Journal Description
Journal of Theoretical and Applied Electronic Commerce Research
Journal of Theoretical and Applied Electronic Commerce Research
published since 2006, is an international, peer-reviewed, scientific journal owned by the Faculty of Engineering of the Universidad de Talca, and MDPI provides publishing services for the journal since Volume 16, Issue 3 (2021).
- Open Access— free for readers, with article processing charges (APC) paid by authors or their institutions.
- High Visibility: indexed within Scopus, SSCI (Web of Science), dblp, and other databases.
- Journal Rank: JCR - Q2 (Business) / CiteScore - Q1 (General Business, Management and Accounting)
- Rapid Publication: manuscripts are peer-reviewed and a first decision is provided to authors approximately 38.4 days after submission; acceptance to publication is undertaken in 4.9 days (median values for papers published in this journal in the second half of 2023).
- Recognition of Reviewers: APC discount vouchers, optional signed peer review, and reviewer names published annually in the journal.
Impact Factor:
5.6 (2022);
5-Year Impact Factor:
5.4 (2022)
Latest Articles
It’s Not Always about Wide and Deep Models: Click-Through Rate Prediction with a Customer Behavior-Embedding Representation
J. Theor. Appl. Electron. Commer. Res. 2024, 19(1), 135-151; https://doi.org/10.3390/jtaer19010008 - 12 Jan 2024
Abstract
Alongside natural language processing and computer vision, large learning models have found their way into e-commerce. Especially, for recommender systems and click-through rate prediction, these models have shown great predictive power. In this work, we aim to predict the probability that a customer
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Alongside natural language processing and computer vision, large learning models have found their way into e-commerce. Especially, for recommender systems and click-through rate prediction, these models have shown great predictive power. In this work, we aim to predict the probability that a customer will click on a given recommendation, given only its current session. Therefore, we propose a two-stage approach consisting of a customer behavior-embedding representation and a recurrent neural network. In the first stage, we train a self-supervised skip-gram embedding on customer activity data. The resulting embedding representation is used in the second stage to encode the customer sequences which are then used as input to the learning model. Our proposed approach diverges from the prevailing trend of utilizing extensive end-to-end models for click-through rate prediction. The experiments, which incorporate a real-world industrial use case and a widely used as well as openly available benchmark dataset, demonstrate that our approach outperforms the current state-of-the-art models. Our approach predicts customers’ click intention with an average F1 accuracy of 94% for the industrial use case which is one percentage point higher than the state-of-the-art baseline and an average F1 accuracy of 79% for the benchmark dataset, which outperforms the best tested state-of-the-art baseline by more than seven percentage points. The results show that, contrary to current trends in that field, large end-to-end models are not always needed. The analysis of our experiments suggests that the reason for the performance of our approach is the self-supervised pre-trained embedding of customer behavior that we use as the customer representation.
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(This article belongs to the Topic Online User Behavior in the Context of Big Data)
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Open AccessArticle
Enhancing the Prediction of Stock Market Movement Using Neutrosophic-Logic-Based Sentiment Analysis
J. Theor. Appl. Electron. Commer. Res. 2024, 19(1), 116-134; https://doi.org/10.3390/jtaer19010007 - 12 Jan 2024
Abstract
Social media platforms have allowed many people to publicly express and disseminate their opinions. A topic of considerable interest among researchers is the impact of social media on predicting the stock market. Positive or negative feedback about a company or service can potentially
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Social media platforms have allowed many people to publicly express and disseminate their opinions. A topic of considerable interest among researchers is the impact of social media on predicting the stock market. Positive or negative feedback about a company or service can potentially impact its stock price. Nevertheless, the prediction of stock market movement using sentiment analysis (SA) encounters hurdles stemming from the imprecisions observed in SA techniques demonstrated in prior studies, which overlook the uncertainty inherent in the data and consequently directly undermine the credibility of stock market indicators. In this paper, we proposed a novel model to enhance the prediction of stock market movements using SA by improving the process of SA using neutrosophic logic (NL), which accurately classifies tweets by handling uncertain and indeterminate data. For the prediction model, we use the result of sentiment analysis and historical stock market data as input for a deep learning algorithm called long short-term memory (LSTM) to predict the stock movement after a specific number of days. The results of this study demonstrated a predictive accuracy that surpasses the accuracy rate of previous studies in predicting stock price fluctuations when using the same dataset.
