Electronic word of mouth (eWOM) is a powerful form of online communication that strongly influences consumer purchasing behaviour. However, what remains less clear is the combined influence of situational factors versus personality traits when assessed simultaneously. The aim of this paper is to [...] Read more.

Electronic word of mouth (eWOM) is a powerful form of online communication that strongly influences consumer purchasing behaviour. However, what remains less clear is the combined influence of situational factors versus personality traits when assessed simultaneously. The aim of this paper is to address this gap by developing an integrative conceptual model to assess the comparative relevance of situational factors and personality traits in driving eWOM generation in the Romanian accommodation sector. To implement the research scope, an empirical, quantitative, questionnaire-based investigation was pursued, data being collected from 291 tourists who had previous experience with online accommodation platforms such as booking.com, Airbnb, Trivago, etc. Based on the proposed conceptual model, data were analysed by means of structural equation modelling via SmartPLS 4.0. The research extends previous knowledge based on the Theory of Reasoned Action (TRA) and the Theory of Cognitive Dissonance (TCD), showing the combined multiple effects of situational factors and personality traits on consumers’ behaviour in generating eWOM in the accommodation sector. The results show that acquisition regret strongly drives eWOM generation intention, this regret being significantly increased by the unpleasantness, unacceptability, and importance of the consumer’s situation. Consumer expressivity predicts eWOM generation and is positively influenced by perceived social support, a relationship newly validated in the literature.Full article

The rapid expansion of digital trade presents transformative opportunities for South-South cooperation, particularly between China and West Africa. However, emerging new risks in technological, institutional, and sociocultural domains pose significant challenges to sustainable e-business collaboration. This study proposes a Pythagorean Fuzzy Analytic Hierarchy [...] Read more.

The rapid expansion of digital trade presents transformative opportunities for South-South cooperation, particularly between China and West Africa. However, emerging new risks in technological, institutional, and sociocultural domains pose significant challenges to sustainable e-business collaboration. This study proposes a Pythagorean Fuzzy Analytic Hierarchy Process (PF-AHP) framework to evaluate and prioritize these risks under conditions of uncertainty and expert judgment ambiguity. By integrating fuzzy logic with AHP, the model effectively captures the vagueness and imprecision inherent in multi-criteria decision-making (MCDM). Expert assessments from professionals in digital trade, cybersecurity, and risk management were used to conduct pairwise comparisons across three primary risk categories: Technological, Institutional, and Sociocultural Risks. The results indicate that Institutional Risk (weight: 0.3488) holds the highest priority, followed by Sociocultural Risk (weight: 0.3268) and Technological Risk (weight: 0.3244), highlighting the critical influence of cultural alignment, consumer trust, and behavioral norms in cross-border digital collaboration. The PF-AHP approach enhances decision reliability by incorporating membership, non-membership, and indeterminacy degrees, offering a robust tool for risk assessment in complex digital supply chains. This research contributes to the discourse on equitable digital globalization and provides strategic insights for policymakers and stakeholders aiming to build inclusive, resilient, and mutually beneficial digital trade ecosystems between China and West Africa.Full article

E-commerce virtual anchors’ live-streaming sales represent a critical intersection of virtual human technology and artificial intelligence (AI), paving the way for new developments in digital marketing. Recent advancements in AI have significantly enhanced the intelligence of virtual anchors, driving increased consumer acceptance. As [...] Read more.

E-commerce virtual anchors’ live-streaming sales represent a critical intersection of virtual human technology and artificial intelligence (AI), paving the way for new developments in digital marketing. Recent advancements in AI have significantly enhanced the intelligence of virtual anchors, driving increased consumer acceptance. As intelligence is a key determinant of user adoption, this study employs a mixed-methods approach combining grounded theory and quantitative analysis to conceptualize, structure, and measure virtual anchor intelligence. The grounded theory results reveal that virtual anchor intelligence encompasses multiple capabilities—manifested in guidance, recognition, analysis, and feedback during human–computer interaction, which enable effective hosting and sales performance. Four core dimensions of intelligence are identified: guidance intelligence, recognition intelligence, analysis intelligence, and feedback intelligence. Following established protocols for scale development, we constructed and validated an 18-item measurement scale, demonstrating strong reliability and validity. Empirical findings indicate that while guidance intelligence exerts an adverse effect on consumer participation, the remaining dimensions have positive effects, mediated by perceived shopping value. This study provides a comprehensive framework for understanding and measuring virtual anchor intelligence, elucidating its underlying mechanisms. The findings lay a theoretical foundation for future research on e-commerce virtual anchors but also offer practical implications for optimizing live-streaming strategies and advancing the design of virtual humans.Full article

