Journal of Theoretical and Applied Electronic Commerce Research

24 pages, 1820 KiB

Open AccessArticle

More Realistic, More Better? How Anthropomorphic Images of Virtual Influencers Impact the Purchase Intentions of Consumers

by Siyu Pan, Zhouyao Qin and Yiwei Zhang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3229-3252; https://doi.org/10.3390/jtaer19040157 (registering DOI) - 22 Nov 2024

Abstract

A growing number of enterprises are using virtual influencers on livestreaming e-commerce platforms to extend the duration for which live streamers stay online. This article uses the uncanny valley phenomenon to investigate the effects of the level of anthropomorphization of images of virtual [...] Read more.

A growing number of enterprises are using virtual influencers on livestreaming e-commerce platforms to extend the duration for which live streamers stay online. This article uses the uncanny valley phenomenon to investigate the effects of the level of anthropomorphization of images of virtual influencers on the purchase intention of consumers. We divided the images of virtual influencers into three categories according to their level of anthropomorphization: cartoon images (low), medium-realistic images (medium), and hyper-realistic images (high). We identified a U-shaped relationship between the level of anthropomorphization of images of virtual influencers and consumers’ purchase intention. Virtual influencers represented by cartoon images and hyper-realistic images enhanced the purchase intentions of consumers, while streamers with medium-realistic images reduced them. Algorithmic aversion was found to play a mediating role in this relation. In addition, self-efficacy had an inhibitory effect on the inverted U-shaped relationship between the anthropomorphism of the image of the virtual influencer and algorithmic aversion. When the virtual influencer had a medium-realistic image, consumers exhibited the strongest algorithmic aversion, the lowest purchase intention, and the most significant inhibition in self-efficacy. This work provides guidance for designing images of virtual influencers for marketing-related activities on livestreaming e-commerce platforms. Full article

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15 pages, 3340 KiB

Open AccessArticle

Facilitating Endorsement Efficacy: The Interplay of Parasocial Interaction, Product Placement, and Influencer Type

by Wanqi Gong, Wenqing Ye and Shubin Yu

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3214-3228; https://doi.org/10.3390/jtaer19040156 - 21 Nov 2024

Viewed by 247

Abstract

Social media platforms fostering a closer and more intimate bond between celebrities and their fan bases has opened up diverse avenues for product placement. In light of this, this study endeavors to explore the profound influence of parasocial interaction (PSI) and product placement [...] Read more.

Social media platforms fostering a closer and more intimate bond between celebrities and their fan bases has opened up diverse avenues for product placement. In light of this, this study endeavors to explore the profound influence of parasocial interaction (PSI) and product placement on the effectiveness of celebrity endorsement within the social media landscape. The results derived from an online experiment unveil the positive impact of parasocial interaction on consumers’ attitudes and purchase intention. Notably, the potency of PSI is enhanced when product placement is prominent. The results also uncover the crucial role of brand recall as a mediator in the relationship between parasocial interaction and endorsement outcomes. These findings shed light on the underlying mechanisms governing the influence of parasocial interaction and social media celebrity types in the realm of social media endorsement while also providing valuable insights into the moderating role of product placement. From a practical standpoint, the results underscore the critical importance of carefully selecting celebrity endorsers and strategically positioning products. Armed with this knowledge, marketers and advertisers can better explore the complex landscape of social media endorsement with greater efficacy and precision. Full article

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17 pages, 832 KiB

Open AccessArticle

Interplay Between Online and Offline Realms: Examining Influencers’ Impact and Ripple Effects on Beauty Product Sales

by Hee-Jin Sim, Ahyun Kim and Sang-Soo Kim

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3197-3213; https://doi.org/10.3390/jtaer19040155 - 18 Nov 2024

Viewed by 345

Abstract

This study focuses on the quality of beauty product reviews as online information, aiming to determine their impact on encouraging continued product purchases by users and to explore the simultaneous ripple effects. This study derived a total of 9 hypotheses, examining the relationship [...] Read more.

This study focuses on the quality of beauty product reviews as online information, aiming to determine their impact on encouraging continued product purchases by users and to explore the simultaneous ripple effects. This study derived a total of 9 hypotheses, examining the relationship between online review information quality, product purchase, and influencers who create reviews, using the expectation confirmation model and the quality–value–satisfaction–loyalty mechanism. Simultaneously, this study sought to examine the process by which the formation of trust in influencers impacts the intention to purchase other products they recommend. The research results indicate that online review quality positively influences perceived value, satisfaction, and repurchase intention when the expectations for a product match reality. Furthermore, both the confirmation of online reviews and satisfaction with the product facilitate the transition from online to offline and back, which in turn generates ripple effects. The results of this study not only add clarity to the interrelationship between online and offline contexts but also provide implications for businesses in formulating strategies to leverage influencers for product sales. Full article

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

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21 pages, 978 KiB

Open AccessArticle

Audio Features and Crowdfunding Success: An Empirical Study Using Audio Mining

by Miao Miao, Yudan Wang, Jingpeng Li, Yushi Jiang and Qiang Yang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3176-3196; https://doi.org/10.3390/jtaer19040154 - 18 Nov 2024

Viewed by 370

Abstract

Crowdfunding videos have become a crucial tool for entrepreneurs seeking financial support, with audio design playing a critical role in attracting potential investors. However, research on how audio features influence crowdfunding success remains limited. This study uses audio analysis techniques to examine data [...] Read more.

Crowdfunding videos have become a crucial tool for entrepreneurs seeking financial support, with audio design playing a critical role in attracting potential investors. However, research on how audio features influence crowdfunding success remains limited. This study uses audio analysis techniques to examine data from 4500 crowdfunding campaigns on the Kickstarter platform between 2013 and 2016, investigating the impact of audio features on crowdfunding success rates. Grounded in the signaling theory, we posited four hypotheses suggesting that speech rate, loudness, pitch, and emotional arousal would each exhibit an inverted U-shaped relationship with crowdfunding success rates. Through data analysis, we found that moderate levels of speech rate, loudness, pitch, and emotional arousal significantly enhanced crowdfunding success, whereas extremes in these vocal characteristics had a detrimental effect. Our findings not only extend the application of audio analysis in the crowdfunding domain, but also provide empirical evidence for the influence of audio features on crowdfunding success. This research offers practical guidance for project initiators in developing promotional strategies and for platforms in optimizing user experience. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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22 pages, 884 KiB

Open AccessArticle

Harnessing Swift Guanxi in SMEs: Exploring Trust and Purchase Intention on Social Commerce Platforms

by Johakim Katekele John, Xiaodong Qiu and Jerum William Kilumile

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3154-3175; https://doi.org/10.3390/jtaer19040153 - 18 Nov 2024

Viewed by 300

Abstract

Extant empirical studies investigate social commerce purchase intention from the perspective of swift guanxi dimensions while neglecting to explain how the purchase intention is influenced. This study proposed and tested a research model to unveil the relationship between swift guanxi dimensions (mutual understanding, [...] Read more.

