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J. Theor. Appl. Electron. Commer. Res., Volume 19, Issue 2 (June 2024) – 22 articles

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22 pages, 975 KiB  
Article
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 97
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  
Article
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 404
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  
Review
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 343
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  
Article
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 381
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  
Article
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 532
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 shaping 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  
Article
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 459
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  
Article
Unlock Happy Interactions: Voice Assistants Enable Autonomy and Timeliness
by Linlin Mo, Liangbo Zhang, Xiaohui 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 621
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  
Article
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 747
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  
Article
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 481
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  
Article
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 1264
Abstract
The surge in mobile shopping 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 shopping 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-shopping experience. Full article
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16 pages, 4170 KiB  
Article
Tailoring Garment Fit for Personalized Body Image Enhancement: Insights from Digital Fitting Research
by Jiayin Li, Xing Su, Jiahao Liang, P. Y. Mok and Jintu Fan
J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 942-957; https://doi.org/10.3390/jtaer19020049 - 22 Apr 2024
Viewed by 731
Abstract
In the context of the Fashion Apparel Industry 4.0, a transformative evolution is directed towards the Online Apparel Mass Customization (OAMC) strategy, which provides efficient and personalized apparel product solutions to consumers. A critical challenge within this customization process is the determination of [...] Read more.
In the context of the Fashion Apparel Industry 4.0, a transformative evolution is directed towards the Online Apparel Mass Customization (OAMC) strategy, which provides efficient and personalized apparel product solutions to consumers. A critical challenge within this customization process is the determination of sizes. While existing research addresses comfort evaluation in relation to wearer and garment fit, little attention has been given to how garment fit influences the wearer’s body image, which is also an important purchase consideration. This study investigates the impact of garment fit on the wearer’s body scale perception using quantitative research design. A digital dataset of avatars, clothed in varying sizes of T-shirts, were created for the body scale perception experiment, and an Artificial Neural Network (ANN) model was developed to predict the effect of T-shirt fit on body image. With only a small number of garments and body measurements as inputs, the ANN model can accurately predict the body scales of the clothed persons. It was found that the effect of apparel fit on body image varies depending on the wearer’s gender, body size, and shape. This model can be applied to enhance the online garment shopping experience with respect to personalized body image enhancement. Full article
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21 pages, 2599 KiB  
Article
Whether to Add a Digital Product into Subscription Service?
by Linlan Zhang and Yu Zhang
J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 921-941; https://doi.org/10.3390/jtaer19020048 - 20 Apr 2024
Viewed by 437
Abstract
Digital products companies are increasingly adopting subscription pricing, but consumers who pay the subscription service may not be able to access all digital products sold on the sales platform. This paper explores the question of why some digital products are not in the [...] Read more.
Digital products companies are increasingly adopting subscription pricing, but consumers who pay the subscription service may not be able to access all digital products sold on the sales platform. This paper explores the question of why some digital products are not in the subscription service of the sales platform. To address this problem, we develop an analytical model to examine two strategies of the firm. One is that the firm does not add the new product into the subscription service, the other is that the firm adds the new product into the subscription service. By comparing the profits under two sets, we find the condition under which the firm should add the new digital product into the subscription service. The results show that if the percentage of existing subscribers is below a certain threshold, and the subscription price is over a certain threshold, it is better for the firm to add the new product into the subscription service. We also analyze how the main variables affect the firm’s profit and the piracy rate. Our research provides useful insights for firms in choosing pricing schemes for the newly released product and offers advice for policymakers on controlling the piracy rate of digital products industry. Full article
(This article belongs to the Section Digital Marketing and the Connected Consumer)
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22 pages, 1240 KiB  
Article
Role of Algorithm Awareness in Privacy Decision-Making Process: A Dual Calculus Lens
by Sujun Tian, Bin Zhang and Hongyang He
J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 899-920; https://doi.org/10.3390/jtaer19020047 - 20 Apr 2024
Viewed by 557
Abstract
In the context of AI, as algorithms rapidly penetrate e-commerce platforms, it is timely to investigate the role of algorithm awareness (AA) in privacy decisions because it can shape consumers’ information-disclosure behaviors. Focusing on the role of AA in the privacy decision-making process, [...] Read more.
