic structures, and the subtleties of context dependence. This study introduces a bespoke and integrated approach to analyzing customer sentiment, with [...] Read more.

Sentiment analysis is a cornerstone of natural language processing. However, it presents formidable challenges due to the intricacies of lexical diversity, complex linguistic structures, and the subtleties of context dependence. This study introduces a bespoke and integrated approach to analyzing customer sentiment, with a particular emphasis on a case study in the Portuguese retail market. Capitalizing on the strengths of SentiLex-PT, a sentiment lexicon curated for the Portuguese language, and an array of sophisticated machine learning algorithms, this research constructs advanced models that encapsulate both lexical features and the subtleties of linguistic composition. A meticulous comparative analysis singles out multinomial logistic regression as the pre-eminent model for its applicability and accuracy within our case study. The findings of this analysis highlight the pivotal role that sentiment data play in strategic decision-making processes such as reputation management, strategic planning, and forecasting market trends within the retail sector. To the extent of our knowledge, this work is pioneering in its provision of a holistic sentiment analysis framework tailored to the Portuguese retail context, marking an advancement for both the academic field and industry application. Full article

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22 pages, 718 KiB

Open AccessArticle

Usefulness of Online Reviews of Sensory Experiences: Pre- vs. Post-Pandemic

by Jong Min Kim, Keeyeon Ki-cheon Park and Rob Kim Marjerison

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1471-1492; https://doi.org/10.3390/jtaer19020073 - 8 Jun 2024

Viewed by 488

Abstract

As a result of globalization and other factors, periodic shocks to economic activity have become more frequent in recent years. How these periods of economic uncertainty affect different business sectors and industries has become an important emerging area of research activity. Sensory experiences [...] Read more.

As a result of globalization and other factors, periodic shocks to economic activity have become more frequent in recent years. How these periods of economic uncertainty affect different business sectors and industries has become an important emerging area of research activity. Sensory experiences are increasingly recognized as an important aspect of the customer experience. Likewise, online reviews and the usefulness rating given by review consumers are important factors in the consumers’ purchasing decision-making process. How these factors are affected by periods of crisis is an underexplored area of research that this study addresses through the exploration and comparison of the perceived helpfulness of sensory experience online reviews, specifically in the hotel industry, before and since the COVID-19 pandemic. Primary data were harvested from the Booking.com website before and during the pandemic; 143,739 online reviews were analyzed using a keyword search based on six dimensions of hotel services to identify those reviews with sensory experience content. The analysis applied Herzberg’s two-factor theory, where each service attribute was examined as both positive (satisfier) and negative (dissatisfier). Empirical analytical methods were applied to produce compelling findings. The findings indicate that the reviews of multisensory experiences affect the perceived value of a post both negatively and positively, respectively, and that the pandemic did not affect the relationship between reviews and the perceived helpfulness of the reviews. This study has both theoretical and practical implications for researchers and practitioners by applying and building on Herzberg’s two-factor theory of online reviews in the hospitality sector during a period of crisis, as well as addressing a gap in the existing literature on how the pandemic affected the relationships between the online reviews of sensory experiences and their perceived usefulness. Practitioners may find the results useful in how they allocate their resources and focus during such periods to optimize their competitiveness. Full article

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29 pages, 1031 KiB

Open AccessArticle

The Influence of the Big Five Personality Traits and Propensity to Trust on Online Review Behaviors: The Moderating Role of Gender

by Nima Kordzadeh and Karoly Bozan

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1442-1470; https://doi.org/10.3390/jtaer19020072 - 4 Jun 2024

Viewed by 733

Abstract

This study investigates the impacts of the Big Five personality traits and propensity to trust on the use and writing of online reviews. Additionally, this study examines how gender moderates these impacts. Results of a survey (n = 840) show that openness to [...] Read more.

This study investigates the impacts of the Big Five personality traits and propensity to trust on the use and writing of online reviews. Additionally, this study examines how gender moderates these impacts. Results of a survey (n = 840) show that openness to experience and conscientiousness positively influence online review use, while openness to experience and extraversion positively influence online review writing. Moreover, gender moderates the impacts of extraversion, openness to experience, and agreeableness on online review writing, with no moderating effect observed for online review use. Our findings contribute to the electronic word-of-mouth (eWOM) literature and offer important practical insights for eWOM platforms. Full article

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31 pages, 3040 KiB

Open AccessArticle

Driving Success: Unveiling the Synergy of E-Marketing, Sustainability, and Technology Orientation in Online SME

by Mirela Cătălina Türkeș

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1411-1441; https://doi.org/10.3390/jtaer19020071 - 4 Jun 2024

Viewed by 571

Abstract

In Romania, the pandemic and post-pandemic effects, coupled with the nearly 80% increase in internet service penetration, have led to an extraordinary acceleration of e-commerce activity. Rising rents and operational costs, heightened financial challenges, and the improved quality and accessibility of internet connectivity [...] Read more.