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(This article belongs to the Topic Artificial Intelligence Applications in Financial Technology)
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Effects of Prior Negative Experience and Personality Traits on WeChat and TikTok Ad Avoidance among Chinese Gen Y and Gen Z
J. Theor. Appl. Electron. Commer. Res. 2024, 19(1), 95-115; https://doi.org/10.3390/jtaer19010006 - 11 Jan 2024
Abstract
While numerous people use social mobile applications, ads within these apps are often avoided. Although the significance of prior negative experience and personality traits in impacting consumers’ perceptions and behaviors has been acknowledged, limited research has explored their influence on ad perceptions and
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While numerous people use social mobile applications, ads within these apps are often avoided. Although the significance of prior negative experience and personality traits in impacting consumers’ perceptions and behaviors has been acknowledged, limited research has explored their influence on ad perceptions and avoidance. This study aims to examine the effects of prior negative experience and personality traits on ad perceptions and ad avoidance of Generation Y (Gen Y) and Generation Z (Gen Z) within two prominent mobile social apps: WeChat and TikTok. An online survey was used to gather data from 353 Chinese Gen Y and Gen Zers who were active users of WeChat and TikTok. Findings from several regression analyses show that prior negative experience is an essential determinant of ad avoidance, influencing not just directly but indirectly by diminishing perceived ad personalization and intensifying perceived goal impediment and ad clutter. Personality traits also significantly affect ad avoidance, with conscientiousness exerting a positive effect, whereas agreeableness has a negative impact. Notably, agreeableness, emotional stability, and openness to experience moderate the associations between ad perceptions and avoidance. Intriguingly, the effects of these factors are platform-specific, with WeChat’s main factor for ad avoidance being erceived goal impediment and TikTok’s main factor being ad clutter. Based on these findings, the theoretical and practical implications are discussed.
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(This article belongs to the Section Digital Marketing and the Connected Consumer)
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Strategic Third-Party Product Entry and Mode Choice under Self-Operating Channels and Marketplace Competition: A Game-Theoretical Analysis
J. Theor. Appl. Electron. Commer. Res. 2024, 19(1), 73-94; https://doi.org/10.3390/jtaer19010005 - 05 Jan 2024
Abstract
To bolster their competitiveness and profitability, prominent e-commerce platforms have embraced dual retailing channels: self-operating channels and online marketplaces. However, a discernible trend is emerging wherein e-commerce platforms are expanding their marketplaces to encompass competitive third-party suppliers. Motivated by this trend, this study
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To bolster their competitiveness and profitability, prominent e-commerce platforms have embraced dual retailing channels: self-operating channels and online marketplaces. However, a discernible trend is emerging wherein e-commerce platforms are expanding their marketplaces to encompass competitive third-party suppliers. Motivated by this trend, this study sought to examine the strategic integration of a third-party product amidst the competition between a self-operating channel and a marketplace. This investigation involved the development of a game-theoretic model involving a platform and two representative suppliers—an incumbent supplier and a new entrant. Specifically, we delved into establishing an equilibrium partnership between the platform and the new entrant supplier while also evaluating the self-operating strategy of the established supplier. Our analysis uncovered a counterintuitive outcome: an escalation in the commission rate resulted in diminished profits for the established supplier. Furthermore, we ascertained that the economic implications of a competitive product entry pivot significantly on product quality. Lastly, we demonstrated that the revenue-sharing rate plays a pivotal role in influencing the self-operating strategy of the established supplier, and the market equilibrium hinges on the interplay among product quality, the commission rate, and the revenue-sharing rate. These insights provide invaluable guidance for marketers and e-commerce platforms in their strategic decision-making processes.