In the context of AI, as algorithms rapidly penetrate e-commerce platforms, it is timely to investigate the role of algorithm awareness (AA) in privacy decisions because it can shape consumers’ information-disclosure behaviors. Focusing on the role of AA in the privacy decision-making process, this study investigated consumers’ personal information disclosures when using an e-commerce platform with personalized algorithms. By integrating the dual calculus model and the theory of planned behavior (TPB), we constructed a privacy decision-making model for consumers. Sample data from 581 online-shopping consumers were collected by a questionnaire survey, and SmartPLS 4.0 software was used to conduct a structural equation path analysis and a mediating effects test on the sample data. The findings suggest that AA is a potential antecedent to the privacy decision-making process through which consumers seek to evaluate privacy risks and make self-disclosure decisions. The privacy decision process goes through two interrelated trade-offs—that threat appraisals and coping appraisals weigh each other to determine the (net) perceived risk and, then, the (net) perceived risk and the perceived benefit weigh each other to decide privacy attitudes. By applying the TPB to the model, the findings further show that privacy attitudes and subjective norms jointly affect information-disclosure intention whereas perceived behavioral control has no significant impact on information-disclosure intention. The results of this study give actionable insights into how to utilize the privacy decision-making process to promote algorithm adoption and decisions regarding information disclosure, serving as a point of reference for the development of a human-centered algorithm based on AA in reference to FEAT. Full article
(This article belongs to the Topic Online User Behavior in the Context of Big Data)
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19 pages, 758 KiB  
Article
eWOM Information Richness and Online User Review Behavior: Evidence from TripAdvisor
by Xueyu Liu, Jie Lin, Xiaoyan Jiang, Tingzhen Chang and Haowen Lin
J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 880-898; https://doi.org/10.3390/jtaer19020046 - 18 Apr 2024
Viewed by 598
Abstract
The growing number of online users commenting on review platforms has fueled the development of electronic word–of–mouth (eWOM). At the same time, merchants have improved their requirements for the length and frequency of online reviews. However, few studies have examined the updating mechanism [...] Read more.
The growing number of online users commenting on review platforms has fueled the development of electronic word–of–mouth (eWOM). At the same time, merchants have improved their requirements for the length and frequency of online reviews. However, few studies have examined the updating mechanism of online reviews length and frequency from the perspective of businesses. This study explores the relationship between online commenting platform users and eWOM and examines how eWOM information richness affects online user review behavior. We used media richness theory (MRT) to quantify the information richness of eWOM content (linguistic, textual, and photographical) to build an empirical framework. For the research data, we used advanced big data analytics to retrieve and analyze TripAdvisor data on restaurant services in nine major tourist destinations, the United States, Mexico, and mainland Europe (including UK, Spain, Netherlands, etc.), over a long period of time. Based on >10 million eWOM, this study used multiple regression to examine the impact of eWOM information richness on online user review behavior, considering the moderating effect of information ambiguity. Our research results show that content information richness positively affects online user review behavior, increasing their frequency and length. Information ambiguity play a moderating role that strengthens this relationship. This supports our theoretical hypothesis. Finally, for greater applicability and reliability, we conducted a comparative study on the degree of differences in the relationship between eWOM and users based on different cultural backgrounds across countries. Full article
(This article belongs to the Topic Online User Behavior in the Context of Big Data)
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17 pages, 985 KiB  
Article
Understanding the Adoption Dynamics of ChatGPT among Generation Z: Insights from a Modified UTAUT2 Model
by Antun Biloš and Bruno Budimir
J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 863-879; https://doi.org/10.3390/jtaer19020045 - 13 Apr 2024
Viewed by 1572
Abstract
This research delves into the factors influencing the adoption of ChatGPT, a sophisticated AI-based chatbot, among Generation Z members in Croatia. Employing an extended UTAUT2 model, the impact of various factors on the behavioral intention to use ChatGPT is explored. The study included [...] Read more.