In Romania, the pandemic and post-pandemic effects, coupled with the nearly 80% increase in internet service penetration, have led to an extraordinary acceleration of e-commerce activity. Rising rents and operational costs, heightened financial challenges, and the improved quality and accessibility of internet connectivity have prompted some Romanian SMEs to sell their products and services online or through other online communication networks. In this context, it becomes essential to conduct marketing research to identify factors that could stimulate business performance. The purpose of this study is to assess the impact of e-marketing orientation, sustainability orientation, and technology orientation on the performance of online SMEs in Romania. Hypothesis testing and validation of the proposed construct model were conducted using structural equation modeling with partial least squares (SEM-PLS) and multi-group analysis (PLS-MGA). The research results have indicated that all three independent variables have positive and significant effects on online SMEs’ business performance. Finally, the study suggests that SME managers should focus on integrating these three variables and on selling products and services both nationally and internationally through the internet if they aim for long-term business performance growth. Full article

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19 pages, 534 KiB

Open AccessArticle

Examining the Retail Delivery Choice Behavior in a Technology-Aware Market

by Jocelyn Tapia, Paula Fariña, Ignacio Urbina and Diego Dujovne

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1392-1410; https://doi.org/10.3390/jtaer19020070 - 4 Jun 2024

Viewed by 498

Abstract

This study aims to provide valuable insights into consumer preferences for delivery services in online shop** in Chile. The COVID-19 pandemic has accelerated the evolution of delivery and logistics services, leading to increased competition among online stores. Chile, with its highly digitally enabled [...] Read more.

This study aims to provide valuable insights into consumer preferences for delivery services in online shop** in Chile. The COVID-19 pandemic has accelerated the evolution of delivery and logistics services, leading to increased competition among online stores. Chile, with its highly digitally enabled population and a competitive landscape of online retailers, serves as an ideal reference case for Latin America. By analyzing key delivery attributes such as delivery time, order arrival time range, compensation policies for delivery delays, and delivery prices, we offer valuable insights into consumer behavior. These insights will, in turn, inform the formulation of effective strategies within the online shop** industry. We examine the following aspects: (a) The willingness of consumers to pay for the service attributes; (b) The relative importance assigned to these attributes by consumers; and (c) The relationship between consumer preferences and socioeconomic characteristics. Using Multinomial Logit Models and a database from a Discrete Choice Experiment, we have discovered that the most significant attributes of delivery service are the time until product arrival and the existence of compensation in case of delivery delays. Additionally, we found that consumers are willing to pay more for the same delivery service if the product is large, as large products generally have higher prices. Furthermore, we observed that delivery time preferences vary by gender and for small products, and price sensitivity varies according to educational level, household size, and socioeconomic status. To the best of our knowledge, no previous research of this kind has been conducted for Chile. Full article

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

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34 pages, 8448 KiB

Open AccessArticle

Digital Virtual Simulation for Cultural Clothing Restoration: Case Study of Tang Dynasty Mural ‘Diplomatic Envoys’ from Crown Prince Zhang Huai’s Tomb

by Chunxiao Liu, RongRong Cui and Zhicheng Wang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1358-1391; https://doi.org/10.3390/jtaer19020069 - 3 Jun 2024

Viewed by 379

Abstract

The advent of 3D virtual presentation technology for clothing has led to the gradual popularisation of digital virtual clothing in the modern fashion industry. However, there remains a gap between the application of this technology and the integration of cultural attributes in the [...] Read more.

The advent of 3D virtual presentation technology for clothing has led to the gradual popularisation of digital virtual clothing in the modern fashion industry. However, there remains a gap between the application of this technology and the integration of cultural attributes in the field of digital communication of traditional cultural clothing. Consequently, the objective of this paper is to propose the establishment of a fusion system integrating archaeological research on traditional culture with emerging virtual presentation technology. This paper draws inspiration from the replicability and easy dissemination of digital products to combine cultural archaeology and digital technology. The aim is to provide ideas for the diversity of dissemination of cultural heritage. The research object is Diplomatic Envoys, a Chinese mural painting of the Tang Dynasty that depicts friendly exchanges between countries. The research is divided into two research stages. A CLO3D software-based digital restoration test was conducted to reproduce the costumes of officials and foreign envoys depicted in the Tang Dynasty mural. The FAHP model was employed to verify the accuracy of the restoration results. The experiment demonstrated that the digitally reconstructed clothing exhibited a high degree of similarity to the unearthed mural figure clothing object. Furthermore, the restoration result passed the credibility verification, resulting in a ‘credible’ outcome. The application of digital virtual simulation clothing restoration methods offers two key advantages. Firstly, in comparison with traditional clothing restoration methods, digital restoration enables the rapid assessment of the resulting clothing effect, thereby reducing the likelihood of secondary damage to cultural relics due to manual errors. Secondly, the benefits of digital technology facilitate the convenient storage, replication, and dissemination of clothing data information. Data can not only be extended to online exhibition halls but also to game animation, clothing production, and other fields for the purposes of creative redesign and information dissemination. Furthermore, these benefits can penetrate the education industry to disseminate information to the public through all-round display models and explanations. Full article

(This article belongs to the Collection Exploring the Future of Creative Economy: Transforming Creative Industries through Innovation, Technology and Enhanced Consumer Engagement)

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21 pages, 2061 KiB

Open AccessArticle

Coordination of Online Shop** Supply Chain Considering Fresh Product Preservation Efforts and Cargo Damage Costs

by Hai** Ren and Yingxin Hu

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1337-1357; https://doi.org/10.3390/jtaer19020068 - 31 May 2024

Viewed by 285

Abstract

To reduce the losses caused by insufficient preservation efforts during transportation, the preservation effort level has been the focus of research. In the fierce competition of online sales, it is particularly important to reduce the cost of damaged goods by improving the level [...] Read more.

