Journal of Theoretical and Applied Electronic Commerce Research

27 pages, 1483 KiB

Open AccessArticle

Content Quality Assurance on Media Platforms with User-Generated Content

by Xingzhen Zhu, Markus Lang and Helmut Max Dietl

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1660-1686; https://doi.org/10.3390/jtaer18030084 - 18 Sep 2023

Cited by 2 | Viewed by 1356

Abstract

This paper develops a duopoly model for user-generated content (UGC) platforms, which compete for consumers and content producers in two-sided markets characterized by network externalities. Each platform has the option to invest in a content quality assurance (CQA) system and determine the level [...] Read more.

This paper develops a duopoly model for user-generated content (UGC) platforms, which compete for consumers and content producers in two-sided markets characterized by network externalities. Each platform has the option to invest in a content quality assurance (CQA) system and determine the level of advertising. Our model reveals that network effects are pivotal in shaping the platforms’ optimal strategies and user behavior, specifically in terms of single vs. multi-homing. We find that when network effects for producers are weak, consumers tend to engage in multi-homing while producers prefer single-homing. Conversely, strong network effects lead to the opposite behavior. Furthermore, our model demonstrates that user behavior and network effects dictate whether a platform is incentivized to incorporate advertisements and/or invest in CQA. Generally, weak network effects prompt a platform to invest in a CQA system, unless both consumers and producers engage in multi-homing. Our model’s results highlight the importance for platform companies to evaluate the extent of network effects on their platform in order to anticipate user behavior, which subsequently informs the optimal CQA and advertising strategy. Full article

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23 pages, 1055 KiB

Open AccessArticle

Do Electronic Coupon-Using Behaviors Make Men Womanish? The Effect of the Coupon–Feminine Stereotype

by Chenyan Gu, Liang Hu, Xi Lei and Defeng Yang

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1637-1659; https://doi.org/10.3390/jtaer18030083 - 18 Sep 2023

Viewed by 1112

Abstract

Why are men less likely to use electronic coupons than women? Previous studies have explained the gender difference in coupon usage by exploring roles within the household and personality traits of the sexes. However, this research offers a novel explanation for this phenomenon, [...] Read more.

Why are men less likely to use electronic coupons than women? Previous studies have explained the gender difference in coupon usage by exploring roles within the household and personality traits of the sexes. However, this research offers a novel explanation for this phenomenon, that men’s reluctance to use e-coupons may derive from the prevalent stereotype that e-coupon users are feminine. Because of the feminine stereotype associated with e-coupon usage, acquiring and using e-coupons are inconsistent with men’s gender identity. Five studies combining real data analysis, an online survey and experiments are used to support the previous notion. Using e-coupon acquisition data from a platform, study 1 tests whether females are more likely to acquire and use e-coupons than males in the real world. Study 2 experimentally tests the coupon–feminine stereotype. Study 3 explores the mediation effect of gender identity threat. Study 4 and study 5 consider two boundary conditions under which male consumers may be motivated to use e-coupons: when male consumers’ masculine identity is affirmed, and when the association between e-coupons and femininity is weakened. The results explain the gender difference in e-coupon usage from the novel lens of the coupon–feminine stereotype, offering a new and important perspective to explore the effect of gender identity on coupon use. Practical implications such as breaking the coupon–feminine stereotype, adopting a masculine design and communicating an affirmation of gender identity are further discussed. Full article

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

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18 pages, 547 KiB

Open AccessArticle

How Digital Financial Inclusion Boosts Tourism: Evidence from Chinese Cities

by Chi Zhang, Yayu Liu and Zhengning Pu

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1619-1636; https://doi.org/10.3390/jtaer18030082 - 13 Sep 2023

Cited by 1 | Viewed by 1692

Abstract

It is crucial to explore the impact of digital financial inclusion on tourism for national economic development. This paper utilizes panel data from 256 prefecture-level cities in China between 2011 and 2019 to examine the influence of digital financial inclusion on tourism. The [...] Read more.

It is crucial to explore the impact of digital financial inclusion on tourism for national economic development. This paper utilizes panel data from 256 prefecture-level cities in China between 2011 and 2019 to examine the influence of digital financial inclusion on tourism. The findings demonstrate that digital financial inclusion significantly contributes to the development of the tourism industry. Notably, its coverage breadth, depth of use, and level of digitalization also have positive effects. Mechanism analysis reveals that digital financial inclusion facilitates the growth of tourism by supporting the development of tourism enterprises and enhancing consumer spending. Heterogeneity analysis further reveals regional and urban disparities in the promotion of digital financial inclusion, with the effect being more pronounced in the eastern region and larger cities. In comparison to existing studies, this paper delves into the mechanisms through which digital financial inclusion impacts tourism, as well as investigates regional and city size discrepancies. Consequently, governments should strive to foster the development of digital financial inclusion to attract market players and promote the advancement of residents’ consumption, thereby bolstering tourism development. Full article

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

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18 pages, 563 KiB

Open AccessArticle

The Role of Influencers in Live Streaming E-Commerce: Influencer Trust, Attachment, and Consumer Purchase Intention

by Nan Chen and Yunpeng Yang

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1601-1618; https://doi.org/10.3390/jtaer18030081 - 12 Sep 2023

Cited by 8 | Viewed by 9326

Abstract

Live streaming e-commerce has emerged as a novel online marketing model. Drawing upon influencer marketing theory, this study examines the mechanisms through which influencers (live streamers) promote consumers’ purchase intention in the context of live streaming e-commerce. A sample of 449 valid questionnaires [...] Read more.