Extant empirical studies investigate social commerce purchase intention from the perspective of swift guanxi dimensions while neglecting to explain how the purchase intention is influenced. This study proposed and tested a research model to unveil the relationship between swift guanxi dimensions (mutual understanding, reciprocity favor, and relationship harmony), trust in the seller and purchase intention while considering the mediation effect of trust in the seller in social commerce settings. Data from 421 social commerce youth consumers in Tanzania were used in PLS-SEM analysis to test the research model. Results revealed that except for reciprocity favor, swift guanxi dimensions positively influence purchase intention. The swift guanxi dimensions also positively influence trust in the seller. Further trust in the seller mediates the relationship between swift guanxi dimensions and purchase intention. This study recommends that social commerce micro, small, and medium traders embrace swift guanxi to drive consumer purchase intention. Swift guanxi dimensions foster a rapid and affirmative connection with the consumers, enhancing their trust in the seller. In turn, trust in the seller significantly enhances the likelihood of purchase intention, since the consumers feel safer and more confident in their buying journey. Therefore, by leveraging swift guanxi dimensions, social commerce sellers can effectively build business relationships based on a strong foundation, which not only drives immediate consumer purchases but also fosters enduring consumer devotion. Full article

(This article belongs to the Topic Digital Marketing Dynamics: From Browsing to Buying)

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17 pages, 1491 KiB

Open AccessArticle

Enhancing Building Information Modeling Effectiveness Through Coopetition and the Industrial Internet of Things

by Agostinho da Silva and Antonio J. Marques Cardoso

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3137-3153; https://doi.org/10.3390/jtaer19040152 - 15 Nov 2024

Viewed by 586

Abstract

The construction industry plays a crucial role in the global economy but faces significant challenges, including inefficiencies, high costs, and environmental impacts. Although Building Information Modeling (BIM) has been widely adopted as a solution to these issues, its practical impact remains limited. This [...] Read more.

The construction industry plays a crucial role in the global economy but faces significant challenges, including inefficiencies, high costs, and environmental impacts. Although Building Information Modeling (BIM) has been widely adopted as a solution to these issues, its practical impact remains limited. This study investigates how manufacturers can enhance their contributions to improve BIM’s effectiveness, proposing that coopetition practices—combining competition and cooperation—can positively influence these contributions, thereby enhancing the benefits of BIM. To explore this hypothesis, an Experimental Coopetition Network was implemented in the Portuguese ornamental stone (POS) sector, utilizing Industrial IoT technology to facilitate collaboration among selected companies. The study assessed the impact of coopetition practices on key performance indicators related to BIM, including on-time delivery, labor productivity, and CO₂ emissions. The findings demonstrate significant improvements in scheduling, operational efficiency, and environmental sustainability, validating the hypothesis that coopetition practices can enhance manufacturers’ contributions to BIM. These results suggest that coopetition practices contribute to better project outcomes, increased competitiveness, and sustainability within the construction industry. Despite the promising results, the study acknowledges limitations such as the scope of the sample size and observation periods, indicating areas for future research. This research contributes to the theoretical framework of coopetition, aligning with the United Nations Sustainable Development Goals (SDGs), and provides valuable insights for industry practitioners and policymakers seeking to implement more sustainable construction practices. Full article

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14 pages, 477 KiB

Open AccessArticle

When Brands Push Us Away: How Brand Rejection Enhances In-Group Brand Preference

by Taiyang Zhao, Ziwei Liang, Yuqi Du, Ershuai Huang and Yun Zou

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3123-3136; https://doi.org/10.3390/jtaer19040151 - 12 Nov 2024

Viewed by 509

Abstract

Every interaction between a brand and its consumers can shape their brand attitudes and purchase decisions. Brand rejection is the rejection or neglect that consumers experience when trying to connect with a brand, and it may have far-reaching effects on consumer psychology and [...] Read more.

Every interaction between a brand and its consumers can shape their brand attitudes and purchase decisions. Brand rejection is the rejection or neglect that consumers experience when trying to connect with a brand, and it may have far-reaching effects on consumer psychology and behavior. Against this backdrop, consumer response to brand rejection has become a concern in interactive marketing. This study investigated how consumers cope with brand rejection by satisfying their need to reduce uncertainty based on the uncertainty–identity theory. This study examined the effect of brand rejection on consumers’ in-group brands (e.g., local brands) preference and the corresponding mediating mechanism and boundary condition through four experiments. The results demonstrated that consumers who experienced brand rejection were less likely to purchase products from that brand and showed a greater preference for other in-group brands than out-group brands (foreign brands). This relationship was mediated by consumers’ sense of control. Moreover, brand familiarity moderated the relationship between brand rejection and sense of control, affecting consumers’ in-group brand preference. These findings expand the research area of brand rejection and in-group brand preference and provide a practical reference for the development of local brands. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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21 pages, 4004 KiB

Open AccessArticle

Online Reviews Meet Visual Attention: A Study on Consumer Patterns in Advertising, Analyzing Customer Satisfaction, Visual Engagement, and Purchase Intention

by Aura Lydia Riswanto, Sujin Ha, Sangho Lee and Mahnwoo Kwon

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3102-3122; https://doi.org/10.3390/jtaer19040150 - 6 Nov 2024

Viewed by 1083

Abstract

This study aims to bridge the gap between traditional consumer behavior analysis and modern techniques by integrating big data analysis, eye-tracking technology, and survey methods. The researchers considered that understanding consumer behavior is crucial for creating effective advertisements in the digital age. Initially, [...] Read more.