Within the domain of live-streaming e-commerce, the application of artificial intelligence (AI) technologies presents novel growth opportunities. Live-streaming sales by AI streamers have attracted widespread attention as a new form. To promote the application of AI streamers in live-streaming e-commerce, this paper mainly [...] Read more.

Within the domain of live-streaming e-commerce, the application of artificial intelligence (AI) technologies presents novel growth opportunities. Live-streaming sales by AI streamers have attracted widespread attention as a new form. To promote the application of AI streamers in live-streaming e-commerce, this paper mainly addresses the following question: How do AI streamers in live-streaming e-commerce influence consumer trust and purchase intention? Based on this, guided by the stimulus–organism–response (SOR) theory, we construct a research model to study the impact of AI streamers’ characteristics and scenario fit on purchase intention through trust mediation. Subsequently, 410 valid samples of consumers who watch AI streamers promoting products are collected through an online questionnaire. Structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) are integrated to investigate both the influence mechanisms and configurational pathways affecting purchase intention. This study reveals that AI streamers’ image characteristics (cuteness, vitality) and scenario fit are positively associated with purchase intention. However, AI streamers’ ability characteristics (professionalism, responsiveness) are not positively associated with purchase intention. In addition, consumer trust partially mediates the relationship between these key factors and purchase intention. Further, consumer innovativeness significantly negatively moderates the effect of AI streamers’ characteristics and scenario fit on consumer trust. Moreover, the influence mechanisms diverge substantially between incremental and breakthrough products.Full article

In contemporary e-commerce, enterprises coordinate transactions, supply chains, and customer interactions within platform-based, data-intensive ecosystems. Integrated office application (IOA) serves as the operational backbone of these ecosystems by unifying communication, content management, workflow automation, and analysis across procurement, fulfillment, and after-sales service processes. [...] Read more.

In contemporary e-commerce, enterprises coordinate transactions, supply chains, and customer interactions within platform-based, data-intensive ecosystems. Integrated office application (IOA) serves as the operational backbone of these ecosystems by unifying communication, content management, workflow automation, and analysis across procurement, fulfillment, and after-sales service processes. As e-commerce processes become fully digitized, employees’ daily interactions with IOA directly impact service quality, operational efficiency, and sustainability outcomes. However, the micro-mechanisms by which IOA attributes translate into sustainable work practices are under-explored in the e-commerce literature. This study aims to explore how system quality, information quality, and collaboration quality influence user perceptions (perceived ease of use and usefulness), social influences (subjective norms), and satisfaction, thus jointly driving user intention and IOA-enabled sustainable behaviors. By integrating the Technology Acceptance Model, the Theory of Planned Behavior, and the IS Success Model, this research elaborates in a human-centered way on how an e-commerce enterprise’s system support can promote corporate and individual sustainability through employees’ adoption and continuous effective use.Full article

In the original publication [...]Full article

Since 2009, China has implemented two important place-based policies to promote e-commerce development in selected cities: “Building National E-commerce Demonstration Cities” and “Comprehensive Pilot Zones for Cross-Border E-commerce”. Previous studies reported that these two e-commerce development policies generated local environmental benefits by reducing [...] Read more.

