ABSTRACT The prosperity of the platform economy has facilitated online sales. This study investigates the influential factors of online sales across the online-to-offline (O2O) on-demand and traditional business-to-consumer (B2C) platforms. Our empirical evidence is based on data with a large sample size on two of the largest e-commerce platforms in China: an O2O on-demand platform and a traditional B2C platform. We find that the influencing mechanism and magnitude of the various factors are different between the O2O and B2C platforms. In detail, product rating and market share positively affect online sales, and the relative magnitude of market share impact is higher for the B2C platform than for the O2O platform. Clickstream positively affects online sales. Both the short- and long-term magnitude of impact are higher for the O2O platform than for the B2C platform. The long-term impact of clickstream in the O2O platform is higher than that in the short term. In addition, a price increase negatively affects online sales, especially for the O2O platforms. Our findings offer insights for various platforms to implement appropriate marketing strategies and post effective information to attract consumers and increase online sales.
{"title":"What Influences Online Sales Across Different Types of E-Commerce Platforms","authors":"Hongyan Dai, Qing Xiao, Nina Yan, Xun Xu, Tingting Tong","doi":"10.1080/10864415.2022.2076196","DOIUrl":"https://doi.org/10.1080/10864415.2022.2076196","url":null,"abstract":"ABSTRACT The prosperity of the platform economy has facilitated online sales. This study investigates the influential factors of online sales across the online-to-offline (O2O) on-demand and traditional business-to-consumer (B2C) platforms. Our empirical evidence is based on data with a large sample size on two of the largest e-commerce platforms in China: an O2O on-demand platform and a traditional B2C platform. We find that the influencing mechanism and magnitude of the various factors are different between the O2O and B2C platforms. In detail, product rating and market share positively affect online sales, and the relative magnitude of market share impact is higher for the B2C platform than for the O2O platform. Clickstream positively affects online sales. Both the short- and long-term magnitude of impact are higher for the O2O platform than for the B2C platform. The long-term impact of clickstream in the O2O platform is higher than that in the short term. In addition, a price increase negatively affects online sales, especially for the O2O platforms. Our findings offer insights for various platforms to implement appropriate marketing strategies and post effective information to attract consumers and increase online sales.","PeriodicalId":13928,"journal":{"name":"International Journal of Electronic Commerce","volume":"26 1","pages":"311 - 330"},"PeriodicalIF":5.0,"publicationDate":"2022-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43664269","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-24DOI: 10.1080/10864415.2022.2076195
H. Shaker, S. Sénécal, Yany Grégoire, S. Taboubi
ABSTRACT The main objective of this research is to investigate how price information in online display advertisements affects the consumer’s internal reference price (IRP). The internet context differs from prior pricing research contexts in which consumers allocate all or none of their conscious attention to price stimuli. In this context, consumers allocate some of their attention to ads, but they do so incidentally. Across four studies, we show that these incidental exposures to price information in online ads influence the IRP. The results suggest that the price magnitude used in the online ad (either low or high) determines the price anchoring mechanism at play. The price magnitude in conjunction with ad repetition and ad type (price comparing ad vs. single price ad) also affect the consumer’s IRP. By uncovering these effects in online display advertising, this research contributes to pricing and online advertising research and provides specific insights for online marketers.