This study aims to bridge the gap between traditional consumer behavior analysis and modern techniques by integrating big data analysis, eye-tracking technology, and survey methods. The researchers considered that understanding consumer behavior is crucial for creating effective advertisements in the digital age. Initially, a big data analysis was performed to identify significant clusters of consumer sentiment from online reviews generated during a recent seasonal promotional campaign. The key factors were identified and grouped into the “Product”, “Model”, “Promo”, and “Effect” categories. Using these clusters as a foundation, an eye-tracking analysis measured visual attention metrics such as the fixation duration and count to understand how the participants engaged with the different advertisement content. Subsequently, a survey assessed the same participants’ purchase intentions and preferences related to the identified clusters. The results showed that the sentiment clusters related to products, promotions, and effects positively impacted the customer satisfaction. The eye-tracking data revealed that advertisements featuring products and models garnered the most visual attention, while the survey results indicated that promotional content significantly influenced the purchase intentions. This multi-step approach delivers an in-depth understanding of the factors that affect customer satisfaction and decision-making, providing valuable information for optimizing marketing strategies in the Korean skincare market. The findings emphasize the importance of integrating consumer sentiment analysis with visual engagement metrics to develop more effective and compelling marketing campaigns. Full article

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14 pages, 480 KiB

Open AccessArticle

The Nexus of Influencers and Purchase Intention: Does Consumer Brand Co-Creation Behavior Matter?

by Jerum William Kilumile and Li Zuo

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3088-3101; https://doi.org/10.3390/jtaer19040149 - 6 Nov 2024

Viewed by 888

Abstract

The advancement of social media has led to the rise of influencers who are powerful in shaping consumer purchasing behavior. While influencer attributes play a role in shaping consumer behavior, little attention has been paid to the interplay of the attributes of social [...] Read more.

The advancement of social media has led to the rise of influencers who are powerful in shaping consumer purchasing behavior. While influencer attributes play a role in shaping consumer behavior, little attention has been paid to the interplay of the attributes of social presence, influencer congruence with the endorsed brand, and purchasing intention. Thus, the current study investigates the effect of social presence and influencer congruence on purchase intention through consumer brand co-creation behavior. A survey approach was used to collect data from consumers who actively interact with at least one social media influencer in Tanzania. Using a sample size of 422, PLS-SEM was applied to test the hypotheses. The results showed that social presence and congruence affected consumer brand co-creation behavior, which subsequently affected purchase intention. Unlike influencer congruence, the social presence of the influencer did not directly affect purchase intention. Furthermore, the study holds that stimulating consumer brand co-creation behavior catalyzes the effects of social presence and influencer congruence on purchase intention. Therefore, in designing an influencer marketing campaign, selecting an influencer with social presence and congruence attribute is pivotal for the effectiveness of the influencer marketing strategy. Marketers should be relational rather than transaction-focused when designing and implementing the influencer marketing strategy. Full article

(This article belongs to the Topic Digital Marketing Dynamics: From Browsing to Buying)

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21 pages, 652 KiB

Open AccessArticle

AI-Driven Business Model: How AI-Powered Try-On Technology Is Refining the Luxury Shopping Experience and Customer Satisfaction

by Xin Song and Carole Bonanni

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3067-3087; https://doi.org/10.3390/jtaer19040148 - 5 Nov 2024

Viewed by 746

Abstract

Artificial Intelligence (AI) has revolutionized interactive marketing, creating dynamic and personalized customer experiences. To the best of our knowledge, no studies have ventured into how firms in the luxury sector can leverage AI marketing activities to innovate their business model and boost the [...] Read more.

Artificial Intelligence (AI) has revolutionized interactive marketing, creating dynamic and personalized customer experiences. To the best of our knowledge, no studies have ventured into how firms in the luxury sector can leverage AI marketing activities to innovate their business model and boost the development of future digital marketing to enhance the luxury shopping experience (LSE). Building on the existing LSE literature and adopting a business model innovation (BMI) lens, we conducted an experimental study to identify how AI-powered try-on technology (ATT) can contribute to LSEs and create customer value proxied by customer satisfaction. In addition, we determined the specific dimensions of the LSE that are most affected by AI marketing efforts. Furthermore, our findings explored the role of AI in driving BMI and the interrelationship between enhanced customer satisfaction and BMI. This research contributes to understanding the crucial role of AI in shaping the future of interactive marketing in the luxury context. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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16 pages, 501 KiB

Open AccessArticle

The Impact of Enterprise Digital Capability on Supply Chain Digitalization—From the Perspective of Supply Chain Cooperation

by Sijie Chen and Zhaobo Tang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3051-3066; https://doi.org/10.3390/jtaer19040147 - 4 Nov 2024

Viewed by 499

Abstract

This paper explores in depth the mechanism of enterprise digital capability effects in supply chain digital development by reconstructing the supply chain cooperation capabilities (digital diffusion capability and digital collaborative capability). We use the questionnaire data covering 272 Chinese manufacturing enterprises and apply [...] Read more.

This paper explores in depth the mechanism of enterprise digital capability effects in supply chain digital development by reconstructing the supply chain cooperation capabilities (digital diffusion capability and digital collaborative capability). We use the questionnaire data covering 272 Chinese manufacturing enterprises and apply a structural equation model to test the hypothesis. The empirical result demonstrates that enterprise digital capability does not directly have a significant impact on supply chain digitalization, and the supply chain cooperation capabilities play a mediating role between an enterprise’s digital capability and supply chain digitalization. The results are robust as we thoroughly consider the direction of enterprise capabilities and verify the systematic requirements of supply chain digitalization and the high order of enterprise digital capability. These provide a theoretical basis for enterprises to promote the digital transformation of their supply chain through digital technology. Full article

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

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16 pages, 2583 KiB

Open AccessArticle

The Differential Effects of Augmented Reality and Product Presentation Strategies on Brand Recall: An Embodied Cognition Perspective

by Liying Zhou, Limin Niu and Taiyang Zhao

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3035-3050; https://doi.org/10.3390/jtaer19040146 - 4 Nov 2024

Viewed by 518

Abstract

As augmented reality (AR) technology becomes more prevalent in marketing, its impact on consumer memory processes, particularly brand recall, remains underexplored. This study primarily employs an empirical research method, using two lab experiments to examine the interaction between product presentation formats (AR vs. [...] Read more.