To reduce the losses caused by insufficient preservation efforts during transportation, the preservation effort level has been the focus of research. In the fierce competition of online sales, it is particularly important to reduce the cost of damaged goods by improving the level of preservation efforts. Therefore, according to Stackelberg game theory, this article establishes five decision-making models and incorporates the damage rate and preservation effort level into the research. Finally, this article coordinates the online ship** supply chain (SC) through a joint contract. After comparing and analyzing the model results, research has found that: (1) in centralized model, the level of preservation effort reaches its optimal level and the system benefit is maximized; (2) under third-party logistics (TPL) leading decision-making, the different bearers of cargo damage costs will not affect the profits of both parties and the system; (3) among the four decentralized models, the level of preservation efforts and system profit are highest when the decision is led by online store and TPL bears the cost of damaged goods; and (4) under a given sharing ratio, when the logistics service quotation satisfies a certain range of condition, the online shop** SC can achieve Pareto improvement. This paper studies the differences and reasons for decision models in the supply and demand relationship between online stores and TPL, which provides fresh product e-commerce decision-makers with a theoretical basis. Full article

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

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16 pages, 320 KiB

Open AccessArticle

Information Collection and Personalized Service Strategy of Monopoly under Consumer Misrepresentation

by Mingyue Zhong, Yan Cheng, Shu-e Mei and Weijun Zhong

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1321-1336; https://doi.org/10.3390/jtaer19020067 - 31 May 2024

Viewed by 258

Abstract

To decrease privacy risks, consumers may choose to misrepresent themselves when they are asked to offer personal information. Using a game theoretic model, this study examines the impact of consumer misrepresentation on both a monopolistic firm and consumers. The results show that consumer [...] Read more.

To decrease privacy risks, consumers may choose to misrepresent themselves when they are asked to offer personal information. Using a game theoretic model, this study examines the impact of consumer misrepresentation on both a monopolistic firm and consumers. The results show that consumer misrepresentation may benefit the firm, but hurt consumers under certain conditions. In addition, we find that when the unit cost of personalized service is low, consumer misrepresentation may encourage the firm to provide a higher personalized service level. Moreover, when consumers misrepresent themselves and the firm only covers part of the market, a greater unit value of consumer private information will reduce the firm’s profit, while a greater unit cost of personalized service will increase the firm’s profit. The analysis reported here provides important insights regarding the application of consumer information in online personalized marketing and consumer privacy protection. Full article

(This article belongs to the Topic Online User Behavior in the Context of Big Data)

18 pages, 2844 KiB

Open AccessArticle

Risk Analysis of Bankruptcy in the U.S. Healthcare Industries Based on Financial Ratios: A Machine Learning Analysis

by Hadi Gholampoor and Majid Asadi

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1303-1320; https://doi.org/10.3390/jtaer19020066 - 30 May 2024

Viewed by 447

Abstract

The prediction of bankruptcy risk poses a formidable challenge in the fields of economics and finance, particularly within the healthcare industry, where it carries significant economic implications. The burgeoning field of healthcare electronic commerce, continuously evolving through technological advancements and changing regulations, introduces [...] Read more.

The prediction of bankruptcy risk poses a formidable challenge in the fields of economics and finance, particularly within the healthcare industry, where it carries significant economic implications. The burgeoning field of healthcare electronic commerce, continuously evolving through technological advancements and changing regulations, introduces additional layers of complexity. We collected financial data from 1265 U.S. healthcare industries to predict bankruptcy based on 40 financial ratios using multi-class classification machine learning models across various industry subsectors and market capitalizations. The exceptionally high post-tuning accuracy rates, exceeding 90%, along with high-performance metrics solidified the robustness and exceptional predictive capability of the gradient boosting model in bankruptcy prediction. The results also demonstrate the power and sensitivity of financial ratios in predicting bankruptcy based on financial ratios. The Altman models highlight the return on investment (ROI) as the most important parameter for predicting bankruptcy risk in healthcare industries. The Ohlson model identifies return on assets (ROA) as an important ratio specifically for predicting bankruptcy risk within industry subsectors. Furthermore, it underscores the significance of both ROA and the enterprise value to earnings before interest and taxes (EV/EBIT) ratios as important parameters for predicting bankruptcy based on market capitalization. Recognizing these ratios enables proactive decision making that enhances resilience. Our findings contribute to informed risk management strategies, allowing for better management of healthcare industries in crises like those experienced in 2022 and even on a global scale. Full article

(This article belongs to the Topic Artificial Intelligence Applications in Financial Technology)

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36 pages, 6415 KiB

Open AccessArticle

Dynamic Incentive Mechanisms for Collaborative Innovation of Green Supply Chain Considering Digital Capability and Consumer Green Preference

by Wen Cheng, Qunqi Wu, Qian Li, Fei Ye and Lingling Tan

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1267-1302; https://doi.org/10.3390/jtaer19020065 - 29 May 2024

Cited by 1 | Viewed by 399

Abstract

In light of increasingly prominent environmental issues, inspiring green supply chain (GSC) members to engage in collaborative innovation is crucial to improve environmental performance. In this paper, in relation to a two-level GSC consisting of manufacturers and suppliers, differential equations involving the greenness [...] Read more.