{"title":"The Effect of Incidental Prices in Online Display Ads on Consumer Internal Reference Price","authors":"H. Shaker, S. Sénécal, Yany Grégoire, S. Taboubi","doi":"10.1080/10864415.2022.2076195","DOIUrl":"https://doi.org/10.1080/10864415.2022.2076195","url":null,"abstract":"ABSTRACT The main objective of this research is to investigate how price information in online display advertisements affects the consumer’s internal reference price (IRP). The internet context differs from prior pricing research contexts in which consumers allocate all or none of their conscious attention to price stimuli. In this context, consumers allocate some of their attention to ads, but they do so incidentally. Across four studies, we show that these incidental exposures to price information in online ads influence the IRP. The results suggest that the price magnitude used in the online ad (either low or high) determines the price anchoring mechanism at play. The price magnitude in conjunction with ad repetition and ad type (price comparing ad vs. single price ad) also affect the consumer’s IRP. By uncovering these effects in online display advertising, this research contributes to pricing and online advertising research and provides specific insights for online marketers.","PeriodicalId":13928,"journal":{"name":"International Journal of Electronic Commerce","volume":"26 1","pages":"279 - 310"},"PeriodicalIF":5.0,"publicationDate":"2022-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46360870","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-24DOI: 10.1080/10864415.2022.2076198
Zhengzhong Shi
ABSTRACT To attract a stream of potential clients and transform them into competent cloud adopters for sustained growth, cloud providers (CPs) sponsor YouTube virtual communities to build an interactive knowledge base and manage client relationships. This study investigates both the long- term equilibrium and the short-term dynamics of the relationships between social exchanges in CP sponsored virtual community and its financial performance. Social exchanges are measured with the number of unique posters (UP) and CP-posted quality content (QC), and financial performance is measured with quarterly CP revenue. With the advancement of CP-sponsored virtual community structure and dynamics laying the foundation, hypotheses are developed from multiple theoretical perspectives and time series data from Amazon Web Service sponsored YouTube community are analyzed. It is found that the long-run equilibrium and the short-run dynamics (of the relationships between social exchanges and financial performance) sharply contrast with each other, reminding community sponsors that they need to balance the long-run survival with the short-run success of their communities. Empirical results also reveal the steepness of the learning curve in the cloud computing industry as an entry barrier with implications for CPs and their clients. Further, based on empirical findings, both a stage model (about the impact of increase in CP revenue on increase in UP) and feedback loops (among participation, content, and value) are developed to help social media management visualize how their communities may dynamically evolve over time. This paper contributes not only to the cloud computing literature on the role social media plays in developing a competent client base, but also to the social media literature regarding the relationships between social exchanges and financial performance in knowledge intensive industries.
{"title":"Relationship between Social Exchanges and Financial Performance: Examining a Virtual Community Sponsored by a Cloud Provider","authors":"Zhengzhong Shi","doi":"10.1080/10864415.2022.2076198","DOIUrl":"https://doi.org/10.1080/10864415.2022.2076198","url":null,"abstract":"ABSTRACT To attract a stream of potential clients and transform them into competent cloud adopters for sustained growth, cloud providers (CPs) sponsor YouTube virtual communities to build an interactive knowledge base and manage client relationships. This study investigates both the long- term equilibrium and the short-term dynamics of the relationships between social exchanges in CP sponsored virtual community and its financial performance. Social exchanges are measured with the number of unique posters (UP) and CP-posted quality content (QC), and financial performance is measured with quarterly CP revenue. With the advancement of CP-sponsored virtual community structure and dynamics laying the foundation, hypotheses are developed from multiple theoretical perspectives and time series data from Amazon Web Service sponsored YouTube community are analyzed. It is found that the long-run equilibrium and the short-run dynamics (of the relationships between social exchanges and financial performance) sharply contrast with each other, reminding community sponsors that they need to balance the long-run survival with the short-run success of their communities. Empirical results also reveal the steepness of the learning curve in the cloud computing industry as an entry barrier with implications for CPs and their clients. Further, based on empirical findings, both a stage model (about the impact of increase in CP revenue on increase in UP) and feedback loops (among participation, content, and value) are developed to help social media management visualize how their communities may dynamically evolve over time. This paper contributes not only to the cloud computing literature on the role social media plays in developing a competent client base, but also to the social media literature regarding the relationships between social exchanges and financial performance in knowledge intensive industries.","PeriodicalId":13928,"journal":{"name":"International Journal of Electronic Commerce","volume":"26 1","pages":"355 - 387"},"PeriodicalIF":5.0,"publicationDate":"2022-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42144534","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-24DOI: 10.1080/10864415.2022.2076199
T. Knuth, Dennis C. Ahrholdt
ABSTRACT Consumer fraud in online shopping has become a major problem and severe challenge for online retailers. However, detection lags behind — for academia and practice — and data-driven knowledge about risk indicators in transaction data is still very limited. Thus, this study focuses on the empirical data-based identification of consumer fraud risk indicators and combinations in online shopping transaction data. We demonstrate the use of a decision tree as a data mining technique for analysis of data from one of the world’s largest online retailers. Thereby, several patterns of fraud that improve separation of online shopping transactions into fraudulent and legitimate cases are identified. Thus, results can guide the choice of variables and design of fraud prevention actions and systems in future practical and theoretical work.
