Electronic Commerce Research and Applications最新文献_第3页

The online retail channel structure with bidirectional free-riding effect 具有双向搭便车效应的网络零售渠道结构

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-11-01 DOI: 10.1016/j.elerap.2025.101561

Jing Liu , Anqi Li , Pengwen Hou , Shuhua Chang

An increasing number of merchants sell products through dual channels on a platform, whose services (such as marketing, operations, warehousing, and payment) significantly enhance market demand. Sellers (merchants and platforms) can ride the service efforts of another channel for free, which is unexplained by existing theories. This paper develops a game to study the online channel structure on retail price and service effort. We systematically identify four strategic scenarios: single channel (resale and agency), independent dual channels, dual channels with unidirectional free-riding, and dual channels with bidirectional free-riding. Opening dual channels from a single channel can offer valuable flexibility to startups and merchants, but it can also intensify competition between channels. We emphasize the flexibility of dual channels, as a low commission allows companies to transfer sales between channels, alleviating the inefficiency of double marginalization and increasing the motivation for the platform to strive to provide diversified services. Conversely, under a high commission rate, it is not feasible to open up dual channels, whether to prevent wholesale price hikes or to suffer from the failure of service effort incentives, especially when the platform engages in free-riding. The free-riding of online dual channels has dual characteristics in terms of direction and effect. When the merchant free-rides, the level of service effort and sales improve, but the service decentralization effect is disrupted by the strategic increase in wholesale prices as the free-riding intensifies. We confirm that the direction and strength of free-riding behavior should be maintained in a non-linear relationship, benefiting both parties conditionally. Intuitively speaking, one who takes the initiative to free-ride is always better off with the service effort from another channel. The result is not so, as the loss of increased competition caused by merchants through the agency channel is much higher than the increased profits of encroaching on dual channels. The study provides insights for the platform and merchants to guide the services and pricing under the complex free-riding, further adjust channel structure for encroachment and competition.

越来越多的商家在一个平台上通过双渠道销售产品，其服务（如营销、运营、仓储、支付）显著提升了市场需求。卖家（商家和平台）可以免费搭乘另一个渠道的服务成果，这是现有理论无法解释的。本文开发了一个游戏来研究网络渠道结构对零售价格和服务努力的影响。我们系统地确定了四种战略情景：单渠道（转售和代理）、独立的双渠道、单向搭便车的双渠道和双向搭便车的双渠道。从单一渠道开放双渠道可以为创业公司和商家提供宝贵的灵活性，但也会加剧渠道之间的竞争。我们强调双渠道的灵活性，低佣金可以让企业在渠道之间转移销售，缓解双重边缘化的低效率，增加平台努力提供多元化服务的动力。相反，在佣金率较高的情况下，无论是为了防止批发价格上涨，还是为了避免服务努力激励失效，尤其是在平台搞搭便车的情况下，开辟双渠道都是不可行的。网络双渠道搭便车在方向和效果上具有两面性。当商家搭便车时，服务努力水平和销售额都有所提高，但随着搭便车的加剧，批发价格的战略性提高会破坏服务分散效应。我们确认搭便车行为的方向和强度应保持非线性关系，有条件地使双方受益。直观地说，主动搭便车的人总是从另一个渠道获得更好的服务。结果并非如此，商家通过代理渠道增加的竞争损失远远高于侵占双渠道增加的利润。该研究为平台和商家在复杂的搭便车环境下指导服务和定价，进一步调整渠道结构以应对蚕食和竞争提供了参考。

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引用次数: 0

Payment innovation diffusion among merchants: An integrated view using a tri-level hybrid method 支付创新在商家间的扩散：基于三层次混合方法的综合视角

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-11-01 DOI: 10.1016/j.elerap.2025.101558