As augmented reality (AR) technology becomes more prevalent in marketing, its impact on consumer memory processes, particularly brand recall, remains underexplored. This study primarily employs an empirical research method, using two lab experiments to examine the interaction between product presentation formats (AR vs. non-AR) and presentation strategies (separate vs. collocation) in brand recall. Across two experiments, we showed that AR enhances brand recall only in collocation presentations, where multiple products are displayed together, but not in separate presentations of individual products. In single-product contexts, AR formats do not demonstrate a significant advantage over non-AR formats. These findings suggest that AR’s effectiveness is contingent on presentation strategy, highlighting the contextual boundaries of AR’s utility in influencing consumer memory. By integrating embodied cognition theory with associative network theory, this research advances our understanding of how immersive technologies shape brand recall, offering strategic insights for marketers seeking to leverage AR in diverse product presentation scenarios. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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Research model. Full article ">Figure 2
Effects of product presentation formats on brand recall. Full article ">Figure 3
The interaction effect between product presentation formats and product presentation strategies on brand recall. Full article ">Figure A1
Experimental condition: non-AR presentation and collocation strategy. The yellow Chinese characters “易居家居” on the table refer to the brand name “Yijia Home”. Full article ">Figure A2
Experimental condition: non-AR presentation and separate strategy. The yellow Chinese characters “易居家居” on the table refer to the brand name “Yijia Home”. Full article ">Figure A3
Experimental condition: AR-based presentation and collocation strategy. The yellow Chinese characters “易居家居” on the table refer to the brand name “Yijia Home”. Full article ">Figure A4
Experimental condition: AR-based presentation and collocation strategy. The yellow Chinese characters “易居家居” on the table refer to the brand name “Yijia Home”. Full article ">Figure A5
Experimental condition: AR-based presentation and separate strategy. The yellow Chinese characters “易居家居” on the table refer to the brand name “Yijia Home”. Full article ">

18 pages, 1566 KiB

Open AccessArticle

Consumer Sentiment and Hotel Aspect Preferences Across Trip Modes and Purposes

by Osnat Mokryn

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3017-3034; https://doi.org/10.3390/jtaer19040145 - 4 Nov 2024

Viewed by 504

Abstract

Travelers’ perceptions of hotels and their aspects have been the focus of much research and are often studied by analyzing consumers’ online reviews. Yet, little attention has been given to the effect of the trip mode, i.e., whether the person travels alone or [...] Read more.

Travelers’ perceptions of hotels and their aspects have been the focus of much research and are often studied by analyzing consumers’ online reviews. Yet, little attention has been given to the effect of the trip mode, i.e., whether the person travels alone or with others, on travelers’ preferences as sentiment. Here, we study the influence of the trip mode and purpose using a mixed-methods approach. We conducted a user study to evaluate the perceptions of reviews across trip modes and found that star ratings do not consistently capture the sentiment in text reviews; on average, solo travelers’ text reviews are perceived as more negative than the star ratings they assigned, whether they travel for business or pleasure. We then analyzed over 137,000 reviews from TripAdvisor and Venere and found that a co-occurrence network approach naturally divides the text of reviews into hotel aspects. We used this result to measure the importance of hotel aspects across various traveler modes and purposes and identified significant differences in their preferences. These findings underscore the need for personalized marketing and services, highlighting the role of trip mode in shaping online review sentiment and traveler satisfaction. Full article

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20 pages, 1116 KiB

Open AccessArticle

Signaling Effects in AI Streamers: Optimal Separation Strategy Under Different Market Conditions

by Ying Yu and Yunpeng Yang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2997-3016; https://doi.org/10.3390/jtaer19040144 - 3 Nov 2024

Viewed by 699

Abstract

The fusion of livestreaming e-commerce and AI technology is booming, and many firms have started to replace human streamers with AI streamers. Despite their popularity, the acceptance of AI streamers by consumers varies widely and the signaling effects of AI streamers still remain [...] Read more.

The fusion of livestreaming e-commerce and AI technology is booming, and many firms have started to replace human streamers with AI streamers. Despite their popularity, the acceptance of AI streamers by consumers varies widely and the signaling effects of AI streamers still remain unclear. We build an analytical model and compare scenarios where the acceptance level is either exogenously given or endogenously determined, highlighting the implications for firms’ optimal separation strategy. Our findings suggest that in markets with moderate information asymmetry, using both price and acceptance level as joint signals can be more profitable for high-quality firms. Conversely, in highly asymmetric markets, firms must incur additional costs to distinguish their high-quality products, regardless of the signaling strategy employed. Our paper provides strategic insights for firms aiming to leverage AI streamers in diverse market conditions. Full article

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17 pages, 963 KiB

Open AccessArticle

Research on the Matching Effect of Social Media Advertising Appeal and Narrative Person: Evidence from China

by Yu Jia, Jinyan Yu, Tianyuan Liu, Jiashen Huang, Wenlong Mu and Fengfeng Deng

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2980-2996; https://doi.org/10.3390/jtaer19040143 - 29 Oct 2024

Viewed by 592

Abstract

The burgeoning landscape of social media advertising also faces a myriad of challenges. This study aims to explore the interactive effect of advertising appeal (abstract vs. concrete) and narrative person (first-person vs. third-person) on consumer attitudes towards social media advertising. Based on the [...] Read more.

The burgeoning landscape of social media advertising also faces a myriad of challenges. This study aims to explore the interactive effect of advertising appeal (abstract vs. concrete) and narrative person (first-person vs. third-person) on consumer attitudes towards social media advertising. Based on the construal level theory, this study uses secondary data and two experiments to investigate the interactive effect between advertising appeal and narrative person in social media advertising and the moderated mediating role of information processing fluency. The result reveals that a harmonious match between advertising appeal and narrative person enhances consumer fluency in processing advertising information, thereby improving consumer attitudes towards advertising. Specifically, for advertisements with concrete appeal, first-person narratives are more conducive to enhancing consumer attitudes towards advertising. Conversely, for advertisements with abstract appeal, third-person narratives are more advantageous. This study provides theoretical insights into social media advertising narration, with practical implications for marketers to advance social media advertising design. Full article

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

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19 pages, 690 KiB

Open AccessArticle

Business and Customer-Based Chatbot Activities: The Role of Customer Satisfaction in Online Purchase Intention and Intention to Reuse Chatbots

by Doğan Mert Akdemir and Zeki Atıl Bulut

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2961-2979; https://doi.org/10.3390/jtaer19040142 - 28 Oct 2024

Viewed by 1331

Abstract

In the online shopping context, brands aim to achieve a high level of profit by providing better customer satisfaction by using various artificial intelligence tools. They try creating a satisfactory customer experience by creating a system that provides never-ending customer support by using [...] Read more.