In light of increasingly prominent environmental issues, inspiring green supply chain (GSC) members to engage in collaborative innovation is crucial to improve environmental performance. In this paper, in relation to a two-level GSC consisting of manufacturers and suppliers, differential equations involving the greenness of intermediate and final products as state variables are constructed considering the effect of digital capability on green innovation. Subsequently, designs for three incentive mechanisms—the greenness reward, the R&D effort reward, and the digital construction reward—are presented, and their long-term dynamic effects on the economic, environmental, and social benefits are compared and analyzed. Finally, the impacts of consumer green preference and the contribution of digital capability to the advancement of green innovation are explored. The findings show that all these incentives can boost economic, environmental, and social benefits while motivating the supplier. To achieve the best incentive effect, the reward coefficient should fall within a specific range. The digital construction reward mechanism is the most favourable in the initial stage, while the R&D effort reward mechanism is the most appropriate in the long term. The promotion effects of digital capability on green innovation and consumer green preference have the potential to enhance economic, environmental, and social performance. Full article

(This article belongs to the Collection Exploring the Future of Creative Economy: Transforming Creative Industries through Innovation, Technology and Enhanced Consumer Engagement)

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24 pages, 478 KiB

Open AccessArticle

Online Review Helpfulness and Information Overload: The Roles of Text, Image, and Video Elements

by Liang Wang, Gaofeng Che, Jiantuan Hu and Lin Chen

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1243-1266; https://doi.org/10.3390/jtaer19020064 - 29 May 2024

Viewed by 405

Abstract

Online reviews have become an important source of information for consumers, significantly influencing their purchasing decisions. However, the abundance and variety of review formats, especially the mix of text, image, and video elements, can lead to information overload and hinder effective decision-making. This [...] Read more.

Online reviews have become an important source of information for consumers, significantly influencing their purchasing decisions. However, the abundance and variety of review formats, especially the mix of text, image, and video elements, can lead to information overload and hinder effective decision-making. This study investigates how different review formats and their combinations affect the perceived helpfulness of reviews. We develop a comprehensive framework to analyze the interactions between text, image, and video elements and their impact on the helpfulness of reviews. We collect and code 8693 online reviews from **gDong Mall Mallacross six product categories, including both experience products and search products, and use multiple regression analysis to test our hypotheses. Our results show that textual review elements significantly increase review helpfulness. However, their effectiveness decreases as the amount of information increases, indicating cognitive overload. Text reviews are more prone to contribute to information overload, while visual elements such as images and videos generally do not contribute to information overload in the coexistence of text, image, and video reviews. Imagery components have a minimal effect on review helpfulness. Video elements are relatively short, which may not be sufficient to convey useful information. We also find that the impact of review formats varies between experience products and search products, and that star ratings moderate the alignment of textual or imagery components with consumer expectations. We conclude that the hybrid of text, image, and video elements in online reviews plays a crucial role in sha** consumer decision-making and information overload. Our research contributes to the literature on online reviews and information overload while providing practical implications for online retailers, review platforms, and consumers to optimize review formats, star ratings, and product types to facilitate informed purchase decisions. Full article

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21 pages, 550 KiB

Open AccessArticle

Digital Wallet, Happy Heart: An Analysis Based on the Economic–Social–Environmental Perspective

by ** Zhang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1222-1242; https://doi.org/10.3390/jtaer19020063 - 25 May 2024

Viewed by 777

Abstract

While the prior mobile payment−subjective well-being (SWB) literature has mainly discussed its economic and social impacts, the present study supplements this body of research by introducing an economic–social–environmental perspective. Using two waves of representative Chinese national surveys, the instrumental variable (IV) estimator suggests [...] Read more.

While the prior mobile payment−subjective well-being (SWB) literature has mainly discussed its economic and social impacts, the present study supplements this body of research by introducing an economic–social–environmental perspective. Using two waves of representative Chinese national surveys, the instrumental variable (IV) estimator suggests that mobile payment is positively and statistically significantly correlated with SWB. Furthermore, the results reveal that the positive correlation comes from the compound influence of economic, social, and environmental channels. Specifically, it shows that mobile payment not only affects people’s economic and social performance but also mitigates the adverse effects of poor environmental conditions on SWB. Additionally, a further disaggregated analysis shows that mobile payment exerts a stronger positive influence on SWB for people from underdeveloped areas within the economic–social–environmental framework. These findings shed light on the role of financial technology in facilitating sustainable development. Full article

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16 pages, 1564 KiB

Open AccessArticle

Can Self-Presentation on Social Media Increase Individuals’ Conspicuous Consumption Tendency? A Mixed-Method Empirical Study on WeChat in China

by Yan Lu, Taiyang Zhao, Siying Song and Wei Song

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1206-1221; https://doi.org/10.3390/jtaer19020062 - 25 May 2024

Viewed by 537

Abstract

Previous studies have mainly focused on the impact of social media self-presentation on individuals’ happiness and mental health, whereas few have attended to its potential influence on consumer behavior. A mixed-method empirical study with an online survey (N = 408) and an [...] Read more.