Xin Liu , Xiaoyan Zhu , Jiaqi Wu

Over the past decade, a plethora of academic research has investigated the diffusion of retail central bank digital currency (RCBDC). However, many of these studies have concentrated on RCBDC diffusion among consumers, leaving a significant gap in understanding RCBDC diffusion from the merchant perspective. This oversight highlights the necessity to explore the determinants of merchants’ RCBDC adoption intentions. Taking the E-CNY (Electronic Chinese Yuan) as an illustration, this study attempts to construct a holistic model that incorporates the innovation diffusion theory (IDT), two-sided market theory (TMT), and institutional theory (IIT) to fathom the determinants of merchants’ RCBDC adoption intentions. Survey data on 474 merchants from China were analyzed using a tri-level method integrating the partial least squares structural equation modeling (PLS-SEM), artificial neural networks (ANN) and necessary condition analysis (NCA) techniques. The results demonstrate that critical mass, perceived complementarity, normative pressures, mimetic pressures, relative advantage, and compatibility are determinants regarding merchants’ E-CNY adoption intentions. Of these determinants, their relative importance toward merchants’ E-CNY adoption intentions follows a decreasing order with the determinant presented before, and with the first four being the necessary conditions for merchants’ E-CNY adoption intentions. This study advances the burgeoning knowledge on RCBDC adoption and deliberates insightful references for policymakers to foster RCBDC implementation.

在过去的十年里，大量的学术研究调查了零售央行数字货币（RCBDC）的扩散。然而，这些研究中的许多都集中在RCBDC在消费者中的扩散上，从商人的角度理解RCBDC的扩散存在很大差距。这种监督强调了探索商家采用RCBDC意图的决定因素的必要性。本研究以电子人民币（E-CNY）为例，试图构建一个整合创新扩散理论（IDT）、双边市场理论（TMT）和制度理论（IIT）的整体模型，来探究商家采用RCBDC意愿的决定因素。采用偏最小二乘结构方程模型（PLS-SEM）、人工神经网络（ANN）和必要条件分析（NCA）三层次方法对474家中国商户的调查数据进行了分析。结果表明，临界质量、感知互补性、规范压力、模仿压力、相对优势和兼容性是商家采用E-CNY意向的决定因素。在这些决定因素中，它们对商户E-CNY采用意愿的相对重要性随前面的决定因素依次递减，前四个决定因素是商户E-CNY采用意愿的必要条件。本研究推进了关于RCBDC采用的新兴知识，并为政策制定者促进RCBDC的实施提供了有见地的参考。

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引用次数: 0

Optimal financing strategies in a financially distressed online supply chain with an imperfect credit rating supplier 信用评级不完全的在线供应链财务困境下的最优融资策略

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-11-01 DOI: 10.1016/j.elerap.2025.101562

Wenyan Zhuo , Qiang Yan

This study examines an e-supply chain composed of a financially distressed supplier, a platform, and a bank operating within an online marketplace. The supplier, with an imperfect credit rating, may secure financing either from the bank or the platform. The platform offers two financing schemes: direct credit and assisted loans, the latter of which involves providing transaction information to banks to facilitate supplier borrowing. We discuss how the supplier’s credit rating influences the financing preferences of all members. Equilibrium analysis reveals that the supplier consistently favors bank credit financing (BCF), whereas the platform’s preference hinges on demand variability, the supplier’s credit rating, and the production cost. Specifically, the platform favors assisted loans if either of the following conditions holds: (i) when demand variability is high, and both credit ratings and production costs are low; (ii) when both demand variability and production costs are high; (iii) when moderate demand variability coincides with high production costs and low credit ratings. In scenarios where the financing strategies of the platform and supplier are inconsistent, we derive the Pareto zone of the platform’s interest rate in which both members prefer platform credit financing (PCF). Furthermore, we extend our model to incorporate an endogenous information service fee. Interestingly, we find that given a relatively high commission rate, the platform may opt to impose a negative information service fee. This effectively acts as a financing subsidy for the supplier.

本研究考察了一个由陷入财务困境的供应商、平台和在线市场中运营的银行组成的电子供应链。信用评级不完善的供应商可能会从银行或平台获得融资。该平台提供两种融资方案：直接信贷和辅助贷款，后者涉及向银行提供交易信息，以方便供应商借款。我们讨论了供应商的信用等级如何影响所有成员的融资偏好。均衡分析表明，供应商一贯倾向于银行信贷融资（BCF），而平台的偏好取决于需求变化、供应商的信用评级和生产成本。具体来说，如果满足以下条件之一，平台将倾向于辅助贷款：(i)需求变异性高，信用评级和生产成本都较低；（ii）当需求变化和生产成本都很高时；（iii）当适度的需求变化与高生产成本和低信用评级同时发生时。在平台和供应商的融资策略不一致的情况下，我们推导了平台利率的帕累托区域，在该区域内，双方成员都倾向于平台信用融资（PCF）。此外，我们扩展了我们的模型，纳入了内生信息服务费。有趣的是，我们发现，鉴于佣金率相对较高，平台可能会选择征收负信息服务费。这实际上相当于对供应商的融资补贴。