In the online shopping context, brands aim to achieve a high level of profit by providing better customer satisfaction by using various artificial intelligence tools. They try creating a satisfactory customer experience by creating a system that provides never-ending customer support by using dialog-based chatbots, especially in the field of customer service. However, there is a lack of research investigating the impact of business and customer-based chatbot activities together on online purchase intention and the intention to reuse chatbots. This research considers the use of chatbots as a marketing tool from both customer and business perspectives and aims to determine the factors that affect the customers’ intention to purchase online and reuse chatbots. Accordingly, the impact on customer satisfaction with chatbot usage, which is based on chatbots’ communication quality and customers’ motivations to use chatbots, on online purchase intention and intention to reuse chatbots was examined. Through an online questionnaire with two hundred and ten participants, employing structural equation modeling, we revealed that customer satisfaction with chatbot usage has a greater impact on the intention to reuse chatbots than on online purchase intentions. In addition, chatbot communication quality has a greater impact on customer satisfaction with chatbot usage than customers’ motivation to use chatbots. To solidify these findings, confirmatory factor analysis, along with reliability and validity assessments, were implemented within the analytical framework to provide robust support for the study’s hypotheses. These findings not only provide empirical evidence and implications for companies in online shopping but also extend the understanding of AI tools in marketing, highlighting their subtle impact on consumer decision-making in the dynamic digital marketplace. Full article

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42 pages, 1293 KiB

Open AccessArticle

Enhancing Online Security: A Novel Machine Learning Framework for Robust Detection of Known and Unknown Malicious URLs

by Shiyun Li and Omar Dib

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2919-2960; https://doi.org/10.3390/jtaer19040141 - 26 Oct 2024

Viewed by 881

Abstract

The rapid expansion of the internet has led to a corresponding surge in malicious online activities, posing significant threats to users and organizations. Cybercriminals exploit malicious uniform resource locators (URLs) to disseminate harmful content, execute phishing schemes, and orchestrate various cyber attacks. As [...] Read more.

The rapid expansion of the internet has led to a corresponding surge in malicious online activities, posing significant threats to users and organizations. Cybercriminals exploit malicious uniform resource locators (URLs) to disseminate harmful content, execute phishing schemes, and orchestrate various cyber attacks. As these threats evolve, detecting malicious URLs (MURLs) has become crucial for safeguarding internet users and ensuring a secure online environment. In response to this urgent need, we propose a novel machine learning-driven framework designed to identify known and unknown MURLs effectively. Our approach leverages a comprehensive dataset encompassing various labels—including benign, phishing, defacement, and malware—to engineer a robust set of features validated through extensive statistical analyses. The resulting malicious URL detection system (MUDS) combines supervised machine learning techniques, tree-based algorithms, and advanced data preprocessing, achieving a high detection accuracy of 96.83% for known MURLs. For unknown MURLs, the proposed framework utilizes CL_K-means, a modified k-means clustering algorithm, alongside two additional biased classifiers, achieving 92.54% accuracy on simulated zero-day datasets. With an average processing time of under 14 milliseconds per instance, MUDS is optimized for real-time integration into network endpoint systems. These outcomes highlight the efficacy and efficiency of the proposed MUDS in fortifying online security by identifying and mitigating MURLs, thereby reinforcing the digital landscape against cyber threats. Full article

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23 pages, 960 KiB

Open AccessArticle

Maintaining Accuracy While Reducing Effort in Online Decision Making: A New Quantitative Approach for Multi-Attribute Decision Problems Based on Principal Component Analysis

by Herbert Jodlbauer and René Riedl

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2896-2918; https://doi.org/10.3390/jtaer19040140 - 22 Oct 2024

Viewed by 716

Abstract

This paper explores consumer decision making, particularly focusing on the increasing prevalence of choices on the Internet such as online shopping. Examining the fundamental question of how individuals decide how to decide, our paper draws upon the effort–accuracy framework. This framework indicates that [...] Read more.

This paper explores consumer decision making, particularly focusing on the increasing prevalence of choices on the Internet such as online shopping. Examining the fundamental question of how individuals decide how to decide, our paper draws upon the effort–accuracy framework. This framework indicates that people typically consider both the cognitive effort associated with employing a specific decision strategy and the decision quality (i.e., accuracy) implied by using a particular strategy. However, decision strategies with high accuracy imply high effort. Empirical evidence shows that people often use decision strategies that require little effort. As a result, accuracy is often not high. Against this backdrop, this paper introduces a quantitative approach leveraging principal component analysis (PCA) as a decision support tool. Based on a simulation study, the approach demonstrates that it is possible to maintain high accuracy with significantly reduced effort in multi-attribute decision situations where attribute information is available in a quantitative format. This demonstration is based on the example of two decision strategies, which are both theoretically and practically highly relevant: the multi-attribute utility model (MAU) and the elimination-by-aspects strategy (EBA). By employing PCA for dimensionality reduction, the approach becomes particularly advantageous for online shops and online comparison portals, presenting users with concise yet accurate information. It is important to emphasize that our PCA approach is designed for data with a natural ordering, primarily focusing on quantitative variables. Consequently, decision situations where qualitative variables (e.g., product design or color) play a role in the decision-making process will need further exploration in future studies. However, we present a first solution to this problem so that our approach, based on this solution, can be implemented by online shops and online comparison portals in the near future. Full article

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16 pages, 982 KiB

Open AccessArticle

Evolving Consumer Preferences: The Role of Attribute Shifts in Online Travel Agency Satisfaction and Loyalty

by Luyao Zhi and Hong-Youl Ha

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2880-2895; https://doi.org/10.3390/jtaer19040139 - 18 Oct 2024

Viewed by 794

Abstract

The attributes that people consider when selecting an online travel agency (OTA) change over time, affecting how consumer satisfaction and loyalty evolve. However, attribute weight shifts in subsequent OTA visits cannot be determined using a cross-sectional approach. Thus, this study investigates the linkage [...] Read more.

The attributes that people consider when selecting an online travel agency (OTA) change over time, affecting how consumer satisfaction and loyalty evolve. However, attribute weight shifts in subsequent OTA visits cannot be determined using a cross-sectional approach. Thus, this study investigates the linkage dynamics between satisfaction and loyalty intentions as OTA attribute weights shift over time. We also assess the moderating effect of sales promotions on this linkage across subsequent OTA visits. Using a two-time-lag survey methodology (T1 and T2), we obtain 329 usable data. Our findings demonstrate that the link between satisfaction and loyalty intentions strengthens as customers gain more experience with an OTA. While price and post-service quality weights increase sharply, the weights of security and ease of use decrease. Furthermore, our findings show that the moderating effect of sales promotions does not appear in the early stages of a consumer’s experience with an OTA. Our research is the first to offer a complete understanding of the role of sales promotions based on the satisfaction–loyalty mechanism, considering a broad range of OTA selection attributes. Full article

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29 pages, 13855 KiB

Open AccessArticle

Cart-State-Aware Discovery of E-Commerce Visitor Journeys with Process Mining

by Bilal Topaloglu, Basar Oztaysi and Onur Dogan

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2851-2879; https://doi.org/10.3390/jtaer19040138 - 17 Oct 2024

Viewed by 894

Abstract

Understanding customer journeys is key to e-commerce success. Many studies have been conducted to obtain journey maps of e-commerce visitors. To our knowledge, a complete, end-to-end and structured map of e-commerce journeys is still missing. In this research, we proposed a four-step methodology [...] Read more.