Since 2009, China has implemented two important place-based policies to promote e-commerce development in selected cities: “Building National E-commerce Demonstration Cities” and “Comprehensive Pilot Zones for Cross-Border E-commerce”. Previous studies reported that these two e-commerce development policies generated local environmental benefits by reducing air pollution and carbon emissions in the policy implementation areas. However, whether these policies have spatial spillover effects on environmental quality in other regions and the extent of such effects have not been sufficiently analyzed. This study aims to empirically assess the environmental spatial spillover effects of these two policies. Based on panel data from 221 prefecture-level cities in China from 2000 to 2021, this study utilizes a spatial econometric regression method to evaluate the policy effects. The study yields three main findings. (1) The policies significantly reduced air pollution concentrations and carbon emissions while increasing vegetation greenness in non-policy implementation areas. Specifically, the policies led to reductions in carbon monoxide (CO), nitrogen dioxide (NO₂), fine particulate matter (PM_2.5), sulfur dioxide (SO₂), and the emissions of carbon dioxide (CO₂), as well as increases in the fractional vegetation cover (FVC), normalized difference vegetation index (NDVI), and net primary productivity (NPP). Our findings indicate that the environmental effects of e-commerce development policies extend beyond the policy-implementing areas. (2) Further heterogeneity tests reveal that the beneficial spatial spillover impacts of e-commerce development policies were observed in cities with different geographical locations, servicification levels, economic scale, and population densities. (3) Mechanism analysis shows that although the policies did not alter the environmental regulation stringency in non-policy regions, they promoted industrial structure upgrading, technological advancement, and green innovation in these areas, thereby explaining the detected spatial spillover effects.Full article

The growth of electronic word-of-mouth (eWOM) on digital platforms has heightened the need to distinguish authentic user-generated content from covert promotional material. This study proposes an integrated framework combining Natural Language Processing (NLP), machine learning, and Latent Dirichlet Allocation (LDA) to classify sentiment [...] Read more.

The growth of electronic word-of-mouth (eWOM) on digital platforms has heightened the need to distinguish authentic user-generated content from covert promotional material. This study proposes an integrated framework combining Natural Language Processing (NLP), machine learning, and Latent Dirichlet Allocation (LDA) to classify sentiment and detect advertising features in online game reviews. Reviews from the Steam platform were analyzed using Support Vector Machine (SVM), Decision Tree, and Naïve Bayes classifiers, with class imbalance addressed through SMOTE and SMOTE–Tomek techniques. The SMOTE-augmented SVM achieved the highest performance, with 98.18% overall accuracy and 97.52% negative sentiment detection. LDA and Quality Function Deployment (QFD) further uncovered latent promotional themes, providing insights into how advertising elements manifest in positive reviews and how negative feedback reflects genuine user concerns. The framework assists platform managers in enhancing eWOM credibility and supports marketers in designing data-driven advertising strategies. By bridging sentiment analysis with covert marketing detection, this research contributes a novel methodological approach for assessing review trustworthiness, improving transparency, and fostering consumer trust in digital information environments.Full article

The rise of e-commerce platforms has completely revolutionized the way in which consumers interact with the market. In our digital world, due to the evolution of technology, people can purchase with ease the desired products, regardless of time and place, directly from their [...] Read more.

The rise of e-commerce platforms has completely revolutionized the way in which consumers interact with the market. In our digital world, due to the evolution of technology, people can purchase with ease the desired products, regardless of time and place, directly from their personal devices. This has led to a considerable improvement in users’ experiences, saving both time and money and avoiding stores’ congestions. At the same time, the emerging technologies, such as machine learning, artificial intelligence, augmented reality, and blockchain, registered a substantial contribution to optimizing e-commerce platforms by enhancing the efficiency of the processes, better understanding users’ needs, and offering personalized solutions. Therefore, the present bibliometric investigation aims to provide a comprehensive overview of the research domain-electronic commerce exploration using emerging technologies. Based on a dataset collected from the Web of Science database, the study reveals key details of the field, research characteristics, main themes, and current trends. Within the analysis, the R-tool—Biblioshiny 4.2.1—has been used for the creation of tables, graphs, and visual representations. The high importance of the domain, together with the significant interest within academics in publishing papers around this area, is validated by the value obtained for the annual growth rate, more specifically 44.65%, as well as by the cross-validation analyses performed in VOSviewer 1.6.20 and CiteSpace 6.3.R1, along with topic analysis performed through Latent Dirichlet Allocation and BERTopic. The results of this research represent precious information for the scientific community, authorities, and even companies that are oriented to e-commerce platforms, since crucial details about the market trends, domain’s impact, and key contributions are exposed.Full article

In an era where digital ecosystems transcend national boundaries, TikTok has emerged as a globally influential platform, reshaping international marketing strategies. This study examines the factors influencing Thai consumers’ purchase intention on TikTok using the Stimulus–Organism–Response framework. Specifically, it explores how advertisement characteristics [...] Read more.