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引用次数: 0

Monetizing digital content: fixed price or pay-as-you-wish? 数字内容货币化：固定价格还是按需付费？

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-11-01 DOI: 10.1016/j.elerap.2025.101556

He Xu , Dan Gao , Pengyu Chen , Yucui Liu

Paid content strategies in the digital content industry typically employ fixed price or pay-as-you-wish models. The pay-as-you-wish model allows consumers to choose their price and accommodates low-paying users but risks reduced revenue, while fixed pricing may lead to dissatisfaction due to consumers’ fairness concerns. This paper develops a stylized model with a monopoly provider and fair-minded consumers to identify the optimal paid content strategy, both with and without advertising revenue. Without advertising revenue, the pay-as-you-wish strategy is optimal when consumers are generous and the quality costs are high, offering higher quality only when costs are sufficiently high and consumers are generous enough. In contrast, fixed pricing consistently delivers higher quality when optimal. With advertising revenue, pay-as-you-wish becomes preferable when the quality costs are high, regardless of consumers’ generosity. However, advertising does not always encourage quality improvements compared to the no-advertising scenario. These findings offer practical insights for content pricing strategies.

数字内容行业的付费内容策略通常采用固定价格或按需付费模式。按需付费（pay-as-you-wish）模式允许消费者选择自己的价格，并容纳低付费用户，但有减少收益的风险，而固定定价可能会引起消费者的不满，因为消费者担心公平。本文开发了一个具有垄断提供商和公平的消费者的风格化模型，以确定有和没有广告收入的最佳付费内容策略。在没有广告收入的情况下，当消费者慷慨且质量成本高时，按需付费策略是最优的，只有当成本足够高且消费者足够慷慨时，才能提供更高的质量。相比之下，固定价格在最佳情况下始终提供更高的质量。有了广告收入，当质量成本高时，不管消费者是否慷慨，按需付费就变得更可取了。然而，与没有广告的情况相比，广告并不总是鼓励质量的提高。这些发现为内容定价策略提供了实用的见解。

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引用次数: 0

Evaluating the triple compensation for counterfeits policy: mitigating deceptive advertising in live-streaming selling 评估造假三重补偿政策：减少直播销售中的欺骗性广告

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-11-01 DOI: 10.1016/j.elerap.2025.101559

Pengcheng Liu, Jian Liu, Chunlin Luo

This study investigates an ex-post regulation policy to curb deceptive advertising in live-streaming selling. We develop a two-period game model incorporating post-purchase returns (

r

) and customer churn (

k

) to evaluate three advertising strategies: normal advertising in both periods without deception (

NN

); deception occurred in the second period (

NF

); and deception occurred in both periods (

FF

). We assess the efficacy of e-platform’s “Triple Compensation for Counterfeits” (TCC) policy to curb deceptive advertising. Furthermore, we examined the impact of shared liability on the efficacy of the “TCC” policy. The findings reveal that: (1) deceptive advertising increases with streamers’ influence, but decreases with commission rates. External penalties proved relatively inefficient. (2) The “TCC” policy eliminates

FF

, reduces

NF

’s prevalence, yet fails to eradicate

NF

. (3) Shared liability weakens TCC’s efficacy, allowing

FF

to reemerge in equilibrium—though deceptive advertising remains less frequent than benchmark. The results provide a more reasonable plan for the platform to select regulatory objects.