This research delves into the factors influencing the adoption of ChatGPT, a sophisticated AI-based chatbot, among Generation Z members in Croatia. Employing an extended UTAUT2 model, the impact of various factors on the behavioral intention to use ChatGPT is explored. The study included 694 Generation Z participants, and data were collected through an online survey featuring self-reporting questions. The analysis utilized statistical software packages for performing both confirmatory and exploratory factor analyses, in addition to hierarchical linear regression. Key findings reveal that performance expectancy, social influence, hedonic motivation, habit, and personal innovativeness significantly influence the behavioral intention to use ChatGPT. However, effort expectancy, facilitating conditions, and price value do not exhibit a significant impact. Notably, the study excludes the use behavior factor due to multicollinearity issues with behavioral intention. While the research does not focus on moderating factors, it reports that the adapted UTAUT2 model explains 65% of the variance in the adoption of ChatGPT by Generation Z users. Full article
(This article belongs to the Section Digital Marketing and the Connected Consumer)
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17 pages, 2719 KiB  
Article
Simulation Modeling and Analysis on the Value-Added Service of the Third-Party E-Commerce Platform Supporting Multi-Value Chain Collaboration
by Wenbo Li, Yajie Zhang, Bin Dan, Xumei Zhang and Ronghua Sui
J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 846-862; https://doi.org/10.3390/jtaer19020044 - 8 Apr 2024
Viewed by 473
Abstract
Service-oriented third-party e-commerce platforms have emerged as a new trend in the manufacturing industry. This paper aims to investigate the platforms’ value-added service (VAS) and charging strategies with a dynamic evolution analysis. Considering the change in the user numbers and characteristics of the [...] Read more.
Service-oriented third-party e-commerce platforms have emerged as a new trend in the manufacturing industry. This paper aims to investigate the platforms’ value-added service (VAS) and charging strategies with a dynamic evolution analysis. Considering the change in the user numbers and characteristics of the e-commerce industry, this paper proposes a system dynamics model composed of multi-value chains and a third-party e-commerce platform. The simulation results indicate that the platform should reduce VAS investment and appropriately increase the VAS fee in the early development period. After the number of users stabilizes, the platform should appropriately increase its VAS investment and reduce the VAS fee. When the VAS fee is low, the platform profit first increases and then decreases as the VAS level increases. Differently, the platform profit will first decrease, then increase, and finally decrease as the VAS level improves when the VAS fee is low. This paper further finds that the strong cross-network effect of manufacturers is not always beneficial to the platform. Full article
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28 pages, 616 KiB  
Article
Factors Influencing User Favorability of Government Chatbots on Digital Government Interaction Platforms across Different Scenarios
by Yuanyuan Guo and Peng Dong
J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 818-845; https://doi.org/10.3390/jtaer19020043 - 6 Apr 2024
Viewed by 602
Abstract
This study investigates the direct and indirect influences of behavioral quality, social support, perceived system, emotional perception, and public expectation on user favorability regarding government chatbots in both government service and policy consultation contexts. The findings reveal that while behavioral quality, social support, [...] Read more.
This study investigates the direct and indirect influences of behavioral quality, social support, perceived system, emotional perception, and public expectation on user favorability regarding government chatbots in both government service and policy consultation contexts. The findings reveal that while behavioral quality, social support, and perceived system directly affect user favorability in both scenarios, public expectation uniquely impacts user favorability in policy consultation settings, but not in government service scenarios. Furthermore, the analysis indicates that social support, emotional perception, and public expectation all indirectly influence user favorability through their mediating effect on behavioral quality in both contexts. Notably, the significant distinction between the two scenarios is the presence of an indirect impact of perceived system on user favorability within policy consultation scenarios, which is absent in government service scenarios. This study sheds light on the intricate interplay of factors shaping user favorability with government chatbots, and provides valuable insights for improving user experiences and user favorability in different governmental service contexts. Full article
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21 pages, 1060 KiB  
Article
The Use of Digital Channels in Omni-Channel Retail—An Empirical Study
by Iulia Diana Nagy, Dan-Cristian Dabija, Romana Emilia Cramarenco and Monica Ioana Burcă-Voicu
J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 797-817; https://doi.org/10.3390/jtaer19020042 - 4 Apr 2024
Viewed by 1374
Abstract
This article aims to highlight the influencing factors on omni-channel consumer attitudes towards virtual shopping channels, providing the literature with a new conceptual model that studies the use of technology by omni-channel consumers. The research hypotheses were established based on the literature review, [...] Read more.