Previous studies have mainly focused on the impact of social media self-presentation on individuals’ happiness and mental health, whereas few have attended to its potential influence on consumer behavior. A mixed-method empirical study with an online survey (N = 408) and an experimental study (N = 160) investigated the effects of social media self-presentation on individuals’ conspicuous consumption in China. We found that consumers’ self-presentation behavior on social media promoted tendencies for social comparison, thereby enhancing their conspicuous consumption. However, compared with individuals using social media less often, self-presentation had a more significant impact on the social comparison tendencies of users who used social media more often. Our study explains why individuals’ self-presentation on social media increases their conspicuous consumption tendencies. The study results contribute to the existing knowledge of how consumers’ behavior on social media affects their product preferences. Full article

(This article belongs to the Topic Consumer Psychology and Business Applications)

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21 pages, 2344 KiB

Open AccessArticle

Impact of Exclusive Choice Policies on Platform Supply Chains: When Both Same-Side and Cross-Side Network Effects Exist

by Haijun Chen and Qi Xu

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1185-1205; https://doi.org/10.3390/jtaer19020061 - 25 May 2024

Viewed by 320

Abstract

This research investigates the effects of “choose-one-over-another” monopolistic strategies on two-sided platforms, analyzing the implications of such practices on network effects and platform economics through the Hotelling model. Our key findings include the following: (1) “Choose-one-over-another” policies enhance positive network effects, increasing multi-homing [...] Read more.

This research investigates the effects of “choose-one-over-another” monopolistic strategies on two-sided platforms, analyzing the implications of such practices on network effects and platform economics through the Hotelling model. Our key findings include the following: (1) “Choose-one-over-another” policies enhance positive network effects, increasing multi-homing on the demand side but reducing overall platform revenue. These policies also intensify negative network effects, leading to higher prices for supply-side users and thereby undermining the welfare of demand-side users. (2) After antitrust interventions, platforms adjust pricing dynamically, increasing for one side and decreasing for the other in response to changes in same-side network effects, which in turn influences multi-homing behaviors and revenue impacts differently before and after the enforcement of such policies. (3) Without exclusive selection mandates, platform pricing strategies tend to lower prices for supply-side users, especially under competitive pressures or weaker positive network effects, potentially increasing platform revenue and overall supply chain welfare under certain conditions. This study highlights the critical role of regulatory oversight in curbing monopolistic platform behaviors to protect user rights and ensure market health, offering strategic guidance for platform management amidst competitive and operational challenges. Full article

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21 pages, 1021 KiB

Open AccessArticle

Peak-Season Price Adjustments in Shared Accommodation: The Role of Platform-Certified Signals and User-Generated Signals

by **angyu Wang, Yipeng Liu, Shengli Li and Haoyu Wang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1164-1184; https://doi.org/10.3390/jtaer19020060 - 23 May 2024

Viewed by 381

Abstract

This study investigates the factors influencing landlords’ price adjustments during peak seasons on accommodation-sharing platforms, focusing on the role of platform-certified and user-generated signals. Utilizing a comprehensive dataset of 11,795 observations from a leading Chinese accommodation-sharing platform, we employ binary logit models to [...] Read more.

This study investigates the factors influencing landlords’ price adjustments during peak seasons on accommodation-sharing platforms, focusing on the role of platform-certified and user-generated signals. Utilizing a comprehensive dataset of 11,795 observations from a leading Chinese accommodation-sharing platform, we employ binary logit models to investigate how these signals affect landlords’ pricing strategies during “festival” and “weekend” peak times. Our analysis reveals that both platform-certified signals (such as “Preferred House” badges) and user-generated signals (such as customer satisfaction ratings) significantly increase the probability and magnitude of price adjustments during both festival and weekend peak seasons. Specifically, houses with a “Preferred” status are up to 28 times more likely to have price hikes during weekends compared to non-preferred ones. Further analysis reveals that higher levels of landlord professionalism, measured by the number of properties managed, amplifies the impact of user-generated signals on both the probability and magnitude of price adjustments. However, as the level of professionalism increases, this effect diminishes, indicating that highly professional landlords may have less flexibility to adjust prices due to already-high baseline rates. Interestingly, landlord professionalism did not significantly influence the impact of platform-certified signals on price adjustments, suggesting that the influence of such signals remains consistent across different levels of landlord professionalism. These results underscore the significant roles that both types of signals and landlord professionalism play in sha** pricing strategies, offering valuable insights for platform management and policy formulation aimed at enhancing consumer trust and competitive dynamics in the sharing economy. Full article

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22 pages, 975 KiB

Open AccessArticle

Understanding the Dynamics of Brand Love in the Automobile Industry

by Mohamad Hashem, Carla Ruiz and Rafael Curras-Perez

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1142-1163; https://doi.org/10.3390/jtaer19020059 - 22 May 2024

Viewed by 675

Abstract

Given the increasing competition and the impact of digital media in the automobile industry, dealerships need to understand the antecedents of customer happiness and brand love. The goals of the study are to analyse the combined influence of the cognitive and affective drivers [...] Read more.