本研究探讨了抑制直播销售中欺骗性广告的事后监管政策。我们开发了一个包含购后回报(r)和客户流失率(k)的两期博弈模型，以评估三种广告策略：两期无欺骗的正常广告（NN）；欺骗发生在第二阶段（NF）；欺骗在两个时期都有发生（FF）。我们评估了电子平台的“假冒三重补偿”（TCC）政策在遏制欺骗性广告方面的效果。此外，我们检验了共同责任对“TCC”政策有效性的影响。研究发现：(1)欺骗性广告随着主播影响力的增加而增加，但随着佣金率的增加而减少。外部惩罚被证明效率相对较低。(2)“TCC”政策消除了FF，降低了NF的患病率，但未能根除NF。(3)共同责任削弱了TCC的有效性，使FF在均衡中重新出现，尽管欺骗性广告的频率仍然低于基准。研究结果为平台选择监管对象提供了较为合理的方案。

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引用次数: 0

Drivers of customer value cocreation behaviors in robotic service contexts: A trust transfer theory perspective 机器人服务情境下客户价值共同创造行为的驱动因素：信任转移理论视角

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-11-01 DOI: 10.1016/j.elerap.2025.101566

Mingfei Li, Shanshan Huang

Customer value cocreation is essential for the successful implementation of service robotization. However, our knowledge of what drives customer value cocreation behaviors in the robotic service context remains limited. Drawing on trust transfer theory, this study presents a research framework to investigate the driving effects of customer trust on customer value cocreation behaviors in the robotic service context. Using the survey data collected from 593 Mechanical Turk workers with actual robotic service experience, the proposed model is examined via partial least-squares structural equation modeling (PLS–SEM). Our findings show that customer trust in a service provider drives customer value cocreation behavior (i.e., customer participation and customer citizenship behavior). The trust transfer process from a service provider to its service robots occurs as expected; furthermore, this process encourages customer participation behavior rather than customer citizenship behavior. In addition, robot–brand fit moderates the trust transfer mechanism, such that higher levels of robot–brand fit enhance the strength of the trust transfer effect. This study concludes by discussing the research and practical implications and highlighting the avenues for future service robotization studies.

客户价值的共同创造是成功实施服务机器人化的关键。然而，我们对机器人服务环境中驱动客户价值共同创造行为的知识仍然有限。本研究以信任转移理论为基础，构建了机器人服务情境下顾客信任对顾客价值共同创造行为驱动作用的研究框架。利用从593名具有实际机器人服务经验的机械土耳其工人收集的调查数据，通过偏最小二乘结构方程模型（PLS-SEM）对所提出的模型进行了检验。我们的研究结果表明，客户对服务提供商的信任推动了客户价值共同创造行为（即客户参与和客户公民行为）。从服务提供商到其服务机器人的信任传递过程按预期进行；此外，这个过程鼓励顾客参与行为，而不是顾客公民行为。此外，机器人品牌契合度对信任转移机制有调节作用，高水平的机器人品牌契合度增强了信任转移效应的强度。本研究最后讨论了研究和实际意义，并强调了未来服务机器人化研究的途径。

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引用次数: 0

Accommodative or defensive? Understanding impacts of differentiated managerial response strategies on online review helpfulness 包容还是防御？了解差异化管理应对策略对在线评论帮助性的影响

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-10-12 DOI: 10.1016/j.elerap.2025.101555

Chuanmei Zhou , Jingyi Zheng , Wangyue Zhou , Miao Zhang , Shuiqing Yang

E-commerce businesses nowadays frequently employ managerial responses to online reviews as a strategy to cultivate relationships with consumers. However, the specific mechanism underlying how different motivational managerial response strategies affect the perceived review helpfulness remains unclear. This study develops a research model to reflect the influences of two managerial response strategies (accommodative vs. defensive response) on the perceived review helpfulness under different conditions of service failure severity (ordinary negative vs. core failure reviews) and review format (text-only vs. hybrid format reviews). Through a between-group experiment, the study found that employing a defensive response strategy to text-only ordinary negative reviews and core failure reviews is effective in reducing the perceived helpfulness of such negative reviews. In addition, an accommodative response strategy is more appropriate for hybrid core service failure reviews, while for hybrid ordinary negative reviews, both defensive and accommodative response strategies are more effective than no response strategy. These findings provide important insights for managers to respond to negative reviews and help them to develop effective intervention strategies to meet the interests of the business.