This article aims to highlight the influencing factors on omni-channel consumer attitudes towards virtual shopping channels, providing the literature with a new conceptual model that studies the use of technology by omni-channel consumers. The research hypotheses were established based on the literature review, and a conceptual model was defined. Quantitative research was carried out on an emerging market through the survey technique to verify the relations between the investigated concepts. In total, 307 responses from Millennials and Generation Z members were analyzed using structural equations modeling in SmartPLS. The results show that both channel and consumer characteristics, alongside their media contexts, influence the attitude and willingness to access and use retail channels. To keep up with constantly changing consumer needs, companies are advised to continually analyze the target market and implement any necessary measures. The paper expands the studies investigating the behavior of technology users, enhancing the UTAUT2 model-based literature. Full article
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23 pages, 4680 KiB  
Article
Order Distribution and Routing Optimization for Takeout Delivery under Drone–Rider Joint Delivery Mode
by Fuqiang Lu, Runxue Jiang, Hualing Bi and Zhiyuan Gao
J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 774-796; https://doi.org/10.3390/jtaer19020041 - 3 Apr 2024
Cited by 1 | Viewed by 744
Abstract
Order distribution and routing optimization of takeout delivery is a challenging research topic in the field of e-commerce. In this paper, we propose a drone–rider joint delivery mode with multi-distribution center collaboration for the problems of limited-service range, unreasonable distribution, high delivery cost, [...] Read more.
Order distribution and routing optimization of takeout delivery is a challenging research topic in the field of e-commerce. In this paper, we propose a drone–rider joint delivery mode with multi-distribution center collaboration for the problems of limited-service range, unreasonable distribution, high delivery cost, and tight time windows in the takeout delivery process. The model is constructed with the minimum delivery cost and the overall maximum customer satisfaction as the objective function, and a two-stage heuristic algorithm is designed to solve the model. In the first stage, Euclidean distance is used to classify customers into the regions belonging to different distribution centers, and the affinity propagation (AP) clustering algorithm is applied to allocate orders from different distribution centers. The second stage uses an improved tabu search algorithm for route optimization based on specifying the number of rider and drone calls. This paper takes China’s Ele.me and Meituan takeout as the reference object and uses the Solomon data set for research. The experimental results show that compared with the traditional rider delivery mode, the drone–rider joint delivery mode with multiple distribution center collaboration can effectively reduce the number of riders used, lower the delivery cost, and improve the overall customer satisfaction. Full article
(This article belongs to the Section e-Commerce Analytics)
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31 pages, 7111 KiB  
Article
Exploring Tourists’ Behavioral Patterns in Bali’s Top-Rated Destinations: Perception and Mobility
by Dian Puteri Ramadhani, Andry Alamsyah, Mochamad Yudha Febrianta and Lusiana Zulfa Amelia Damayanti
J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 743-773; https://doi.org/10.3390/jtaer19020040 - 1 Apr 2024
Cited by 1 | Viewed by 1019
Abstract
The tourism sector plays a crucial role in the global economy, encompassing both physical infrastructure and cultural engagement. Indonesia has a wide range of attractions and has experienced remarkable growth, with Bali as a notable example of this. With the rapid advancements in [...] Read more.