Live streaming e-commerce has emerged as a novel online marketing model. Drawing upon influencer marketing theory, this study examines the mechanisms through which influencers (live streamers) promote consumers’ purchase intention in the context of live streaming e-commerce. A sample of 449 valid questionnaires was utilized to test the proposed theoretical framework. The empirical research findings reveal that customer experience significantly and positively impacts both influencer trust and influencer attachment. Furthermore, trust and attachment established with live streamers are identified as two effective mechanisms influencing consumer decision-making. Notably, influencer attachment exhibits a stronger influence on consumer purchase intention compared to influencer trust. By comparing the effects of Taobao and Douyin live streamers on stimulating consumption and purchase intention, the study demonstrates that live streamers play a crucial mediating role between customer experience and consumer purchase intention. Specifically, the results indicate that consumer purchase intention influenced by top Taobao streamers is stronger than that of Douyin streamers, whereas influencer attachment for Taobao streamers is relatively weaker than that for Douyin streamers. These findings provide theoretical and managerial implications for platforms and live streamers seeking to stimulate robust purchase intentions among consumers by fostering attachment relationships. The establishment of an emotional connection between the live streamer and the audience proves particularly valuable in increasing purchase intention. This research contributes to the understanding of the underlying mechanisms driving consumer behavior in the context of live streaming e-commerce. It emphasizes the significance of customer experience, influencer trust, and influencer attachment as key drivers of consumer purchase intention. The findings offer valuable insights for platforms and live streamers to optimize their strategies and enrich user data labels in order to enhance consumer engagement and stimulate purchase intentions. Ultimately, this research contributes to the advancement of the live streaming e-commerce field, strengthens the application of data elements in live streaming e-commerce marketing, and guides effective decision-making by industry practitioners. Full article

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

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21 pages, 1553 KiB

Open AccessArticle

An Empirical Study of User Adoption of Cryptocurrency Using Blockchain Technology: Analysing Role of Success Factors like Technology Awareness and Financial Literacy

by Vandana Kumari, Pradip Kumar Bala and Shibashish Chakraborty

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1580-1600; https://doi.org/10.3390/jtaer18030080 - 11 Sep 2023

Cited by 3 | Viewed by 4716

Abstract

The study aims to investigate how an individual’s technology awareness, subjective financial literacy and personal innovativeness characteristics impact the intention to use blockchain-based digital currencies such as cryptocurrency. The UTAUT 2 (Unified Theory of Acceptance and Use of Technology 2) model is extended [...] Read more.

The study aims to investigate how an individual’s technology awareness, subjective financial literacy and personal innovativeness characteristics impact the intention to use blockchain-based digital currencies such as cryptocurrency. The UTAUT 2 (Unified Theory of Acceptance and Use of Technology 2) model is extended with crucial constructs to develop the conceptual model. A total of 312 responses are analysed using Covariance-Based Structural Equation Modelling (CB-SEM). The moderation effects are assessed using multi-group analysis. The findings show a significant moderating effect of technology awareness and subjective financial literacy on the relationship between performance expectancy (PE) and behavioural intention to use cryptocurrency (BI). It further identified that performance expectancy (PE) mediates personal innovativeness (PI) and usage intentions (BI). The study adds to the growing literature of digital currency adoption by focusing on individual innovativeness, technology awareness and financial literacy. It also proposes a research model that can be generalised for new-age consumer-based financial technology adoption. Full article

(This article belongs to the Special Issue Blockchain Commerce Ecosystem)

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20 pages, 362 KiB

Open AccessArticle

A Segmentation Study of Digital Pirates and Understanding the Effectiveness of Targeted Anti-Piracy Communication

by Bong-Keun Jeong, Sarah S. Khan and Bomi Kang

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1560-1579; https://doi.org/10.3390/jtaer18030079 - 11 Sep 2023

Viewed by 1652

Abstract

The objective of this study is to improve the effectiveness of anti-piracy educational strategies by identifying unique digital pirate segments and delivering personalized campaign messages to the target audiences. In the first study, we introduced a segmentation study of digital pirates based on [...] Read more.

The objective of this study is to improve the effectiveness of anti-piracy educational strategies by identifying unique digital pirate segments and delivering personalized campaign messages to the target audiences. In the first study, we introduced a segmentation study of digital pirates based on different types of risks involved in pirating activities. We identify four digital pirate segments (anti-pirates, hard-core pirates, performance-sensitive pirates, and finance-sensitive pirates), each demonstrating distinctive characteristics. Further profiling of the segments revealed different risk perceptions regarding gender and piracy experience. In the second study, we conduct an experiment to test the effects of targeted campaign messages for the newly identified pirating segments. Our results show that targeted piracy campaign messages have a significantly higher message persuasiveness, while they damage the attitude towards piracy. However, we found that the targeted piracy campaign messages have a marginal effect on changing the intention to pirate. Findings from this study offer useful implications for the design and implementation of anti-piracy educational campaigns. Full article

12 pages, 1468 KiB

Open AccessArticle

Impact of Interaction Effects between Visual and Auditory Signs on Consumer Purchasing Behavior Based on the AISAS Model

by Hui Li and Younghwan Pan

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1548-1559; https://doi.org/10.3390/jtaer18030078 - 07 Sep 2023

Cited by 1 | Viewed by 1711

Abstract

This study, based on the AISAS model, explores the impact of the interaction effect between visual and auditory signals on consumer purchase behavior. Using experimental methods, 120 participants were randomly assigned to four different visual and auditory signal combinations, and their purchase intentions [...] Read more.