Understanding customer journeys is key to e-commerce success. Many studies have been conducted to obtain journey maps of e-commerce visitors. To our knowledge, a complete, end-to-end and structured map of e-commerce journeys is still missing. In this research, we proposed a four-step methodology to extract and understand e-commerce visitor journeys using process mining. In order to obtain more structured process diagrams, we used techniques such as activity type enrichment, start and end node identification, and Levenshtein distance-based clustering in this methodology. For the evaluation of the resulting diagrams, we developed a model utilizing expert knowledge. As a result of this empirical study, we identified the most significant factors for process structuredness and their relationships. Using a real-life big dataset which has over 20 million rows, we defined activity-, behavior-, and process-level e-commerce visitor journeys. Exploitation and exploration were the most common journeys, and it was revealed that journeys with exploration behavior had significantly lower conversion rates. At the process level, we mapped the backbones of eight journeys and tested their qualities with the empirical structuredness measure. By using cart statuses at the beginning and end of these journeys, we obtained a high-level end-to-end e-commerce journey that can be used to improve recommendation performance. Additionally, we proposed new metrics to evaluate online user journeys and to benchmark e-commerce journey design success. Full article

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

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23 pages, 846 KiB

Open AccessArticle

The Influence Mechanism of Narrative Strategies Used by Virtual Influencers on Consumer Product Preferences

by Yuelong Zeng, Gefei Pu, Jingwen Liu and Wenting Feng

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2828-2850; https://doi.org/10.3390/jtaer19040137 - 17 Oct 2024

Viewed by 1041

Abstract

As social media has risen, virtual social media influencers have become a significant tool in modern marketing, utilizing computer-generated images (CGI), machine learning algorithms, and artificial intelligence technologies to connect with consumers via virtual online personas. In this study, the Uses and Gratifications [...] Read more.

As social media has risen, virtual social media influencers have become a significant tool in modern marketing, utilizing computer-generated images (CGI), machine learning algorithms, and artificial intelligence technologies to connect with consumers via virtual online personas. In this study, the Uses and Gratifications Theory (UGT) is employed as a theoretical framework to explore the effects of educational narrative strategies and evaluative narrative strategies on consumer product preferences, with an analysis of the mediating role of word-of-mouth effectiveness and the moderating role of perceived product usability. It was demonstrated in Experiment 1 that virtual influencers employing educational narrative strategies are more effective than those using evaluative narrative strategies in enhancing consumer product preferences. The boundaries of the study were clarified in Experiment 2, which found that the main effect of educational narrative strategies utilized by social media influencers to increase consumer product preferences is present only in the context of virtual influencers. In Experiment 3, the mediating role of word-of-mouth recommendation effectiveness in the relationship between narrative strategies and consumer product preferences was further verified. The moderating role of perceived product usability was examined in Experiment 4, and it was found that the main effect is more pronounced in contexts where perceived product usability is low. The results of this study provide theoretical and practical guidance on how companies can effectively leverage virtual influencers to promote their products. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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15 pages, 781 KiB

Open AccessArticle

The Influence of Artificial Intelligence on Generation Z’s Online Fashion Purchase Intention

by Carmen Ruiz-Viñals, Marilé Pretel-Jiménez, José Luis Del Olmo Arriaga and Albert Miró Pérez

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2813-2827; https://doi.org/10.3390/jtaer19040136 - 15 Oct 2024

Viewed by 1399

Abstract

The advance of digitalization has generated an ever-increasing number of options in the digital sphere. This phenomenon has transformed multiple sectors, including e-commerce and, in particular, the fashion industry. Artificial intelligence (AI) has emerged as a powerful tool that is redefining the online [...] Read more.

The advance of digitalization has generated an ever-increasing number of options in the digital sphere. This phenomenon has transformed multiple sectors, including e-commerce and, in particular, the fashion industry. Artificial intelligence (AI) has emerged as a powerful tool that is redefining the online shopping experience. However, there is little research on how AI influences this purchasing process, limiting its full exploitation. This study provides new insight into how artificial intelligence influences online purchase intention in this sector by examining Generation Z consumers’ attitude and purchase intention using the Echo Look AI device. This study involved 210 university students aged between 18 and 25 years old who were surveyed in the cities of Madrid and Barcelona. The results indicate that perceived quality, attitude towards AI and perceived usefulness have a positive influence on purchase intention. Based on these results, theoretical and practical implications are discussed. Full article

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14 pages, 973 KiB

Open AccessArticle

Antecedents and Consequences of Attitudes toward Donation-Based Crowd-Funding Platforms

by Namhyun Um

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2799-2812; https://doi.org/10.3390/jtaer19040135 - 15 Oct 2024

Viewed by 582

Abstract

The landscape of fundraising has undergone a transformative shift with the rise in donation-based crowdfunding platforms. This study investigates the multifaceted factors shaping individuals’ attitudes toward these platforms, with a focus on key antecedents. Examining their impact on donation intentions and electronic word-of-mouth [...] Read more.

The landscape of fundraising has undergone a transformative shift with the rise in donation-based crowdfunding platforms. This study investigates the multifaceted factors shaping individuals’ attitudes toward these platforms, with a focus on key antecedents. Examining their impact on donation intentions and electronic word-of-mouth intentions, this research draws from a sample of 326 college students. Our results affirm the critical roles of perceived usefulness, ease of use, credibility, and self-efficacy in influencing attitudes. Additionally, attitudes significantly contribute to both donation and electronic word-of-mouth intentions. Structural model modifications underscore the interdependence of these factors, enhancing the model fit. Our findings offer practical insights for platform administrators, campaign creators, and stakeholders engaged in online philanthropy, highlighting the importance of user-friendly designs, trust-building, and user confidence for successful crowdfunding campaigns. Full article

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16 pages, 717 KiB

Open AccessArticle

How Can Mobile Social Media Sustain Consumers? Assessing the Dynamic Influences of Differentiated Perceived Interactivity on Attitudes, Belongingness, and Stickiness

by Hua Pang, Yang Ruan and Lei Wang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2783-2798; https://doi.org/10.3390/jtaer19040134 - 14 Oct 2024

Viewed by 934

Abstract

The swift advancement of wireless communication technology has resulted in the gradual permeation of mobile social media into everyday lives, proffering unparalleled prospects for the dissemination of information and supporting networking. Despite several studies on the perceived interactivity of mobile social media, academic [...] Read more.