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(This article belongs to the Collection Utilizing Models for e-Business Decision-Making: From Data to Wisdom)
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Open AccessArticle
Can the Conditional Rebate Strategy Work? Signaling Quality via Induced Online Reviews
J. Theor. Appl. Electron. Commer. Res. 2024, 19(1), 54-72; https://doi.org/10.3390/jtaer19010004 - 29 Dec 2023
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Online reviews are an important part of product information and have important effects on consumers’ purchasing decisions. Some sellers try to manipulate the market by inducing online reviews. In this study, a signal game model based on Bayesian conditional probability is constructed to
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Online reviews are an important part of product information and have important effects on consumers’ purchasing decisions. Some sellers try to manipulate the market by inducing online reviews. In this study, a signal game model based on Bayesian conditional probability is constructed to analyze the preconditions, decision-making process, and effect on market demand and profit of this behavior. The results show that first, when consumer sensitivity to rebates reaches a certain threshold, low-quality sellers will adopt a conditional rebate strategy to induce consumers to give positive reviews. Second, the optimal rebate cost ( ) is obtained, where increases with the product price (p), but it is not necessarily monotonic in consumers’ sensitivity to rebates ( ) or the proportion of high-quality products ( ). Third, the conditional rebate strategy can only work in a market dominated by low-quality goods. Using the conditional rebate strategy in a market dominated by high-quality goods will not bring benefits to low-quality sellers but will harm their profits. This study proposes that some developing online markets have collusive behaviors owing to a lack of regulations and laws, as well as consumers’ concern for small interests. Ensuring the orderly development of online markets will require joint efforts by platform enterprises, government agencies, and consumers.
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Open AccessArticle
Application of a Microeconomic Approach for Explanation of Citizen Participation in Open Government
J. Theor. Appl. Electron. Commer. Res. 2024, 19(1), 40-53; https://doi.org/10.3390/jtaer19010003 - 29 Dec 2023
Abstract
The digital economy and the sharing economy have changed the role citizens may acquire in society. Citizens can perform at least two roles from the open government perspective: on the one hand, they can be passive users/demanders of information and, on the other
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The digital economy and the sharing economy have changed the role citizens may acquire in society. Citizens can perform at least two roles from the open government perspective: on the one hand, they can be passive users/demanders of information and, on the other hand, they can provide or produce the information in an active manner. The objective of this paper is to offer a theoretical model to explain citizens’ incentives to participate in open government projects. Which is the opportunity cost of participation for the citizen? Which are the drivers of the preferences for the social good? This model is based on the utility function and consumption theory. We complement the theoretical framework with an exploratory–descriptive analysis based on a case study’s primary data about citizen participation. In democracy projects where citizens actively collaborate and could earn monetary gains or become entrepreneurs, the opportunity cost of participation is lower than in a passive type and the amount of the social good depends on the preferences. Preferences for social goods are related to community experiences and e-government and they also affect the decision to participate. Very few studies in the field of open government have pretended to explain citizens’ participation by using microeconomic foundations.
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Open AccessArticle
Analysis of Green Innovation of the E-Tailer and Supplier with a Drop Shipping Option in E-Commerce
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J. Theor. Appl. Electron. Commer. Res. 2024, 19(1), 20-39; https://doi.org/10.3390/jtaer19010002 - 28 Dec 2023
Abstract
As customer demand for green products increases in the digital economic era, this study analyses the green innovation of the e-tailer and supplier in drop shipping models. Moreover, drop shipping e-tailers and suppliers with a drop shipping option need to make choices regarding
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As customer demand for green products increases in the digital economic era, this study analyses the green innovation of the e-tailer and supplier in drop shipping models. Moreover, drop shipping e-tailers and suppliers with a drop shipping option need to make choices regarding whether to provide green or normal products to the market. When a supplier with a drop shipping option produces green products, more fees may be invested in the production of green products than on normal products. The drop shipping e-tailers and suppliers with a drop shipping option can also choose to sell normal products at a low cost, as before. This study designs four models of drop shipping e-tailers and suppliers with a drop shipping option under different choices, analyzes their operational process in drop shipping models, and investigates five theorems. The optimal pricing decisions and green degree of drop shipping e-tailers and suppliers with a drop shipping option were evaluated in this study. The impacts of the green innovation factor, green elasticity coefficient, manufacturing and distribution costs on the drop shipping e-tailers and suppliers with a drop shipping option, and the effect of other environmental parameters on the green degree of green products are also analyzed through computer simulation. The findings of the simulation analysis provide valuable guidance for e-tailers and suppliers with green innovation in drop shipping models and offer important academic and practical implications for e-commerce and the digital economy.