This study, based on the AISAS model, explores the impact of the interaction effect between visual and auditory signals on consumer purchase behavior. Using experimental methods, 120 participants were randomly assigned to four different visual and auditory signal combinations, and their purchase intentions and actual purchase behavior were measured. The results show that the interaction effect between visual and auditory signals has a significant impact on both purchase intentions and actual purchase behavior, and there is a significant positive relationship. Specifically, when visual and auditory signals are mutually consistent, consumers have the highest purchase intentions and actual purchase behavior; when both visual and auditory signals are absent, consumers have the lowest purchase intentions and actual purchase behavior; when either the visual or auditory signal is missing, consumers’ purchase intentions and actual purchase behavior are between the two extremes. This study provides a new perspective for understanding consumers’ decision-making processes in multi-sensory environments and offers valuable insights for the development of marketing strategies. Full article

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19 pages, 950 KiB

Open AccessArticle

Online Food Purchase Behavior: COVID-19 and Community Group Effect

by Weijun Liu, Haiyun Du and Wojciech J. Florkowski

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1529-1547; https://doi.org/10.3390/jtaer18030077 - 06 Sep 2023

Viewed by 1188

Abstract

Online food community purchases contributed to urban residents’ food security during the COVID-19 pandemic in Shanghai. The influence of the outbreak on the purchasing behavior of an online food community was examined. An innovative e-commerce model describes how the online community purchases facilitate [...] Read more.

Online food community purchases contributed to urban residents’ food security during the COVID-19 pandemic in Shanghai. The influence of the outbreak on the purchasing behavior of an online food community was examined. An innovative e-commerce model describes how the online community purchases facilitate integration of local food and agri-product resources, and provide consumers, especially residents of densely populated agglomerations, with convenient short-distance distribution. The survey data collected from 1168 residents show that the lockdown severity and food security concerns increased the frequency of residents’ online food purchases. Heterogeneity analysis indicated that the Omicron outbreak effected the online food purchases of those born before the 1990s, males, the less educated, and low-income earners through a community group effect. The internet provides a convenient means of disseminating information, promoting access to local foods, and assuring food access during public health emergencies. Purchasing food online can be further enhanced through standardized management of online communities. Full article

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

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18 pages, 902 KiB

Open AccessArticle

A Conceptual Model for Developing Digital Maturity in Hospitality Micro and Small Enterprises

by Xiyan Ka, Tianyu Ying and Jingyi Tang

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1511-1528; https://doi.org/10.3390/jtaer18030076 - 05 Sep 2023

Viewed by 1697

Abstract

Against the backdrop of the fourth industrial revolution and the COVID-19 pandemic, digital transformation (DT) in the day-to-day operations of micro and small enterprises (MSEs) comes with challenges. Existing maturity models generally focus on advanced levels and are inappropriate for relatively immature companies [...] Read more.

Against the backdrop of the fourth industrial revolution and the COVID-19 pandemic, digital transformation (DT) in the day-to-day operations of micro and small enterprises (MSEs) comes with challenges. Existing maturity models generally focus on advanced levels and are inappropriate for relatively immature companies (e.g., most hospitality MSEs). This study used online documents and in-depth interviews as data sources to develop a customized maturity model framework for hospitality MSEs. Through coding analysis, the research identified four key dimensions that constitute the digital maturity of hotels: strategy and organization, digital technology, digital capabilities, and integrated business. These enterprises have progressed in their digital maturity, moving from an IT-enabled transformation to adopting a brand-oriented approach. The selection of a digital transformation strategy depends on strategic alignment. The proposed model provides a comprehensive understanding of the maturity levels of these companies, thereby facilitating their successful integration into the ongoing modern industrial revolution. Full article

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27 pages, 6742 KiB

Open AccessArticle

Unraveling the Impact of Lockdowns on E-commerce: An Empirical Analysis of Google Analytics Data during 2019–2022

by Adela Bâra, Simona-Vasilica Oprea, Cristian Bucur and Bogdan-George Tudorică

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1484-1510; https://doi.org/10.3390/jtaer18030075 - 04 Sep 2023

Cited by 1 | Viewed by 1557

Abstract

This paper presents an empirical analysis of e-commerce data obtained through Google Analytics (GA) from two small businesses’ perspectives: an IT components company and a tourism agency website located within the same county in Romania. The objective of our study is to examine [...] Read more.