Given the increasing competition and the impact of digital media in the automobile industry, dealerships need to understand the antecedents of customer happiness and brand love. The goals of the study are to analyse the combined influence of the cognitive and affective drivers of brand love for high-involvement products and its effects on behavioural intentions, paying special attention to the moderating role of susceptibility to information posted on social media. Using a sample of 317 Jordanian car buyers, a structural model is tested that confirms that the sales consultant’s empathy is a strong predictor of customer happiness during a car purchase and a stronger predictor of his/her trust in the car dealership. Happiness and trust translate into greater brand love, which in turn can generate resistance towards negative information posted on social media; positive electronic word-of-mouth; and willingness to pay more. Happiness fully mediated the relationship between empathy and car brand love. The effect of the impact of the perceived empathy of salespeople on customer happiness was stronger for consumers with low susceptibility to information posted on social media. This work expands the academic knowledge of the direct mediating and moderating effects of brand love. Full article

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24 pages, 5795 KiB

Open AccessArticle

Evaluating Arabic Emotion Recognition Task Using ChatGPT Models: A Comparative Analysis between Emotional Stimuli Prompt, Fine-Tuning, and In-Context Learning

by El Habib Nfaoui and Hanane Elfaik

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1118-1141; https://doi.org/10.3390/jtaer19020058 - 14 May 2024

Viewed by 704

Abstract

Textual emotion recognition (TER) has significant commercial potential since it can be used as an excellent tool to monitor a brand/business reputation, understand customer satisfaction, and personalize recommendations. It is considered a natural language processing task that can be used to understand and [...] Read more.

Textual emotion recognition (TER) has significant commercial potential since it can be used as an excellent tool to monitor a brand/business reputation, understand customer satisfaction, and personalize recommendations. It is considered a natural language processing task that can be used to understand and classify emotions such as anger, happiness, and surprise being conveyed in a piece of text (product reviews, tweets, and comments). Despite the advanced development of deep learning and particularly transformer architectures, Arabic-focused models for emotion classification have not achieved satisfactory accuracy. This is mainly due to the morphological richness, agglutination, dialectal variation, and low-resource datasets of the Arabic language, as well as the unique features of user-generated text such as noisiness, shortness, and informal language. This study aims to illustrate the effectiveness of large language models on Arabic multi-label emotion classification. We evaluated GPT-3.5 Turbo and GPT-4 using three different settings: in-context learning, emotional stimuli prompt, and fine-tuning. The ultimate objective of this research paper is to determine if these LLMs, which have multilingual capabilities, could contribute to enhancing the aforementioned task and encourage its use within the context of an e-commerce environment for example. The experimental results indicated that the fine-tuned GPT-3.5 Turbo model achieved an accuracy of 62.03%, a micro-averaged F1-score of 73%, and a macro-averaged F1-score of 62%, establishing a new state-of-the-art benchmark for the task of Arabic multi-label emotion recognition. Full article

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23 pages, 2936 KiB

Open AccessReview

Eye Tracking as an Instrument in Consumer Research to Investigate Food from A Marketing Perspective: A Bibliometric and Visual Analysis

by Tonia Ruppenthal and Nils Schweers

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1095-1117; https://doi.org/10.3390/jtaer19020057 - 13 May 2024

Viewed by 671

Abstract

Eye tracking plays a crucial role in consumer research. The aim of this work is to present the statuses of studies that used eye tracking as an instrument in consumer research to investigate food from a marketing perspective. For this purpose, a bibliometric [...] Read more.

Eye tracking plays a crucial role in consumer research. The aim of this work is to present the statuses of studies that used eye tracking as an instrument in consumer research to investigate food from a marketing perspective. For this purpose, a bibliometric review of 118 articles from the Business Source Premier and Web of Science Core Collection database was compiled. The bibliometric review provides information on publication trends, leading authors, collaborative networks, journals, institutions, countries, articles, keywords, and themes investigated. Publications in the research field have appeared since 2011, primarily in Europe, the United States, and Uruguay. Three areas of research streams were identified: (1) how consumers became aware of and chose food, (2) nutritional information and its impact, and (3) how food information and its visual attention led to certain consumer behavior. The bibliographic review summarized past research directions and, thus, identified possibilities for future research streams. Full article

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16 pages, 2339 KiB

Open AccessArticle

From a Penny to Self-Disgust: How Cashback Rewards for Favorable Comments and Relationship Norms Affect Consumers’ Post-Purchase Behavioral Intentions

by Qingqing Guo

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1079-1094; https://doi.org/10.3390/jtaer19020056 - 10 May 2024

Viewed by 603

Abstract

Sellers of platforms offering cashback rewards for favorable comments (hereinafter CRFC) to generate positive online reviews are ubiquitous. This research examines when and how a CRFC influences consumers’ post-purchase behavioral intentions regarding repurchase and recommendation. Anchoring on the relationship norms theory and casting [...] Read more.

Sellers of platforms offering cashback rewards for favorable comments (hereinafter CRFC) to generate positive online reviews are ubiquitous. This research examines when and how a CRFC influences consumers’ post-purchase behavioral intentions regarding repurchase and recommendation. Anchoring on the relationship norms theory and casting light on consumers’ self-perceptions, the effect of a CRFC on consumers’ post-purchase behavioral intentions is contingent on the relationship norms. The findings of a pilot study and two experimental studies show that after a CRFC offer, communal consumers experienced lower post-purchase behavioral intentions than exchange consumers, and that consumers’ feeling of self-disgust is the mechanism underlying this interactive effect. Specifically, a CRFC is effective for exchange consumers but not for communal consumers because it triggers self-disgust in communal consumers. This paper thus reveals the mediating role of self-disgust in the interactive effect of CRFC and relationship norms on post-purchase behavioral intentions. The implications for sellers, platforms and consumers are discussed. Full article

(This article belongs to the Topic Consumer Psychology and Business Applications)

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19 pages, 1871 KiB

Open AccessArticle

The Impact of Online Reviews on Consumers’ Purchase Intentions: Examining the Social Influence of Online Reviews, Group Similarity, and Self-Construal

by Yunjeong Ahn and Jieun Lee

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1060-1078; https://doi.org/10.3390/jtaer19020055 - 10 May 2024

Viewed by 1331

Abstract

Consumers often rely on evaluations such as online reviews shared by other consumers when making purchasing decisions. Online reviews have emerged as a crucial marketing tool that offers a distinct advantage over traditional methods by fostering trust among consumers. Previous studies have identified [...] Read more.