The swift advancement of wireless communication technology has resulted in the gradual permeation of mobile social media into everyday lives, proffering unparalleled prospects for the dissemination of information and supporting networking. Despite several studies on the perceived interactivity of mobile social media, academic attention on comprehending the fundamental elements that lead to consumers belonging or sticking to these platforms has been limited. Drawing on previous scientific literature in related domains, this study presents a conceptual research framework that examines the extent to which three distinct facets of perceived interactivity, namely mutual interaction, message responsiveness, and social connectedness, may influence consumers’ attitudes towards mobile social media, ultimately impacting their belongingness and stickiness. This study empirically evaluates data from 665 mobile social media consumers and employs statistical analysis to demonstrate that perceived interactivity significantly influences consumers’ attitudes towards mobile social media platforms. Moreover, consumer attitudes towards these platforms are found to be the most significant predictor of consumer belongingness and stickiness. Furthermore, consumer belongingness also exerts a significant impact on stickiness. By identifying the factors and rationales that influence consumer belongingness and stickiness in using mobile social media, this study addresses the need for a comprehensive evaluation of perceived interactivity and consumer attitudes. The aforementioned discoveries not only have the potential to enhance our comprehension of consumer belongingness and stickiness in the realm of perceived interactivity but also to provide experts with innovative viewpoints, clarify effective strategies for promoting the adoption of mobile social media, and encourage increased levels of user engagement in a society that is saturated with mobile devices. Full article

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18 pages, 932 KiB

Open AccessArticle

How Perceived Similarity between Travel Destinations and Hometowns Influences Consumer Experience in Online Travel Blind Boxes: The Mediating Role of the Aha Moment

by Meilian Liu, Xiaoguang Chen, Xinyue Zhao and Qian Xu

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2765-2782; https://doi.org/10.3390/jtaer19040133 - 11 Oct 2024

Viewed by 877

Abstract

The blind box market is fast-growing, from toys, baseball cards, and vibrant second-hand products to the recent growing tourism market, becoming the latest trend sweeping through China, not only in offline retailing but also online businesses and e-commerce. For young consumers, the element [...] Read more.

The blind box market is fast-growing, from toys, baseball cards, and vibrant second-hand products to the recent growing tourism market, becoming the latest trend sweeping through China, not only in offline retailing but also online businesses and e-commerce. For young consumers, the element of mystery is a big part of the fun that not everyone can obtain the most special and desirable products. The present research aims to elucidate how travel blind boxes attract young consumers in terms of their psychological connections to travel destinations. In particular, building upon psychological distance theory, this study examines the relationship between perceived similarities between travel destinations and hometowns and the attraction of travel blind boxes. Contributing to the existing literature that mainly describes the phenomenon of the blind box craze but often fails to identify its underlying mechanisms, the present study advances our understanding of such trendy marketing practices by investigating the mediating role of the “aha moment” and the boundary conditions of electronic word-of-mouth recommendations and price sensitivity. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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18 pages, 705 KiB

Open AccessArticle

Does Information Source Matter? Corporate Reputation Management during Negative Social Responsibility Events

by Hongxia Peng, Qiang Zhang and Zhiqiang Zhang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2747-2764; https://doi.org/10.3390/jtaer19040132 - 9 Oct 2024

Viewed by 746

Abstract

In the era of digital marketing, where consumers and enterprises frequently interact with each other, consumers hold different attitudes toward the different sources of information, including corporate social responsibility information. Negative corporate social responsibility can have direct impacts on corporate reputation. Choosing appropriate [...] Read more.

In the era of digital marketing, where consumers and enterprises frequently interact with each other, consumers hold different attitudes toward the different sources of information, including corporate social responsibility information. Negative corporate social responsibility can have direct impacts on corporate reputation. Choosing appropriate channels to publish the negative social responsibility information of enterprises in order to reduce the impact of these negative social events on corporate reputation is imperative for corporate image management. This research examines the differences in the impact of enterprise-generated content and -co-generated content on consumer attitudes using second-hand data analysis and then investigates how different information sources influence corporate reputation through empirical experiments. The results indicate that co-generated content performs better than other sources of information on corporate reputation, while professional user-generated content has the most negative impact. We further identify the external attribution as a mediation mechanism in the relationship between information sources and corporate reputation. The theoretical contributions and managerial implications of the research findings are discussed. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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19 pages, 1083 KiB

Open AccessArticle

Research on the Relationship between Characteristics of Video Bloggers and Consumers’ Purchase Intentions

by Chong Zhang, Yueliang Liu and Ying Sun

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2728-2746; https://doi.org/10.3390/jtaer19040131 - 8 Oct 2024

Viewed by 833

Abstract

Video blogging channels for social media technology continue to innovate and evolve, and brands are beginning to rely on social media channels for product marketing. The factors influencing consumers’ purchase intention for products advertised by video bloggers are numerous and unclear. The main [...] Read more.

Video blogging channels for social media technology continue to innovate and evolve, and brands are beginning to rely on social media channels for product marketing. The factors influencing consumers’ purchase intention for products advertised by video bloggers are numerous and unclear. The main purpose of this study is to explore the mechanism by which the characteristics of video bloggers influence the formation of emotional cognition and then influences consumers’ purchase intention. Based on the SOR model, 518 questionnaires were administered to Chinese video blogging users. The AMOS 24.0 and SPSSAU 24.0 web tools were used to analyze the study data. Empirical results indicate that consumers’ perceived homogeneity, expertise, degree of emotional attachment to video bloggers, and perceived source confidence have a direct or indirect positive influence on purchase intentions. Evident advertising intention weakens the relationship between emotional attachment and purchase intention. This result is strategically important for a brand’s advertising efforts and market share and provides new research insights and frameworks for studying consumers’ advertised product purchase behaviors in the context of video blogging channels for social media. Full article

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14 pages, 3352 KiB

Open AccessArticle

Beyond Empathy: Unveiling the Co-Creation Process of Emotions through a Wearable Device

by Bach Q. Ho, Kei Shibuya and Makiko Yoshida

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2714-2727; https://doi.org/10.3390/jtaer19040130 - 8 Oct 2024

Viewed by 1067

Abstract

Emotions fluctuate during the process of social interaction. Although the co-creation of emotions through organizational behavior has been discussed theoretically in existing research, there is no method to demonstrate how emotions are co-created. Instead, previous studies have paid much attention to empathy, in [...] Read more.