{"title":"Consumer Fraud in Online Shopping: Detecting Risk Indicators through Data Mining","authors":"T. Knuth, Dennis C. Ahrholdt","doi":"10.1080/10864415.2022.2076199","DOIUrl":"https://doi.org/10.1080/10864415.2022.2076199","url":null,"abstract":"ABSTRACT Consumer fraud in online shopping has become a major problem and severe challenge for online retailers. However, detection lags behind — for academia and practice — and data-driven knowledge about risk indicators in transaction data is still very limited. Thus, this study focuses on the empirical data-based identification of consumer fraud risk indicators and combinations in online shopping transaction data. We demonstrate the use of a decision tree as a data mining technique for analysis of data from one of the world’s largest online retailers. Thereby, several patterns of fraud that improve separation of online shopping transactions into fraudulent and legitimate cases are identified. Thus, results can guide the choice of variables and design of fraud prevention actions and systems in future practical and theoretical work.","PeriodicalId":13928,"journal":{"name":"International Journal of Electronic Commerce","volume":"26 1","pages":"388 - 411"},"PeriodicalIF":5.0,"publicationDate":"2022-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44462336","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-03DOI: 10.1080/10864415.2022.2050581
Fuzhen Liu, K. Lai, Jiang Wu, X. Luo
ABSTRACT Under information asymmetry, electronic word of mouth (eWOM) is crucial to understanding customer experience in peer-to-peer (P2P) accommodation. However, the topics of what dimensions are included in eWOM and how these dimensions determine sales performance from a contingency perspective remain starkly underinvestigated. Drawing upon trust transfer theory and signaling theory, we identify two eWOM dimensions (i.e., listing-based eWOM and host-based eWOM) and examine their interactions with price and responsiveness on sales performance. Using objective data from Xiaozhu.com, a leading accommodation-sharing platform in China, we apply machine learning algorithms and economic analysis to illustrate customer behavior. Our results indicate that the valence of listing-based eWOM and that of host-based eWOM are positively associated with sales performance. Compared with listing-based eWOM, host-based eWOM exerts a more decisive influence on sales performance. Notably, the relationship between the valence of listing-based eWOM (host-based eWOM) and sales performance is weakened (strengthened) by listing price (host’s responsiveness). These findings provide helpful managerial insights for service strategies and policy actions to improve the accommodation-sharing economy.