Consumers often rely on evaluations such as online reviews shared by other consumers when making purchasing decisions. Online reviews have emerged as a crucial marketing tool that offers a distinct advantage over traditional methods by fostering trust among consumers. Previous studies have identified group similarity between consumers and reviewers as a key variable with a potential impact on consumer responses and purchase intention. However, the results remain inconclusive. In this study, we identify self-construal and group similarity as key factors in the influence of online review ratings on consumers’ purchase intentions. We further investigate the role of consumers’ self-construal in sha** consumers’ perceptions of online reviews in terms of belongingness and diagnosticity. To test the hypothesis, we conducted a 2 (online review rating) × 2 (group similarity) × 2 (self-construal) ANOVA on 276 subjects collected through Amazon Mechanical Turk (MTurk), and contrast analysis and PROCESS macro model 12 were used for the interaction effect analysis and moderated mediation analysis. Our findings reveal that consumers with an interdependent self-construal are sensitive to both review ratings and group similarity with regards to their purchase intentions. They demonstrate a positive purchase intention when both group similarity and online review ratings are high. However, their purchase intention is not influenced by review ratings when group similarity is low. Conversely, consumers with an independent self-construal exhibit a more positive purchase intention when the online review rating is high, irrespective of group similarity. Additionally, our study highlights the mediating roles of perceived diagnosticity and belongingness in the relationship between online review ratings, group similarity, self-construal, and purchase intentions. Results show significant indirect effects for perceived diagnosticity and belongingness, meaning that the impact of online review ratings on purchase intention is mediated by these two variables. The outcomes of our research offer theoretical and practical implications concerning online reviews and suggest new avenues for future research in the area of online consumer behavior. Full article

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

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26 pages, 2759 KiB

Open AccessArticle

Research on B2C Cross-Border Electronic Commerce Return Logistics Model Selection Based on Estimated Return Rate

by Yi Li and Zhiyang Li

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1034-1059; https://doi.org/10.3390/jtaer19020054 - 10 May 2024

Viewed by 773

Abstract

This paper investigates the estimated return rate and optimal order quantity under three cross-border e-commerce return logistics modes: direct mail (from predecessor), in situ destruction (new), and insurance (new). The estimated return rate under each model was analyzed and it was found that [...] Read more.

This paper investigates the estimated return rate and optimal order quantity under three cross-border e-commerce return logistics modes: direct mail (from predecessor), in situ destruction (new), and insurance (new). The estimated return rate under each model was analyzed and it was found that different modes have different thresholds in delivery lead time (the time retailers need to deliver goods to customers), and within which the estimated return rate increases as the delivery lead time increases. And a size comparison of the estimated return rates for the three models was conducted. A profit model was constructed based on the estimated return rate model, the optimal order quantity was calculated, and the effects of different factors (tax, postage, and delivery lead time etc.) on it were analyzed. For the insurance model, the effect of bearing the insurance ratio between retailers and consumers on the optimal order quantity was examined. The goal of this paper was to construct a model of the estimated return rate for the two new modes and to compare the estimated return rate of the three modes, which provides a reference for retailers to choose among the diversified return logistics modes and then make the best ordering strategy according to the influence of different factors on the optimal order quantity. Full article

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21 pages, 1479 KiB

Open AccessArticle

Unlock Happy Interactions: Voice Assistants Enable Autonomy and Timeliness

by Linlin Mo, Liangbo Zhang, **aohui Sun and Zhimin Zhou

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 1013-1033; https://doi.org/10.3390/jtaer19020053 - 30 Apr 2024

Viewed by 857

Abstract

This study examines the effects of three interactive voice assistant (VA) features (responsiveness, ubiquitous connectivity, and personalization) on consumer happiness. An online survey was administered to 316 VA consumers, and the data were analyzed using structural equation modeling with SmartPLS 4 software. The [...] Read more.