The tourism sector plays a crucial role in the global economy, encompassing both physical infrastructure and cultural engagement. Indonesia has a wide range of attractions and has experienced remarkable growth, with Bali as a notable example of this. With the rapid advancements in technology, travelers now have the freedom to explore independently, while online travel agencies (OTAs) serve as important resources. Reviews from tourists significantly impact the service quality and perception of destinations, and text mining is a valuable tool for extracting insights from unstructured review data. This research integrates multiclass text classification and a network analysis to uncover tourists’ behavioral patterns through their perceptions and movement. This study innovates beyond conventional sentiment and cognitive image analysis to the tourists’ perceptions of cognitive dimensions and explores the sentiment correlation between different cognitive dimensions. We find that destinations generally receive positive feedback, with 80.36% positive reviews, with natural attractions being the most positive aspect while infrastructure is the least positive aspect. We highlight that qualitative experiences do not always align with quantitative cost-effectiveness evaluations. Through a network analysis, we identify patterns in tourist mobility, highlighting three clusters of attractions that cater to diverse preferences. This research underscores the need for tourism destinations to strategically adapt to tourists’ varied expectations, enhancing their appeal and aligning their services with preferences to elevate destination competitiveness and increase tourist satisfaction. Full article
(This article belongs to the Topic Online User Behavior in the Context of Big Data)
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18 pages, 1108 KiB  
Article
How Social Presence Influences Consumer Well-Being in Live Video Commerce: The Mediating Role of Shopping Enjoyment and the Moderating Role of Familiarity
by Zhen Huang, Xue Yan and Jia Deng
J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 725-742; https://doi.org/10.3390/jtaer19020039 - 29 Mar 2024
Viewed by 844
Abstract
In recent years, with the rapid development of live-streaming commerce, the social dynamics and psychological impact of such online activities merit further discussion. In this study, we investigate the sensory experiences of viewers watching live streaming and examine how these online experiences influence [...] Read more.
In recent years, with the rapid development of live-streaming commerce, the social dynamics and psychological impact of such online activities merit further discussion. In this study, we investigate the sensory experiences of viewers watching live streaming and examine how these online experiences influence consumer well-being. We developed a conceptual model to understand this mechanism based on the relationship between social presence, shopping enjoyment, familiarity, and consumer well-being. The results of 410 samples indicate that (1) social presence in live-streaming commerce has a significant positive effect on consumer well-being; (2) shopping enjoyment plays a mediating role in the process of social presence predicting consumer well-being; and (3) familiarity plays a moderating role in the second half of the indirect effect of social presence on well-being. This study examines the relationship between social presence and consumer well-being in the context of live-streaming marketing, expanding the research scenario of consumer well-being and clarifying the psychological mechanisms and boundary conditions of the effect of social presence on consumers well-being, which has important implications for online interactive marketing enterprises to enhance social presence and promote consumers long-term well-being. Full article
(This article belongs to the Topic Consumer Psychology and Business Applications)
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20 pages, 647 KiB  
Article
How Social Presence Influences Engagement in Short Video-Embedded Advertisements: The Serial Mediation Effect of Flow Experience and Advertising Avoidance
by Can Zheng, Shuai Ling, Dongmin Cho and Yonggu Kim
J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 705-724; https://doi.org/10.3390/jtaer19020038 - 26 Mar 2024
Viewed by 626
Abstract
Short video platforms have problems with increased competition and low advertising conversion rates. Although social presence is closely related to consumer engagement, research regarding the impact of social presence on consumer engagement in short video-embedded advertisements is sparse. We developed a theoretical model, [...] Read more.
Short video platforms have problems with increased competition and low advertising conversion rates. Although social presence is closely related to consumer engagement, research regarding the impact of social presence on consumer engagement in short video-embedded advertisements is sparse. We developed a theoretical model, namely a social presence–flow experience–advertising avoidance–advertising engagement model, and explored the mechanism underlying advertising engagement from a psychological and behavioral perspective. The analysis of 563 short video users revealed that the model exhibited excellent explanatory power for advertising engagement (R2 = 41.3%). Social presence can increase consumers’ advertising engagement by enhancing flow experience and reducing advertising avoidance. Meanwhile, the flow experience, by diminishing advertising avoidance, generates a serial mediation effect between social presence and advertising engagement. This study emphasizes social presence’s applicability and influence mechanism in short video-embedded advertisements, a unidirectional information delivery. It provides new theoretical perspectives and practical advice for relevant practitioners. Full article
(This article belongs to the Section Digital Marketing and the Connected Consumer)
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