{"title":"How Electronic Word of Mouth Matters in Peer-to-Peer Accommodation: The Role of Price and Responsiveness","authors":"Fuzhen Liu, K. Lai, Jiang Wu, X. Luo","doi":"10.1080/10864415.2022.2050581","DOIUrl":"https://doi.org/10.1080/10864415.2022.2050581","url":null,"abstract":"ABSTRACT Under information asymmetry, electronic word of mouth (eWOM) is crucial to understanding customer experience in peer-to-peer (P2P) accommodation. However, the topics of what dimensions are included in eWOM and how these dimensions determine sales performance from a contingency perspective remain starkly underinvestigated. Drawing upon trust transfer theory and signaling theory, we identify two eWOM dimensions (i.e., listing-based eWOM and host-based eWOM) and examine their interactions with price and responsiveness on sales performance. Using objective data from Xiaozhu.com, a leading accommodation-sharing platform in China, we apply machine learning algorithms and economic analysis to illustrate customer behavior. Our results indicate that the valence of listing-based eWOM and that of host-based eWOM are positively associated with sales performance. Compared with listing-based eWOM, host-based eWOM exerts a more decisive influence on sales performance. Notably, the relationship between the valence of listing-based eWOM (host-based eWOM) and sales performance is weakened (strengthened) by listing price (host’s responsiveness). These findings provide helpful managerial insights for service strategies and policy actions to improve the accommodation-sharing economy.","PeriodicalId":13928,"journal":{"name":"International Journal of Electronic Commerce","volume":"26 1","pages":"174 - 199"},"PeriodicalIF":5.0,"publicationDate":"2022-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48112029","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-03DOI: 10.1080/10864415.2022.2050584
Jun Wang, Qian Zhang, Pengwen Hou
ABSTRACT In platform selling, platforms commonly charge third-party sellers a commission fee, which affects sellers’ decision making and platforms’ contract choice. This study explores this choice where a platform privately knows the market size and intends to signal to a seller. We aim to provide researchers and platform-selling practitioners insights into contract and information strategies. The result shows that the fixed-fee contract leads to either a costly or a costless signaling scenario. In costly scenarios, the high-demand platform must downward distort the fixed rent to distinguish itself from the low-demand platform. This distortion results in a different consensus on two players’ contract preference when the commission rate in the proportional-fee contract is exogenous. Under symmetric information, consensus is achieved only on the proportional-fee contract. However, in asymmetric information settings, this consensus may arise on fixed-fee contracts if market uncertainty is high. Furthermore, the comparison of information strategies reveals that players can reach an agreement on both the information-sharing strategy and the proportional-fee contract under certain conditions. When the platform endogenously determines the commission rate, this decision making can also signal demand type, and only the proportional-fee contract leads to a win–win outcome.
{"title":"Fixed Fee or Proportional Fee? Contracts in Platform Selling Under Asymmetric Information","authors":"Jun Wang, Qian Zhang, Pengwen Hou","doi":"10.1080/10864415.2022.2050584","DOIUrl":"https://doi.org/10.1080/10864415.2022.2050584","url":null,"abstract":"ABSTRACT In platform selling, platforms commonly charge third-party sellers a commission fee, which affects sellers’ decision making and platforms’ contract choice. This study explores this choice where a platform privately knows the market size and intends to signal to a seller. We aim to provide researchers and platform-selling practitioners insights into contract and information strategies. The result shows that the fixed-fee contract leads to either a costly or a costless signaling scenario. In costly scenarios, the high-demand platform must downward distort the fixed rent to distinguish itself from the low-demand platform. This distortion results in a different consensus on two players’ contract preference when the commission rate in the proportional-fee contract is exogenous. Under symmetric information, consensus is achieved only on the proportional-fee contract. However, in asymmetric information settings, this consensus may arise on fixed-fee contracts if market uncertainty is high. Furthermore, the comparison of information strategies reveals that players can reach an agreement on both the information-sharing strategy and the proportional-fee contract under certain conditions. When the platform endogenously determines the commission rate, this decision making can also signal demand type, and only the proportional-fee contract leads to a win–win outcome.","PeriodicalId":13928,"journal":{"name":"International Journal of Electronic Commerce","volume":"26 1","pages":"245 - 275"},"PeriodicalIF":5.0,"publicationDate":"2022-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49282294","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-03DOI: 10.1080/10864415.2022.2050583
Tzu-Ling Huang, Chun-Han Chen, Gen-Yih Liao, T. Cheng, Ching-I. Teng
ABSTRACT Online shopping, amassive information technology (IT)-mediated industry, is vulnerable to the risks of personal information leaks, credit card fraud, and nonreceipt of goods. These risks can cause shoppers to discontinue their use of ashopping website. To mitigate the risks, we propose that shopping websites develop risk-reducing mechanisms to enhance shoppers’ vendor-specific perceived effectiveness of e-commerce institutional mechanisms (VS-PEEIM), aconstruct new to the literature. We examined the relations among website quality, VS-PEEIM, and shopper loyalty. We found that VS-PEEIM mediates the impacts of service quality and information quality on shopper loyalty. Moreover, VS-PEEIM can explain more variance in loyalty than information quality and service quality can explain. Practically, our findings offer anew means for e-commerce firms to enhance shopper loyalty. Theoretically, our study proposes anew concept, VS-PEEIM, avendor-specific version of PEEIM, and verifies its influence on shopper loyalty, offering new knowledge on better using VS-PEEIM.