Emotions fluctuate during the process of social interaction. Although the co-creation of emotions through organizational behavior has been discussed theoretically in existing research, there is no method to demonstrate how emotions are co-created. Instead, previous studies have paid much attention to empathy, in which a person’s emotions are contagious. In contrast to self-report, which is a traditional method that can only assess emotions at a single point in time and adapts to empathy, biometric technology has made it possible to analyze emotional fluctuations over time. However, previous studies have focused only on understanding the emotional fluctuations of individuals separately. In the present study, we developed a system to measure the co-creation of emotions using a wearable device. The pulse rate was converted into valence as a positive–negative emotion, and the fluctuations in valence were analyzed by cross-correlation. We demonstrated the feasibility of the proposed system through triangulation by integrating biometrics with observation and self-report. The proposed system was verified to measure the co-creation of pair and group emotions using real-world data beyond laboratory settings. The present study contributes to business administration by proposing a critical concept for measuring the co-creation of emotions based on a constructionist approach. Full article

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20 pages, 874 KiB

Open AccessArticle

Enhancing Environmental Awareness for Sustainable Retail: Analysis of the Buy-Online-and-Return-in-Store Policy Adoption Using Theory of Planned Behavior

by Xinyu Yao, Yanfeng Liu and Guanqiu Qi

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2694-2713; https://doi.org/10.3390/jtaer19040129 - 8 Oct 2024

Viewed by 1738

Abstract

This study explores the context of buy-online-and-return-in-store (BORS) policy from an environmental perspective and conducts a comprehensive analysis through the theory of planned behavior (TPB). Adding environmental awareness and awareness of consequences provides a new perspective on how sustainable practices can be enhanced [...] Read more.

This study explores the context of buy-online-and-return-in-store (BORS) policy from an environmental perspective and conducts a comprehensive analysis through the theory of planned behavior (TPB). Adding environmental awareness and awareness of consequences provides a new perspective on how sustainable practices can be enhanced through an omni-channel retail strategy. Survey responses from 405 participants were analyzed using structural equation modeling. Results show that attitudes, subjective norms, and perceived behavioral control are key determinants of practical BORS policy. The study found that environmental awareness significantly influenced BORS adoption directly and indirectly by enhancing perceived behavioral control, whereas consequence awareness primarily affected adoption by shaping consumer attitudes. Compared with consumers who choose to return online, consumers who prefer in-store returns show higher environmental awareness, highlighting the environmental advantages of BORS. In addition, the BORS policy improves overall shopping satisfaction by integrating the convenient process of online purchases and offline returns, allowing consumers to switch freely between different channels. These findings provide valuable insights for retailers and policymakers seeking to promote sustainable consumer behavior to effectively promote the importance of sustainable retail practices. Full article

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

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21 pages, 1625 KiB

Open AccessArticle

Uncovering How Information Quality Shapes Diverse User Engagement on Content Community Platforms: Harnessing Deep Learning for Feature Extraction

by Yanzi Wang, Min Wang, Zhen Zhu and Haoxiang Ye

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2673-2693; https://doi.org/10.3390/jtaer19040128 - 4 Oct 2024

Viewed by 741

Abstract

The success of content community platforms (CCPs) heavily depends on the active engagement of users attracted by externally generated content. Previous research has highlighted the differentiation among various forms of user engagement, such as likes, comments, and retweets, in shaping the dynamics of [...] Read more.

The success of content community platforms (CCPs) heavily depends on the active engagement of users attracted by externally generated content. Previous research has highlighted the differentiation among various forms of user engagement, such as likes, comments, and retweets, in shaping the dynamics of value co-creation on CCPs. Our objective is to uncover distinct patterns of impact that information quality features have on these different forms of user engagement. Specifically, we employed deep learning techniques to extract information quality features and identified them as persuasive factors operating through central and peripheral routes based on the elaboration likelihood model (ELM), stimulating user engagement. Our dataset was derived from MaBeeWoo, China’s largest specialized CCP for travelogues with minimal barriers for creating text and image-based travelogues. By utilizing a negative binomial model, our analysis reveals significant differences in antecedents between retweets and likes/comments while also highlighting variations in the impact levels of specific content quality features between likes and comments. These findings suggest contrasting patterns regarding how content quality features influence information production and dissemination on CCPs, underscoring the necessity for platform sponsors to develop adaptive mechanisms aligned with their strategic objectives for incentivizing specific quality features. Full article

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

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Research model and hypotheses. Full article ">Figure 2
Screenshots of the travelogues available on the MaBeeWoo platform. Panel (a) displays the uppermost section of the page, providing comprehensive details regardingthe content creator and user engagement of the travelogue. Panel (b) showcases the lowermost section of the page, presenting statistical information pertaining to Chinese word count, picture count, and comments associated with the travelogue on this page. Full article ">Figure 3
Framework diagram of the BERT+Bi-LSTM+CRF Model. The dashed line represents the input and output content, while the arrows indicate the flow of data and connections between neurons.The parameters were fine-tuned specifically for our dataset, based on the research conducted by Wang et al. [<a href="#B74-jtaer-19-00128" class="html-bibr">74</a>] and Yue [<a href="#B75-jtaer-19-00128" class="html-bibr">75</a>]. Specifically, we configured the Transformer layers to be 12, aligning with the BERT-base model. The maximum sequence length was set to 128, which corresponded to the longest string length in the dataset. Additionally, we set the BiLSTM hidden layer dimension as 128. After conducting multiple training runs, we determined that a batch size of 32 resulted in the most efficient convergence speed. In accordance with commonly used practices, we employed a learning rate of 0.001 for the Adam function. Finally, in line with default settings in BERT model architecture, we set the hidden layer dropout probability to 0.1. Full article ">

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J. Theor. Appl. Electron. Commer. Res., Volume 19, Issue 4 (December 2024) – 35 articles

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