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(This article belongs to the Collection Utilizing Models for e-Business Decision-Making: From Data to Wisdom)
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Time-of-Day and Day-of-Week Effects on TV and OTT Media Choices: Evidence from South Korea
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J. Theor. Appl. Electron. Commer. Res. 2024, 19(1), 1-19; https://doi.org/10.3390/jtaer19010001 - 25 Dec 2023
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The objective of this manuscript is to investigate the determinants influencing the selection of over-the-top (OTT) platforms as opposed to traditional television mediums—cable, Internet protocol television (IPTV), and satellite broadcasting—for the consumption of content such as television shows and films. Employing data extracted
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The objective of this manuscript is to investigate the determinants influencing the selection of over-the-top (OTT) platforms as opposed to traditional television mediums—cable, Internet protocol television (IPTV), and satellite broadcasting—for the consumption of content such as television shows and films. Employing data extracted from the 2020 Media Panel comprising 423,851 observations garnered from personal media diaries, this study scrutinizes the impacts of individual attributes, environmental conditions, and temporal factors on platform choice. The findings reveal a temporal influence characterized by a “Friday effect” and a heightened preference for OTT platforms during early afternoon (12:00–16:00) and late-night hours (00:00–04:00). Notably, the likelihood of selecting OTT platforms is significantly augmented during the late-night period in comparison to other time frames. In relation to individual characteristics, variables such as male gender, younger age, higher educational attainment, and elevated income levels were positively correlated with a predilection for OTT platforms. Additionally, environmental variables such as possession of an unlimited data plan and ownership of a tablet personal computer also emerged as significant predictors for OTT preference. Furthermore, the presence of a beam projector during late-night hours and residing in a household with multiple occupants during afternoon hours also served as contributing factors for OTT utilization. In conclusion, the study offers critical insights for stakeholders in both traditional television and burgeoning OTT markets, providing data-driven recommendations for the strategic allocation of resources in consideration of day-of-week and time-of-day variables.
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Open AccessArticle
Are eBay’s Feedback Ratings Consistent with the Sentiments Embedded in Textual Comments? An Empirical Study
J. Theor. Appl. Electron. Commer. Res. 2023, 18(4), 2257-2272; https://doi.org/10.3390/jtaer18040114 - 15 Dec 2023
Abstract
eBay’s feedback rating system is currently widely used. In this study, we examine if eBay’s feedback rating types (+, 0, −) are consistent with the sentiments reflected in the textual comments posted by buyers. Using the datasets collected from eBay, we test the
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eBay’s feedback rating system is currently widely used. In this study, we examine if eBay’s feedback rating types (+, 0, −) are consistent with the sentiments reflected in the textual comments posted by buyers. Using the datasets collected from eBay, we test the hypotheses associated with the research questions at three levels: individual, group, and total. Overall, the types of feedback ratings are consistent with the sentiments embedded in the textual comments. However, there are some issues with eBay’s current feedback rating system: (1) at the individual level, the correlation coefficient between the ratings and the comments’ sentiments is low at 0.4311 (<0.5). While the three types of ratings are symmetric, like (−1, 0, +1), buyers’ textual comments have asymmetric distributions of sentiments among these three types. The three simple feedback ratings (+, 0, −) are not fully aligned with the sentiments revealed in the textual comments posted by buyers. We propose expanding the current three ratings into five ratings such as (−2, −1, 0, +1, +2), which might help remedy the issue. We contribute to the literature by tapping into this less-studied area vital to improving the online marketplace’s efficiency.