This paper presents an empirical analysis of e-commerce data obtained through Google Analytics (GA) from two small businesses’ perspectives: an IT components company and a tourism agency website located within the same county in Romania. The objective of our study is to examine the enduring effects of the COVID-19 pandemic and seasonal variations over the last four years. The data collection spanned from January 2019, predating the onset of the COVID-19 pandemic, until mid-February 2023. To facilitate our analysis, we categorize the GA metrics into groups that encompassed website performance, site accessibility, and user behavior for the IT company. As for the tourism agency, we focus on website accessibility, user behavior, and marketing campaigns. Our goal is to empirically group or associate GA metrics according to their intrinsic meaning and check if each group reflects a certain latent concept (such as user behavior or site accessibility). Furthermore, our study aims to formulate and test five hypotheses regarding the immediate and long-lasting impact of the COVID-19 pandemic on the operations of small businesses. Our contribution consists of formulating and verifying the five hypotheses by providing descriptive data from the results of the Pearson correlation test, empirically grouping the GA metrics and verifying whether they reflect certain latent factors or topics, interpreting the results from the application of the ANOVA technique and Scarpello’s adaptation of the one factor test, respectively. Full article

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

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21 pages, 1219 KiB

Open AccessArticle

Internet Usage among Senior Citizens: Self-Efficacy and Social Influence Are More Important than Social Support

by Mirjana Pejić Bach, Lucija Ivančić, Vesna Bosilj Vukšić, Ana-Marija Stjepić and Ljubica Milanović Glavan

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1463-1483; https://doi.org/10.3390/jtaer18030074 - 31 Aug 2023

Cited by 3 | Viewed by 2489

Abstract

For more than two decades, developed countries have been confronted with two trends that have implications for the emergence of engaging senior citizens in the digital environment. On the one hand, there is an increasing proportion of senior citizens in the total population. [...] Read more.

For more than two decades, developed countries have been confronted with two trends that have implications for the emergence of engaging senior citizens in the digital environment. On the one hand, there is an increasing proportion of senior citizens in the total population. On the other hand, the application of ICT in all areas of life and business is accelerating. This paper investigates the relationship between self-efficacy, social support, and social influence on Internet usage among senior citizens in Croatia. Survey research was conducted on a sample of Croatian senior citizens, and a structural equation mode was developed for testing the research hypothesis. Self-efficacy influenced both the Intensity and obstacles of Internet usage in a positive and negative manner, respectively. Social influence directly decreased the obstacles to Internet usage, while the relationship with the Intensity of the Internet was indirect through self-efficacy. Social support had only an indirect association with Intensity of Internet usage. Results have relevant implications for programmes aiming to enhance Internet usage among senior citizens, which should focus on the educational programmes fostering perceived self-efficacy of Internet usage among senior citizens. Full article

(This article belongs to the Section Digital Business Organization)

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17 pages, 2513 KiB

Open AccessArticle

Deep Filter Context Network for Click-Through Rate Prediction

by Mingting Yu, Tingting Liu and Jian Yin

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1446-1462; https://doi.org/10.3390/jtaer18030073 - 22 Aug 2023

Viewed by 1075

Abstract

The growth of e-commerce has led to the widespread use of DeepCTR technology. Among the various types, the deep interest network (DIN), deep interest evolution network (DIEN), and deep session interest network (DSIN) developed by Alibaba have achieved good results in practice. However, [...] Read more.

The growth of e-commerce has led to the widespread use of DeepCTR technology. Among the various types, the deep interest network (DIN), deep interest evolution network (DIEN), and deep session interest network (DSIN) developed by Alibaba have achieved good results in practice. However, the above models’ use of filtering for the user’s own historical behavior sequences and the insufficient use of context features lead to reduced recommendation effectiveness. To address these issues, this paper proposes a novel article model: the deep filter context network (DFCN). This improves the efficiency of the attention mechanism by adding a filter to filter out data in the user’s historical behavior sequence that differs greatly from the target advertisement. The DFCN pays attention to the context features through two local activation units. This model greatly improves the expressiveness of the model, offering strong environment-related attributes and the adaptive capability of the model, with a significant improvement of up to 0.0652 in the AUC metric when compared with our previously proposed DICN under different datasets. Full article

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

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15 pages, 320 KiB

Open AccessArticle

Exploring the Advantages of Using Social Media in the Romanian Retail Sector

by Cristinel Vasiliu, Mihai Felea, Irina Albastroiu Nastase, Mihaela Bucur and Adrian Istrate-Scradeanu

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1431-1445; https://doi.org/10.3390/jtaer18030072 - 21 Aug 2023

Cited by 1 | Viewed by 1514

Abstract

The emergence of social media led to major changes in the manner in which retailers accomplish their daily profession, particularly since they provide traders with platforms for business development and brand improvement. In spite of this, little is known about their impact and [...] Read more.