In an era where digital ecosystems transcend national boundaries, TikTok has emerged as a globally influential platform, reshaping international marketing strategies. This study examines the factors influencing Thai consumers’ purchase intention on TikTok using the Stimulus–Organism–Response framework. Specifically, it explores how advertisement characteristics (interactivity, entertainment, informativeness) and customer brand engagement shape consumer perceptions of value and trust, which drive purchase intention. Data were collected from 400 Thai TikTok users and analyzed using structural equation modeling. The findings reveal that interactivity, informativeness, and brand engagement significantly affect perceived value, while brand engagement does not significantly influence brand trust. Moreover, perceived value contributes positively to trust, and brand trust significantly influences purchase intention. Notably, entertainment did not significantly influence perceived value, whereas brand engagement showed a meaningful positive effect. Additionally, customer brand engagement did not affect trust significantly in this context. This study focuses on a high-engagement digital platform within an emerging market and, thus, provides fresh insights into how digital advertising stimuli operate within international marketing ecosystems. The theoretical and managerial implications are discussed for global marketers aiming to optimize content strategies on dynamic platforms such as TikTok.Full article

With the rapid growth of e-commerce and rising demand for faster, reliable last mile delivery, optimizing the spatial layout of terminal logistics facilities is critical. This paper proposes a two-stage location framework for mini-depots and lockers considering spatiotemporal customer demand. In the first [...] Read more.

With the rapid growth of e-commerce and rising demand for faster, reliable last mile delivery, optimizing the spatial layout of terminal logistics facilities is critical. This paper proposes a two-stage location framework for mini-depots and lockers considering spatiotemporal customer demand. In the first stage, Affinity Propagation (AP) clustering identifies candidate mini-depot locations and locker layouts based on temporal and spatial demand characteristics. In the second stage, an Adaptive Heuristic Electric Eel Foraging Optimization (AHEEFO) determines the optimal mini-depot location strategy to minimize total cost. A dataset of 1157 Beijing customer points, including latitude, longitude and demand information, is used for model validation. Results show that Scenario 2, with dispersed demand, outperforms Scenario 1 and traditional strategies in both total cost and customer satisfaction; dispersed demand can be effectively supported via crowdsourced delivery and locker layout, whereas concentrated demand requires more professional courier resources. Comparative experiments reveal AP clustering is more stable, reducing clustering-stage cost by 13.57% compared with K-means, and AHEEFO outperforms other algorithms in cost optimization, computational efficiency, and significance tests under random demand surges. Finally, the sensitivity analysis highlights the effects of different algorithmic and operational parameters, offering valuable insights for both managerial practice and academic research.Full article

Based on a survey of 1220 kiwifruit growers in Shaanxi and Sichuan provinces, China, this study employs the Lewbel instrumental variable approach with 2SLS regression to examine the impact of digital economy participation on farmers’ information capabilities. The results reveal the existence of [...] Read more.

Based on a survey of 1220 kiwifruit growers in Shaanxi and Sichuan provinces, China, this study employs the Lewbel instrumental variable approach with 2SLS regression to examine the impact of digital economy participation on farmers’ information capabilities. The results reveal the existence of a capability trap in digital development. Initial participation significantly improves information acquisition capacity, but deeper engagement impairs information judgment ability due to information overload. The study also finds unexpected effects of traditional advantage factors. Higher education weakens the positive effect of digital participation on information acquisition. Extensive social networks intensify the negative impact of digital use. Only income demonstrates a protective effect, mitigating the damage to judgment ability from digital engagement. Spatial analysis indicates no significant spillover effects from digital economy development. Importantly, only information judgment, not mere information acquisition, significantly improves agricultural income. These findings highlight the need for differentiated digital strategies that move beyond basic access promotion to enhance farmers’ information processing capabilities.Full article

Employees are the fundamental source of a sustainable competitive advantage. Without the high quality of human capital, organisations cannot attain a competitive advantage that can be sustained over time. Employer branding is a strategy that focuses on engaging and attracting the best talent [...] Read more.

