Journal of Theoretical and Applied Electronic Commerce Research

524 KiB

Open AccessArticle

Pricing Strategies in Presence of Online Consumer Ratings—From the Product Customization Perspective

by Tian Li, Xueying Wang and Yifan Wu

J. Theor. Appl. Electron. Commer. Res. 2020, 15(3), 84-100; https://doi.org/10.4067/S0718-18762020000300107 - 01 Sep 2020

Cited by 5 | Viewed by 1325

Abstract

Although there is abundant evidence that online consumer ratings have significant impacts on firms’ pricing strategies, it is unclear how such impacts are influenced by the degree of product customization. This paper sets up a two-period dynamic model to analyze a firm’s pricing [...] Read more.

Although there is abundant evidence that online consumer ratings have significant impacts on firms’ pricing strategies, it is unclear how such impacts are influenced by the degree of product customization. This paper sets up a two-period dynamic model to analyze a firm’s pricing strategies and the changes in its profitability when it sells products with different customization degrees (i.e., niche, neutral or mainstream). Consumers are uninformed of the product value. However, the first-period consumers generate online consumer ratings after their consumptions, and such ratings enable the second-period consumers to better understand the product value and thus to improve their purchasing decisions. Our results show that, in anticipation of the impacts of online consumer reviews, the firm should adjust its pricing strategy according to the customization degree of its product. In particular, for neutral products, the firm should lower its expected price in the second period comparing to its first period price, but for niche and mainstream products, the pricing adjustments over periods depend on the product value. Full article

372 KiB

Open AccessArticle

A Conjoint Approach to Understanding Online Buyers' Decisions towards Online Marketplaces

by Baozhou Lu and Song Zhang

J. Theor. Appl. Electron. Commer. Res. 2020, 15(3), 69-83; https://doi.org/10.4067/S0718-18762020000300106 - 01 Sep 2020

Cited by 11 | Viewed by 1563

Abstract

The marketplace-based e-commerce is the dominant type so far. Therefore, it is important to understand the decisional attributes and their relevance for online consumers when choosing marketplaces. However, little research is devoted to this issue. This paper outlines seven attributes of marketplace based [...] Read more.

The marketplace-based e-commerce is the dominant type so far. Therefore, it is important to understand the decisional attributes and their relevance for online consumers when choosing marketplaces. However, little research is devoted to this issue. This paper outlines seven attributes of marketplace based on three theories, including ease of use, usefulness, logistics service quality, effectiveness of feedback mechanisms, effectiveness of escrow service, effectiveness of information security services, and effectiveness of dispute resolution mechanisms. Via conjoint analysis methodology, we find that for the whole sample effectiveness of dispute resolution is the most important attribute, whereas logistics service quality is the least important one. The results further reveal gender has impacts on the relative strength of each attribute: while male buyers think some attributes (i.e., effectiveness of dispute resolution mechanisms and effectiveness of information security services) are more important than others (i.e., logistics service quality), female buyers consider that each attribute is equally important. This study suggests that institutional theory and technology adoption model offer more relevant theoretical perspective than the logistics service theory for marketplace choice. Though having limitations including focusing on young users in one region, this paper offers several theoretical contributions to research and some insights for practice. Full article

720 KiB

Open AccessArticle

Analysis of Network Effect in the Competition of Self-Publishing Market

by Li Chen and Wen Tang

J. Theor. Appl. Electron. Commer. Res. 2020, 15(3), 50-68; https://doi.org/10.4067/S0718-18762020000300105 - 01 Sep 2020

Cited by 2 | Viewed by 1159

Abstract

Self-publishing has become a popular e-commerce model. In the current study, we build a duopoly model to examine the impact of the network effect on competition in this emerging market. We investigate four cases depending on two factors: market size and the self-publishing [...] Read more.

Self-publishing has become a popular e-commerce model. In the current study, we build a duopoly model to examine the impact of the network effect on competition in this emerging market. We investigate four cases depending on two factors: market size and the self-publishing platforms’ compatibility strategy. Our results show that self-publishing writers receive higher royalties compared with the scenario of no network effect except in the case of both platforms choosing incompatibility strategy in the standard market. We also find that self-publishing platforms do not always benefit from the network effect. In the standard market, the platforms will be better off only when they choose incompatibility strategy and the network effect intensity is greater than a certain threshold. In the expanded market, our computational analysis shows that the revenue of the less-known self-publishing platform increases, but the revenue of the leading platform decreases when both platforms choose compatibility strategy. Our findings also show that both self-publishing platforms prefer incompatibility strategy under a strong network effect in the standard market. Otherwise, they prefer compatibility strategy under a weak network effect. In the expanded market, self-publishing platforms have an incentive to choose incompatibility strategy. Full article

394 KiB

Open AccessArticle

Unravelling Consumer Responses to Omni-Channel Approach

by Won-jun Lee

J. Theor. Appl. Electron. Commer. Res. 2020, 15(3), 37-49; https://doi.org/10.4067/S0718-18762020000300104 - 01 Sep 2020

Cited by 39 | Viewed by 2415

Abstract

Retailers begin to create new channel systems to meet changing market environments and innovative information technologies. The growing consumer need and market demand for online sales mean that traditional retailers need to create new integration in their distribution system to serve customers through [...] Read more.