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(This article belongs to the Section e-Commerce Analytics)
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Altruism in eWOM: Propensity to Write Reviews on Hotel Experience
J. Theor. Appl. Electron. Commer. Res. 2023, 18(4), 2238-2256; https://doi.org/10.3390/jtaer18040113 - 13 Dec 2023
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This research tests the relationship between aspects of customer influenceability at the time of booking a hotel with the propensity to write a review in electronic word-of-mouth communication. A valid sample of 739 online questionnaires was obtained. An Exploratory Factor Analysis was conducted
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This research tests the relationship between aspects of customer influenceability at the time of booking a hotel with the propensity to write a review in electronic word-of-mouth communication. A valid sample of 739 online questionnaires was obtained. An Exploratory Factor Analysis was conducted in order to reduce the dimensions of the two critical variables, and a measurement model was built. Then a Path analysis was carried out. The novelty of this research lies in measuring the evolution from being a passive eWOM reader to a proactive eWOM writer. Results indicate a relationship between being influenced by reading reviews and the propensity to write reviews. The most important underlying motivation to write a review is altruistic. Managers should try to identify the most responsive customers and encourage them to write reviews on altruistic grounds. This study effectively validated the impact of being responsive to reading reviews on the inclination to, in turn, write them. Findings contribute to the evolving research landscape in eWOM within the hospitality and tourism sector, offering practical insights for industry practitioners to formulate more effective strategies in soliciting and managing customer reviews.
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Open AccessComment
Comment on Gruntkowski, L.M.; Martinez, L.F. Online Grocery Shopping in Germany: Assessing the Impact of COVID-19. J. Theor. Appl. Electron. Commer. Res. 2022, 17, 984–1002
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J. Theor. Appl. Electron. Commer. Res. 2023, 18(4), 2233-2237; https://doi.org/10.3390/jtaer18040112 - 13 Dec 2023
Abstract
Gruntkowski and Martinez examined the impact of factors such as perceived risk and perceived usefulness on German consumers’ intention to purchase groceries online once the COVID-19 pandemic had subsided. They also compared consumer perceptions before and during the COVID-19 outbreak. This comment shows
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Gruntkowski and Martinez examined the impact of factors such as perceived risk and perceived usefulness on German consumers’ intention to purchase groceries online once the COVID-19 pandemic had subsided. They also compared consumer perceptions before and during the COVID-19 outbreak. This comment shows that Gruntkowski and Martinez’s research suffers from a number of problems, the most important of which is the use of an unrepresentative sample. They should therefore have refrained from generalizing their findings to the German population.
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Consumer Intentions to Switch On-Demand Food Delivery Platforms: A Perspective from Push-Pull-Mooring Theory
J. Theor. Appl. Electron. Commer. Res. 2023, 18(4), 2217-2232; https://doi.org/10.3390/jtaer18040111 - 05 Dec 2023
Abstract
With a burgeoning market and a multitude of on-demand food delivery (OFD) platforms offering diverse options, comprehending the reasons that drive consumers to switch between platforms is paramount. The push-pull-mooring (PPM) theory provides a comprehensive framework for assessing why and how consumers navigate,
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With a burgeoning market and a multitude of on-demand food delivery (OFD) platforms offering diverse options, comprehending the reasons that drive consumers to switch between platforms is paramount. The push-pull-mooring (PPM) theory provides a comprehensive framework for assessing why and how consumers navigate, guiding strategic decisions for service providers seeking to optimize their offerings and retain their customer base. This research employs the PPM theory to rigorously analyze how these elements influence consumers’ intentions to switch between OFD platforms in Taiwan. Findings from a comprehensive survey of 441 OFD users reveal that both pull and mooring factors exert a significant influence on consumers’ inclination to switch platforms, collectively explaining about 42% of the switching intention. Recognizing these critical factors empowers managers to make judicious decisions aimed at enhancing platform offerings and refining marketing strategies, ultimately fortifying customer retention and bolstering satisfaction levels.