The emergence of social media led to major changes in the manner in which retailers accomplish their daily profession, particularly since they provide traders with platforms for business development and brand improvement. In spite of this, little is known about their impact and influence on retail businesses. Research on retailers’ perceptions concerning social media is scarce and fragmented, which justifies the current increasing focus of scholars and practitioners on this subject. In this study, a quantitative research design was utilized, aiming to identify the advantages of social media as perceived by retailers in Romania. The findings confirm the hypotheses, acknowledging that Romanian retailers perceive social media as offering great advantages for individuals employed in the retail sector. The practical implications of our research were grouped according to the analyzed aspects, as follows: gathering information, content creation, and customer communication, approached as advantages of adopting social media in retail. This study contributes to the limited literature on social media and the perceived advantages of Romanian retailers, which has implications for further research in this field of knowledge. Full article

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

12 pages, 304 KiB

Open AccessArticle

The Interplay of AI Adoption, IoT Edge, and Adaptive Resilience to Explain Digital Innovation: Evidence from German Family-Owned SMEs

by Irfan Saleem, Shah Md. Safiul Hoque, Rubeena Tashfeen and Manuela Weller

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1419-1430; https://doi.org/10.3390/jtaer18030071 - 17 Aug 2023

Cited by 3 | Viewed by 1846

Abstract

This study aims to discover how artificial intelligence adoption in notion (AI) plays a role in digital innovation using the theoretical foundation of diffusion of innovations and effectuation theories. The current research also investigates the moderating role of other edge Internet of Things [...] Read more.

This study aims to discover how artificial intelligence adoption in notion (AI) plays a role in digital innovation using the theoretical foundation of diffusion of innovations and effectuation theories. The current research also investigates the moderating role of other edge Internet of Things (IoT) and the mediating role of adaptive resilience. The data collection is performed using a survey conducted among employees of family-owned SMEs. The findings reveal that AI forecasts digital innovation through adaptive resilience. The results also confirm the moderating role of threat to IoT edge and the mediating role of adaptive resilience, but moderated mediating is not supported. We conclude that family-owned SMEs intend to adopt AI, but SMEs face challenges using IoT edge. This study has implications for family firms specifically and technology adopters in general. Full article

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15 pages, 363 KiB

Open AccessArticle

TEE: Real-Time Purchase Prediction Using Time Extended Embeddings for Representing Customer Behavior

by Miguel Alves Gomes, Mark Wönkhaus, Philipp Meisen and Tobias Meisen

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1404-1418; https://doi.org/10.3390/jtaer18030070 - 17 Aug 2023

Cited by 2 | Viewed by 1635

Abstract

Real-time customer purchase prediction tries to predict which products a customer will buy next. Depending on the approach used, this involves using data such as the customer’s past purchases, his or her search queries, the time spent on a product page, the customer’s [...] Read more.

Real-time customer purchase prediction tries to predict which products a customer will buy next. Depending on the approach used, this involves using data such as the customer’s past purchases, his or her search queries, the time spent on a product page, the customer’s age and gender, and other demographic information. These predictions are then used to generate personalized recommendations and offers for the customer. A variety of approaches already exist for real-time customer purchase prediction. However, these typically require expertise to create customer representations. Recently, embedding-based approaches have shown that customer representations can be effectively learned. In this regard, however, the current state-of-the-art does not consider activity time. In this work, we propose an extended embedding approach to represent the customer behavior of a session for both known and unknown customers by including the activity time. We train a long short-term memory with our representation. We show with empirical experiments on three different real-world datasets that encoding activity time into the embedding increases the performance of the prediction and outperforms the current approaches used. Full article

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

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39 pages, 36616 KiB

Open AccessArticle

Unveiling the Power of ARIMA, Support Vector and Random Forest Regressors for the Future of the Dutch Employment Market

by Piotr Gajewski, Boris Čule and Nevena Rankovic

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1365-1403; https://doi.org/10.3390/jtaer18030069 - 08 Aug 2023

Cited by 2 | Viewed by 1745

Abstract

The increasing popularity of online job vacancies and machine learning methods has raised questions about their combination to enhance our understanding of labour markets and algorithms. However, the lack of comparable studies necessitates further investigation. This research aims to explore the effectiveness of [...] Read more.

The increasing popularity of online job vacancies and machine learning methods has raised questions about their combination to enhance our understanding of labour markets and algorithms. However, the lack of comparable studies necessitates further investigation. This research aims to explore the effectiveness of Random Forest Regressor (RFR) and Support Vector Regressor (SVR) machine learning models in predicting online job vacancies compared to the auto-regressive ARIMA method. To answer this question, detailed sub-questions are posed in relation to the sub-samples of the main data provided by Birch Consultants, an external partner originally obtained by Jobdigger. Drawing upon previous research on time-series accuracy, this study combines various approaches to benefit society and the external partner. Using the walk-forward validation method, with a 91-day expanding window, it provides precise answers to the sub-questions. Findings suggest that RFR is suitable for forecasting larger samples, while SVR is preferred due to its capability to predict small series despite relatively small scoring benefits and computational costs. Both machine learning models outperform the baseline ARIMA model in capturing complex time-series. Further research should focus on exploring advanced auto-regressive, deep learning, and hybrid models for future investigations. Full article

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27 pages, 1053 KiB

Open AccessArticle

A Review of the Lightning Network’s Evolution: Unraveling Its Present State and the Emergence of Disruptive Digital Business Models

by Thomas K. Dasaklis and Vangelis Malamas

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1338-1364; https://doi.org/10.3390/jtaer18030068 - 01 Aug 2023

Cited by 3 | Viewed by 3455

Abstract

The Lightning Network (LN), a second-layer protocol built on top of the Bitcoin blockchain, is an innovative digital payment solution that offers increased convenience, speed, and cost-effectiveness to consumers and businesses alike. However, there is limited literature available on the characteristics of this [...] Read more.