{"title":"How to Enhance Vendor-Specific Perceived Effectiveness of E-Commerce Institutional Mechanisms and Online Shopper Loyalty","authors":"Tzu-Ling Huang, Chun-Han Chen, Gen-Yih Liao, T. Cheng, Ching-I. Teng","doi":"10.1080/10864415.2022.2050583","DOIUrl":"https://doi.org/10.1080/10864415.2022.2050583","url":null,"abstract":"ABSTRACT Online shopping, amassive information technology (IT)-mediated industry, is vulnerable to the risks of personal information leaks, credit card fraud, and nonreceipt of goods. These risks can cause shoppers to discontinue their use of ashopping website. To mitigate the risks, we propose that shopping websites develop risk-reducing mechanisms to enhance shoppers’ vendor-specific perceived effectiveness of e-commerce institutional mechanisms (VS-PEEIM), aconstruct new to the literature. We examined the relations among website quality, VS-PEEIM, and shopper loyalty. We found that VS-PEEIM mediates the impacts of service quality and information quality on shopper loyalty. Moreover, VS-PEEIM can explain more variance in loyalty than information quality and service quality can explain. Practically, our findings offer anew means for e-commerce firms to enhance shopper loyalty. Theoretically, our study proposes anew concept, VS-PEEIM, avendor-specific version of PEEIM, and verifies its influence on shopper loyalty, offering new knowledge on better using VS-PEEIM.","PeriodicalId":13928,"journal":{"name":"International Journal of Electronic Commerce","volume":"26 1","pages":"222 - 244"},"PeriodicalIF":5.0,"publicationDate":"2022-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49566464","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-03DOI: 10.1080/10864415.2022.2050579
Vladimir Zwass
in these markets, eWOM plays a crucial role in transacting and pricing. With the obvious security risks of lodging with strangers come the relationship and communitarian benefits of cultural and social embedding. Grounding themselves in the signaling and trust-transfer theories, the authors deploy machine leaning and economic analysis, using the data from a major platform. As the researchers discover, platform-based eWOM plays a more significant role in the customers’ decision making than do the listing-based reviews. Their results allow the authors to offer granular recommendations to all the stakeholders in the accommodation-sharing markets. Taken together with the preceding article, we have a significant contribu-tion to platform-based mechanism design.
{"title":"Editor’s Introduction","authors":"Vladimir Zwass","doi":"10.1080/10864415.2022.2050579","DOIUrl":"https://doi.org/10.1080/10864415.2022.2050579","url":null,"abstract":"in these markets, eWOM plays a crucial role in transacting and pricing. With the obvious security risks of lodging with strangers come the relationship and communitarian benefits of cultural and social embedding. Grounding themselves in the signaling and trust-transfer theories, the authors deploy machine leaning and economic analysis, using the data from a major platform. As the researchers discover, platform-based eWOM plays a more significant role in the customers’ decision making than do the listing-based reviews. Their results allow the authors to offer granular recommendations to all the stakeholders in the accommodation-sharing markets. Taken together with the preceding article, we have a significant contribu-tion to platform-based mechanism design.","PeriodicalId":13928,"journal":{"name":"International Journal of Electronic Commerce","volume":"26 1","pages":"147 - 148"},"PeriodicalIF":5.0,"publicationDate":"2022-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48784032","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-03DOI: 10.1080/10864415.2022.2050580
Ling Ding, Juan Feng, Xiuwu Liao, Lu Yang
ABSTRACT The emerging sharing economy increases the utilization of existing products/services, reduces the consumption of new resources, and gets more popular in recent years. We consider a market where consumers are differentiated by their preference for the product and develop an analytical model to study how a person-to-person (P2P) sharing market (ideal or imperfect) affects the manufacturer’s pricing strategies, consumers’ consumption time, consumer surplus, and social welfare. Surprisingly, we find that the existence of the sharing market may drive up the selling price of the product if the sharing platform can endogenously determine the commission fee of sharing transactions. Accordingly, depending on the transaction costs and the proportion of high-type consumers, we find that consumers’ total consumption time, consumer surplus, manufacturer’s profit, and social welfare may not improve in the presence of a sharing market. This study also offers guidelines for the sharing platform and optimal pricing strategies for manufacturers.