Retailers begin to create new channel systems to meet changing market environments and innovative information technologies. The growing consumer need and market demand for online sales mean that traditional retailers need to create new integration in their distribution system to serve customers through multiple channels. However, building a successful omni-channel system leads to many challenges. The challenges arise from which customer values perceived by customers. The overall understanding of consumers under the new retail environment is still missing in the literature, and this study conducts an empirical study to close the gap. The author investigates the impact of omni-channel characteristics on customer satisfaction in the context of today’s retailing. The findings of this research indicate that although some characteristics of omni-channel have direct impacts on customer satisfaction, relationships between other omni-channel characteristics and customer satisfaction are not supported. Among the constructs, integrated promotion and integrated information access are found to be significant, whereas other constructs are not. Also, the relationship between customer satisfaction and the intention to revisit omni-channel is supported positively. These results raise the need to review the existing strategy and view of omni-channel from the customer's perspective. Full article

644 KiB

Open AccessArticle

From E-Quality and Brand Perceptions to Repurchase: A Model to Explain Purchase Behaviour in a Web-Store

by Fabiola Vásquez and y Jorge Vera-Martínez

J. Theor. Appl. Electron. Commer. Res. 2020, 15(3), 20-36; https://doi.org/10.4067/S0718-18762020000300103 - 01 Sep 2020

Cited by 14 | Viewed by 1303

Abstract

This study proposes an explanatory model of repurchase behaviour in web-stores introducing certain relationships not taken into consideration before. However, some established relationships are taken from the literature, such as that between web-store quality, satisfaction and trust. A detailed exploration of measurements was [...] Read more.

This study proposes an explanatory model of repurchase behaviour in web-stores introducing certain relationships not taken into consideration before. However, some established relationships are taken from the literature, such as that between web-store quality, satisfaction and trust. A detailed exploration of measurements was performed to design a structured questionnaire. With a sample of n = 500 web-store buyers, a structural statistic model was developed to confirm the hypotheses that support the model. A high degree of determination for behavioural intentions was found, and a moderate one for repurchase. Contrasting with previous research, this model proposes product brand perception and store brand perception as predictors of trust and intentions in a web-store. As the final dependent variable, a multi-item measurement for repurchase is proposed, tested and discussed; this has not been attempted before for this kind of model. Full article

829 KiB

Open AccessArticle

The Effects of Content Likeability, Content Credibility, and Social Media Engagement on Users’ Acceptance of Product Placement in Mobile Social Networks

by Ivan Ka Wai Lai and Yide Liu

J. Theor. Appl. Electron. Commer. Res. 2020, 15(3), 1-19; https://doi.org/10.4067/S0718-18762020000300102 - 01 Sep 2020

Cited by 31 | Viewed by 3946

Abstract

Nowadays, product placements are commonly presented on mobile social media but related studies are rare. The main purpose of the study is to investigate the effects of content likeability, content credibility, and social media engagement on users’ acceptance of product placement in mobile [...] Read more.

Nowadays, product placements are commonly presented on mobile social media but related studies are rare. The main purpose of the study is to investigate the effects of content likeability, content credibility, and social media engagement on users’ acceptance of product placement in mobile social networks. The results of the online survey indicate that content likeability is an antecedent of social media engagement and content credibility; social media engagement has an influence on content credibility; and content likeability, content credibility, and social media engagement both directly affect user acceptance of product placement in mobile social networks. Furthermore, social media engagement has an interaction effect with content likeability on the content credibility of mobile social networks. The results of the multi-group analysis indicate that young adults show differences with middle-aged adults in the direct effect of content likeability on social media engagement and in the interaction effect of content credibility and social media engagement on the acceptance of product placement in mobile social networks. The implications for practitioners are discussed on the basis of the empirical findings. Full article

118 KiB

Open AccessEditorial

Editorial: Becoming Part of our Team

by Narciso Cerpa

J. Theor. Appl. Electron. Commer. Res. 2020, 15(3), I-II; https://doi.org/10.4067/S0718-18762020000300101 - 01 Sep 2020

Viewed by 657

Abstract

We have a few vacancies in the Journal of Theoretical and Applied Electronic Commerce Research (JTAER) starting in 2020[…] Full article

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J. Theor. Appl. Electron. Commer. Res., Volume 15, Issue 3 (September 2020) – 7 articles

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