The Lightning Network (LN), a second-layer protocol built on top of the Bitcoin blockchain, is an innovative digital payment solution that offers increased convenience, speed, and cost-effectiveness to consumers and businesses alike. However, there is limited literature available on the characteristics of this nascent technology, the depth and breadth of the various business LN-related applications as well as relevant adoption/implementation challenges. This study aims to contribute to the understanding of the LN’s characteristics, its potential in enhancing business operations and its applicability across different sectors, while taking into account adoption and implementation challenges. We apply a narrative review methodology using a semi-systematic approach to examine new and emerging business models empowered by the LN and its characteristics, topology, performance, privacy and security. We analyze the data to identify key themes and trends in the literature, offering a critical analysis of the strengths and weaknesses of the existing literature. Based on the findings, we provide several clusters of fruitful areas for future research directions. This study not only provides crucial insights for businesses contemplating the adoption of LN to improve their operations and customer experience, but it also represents a substantial academic contribution, offering valuable knowledge and fostering further research in the fields of blockchain technology, FinTech and cryptocurrencies. Full article

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18 pages, 3026 KiB

Open AccessArticle

The Effect of Price Discrimination on Fairness Perception and Online Hotel Reservation Intention

by Yi-Fen Chen, Tzu-Ting Pang and Boedi Hartadi Kuslina

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1320-1337; https://doi.org/10.3390/jtaer18030067 - 01 Aug 2023

Viewed by 1952

Abstract

In light of the development of online travel agencies (OTAs), the rules of the entire tourism industry have changed. Due to the ease of finding information and comparing products, consumers can choose a hotel not only by room type, but also by rate, [...] Read more.

In light of the development of online travel agencies (OTAs), the rules of the entire tourism industry have changed. Due to the ease of finding information and comparing products, consumers can choose a hotel not only by room type, but also by rate, according to their preferences. The purpose of this study was to explore the effect of price discrimination on the fairness perception toward reservation intentions. The interaction effects of the brand familiarity and the type of consumers on the fairness perception were also examined. The study used an experimental design, with 2 price discriminations × 2 brand familiarities × 2 regulatory focuses, on a total of 320 valid subjects. The results showed that advantaged-price discriminations had higher fairness perceptions than equal-price discriminations, and that higher fairness perceptions had higher reservation intentions. The interaction effect of brand familiarity showed no significant impact on the fairness perceptions, while the regulatory focus had a mitigating effect on the price discrimination and on the fairness perceptions. This study provides insights into the relationship between online price discrimination and tourism, and it contributes to the literature on hospitality. It also provides the managerial implications for online hotels in developing pricing strategies. Full article

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

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19 pages, 475 KiB

Open AccessArticle

Consumers’ Preferences for Digital Corporate Content on Company Websites: A Best–Worst Scaling Analysis

by Clemens Koob

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1301-1319; https://doi.org/10.3390/jtaer18030066 - 25 Jul 2023

Viewed by 1343

Abstract

Digital content marketing (DCM) complements traditional marketing communication approaches and is a major focus of research. Uses and gratifications research posits that DCM only unfolds positive effects if it provides valuable content to consumers. However, there is limited evidence on what constitutes gratifying [...] Read more.

Digital content marketing (DCM) complements traditional marketing communication approaches and is a major focus of research. Uses and gratifications research posits that DCM only unfolds positive effects if it provides valuable content to consumers. However, there is limited evidence on what constitutes gratifying digital corporate content on company websites. This study aimed to elicit consumers’ preferences for key characteristics of digital corporate content on company websites and whether preferences differ among consumer subgroups. Best–worst scaling (BWS) was used to reveal preferences. To obtain BWS data, a cross-sectional survey was employed. The study sample comprised 1527 consumers from Germany, Switzerland, and Austria. Data were analyzed using counting analysis and conditional logit modeling. Subgroup comparisons were performed with t-tests and one-way ANOVA. The results consistently show that consumers prioritize information value as the most important content characteristic, followed by value in use, entertainment value, process value, and social value. Subgroup comparisons revealed generally similar priorities among consumers, with the greatest heterogeneity being found in assessments of the importance of social value. The study also suggests that consumers prioritize digital corporate content characteristics on company websites differently than they do on social media. These findings contribute to the evolving literature on DCM and provide insights that could help set evidence-based priorities in DCM practice. Full article

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

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18 pages, 1069 KiB

Open AccessReview

Social Commerce in Europe: A Literature Review and Implications for Researchers, Practitioners, and Policymakers

by Alexandrina Maria Păuceanu, Sebastian Văduva and Amalia Cristina Nedelcuț

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1283-1300; https://doi.org/10.3390/jtaer18030065 - 20 Jul 2023

Cited by 2 | Viewed by 2358

Abstract

The COVID-19 pandemic has altered consumer behavior, making social commerce a viable alternative throughout the world. Europe is trailing the US and China in adopting this technology, but the prognosis is encouraging. Our goal is to contribute to this process by offering a [...] Read more.