{"title":"The Emergence of a Sharing Market: Pricing, Supply, and Consumption","authors":"Ling Ding, Juan Feng, Xiuwu Liao, Lu Yang","doi":"10.1080/10864415.2022.2050580","DOIUrl":"https://doi.org/10.1080/10864415.2022.2050580","url":null,"abstract":"ABSTRACT The emerging sharing economy increases the utilization of existing products/services, reduces the consumption of new resources, and gets more popular in recent years. We consider a market where consumers are differentiated by their preference for the product and develop an analytical model to study how a person-to-person (P2P) sharing market (ideal or imperfect) affects the manufacturer’s pricing strategies, consumers’ consumption time, consumer surplus, and social welfare. Surprisingly, we find that the existence of the sharing market may drive up the selling price of the product if the sharing platform can endogenously determine the commission fee of sharing transactions. Accordingly, depending on the transaction costs and the proportion of high-type consumers, we find that consumers’ total consumption time, consumer surplus, manufacturer’s profit, and social welfare may not improve in the presence of a sharing market. This study also offers guidelines for the sharing platform and optimal pricing strategies for manufacturers.","PeriodicalId":13928,"journal":{"name":"International Journal of Electronic Commerce","volume":"26 1","pages":"149 - 173"},"PeriodicalIF":5.0,"publicationDate":"2022-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41853131","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-03DOI: 10.1080/10864415.2022.2050582
Nuttakon Ounvorawong, Jan Breitsohl, Ben Lowe, Des Laffey
ABSTRACT Online brand communities such as Facebook fan pages show an increasing level of cyber-victimization, which is where a community member is bullied by another member. Based on the cyber-victimization literature in psychology, we designed an experiment that explores how cyber-victimization affects three commercial outcomes, namely, a victim’s positive word-of-mouth intentions, community satisfaction, and community following intentions. Using a survey of 387 community members with past cyber-victimization experiences, our results show that outcomes differ significantly in relation to the severity of cyber-victimization (severe vs. mild) and the reactions (defending vs. reinforcing vs. pretending) from bystanders (i.e., uninvolved community members who witness the cyber-victimization incident). Our findings offer brand managers a better understanding of the undesirable effects of cyber-victimization in online brand communities, and of the type of reactions from bystanders that they may wish to encourage.
{"title":"Outcomes of Cyber-Victimization and Bystander Reactions in Online Brand Communities","authors":"Nuttakon Ounvorawong, Jan Breitsohl, Ben Lowe, Des Laffey","doi":"10.1080/10864415.2022.2050582","DOIUrl":"https://doi.org/10.1080/10864415.2022.2050582","url":null,"abstract":"ABSTRACT Online brand communities such as Facebook fan pages show an increasing level of cyber-victimization, which is where a community member is bullied by another member. Based on the cyber-victimization literature in psychology, we designed an experiment that explores how cyber-victimization affects three commercial outcomes, namely, a victim’s positive word-of-mouth intentions, community satisfaction, and community following intentions. Using a survey of 387 community members with past cyber-victimization experiences, our results show that outcomes differ significantly in relation to the severity of cyber-victimization (severe vs. mild) and the reactions (defending vs. reinforcing vs. pretending) from bystanders (i.e., uninvolved community members who witness the cyber-victimization incident). Our findings offer brand managers a better understanding of the undesirable effects of cyber-victimization in online brand communities, and of the type of reactions from bystanders that they may wish to encourage.","PeriodicalId":13928,"journal":{"name":"International Journal of Electronic Commerce","volume":"26 1","pages":"200 - 221"},"PeriodicalIF":5.0,"publicationDate":"2022-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46674428","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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