Employees are the fundamental source of a sustainable competitive advantage. Without the high quality of human capital, organisations cannot attain a competitive advantage that can be sustained over time. Employer branding is a strategy that focuses on engaging and attracting the best talent from the job market, which is crucial for sectors known for high employee turnover rates. In recent years, digital platforms and information technology systems have revolutionised employer branding by helping organisations connect with talent in more personal and innovative ways. In this study, we sought to explore and understand the role of LinkedIn in employer branding efforts and evaluate the benefits of using LinkedIn to brand an employer as the first choice for prospective employees. Additionally, the research proposes a LinkedIn-Integrated Employer Branding Model (LIEBM) that incorporates LinkedIn strategies. Qualitative data were collated from the recruiting heads of the leading four- and five-star hotels in Al Ain, United Arab Emirates. The findings indicate that LinkedIn is widely used to improve an organisation’s employer brand image through various strategies. The results also demonstrate that employing LinkedIn strategies enhances the benefits of employer branding, contributing to actionable insights in the hotel industry to make excellent decisions at pre-recruitment, recruitment and selection stages.Full article

The proactive adoption of Generative Artificial Intelligence (GenAI) by e-commerce platforms to enhance consumer experience is emerging as a predominant trend. This research investigates the influence of AI overview on consumers’ perceived usefulness of the customer reviews section on e-commerce platforms, thereby further [...] Read more.

The proactive adoption of Generative Artificial Intelligence (GenAI) by e-commerce platforms to enhance consumer experience is emerging as a predominant trend. This research investigates the influence of AI overview on consumers’ perceived usefulness of the customer reviews section on e-commerce platforms, thereby further expanding the scope of application of the technology acceptance model (TAM). Across three scenario-based experiments (n = 568), we examined the effects of AI overview and their underlying mechanisms. Results consistently confirmed a main effect: the presence of AI overview significantly enhanced perceived usefulness compared to its absence. Study 2 identified perceived diagnosticity as a mediator, while Study 3 revealed that need for cognition (NFC) moderated both the main effect and the mediation process. Specifically, for High-NFC participants, the presence or absence of AI overview made no significant difference, whereas for Low-NFC participants, AI overviews significantly increased perceived usefulness. These findings offer novel insights into the effectiveness of AI overview in shaping the consumer evaluations of online customer reviews. By clarifying the mediating role of perceived diagnosticity and the boundary condition of NFC, this study contributes to a more nuanced understanding of how AI can be strategically integrated into e-commerce platforms to enhance consumer decision-making and guide business development.Full article

The unequal status between manufacturers and live-streamers often undermines supply chain profitability and social welfare. However, the “volume guarantee” commission mode, designed to mitigate this issue, has proven ineffective in practice. This paper adopts a Nash bargaining fairness framework to analyze this paradox, [...] Read more.

The unequal status between manufacturers and live-streamers often undermines supply chain profitability and social welfare. However, the “volume guarantee” commission mode, designed to mitigate this issue, has proven ineffective in practice. This paper adopts a Nash bargaining fairness framework to analyze this paradox, incorporating two defining features of live-streaming commerce: the social network effect and the streamer’s cost of purchasing public domain traffic. We develop a dynamic game model involving the platform, manufacturer, streamer, and consumers to examine commission mode selection and supply chain decision-making. Our analysis yields four key findings: (1) Under Nash bargaining fairness, the “volume guarantee” mode is invariably redundant, regardless of who sets the sales threshold. Bargaining power only influences profit distribution via commission rates without distorting optimal product pricing or traffic acquisition decisions. (2) The social network effect boosts product prices, traffic purchases, total profit, and social welfare, with its impact amplified by the streamer’s fanbase size. Thus, collaborating with top-streamers is advantageous for manufacturers. (3) While higher platform traffic costs do not affect the optimal product price, they reduce traffic purchase volume, thereby decreasing supply chain profits and social welfare. (4) To enhance social welfare, platforms can implement differentiated traffic pricing, offering discounts to top-streamers. This study provides critical managerial insights for designing fair contracts and fostering equitable cooperation in live-streaming ecosystems.Full article

This study exploits the promulgation of China’s E-commerce Law in 2009 as a quasi-natural experiment to construct a difference-in-differences (DID) model, examining the impact and mechanisms of digital economy governance on corporate cost stickiness. Using Chinese-listed manufacturing companies from 2013 to 2020 as [...] Read more.