The COVID-19 pandemic has altered consumer behavior, making social commerce a viable alternative throughout the world. Europe is trailing the US and China in adopting this technology, but the prognosis is encouraging. Our goal is to contribute to this process by offering a literature review on social commerce in Europe for researchers, practitioners, and policymakers. We analyzed 4.764 articles published during the 2015–2023 period on the topic of social commerce in Europe utilizing the PRISMA flow diagram. After scrutinizing this large body of literature with various instruments including artificial intelligence (AI), we identified a final list of 45 articles that are most pertinent to our research questions. The emerging themes were that social media is shaping behavior and triggering buying intentions, that trust is paramount in buying impulses and behavior, and that success in social commerce is predicated upon relationships and engagement. Full article

(This article belongs to the Special Issue Social Commerce and the Recent Changes)

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26 pages, 1873 KiB

Open AccessArticle

“Customer Reviews or Vlogger Reviews?” The Impact of Cross-Platform UGC on the Sales of Experiential Products on E-Commerce Platforms

by Yiwu Jia, Haolin Feng, Xin Wang and Michelle Alvarado

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1257-1282; https://doi.org/10.3390/jtaer18030064 - 10 Jul 2023

Cited by 1 | Viewed by 3376

Abstract

User-generated content (UGC) from e-commerce platforms and third-party platforms can impact customer-perceived risk and influence product sales in online stores. However, the understanding of UGC from which platform type yields a stronger effect on product sales and how the effects interact across the [...] Read more.

User-generated content (UGC) from e-commerce platforms and third-party platforms can impact customer-perceived risk and influence product sales in online stores. However, the understanding of UGC from which platform type yields a stronger effect on product sales and how the effects interact across the platforms remains limited. This limitation arises from the complexity of consumer purchasing behavior and information processing, as well as the heterogeneity of UGC features across different platforms and the uncertainty surrounding causal relationships. This study constructs a novel cross-platform framework using the elaboration likelihood model (ELM) to investigate the underlying mechanism of how cross-platform UGC affects online sales of experiential products. Additionally, it examines the mediating effect of purchase intention in the relationship between cross-platform UGC and product sales, as well as the moderating effect of product price. Taking the e-commerce platform Tmall and third-party platform Bilibili as a cross-platform example, we analyzed customer reviews on Tmall and vlogger reviews on Bilibili for 300 cosmetic products, using text sentiment analysis and multiple regression. Results show that the number of product evaluations from third-party platforms positively impacts sales, but this impact is weaker compared to the influence of UGC originating from e-commerce platforms on sales. The underlying mechanism refers to the process by which UGC on an e-commerce platform directly impacts sales and also influences sales through purchase intention. In contrast, UGC on third-party platforms only influences sales through purchase intention. Furthermore, the product price has no significant moderating effect on the positive relationship between review length and sales. This study provides a cross-platform UGC research framework that can guide effective cross-platform marketing management by shedding light on the role of UGC in reducing customer-perceived risk and its impact on online sales of experiential products. Full article

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19 pages, 4071 KiB

Open AccessArticle

Understanding Antecedents That Affect Customer Evaluations of Head-Mounted Display VR Devices through Text Mining and Deep Neural Network

by Yunho Maeng, Choong C. Lee and Haejung Yun

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1238-1256; https://doi.org/10.3390/jtaer18030063 - 10 Jul 2023

Cited by 2 | Viewed by 1389

Abstract

Although the market for Head-Mounted Display Virtual Reality (HMD VR) devices has been growing along with the metaverse trend, the product has not been as widespread as initially expected. As each user has different purposes for use and prefers different features, various factors [...] Read more.

Although the market for Head-Mounted Display Virtual Reality (HMD VR) devices has been growing along with the metaverse trend, the product has not been as widespread as initially expected. As each user has different purposes for use and prefers different features, various factors are expected to influence customer evaluations. Therefore, the present study aims to: (1) analyze customer reviews of hands-on HMD VR devices, provided with new user experience (UX), using text mining, and artificial neural network techniques; (2) comprehensively examine variables that affect user evaluations of VR devices; and (3) suggest major implications for the future development of VR devices. The research procedure consisted of four steps. First, customer reviews on HMD VR devices were collected from Amazon.com. Second, candidate variables were selected based on a literature review, and sentiment scores were extracted. Third, variables were determined through topic modeling, in-depth interviews, and a review of previous studies. Fourth, an artificial neural network analysis was performed by setting customer evaluation as a dependent variable, and the influence of each variable was checked through feature importance. The results indicate that feature importance can be derived from variables, and actionable implications can be identified, unlike in general sentiment analysis. Full article

(This article belongs to the Special Issue Social Commerce and the Recent Changes)

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21 pages, 1173 KiB

Open AccessArticle

Explaining Policyholders’ Chatbot Acceptance with an Unified Technology Acceptance and Use of Technology-Based Model

by Jorge de Andrés-Sánchez and Jaume Gené-Albesa

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1217-1237; https://doi.org/10.3390/jtaer18030062 - 07 Jul 2023

Cited by 4 | Viewed by 2880

Abstract

Conversational robots powered by artificial intelligence (AI) are intensively implemented in the insurance industry. This paper aims to determine the current level of acceptance among consumers regarding the use of conversational robots for interacting with insurers and seeks to identify the factors that [...] Read more.