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(This article belongs to the Section Digital Marketing and the Connected Consumer)
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A Brief Survey of Machine Learning and Deep Learning Techniques for E-Commerce Research
J. Theor. Appl. Electron. Commer. Res. 2023, 18(4), 2188-2216; https://doi.org/10.3390/jtaer18040110 - 04 Dec 2023
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The rapid growth of e-commerce has significantly increased the demand for advanced techniques to address specific tasks in the e-commerce field. In this paper, we present a brief survey of machine learning and deep learning techniques in the context of e-commerce, focusing on
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The rapid growth of e-commerce has significantly increased the demand for advanced techniques to address specific tasks in the e-commerce field. In this paper, we present a brief survey of machine learning and deep learning techniques in the context of e-commerce, focusing on the years 2018–2023 in a Google Scholar search, with the aim of identifying state-of-the-art approaches, main topics, and potential challenges in the field. We first introduce the applied machine learning and deep learning techniques, spanning from support vector machines, decision trees, and random forests to conventional neural networks, recurrent neural networks, generative adversarial networks, and beyond. Next, we summarize the main topics, including sentiment analysis, recommendation systems, fake review detection, fraud detection, customer churn prediction, customer purchase behavior prediction, prediction of sales, product classification, and image recognition. Finally, we discuss the main challenges and trends, which are related to imbalanced data, over-fitting and generalization, multi-modal learning, interpretability, personalization, chatbots, and virtual assistance. This survey offers a concise overview of the current state and future directions regarding the use of machine learning and deep learning techniques in the context of e-commerce. Further research and development will be necessary to address the evolving challenges and opportunities presented by the dynamic e-commerce landscape.
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(This article belongs to the Section e-Commerce Analytics)
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COVID-19 and Supply Chain Disruption Management: A Behavioural Economics Perspective and Future Research Direction
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J. Theor. Appl. Electron. Commer. Res. 2023, 18(4), 2163-2187; https://doi.org/10.3390/jtaer18040109 - 29 Nov 2023
Abstract
The COVID-19 pandemic has been one of the most severe disruptions to normal life, impacting how businesses operate. The academic literature in the areas of supply chain and operations management has been trying to explain how this has affected decision-making in businesses. However,
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The COVID-19 pandemic has been one of the most severe disruptions to normal life, impacting how businesses operate. The academic literature in the areas of supply chain and operations management has been trying to explain how this has affected decision-making in businesses. However, the existing literature has predominantly overlooked organisational culture and behavioural economic theories. This paper contends that considering the decisions made in supply chain disruption management involve groups and the individuals within them, the relevance of behavioural economic concepts becomes paramount. As such, the objective of this paper is to conduct an integrative literature review, utilising the purposive sampling method to explore the dearth of academic work connecting behavioural economic theories and organisational culture to supply chain disruption management. Additionally, the paper aims to offer guidelines for future research in this domain. Enhancing our comprehension of these domains concerning supply chain disruption management would empower firms to better anticipate their parties’ decisions, refine their decision-making models, and cultivate stronger relationships with suppliers and customers.
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(This article belongs to the Collection Advances in Supply Chain Management in the Era of Electronic Commerce)
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Enhancing Traceability in Wine Supply Chains through Blockchain: A Stackelberg Game-Theoretical Analysis
J. Theor. Appl. Electron. Commer. Res. 2023, 18(4), 2142-2162; https://doi.org/10.3390/jtaer18040108 - 22 Nov 2023
Abstract
Blockchain technology has been adopted to improve traceability and authenticity in wine supply chains (WSCs). However, whether through outsourcing or self-implementation of a blockchain-based wine traceability system (BTS), there are significant costs involved, as well as concerns regarding consumer privacy. Motivated by observations
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Blockchain technology has been adopted to improve traceability and authenticity in wine supply chains (WSCs). However, whether through outsourcing or self-implementation of a blockchain-based wine traceability system (BTS), there are significant costs involved, as well as concerns regarding consumer privacy. Motivated by observations of real-world practice, we explore the value of blockchain in enhancing traceability and authenticity in WSCs through a Stackelberg game-theoretical analysis. By comparing the equilibrium solutions of the scenarios with and without blockchain, we uncover the value of blockchain in tracing wine products. Our findings show that blockchain adoption can increase WSC prices under certain conditions. We derive the threshold for a third-party BTS service fee that determines blockchain adoption for tracing wine products and reveal the moderating effect of consumer traceability preferences and privacy concerns. Furthermore, the investigation of who should lead the implementation of BTS finds that the equal cost sharing between the manufacturer and the retailer results in no difference in BTS implementation leadership. Otherwise, the manufacturer always benefits from taking the lead in the implementation of BTS, and the retailer should undertake a leadership role in BTS implementation if they need to bear higher costs.