This study exploits the promulgation of China’s E-commerce Law in 2009 as a quasi-natural experiment to construct a difference-in-differences (DID) model, examining the impact and mechanisms of digital economy governance on corporate cost stickiness. Using Chinese-listed manufacturing companies from 2013 to 2020 as research samples, we find that the implementation of the E-commerce Law significantly reduces corporate cost stickiness. Mechanism analysis reveals that the implementation of the E-Commerce Law promotes digital transformation in traditional manufacturing firms and strengthens their supply chain collaboration. These advancements lead to more efficient cost management decisions and reduce corporate cost stickiness. Heterogeneity analysis indicates that this effect is more significant for mature and declining enterprises and state-owned enterprises, as well as in regions with relatively developed economies and low reliance on foreign trade. Further research shows that the implementation of the E-Commerce Law curbs managerial opportunism and enhances managerial ability.Full article

With the rapid growth of social media platforms, short video advertisements (SVAs) have been a dominant channel for product sales. However, how to design SVAs that effectively drive product sales, especially in relation to previous SVAs and the related product information, remains underexplored. [...] Read more.

With the rapid growth of social media platforms, short video advertisements (SVAs) have been a dominant channel for product sales. However, how to design SVAs that effectively drive product sales, especially in relation to previous SVAs and the related product information, remains underexplored. This study investigates how SVA title congruence influences sales performance through the mediating role of sociability. Specifically, we conceptualized video-video title congruence and video-product title congruence as two forms of content congruence and investigated their effects using data collected from Douyin, the leading short video platform. The empirical results with two-way fixed effects show that high video-video title congruence and low video-product title congruence are both associated with higher product sales. Sociability mediates the relationship between title congruence and sales performance. This study also finds that the creation frequency and product brand significantly moderate these relationships. Furthermore, this study develops several checks to ensure the robustness of the research model and findings, including the Heckman two-stage test. These findings provide theoretical insights into content creation strategies and offer practical implications for both creators and platform managers.Full article

Artificial intelligence (AI) has emerged as a transformative force across various sectors, providing innovative solutions and enhancing operational processes. In the e-commerce domain, AI has significantly contributed to customer-centric approaches and strategic decision-making, fostering superior customer experiences. This study investigates the role and [...] Read more.

Artificial intelligence (AI) has emerged as a transformative force across various sectors, providing innovative solutions and enhancing operational processes. In the e-commerce domain, AI has significantly contributed to customer-centric approaches and strategic decision-making, fostering superior customer experiences. This study investigates the role and impact of AI in the Saudi e-commerce sector, focusing on the perspectives of female customers and retailers. Grounded in sociotechnical theory, the research employs a mixed-methods approach, combining quantitative surveys and semi-structured interviews. The quantitative findings demonstrate that AI-enabled e-commerce positively influences customer experience, customer satisfaction, and operational efficiency. Key AI capabilities, such as task automation, personalized recommendations, and predictive analytics, enhance online retail systems’ performance. The qualitative analysis highlights both the opportunities and challenges associated with AI adoption, emphasizing the need for specialized infrastructure and skilled professionals. Participants recommend addressing the skill gap and adopting phased implementation strategies to optimize AI integration. This study provides actionable insights and strategic recommendations for policymakers and stakeholders in the Saudi e-commerce sector.Full article

We examine how gamification attributes shape user preferences for metaverse platforms and how these relationships vary across age groups. Using rank-ordered logit on 304 metaverse users from the Korean Media Panel Survey, we code platform features into four domains—character customization, experience/skill systems, social [...] Read more.

We examine how gamification attributes shape user preferences for metaverse platforms and how these relationships vary across age groups. Using rank-ordered logit on 304 metaverse users from the Korean Media Panel Survey, we code platform features into four domains—character customization, experience/skill systems, social networking, and economic systems—and link them to stated preference rankings of leading services. Results show that realistic avatars and expressive behaviors are positively associated with preference, whereas complex body/environment customization is not. Within experience/skill systems, quest presence, content creation, and real-world–mirroring quests relate positively to preference, while excessive freedom/option breadth does not. In social networking, close interactions and group conversation capacity are valued, but rigid chat-window styles are not. Users also prefer low device dependency and real-world task utility. Age heterogeneity emerges: teens show stronger interest in appearance customization, whereas users in their twenties and thirties value mirroring quests, conversational freedom, and monetization. We provide design guidelines for segment-sensitive gamification and discuss implications for inclusive metaverse retail and service strategy.Full article