This study examines the effects of three interactive voice assistant (VA) features (responsiveness, ubiquitous connectivity, and personalization) on consumer happiness. An online survey was administered to 316 VA consumers, and the data were analyzed using structural equation modeling with SmartPLS 4 software. The results indicate that VA responsiveness, ubiquitous connectivity, and personalization have significant effects on consumer happiness. This study also provides evidence that consumer happiness is influenced by VA features through the mediating roles of autonomy and timeliness. Notably, perceived privacy risk has a dual effect, negatively affecting happiness but positively moderating the relationship between autonomy and happiness, suggesting a complex interplay between benefits and concerns in user interactions with VAs. This study highlights the need for VA businesses to consider both the enhancing and mitigating factors of technology for user experiences. Furthermore, our findings have significant implications for VA businesses and executives, suggesting that improved interactions through these VA features can better serve consumers and enhance their experiences. Full article

(This article belongs to the Topic Consumer Psychology and Business Applications)

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20 pages, 942 KiB

Open AccessArticle

Motivations toward Electronic Word-of-Mouth Sending Behavior Regarding Restaurant Experiences in the Millennial Generation

by Giovanny Haro-Sosa, Beatriz Moliner-Velázquez, Irene Gil-Saura and Maria Fuentes-Blasco

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 993-1012; https://doi.org/10.3390/jtaer19020052 - 27 Apr 2024

Viewed by 1084

Abstract

A growing body of the literature on the study of online reviews presents interesting research opportunities, especially in services highly frequented by young consumer segments, such as restaurants. In this context, the present study examines the restaurant electronic word-of-mouth (EWOM) behavior of Millennial [...] Read more.

A growing body of the literature on the study of online reviews presents interesting research opportunities, especially in services highly frequented by young consumer segments, such as restaurants. In this context, the present study examines the restaurant electronic word-of-mouth (EWOM) behavior of Millennial consumers by addressing both review queries before the purchase decision and writing and sending after the purchase. Based on the theory of reasoned action, a double objective is pursued. On the one hand, the influence of motivations related to extroversion, social benefits, and altruism on EWOM sending behavior is analyzed. On the other hand, the moderating role of EWOM consultation in these relationships is studied. Using a sample of 341 Millennials from Ecuador, a structural model is constructed that confirms the contribution of two types of motivations in sending EWOM: those of extroversion and those of social benefits. The results also reveal the moderating role of EWOM consultation alone in the effects of extraversion and altruism motivations. Managerial implications for restaurants derived from this study include improvements in the design of digital communication strategies tailored to Millennial customers based on their motivations. Full article

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18 pages, 510 KiB

Open AccessArticle

Interplay between Platform Providers and Complementors via Affordance, Autonomy, and Super-Modularity: The Empirical Investigation of the Korean Digital Industry

by Dongnyok Shim

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 975-992; https://doi.org/10.3390/jtaer19020051 - 26 Apr 2024

Viewed by 642

Abstract

This study examines the dynamic interplay between platform providers and complementors in the context of digital ecosystems, focusing on the complementary factors of affordance, autonomy, and super-modularity. Using national survey data from the Korean digital industry, the study applied multivariate ordered probit and [...] Read more.

This study examines the dynamic interplay between platform providers and complementors in the context of digital ecosystems, focusing on the complementary factors of affordance, autonomy, and super-modularity. Using national survey data from the Korean digital industry, the study applied multivariate ordered probit and k-mode clustering models to analyze what determines these factors and how these factors are interrelated from the perspective of platform providers and complementors, respectively. The results indicate that platform providers with open APIs promote affordance, but providing an SDK inhibits affordance. In terms of complementors, choosing a platform providing APIs increases super-modularity. And affordance increases when using the platform for logistics and new product development. In addition, we found that affordance and autonomy have a trade-off relationship from the perspective of both platform providers and complementors. Finally, we classified platforms and complementors into subgroups with respect to affordance, autonomy, and super-modularity using cluster analysis and found that the size of a complementor’s firm, such as revenue and number of employees, influences which platform it chooses. Conversely, the size of a platform provider also influences how much autonomy and collaboration it offers. This study contributes to the understanding of digital platform ecosystems and provides insights for practitioners on how to leverage platform dynamics to enhance competitive advantage. Full article

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17 pages, 1136 KiB

Open AccessArticle

Does Experience Matter? Unraveling the Drivers of Expert and Non-Expert Mobile Consumers

by Simona Vinerean, Dan-Cristian Dabija and Gandolfo Dominici

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 958-974; https://doi.org/10.3390/jtaer19020050 - 22 Apr 2024

Viewed by 1497

Abstract

The surge in mobile shop** faces a challenge as not all potential consumers are comfortable with this mode. Retailers need a deeper understanding of factors influencing user experience to enhance marketing strategies. Despite extensive research, a gap remains in comprehending this aspect. Using [...] Read more.

The surge in mobile shop** faces a challenge as not all potential consumers are comfortable with this mode. Retailers need a deeper understanding of factors influencing user experience to enhance marketing strategies. Despite extensive research, a gap remains in comprehending this aspect. Using a statistical PLS-SEM-ANN approach, this research aims to explore the psychological dimensions of expert and non-expert mobile shoppers for establishing better targeted marketing strategies in m-commerce settings. Analyzing experience levels in mobile commerce (m-commerce), key drivers like enjoyment, usefulness, subjective norms, and trust were scrutinized as interaction settings for consumers using mobile technologies. The findings reveal that, for less experienced m-shoppers, trust is the most significant driver of attitude and satisfaction, while, for experienced users, trust and usefulness are the primary antecedents. This research provides novel insights, aiding mobile marketers in refining targeting strategies based on consumer experience levels, emphasizing the importance of usefulness and trustworthiness for a seamless m-shop** experience. Full article

(This article belongs to the Collection Enhancing Consumer Experience through Mobile Commerce: Challenges and Opportunities)

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J. Theor. Appl. Electron. Commer. Res., Volume 19, Issue 2 (June 2024) – 42 articles

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