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(This article belongs to the Collection Utilizing Models for e-Business Decision-Making: From Data to Wisdom)
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Empowering the Online Media System: The Innovative Route of Effective Digital Government Response in China
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J. Theor. Appl. Electron. Commer. Res. 2023, 18(4), 2125-2141; https://doi.org/10.3390/jtaer18040107 - 20 Nov 2023
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Studies on the Chinese government’s online response present diverse voices and perspectives, but consensus cannot be reached. The literature has constantly ignored the construction of an online media mechanism, which includes professional positions and standardized procedures that were designed inside the online media
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Studies on the Chinese government’s online response present diverse voices and perspectives, but consensus cannot be reached. The literature has constantly ignored the construction of an online media mechanism, which includes professional positions and standardized procedures that were designed inside the online media to process information and facilitate an effective government response. Does the reconstruction of an online media mechanism benefit the effectiveness of government response? If so, how? From the perspective of the media mechanism, what are the influential factors for the effectiveness of government response and how do they work to exert this impact? Engaging with the media system dependence theory, I conducted semi-structured, in-depth interviews with the editor at the Beijing Municipal Government Website and official document drafters at prestigious research institutions. In conversation with the political system theory, multinomial logistic regression was used to analyze the daily government response data covering the period from 2019 to 2020. This article argues that the innovations in the mechanism inside the online media system can outsource some information management functions from the political system to the online media system. These innovations also assist in partial power transfer from the political system to the media system to achieve an effective government response. The political system faces dual pressure, including content pressure and time pressure, regarding its online response.
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Open AccessArticle
Analysis of Online Platforms’ Free Trial Strategies for Digital Content Subscription
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J. Theor. Appl. Electron. Commer. Res. 2023, 18(4), 2107-2124; https://doi.org/10.3390/jtaer18040106 - 20 Nov 2023
Abstract
Adopting subscription models has become a popular trend in e-commerce. Digital content platforms often use free trials to attract potential subscribers. However, rigorous research on platforms’ free trial strategies is lacking. Our paper aims to fill this gap using a horizontal duopoly framework.
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Adopting subscription models has become a popular trend in e-commerce. Digital content platforms often use free trials to attract potential subscribers. However, rigorous research on platforms’ free trial strategies is lacking. Our paper aims to fill this gap using a horizontal duopoly framework. We investigate both the scenario of market symmetry and of market asymmetry. We study the benchmark case with no free trial for each scenario and derive equilibrium results with free trial promotion. We find that the platform will not benefit from free trials unless consumers’ learning rate exceeds a threshold. When a free trial is introduced in market symmetry, a higher rate of consumers’ learning leads to a higher price of subscription and a shorter free trial length. In addition, when the network effect is incorporated, the platform will introduce a lower subscription price and a shorter free trial length. Under market asymmetry, our results show that the platform faces a higher threshold of consumers’ learning rate. Additionally, it will offer a higher price and a longer period of free trial compared with those under the market symmetry scenario. Overall, our study provides useful managerial insights for online content platforms when considering their subscription strategies.