Conversational robots powered by artificial intelligence (AI) are intensively implemented in the insurance industry. This paper aims to determine the current level of acceptance among consumers regarding the use of conversational robots for interacting with insurers and seeks to identify the factors that influence individuals’ behavioral intention to engage with chatbots. To explain behavioral intention, we tested a structural equation model based on the Unified Theory of Acceptance and Use of Technology (UTAUT) model. It was supposed that behavioral intention is influenced by performance expectancy, effort expectancy, social influence, and trust, and by the moderating effect of insurance literacy on performance expectancy and effort expectancy. The study reveals a significant overall rejection of robotic technology among respondents. The technology acceptance model tested demonstrates a strong ability to fit the data, explaining nearly 70% of the variance in behavioral intention. Social influence emerges as the most influential variable in explaining the intention to use conversational robots. Furthermore, effort expectancy and trust significantly impact behavioral intention in a positive manner. For chatbots to gain acceptance as a technology, it is crucial to enhance their usability, establish trust, and increase social acceptance among users. Full article

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

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21 pages, 1091 KiB

Open AccessArticle

How Streamers Foster Consumer Stickiness in Live Streaming Sales

by Yongbing Jiao, Emine Sarigöllü, Liguo Lou and Baotao Huang

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1196-1216; https://doi.org/10.3390/jtaer18030061 - 06 Jul 2023

Cited by 3 | Viewed by 2202

Abstract

Streamers play a critical role in fostering consumer stickiness in live streaming sales. Thus, it is necessary to make clear the mechanism of how streamers influence consumer stickiness. Based upon the theories of social support, social identification and consumer stickiness, this study investigates [...] Read more.

Streamers play a critical role in fostering consumer stickiness in live streaming sales. Thus, it is necessary to make clear the mechanism of how streamers influence consumer stickiness. Based upon the theories of social support, social identification and consumer stickiness, this study investigates the effects of consumers’ perceived emotional support, informational support, financial support, affectionate support and social network support from streamers on consumer–streamer identification, which in turn affects consumer–streamer stickiness and consumer–brand stickiness in live streaming sales settings. Based on the structural equation modeling analysis of 280 online questionnaires, using the software of Smart PLS 3.0, the results demonstrate that perceived emotional support, perceived informational support, perceived financial support and perceived affectionate support enhance consumer–streamer identification, thereby enhancing consumer–streamer stickiness and consumer–brand stickiness, and thus, consumer–streamer stickiness also enhances consumer–brand stickiness. This study not only extends the theories of live streaming sales, but also provides practical implications for enterprises’ improving consumer–streamer stickiness and consumer–brand stickiness in live streaming sales. Full article

(This article belongs to the Collection The New Era of Digital Marketing)

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19 pages, 4485 KiB

Open AccessArticle

Pricing Game Models of Hybrid Channel Supply Chain: A Strategic Consumer Behavior Perspective

by Xuelong Zhang, Yufei Li, Jianhua Zhu and Xuequan Zhou

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1177-1195; https://doi.org/10.3390/jtaer18030060 - 06 Jul 2023

Cited by 1 | Viewed by 1402

Abstract

The current sales model combining online and offline channels meets the diverse requirements of consumers. However, consumers’ inter-channel switching behavior and strategic behavior also pose significant challenges to pricing decisions in the hybrid channel. Using game theory and consumer utility theory, a retailer-driven [...] Read more.

The current sales model combining online and offline channels meets the diverse requirements of consumers. However, consumers’ inter-channel switching behavior and strategic behavior also pose significant challenges to pricing decisions in the hybrid channel. Using game theory and consumer utility theory, a retailer-driven pricing model is developed to study the optimal pricing problem for each channel in a mixed-channel supply chain considering the characteristics of channel competition and the waiting behavior of strategic consumers. Study results show there is a negative correlation between the proportion of strategic consumers and the optimal pricing and profit of each channel, and as the proportion of strategic consumers rises, the optimal pricing and profit of manufacturers and retailers all trend downward. Incorporating strategic consumers into the pricing model will assist the supply chain in elucidating the behavior of consumer heterogeneity during various decision-making periods and in making reasonable pricing decisions. Effective guiding strategies, such as pre-discount and purchase restrictions, can reduce the profit loss caused by strategic consumer behavior. The optimal combination of pre-announcement discount and strategic consumer ratio can generate the greatest profit for retailers and the supply chain. Full article

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20 pages, 786 KiB

Open AccessArticle

Strata Fee Management in Condominiums via Smart Contracts

by Liam Scholte, Rui Wang, Kwok Keung Chung and Michal Aibin

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1157-1176; https://doi.org/10.3390/jtaer18030059 - 04 Jul 2023

Viewed by 1090

Abstract

Condominiums and similar properties use a stratum to manage daily operations, and owners fund it through strata fees. While existing strata fee management systems may be able to handle such funds, such systems could be more inherently transparent. It is possible to leverage [...] Read more.

Condominiums and similar properties use a stratum to manage daily operations, and owners fund it through strata fees. While existing strata fee management systems may be able to handle such funds, such systems could be more inherently transparent. It is possible to leverage the digital ledger from blockchain networks and smart contracts to build a fully transparent strata fee management system. This paper proposes designing a strata fee management system based on a smart contract in the Ethereum network. Both strata corporations and homeowners can interact with the smart contract to execute common procedures such as paying strata fees and handling expenses. Using smart contracts for strata fee management, it is believed that the chance of fraud by strata corporations is lowered compared to other systems. Full article

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J. Theor. Appl. Electron. Commer. Res., Volume 18, Issue 3 (September 2023) – 26 articles

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