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(This article belongs to the Section Digital Marketing and the Connected Consumer)
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Investigation of Web-Based Eye-Tracking System Performance under Different Lighting Conditions for Neuromarketing
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J. Theor. Appl. Electron. Commer. Res. 2023, 18(4), 2092-2106; https://doi.org/10.3390/jtaer18040105 - 16 Nov 2023
Abstract
The increasing popularity of neuromarketing has led to the emergence of various measurement methods, such as webcam-based eye-tracking technology. Webcam-based eye-tracking technology is noteworthy not only for its use in laboratories but also for its ability to be applied to participants online in
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The increasing popularity of neuromarketing has led to the emergence of various measurement methods, such as webcam-based eye-tracking technology. Webcam-based eye-tracking technology is noteworthy not only for its use in laboratories but also for its ability to be applied to participants online in their natural environments through a link. However, the complexity of e-commerce interfaces necessitates high performance in eye-tracking methods. This complexity and the applicability of webcam-based eye-tracking technology in various environments have raised research questions about how its performance changes depending on the type and location of lighting. To answer these questions, experiments were conducted with 30 users in two different experimental environments illuminated by artificial and natural methods, with the lighting from the left, right, and front. Participants were asked to focus on targets located in specially prepared graphics for the experiment. In the heatmaps obtained in the eye-tracking tests, the distance and angular difference between the focal point and the target point were measured using the polar coordinate system. The findings indicate that measurements taken with lighting coming from the center were more efficient in both natural and artificial lighting types and measurements taken under natural lighting performed 24% better than artificial ones. Web camera-based eye-tracking technology is a promising method. However, detailed statistical analyses have demonstrated that for complex interfaces like e-commerce, the position and type of lighting are crucial parameters.
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(This article belongs to the Collection The New Era of Digital Marketing)
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Individualization in Online Markets: A Generalized Model of Price Discrimination through Learning
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J. Theor. Appl. Electron. Commer. Res. 2023, 18(4), 2077-2091; https://doi.org/10.3390/jtaer18040104 - 13 Nov 2023
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This paper builds a theoretical framework to model individualization in online markets. In a market with consumers of varying levels of demand, a seller offers multiple product bundles and prices. Relative to brick-and-mortar stores, an online seller can use pricing algorithms that can
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This paper builds a theoretical framework to model individualization in online markets. In a market with consumers of varying levels of demand, a seller offers multiple product bundles and prices. Relative to brick-and-mortar stores, an online seller can use pricing algorithms that can observe a buyer’s online behavior and infer a buyer’s type. I build a generalized model of price discrimination with Bayesian learning where a seller offers different bundles of the product that are sized and priced contingent on the posterior probability that the consumer is of a given type. Bayesian learning allows the seller to individualize product menus over time as new information becomes available. I explain how this strategy differs from first- or second-degree price discrimination models and how Bayesian learning over time affects equilibrium values and welfare.
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Open AccessArticle
Detecting Fraudulent Transactions Using Stacked Autoencoder Kernel ELM Optimized by the Dandelion Algorithm
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, , , , , and
J. Theor. Appl. Electron. Commer. Res. 2023, 18(4), 2057-2076; https://doi.org/10.3390/jtaer18040103 - 10 Nov 2023
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The risk of fraudulent activity has significantly increased with the rise in digital payments. To resolve this issue there is a need for reliable real-time fraud detection technologies. This research introduced an innovative method called stacked autoencoder kernel extreme learning machine optimized by
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The risk of fraudulent activity has significantly increased with the rise in digital payments. To resolve this issue there is a need for reliable real-time fraud detection technologies. This research introduced an innovative method called stacked autoencoder kernel extreme learning machine optimized by the dandelion algorithm (S-AEKELM-DA) to detect fraudulent transactions. The primary objective was to enhance the kernel extreme learning machine (KELM) performance by integrating the dandelion technique into a stacked autoencoder kernel ELM architecture. This study aimed to improve the overall effectiveness of the proposed method in fraud detection by optimizing the regularization parameter (c) and the kernel parameter (σ). To evaluate the S-AEKELM-DA approach; simulations and experiments were conducted using four credit card datasets. The results demonstrated remarkable performance, with our method achieving high accuracy, recall, precision, and F1-score in real time for detecting fraudulent transactions. These findings highlight the effectiveness and reliability of the suggested approach. By incorporating the dandelion algorithm into the S-AEKELM framework, this research advances fraud detection capabilities, thus ensuring the security of digital transactions.
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