如今，电子商务企业经常利用管理者对网上评论的回应，作为培养与消费者关系的一种策略。然而，不同的动机管理反应策略如何影响感知的复习帮助性的具体机制尚不清楚。本研究建立了一个研究模型，以反映两种管理反应策略（适应性反应与防御性反应）在不同服务故障严重程度（普通负面与核心故障评论）和评论格式（纯文本与混合格式评论）条件下对感知评论有用性的影响。通过组间实验，本研究发现，对纯文本的普通负面评价和核心失败评价采用防御性反应策略，可以有效降低负面评价的感知帮助性。此外，适应性响应策略更适合于混合核心服务故障评审，而对于混合普通负面评审，防御性和适应性响应策略都比不响应策略更有效。这些发现为管理者应对负面评价提供了重要的见解，并帮助他们制定有效的干预策略，以满足企业的利益。

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引用次数: 0

What resources are needed for effective AI implementation in CRM, and does it actually enhance performance? 在CRM中有效地实施人工智能需要哪些资源？它是否真的提高了绩效？

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-10-12 DOI: 10.1016/j.elerap.2025.101552

Dervis Ozay, Mohammad Jahanbakht, Shouyi Wang

In recent years, artificial intelligence (AI) has created new opportunities and challenges across numerous business applications. While AI has been adopted in enterprise systems such as customer relationship management (CRM), further research is needed to evaluate its effectiveness. This study examines the influence of AI on CRM systems, using the Resource-Based View (RBV) to explore whether companies need skilled human resources (HR), advanced IT infrastructure (ITI), and adaptable business architecture (BA) for successful AI implementation in CRM (AI-i-CRM), while the CRM Scorecard framework is used to measure AI’s impact on CRM performance across process, customer, and infrastructure perspectives. Employing a mixed-methods approach, this study combines quantitative analysis to assess the relationship between resources, AI implementation, and AI impacts on CRM outcomes, followed by qualitative interviews with industry experts to further explore findings. Results reveal that (BA), a strategic and hard-to-imitate resource, significantly influences AI-i-CRM, providing empirical support for the RBV. While HR and ITI did not show significant effects in this context—possibly due to the increasing reliance on external SaaS providers—our findings suggest a selective but meaningful validation of RBV in modern CRM environments.

近年来，人工智能（AI）在众多业务应用中创造了新的机遇和挑战。虽然人工智能已经被应用于客户关系管理（CRM）等企业系统中，但还需要进一步的研究来评估其有效性。本研究考察了人工智能对CRM系统的影响，使用基于资源的视图（RBV）来探索公司是否需要熟练的人力资源（HR）、先进的IT基础设施（ITI）和适应性业务架构（BA）来成功地在CRM中实施人工智能（AI-i-CRM），而CRM记分卡框架用于衡量人工智能对CRM绩效的影响，包括流程、客户和基础设施角度。本研究采用混合方法，结合定量分析来评估资源、人工智能实施和人工智能对CRM结果的影响之间的关系，随后对行业专家进行定性访谈，以进一步探索结果。结果表明，（BA）是一种难以模仿的战略性资源，显著影响AI-i-CRM，为RBV提供了实证支持。虽然HR和ITI在这种情况下没有显示出显著的影响——可能是由于对外部SaaS提供商的依赖日益增加——我们的研究结果表明，在现代CRM环境中，RBV有选择性但有意义的验证。

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引用次数: 0

A gamified nudging method for privacy personalization in social networks and its effects on online hostility and user engagement 社交网络中隐私个性化的游戏化轻推方法及其对在线敌意和用户参与度的影响

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-10-10 DOI: 10.1016/j.elerap.2025.101554

Mohammad Hajarian , Paloma Diaz , Ignacio Aedo , Behrouz Minaei-Bidgoli

This study introduces a novel gamified nudging method to encourage social network users to personalize their privacy settings. Analyzing behavioral data from 19,123 active users, we found that 60 % of users exposed to the gamified nudge used it to adjust their privacy settings. In total, 16,035 users (84 %) personalized their settings via the gamified nudge or the options menu. Users who personalized their privacy settings exhibited significantly higher engagement, viewing more pages and sending more messages, likes, and friend requests compared to those who did not respond to the nudge, while non-personalizing users showed baseline engagement levels. Statistical analyses confirmed these differences across all interaction metrics (p < 0.001). Notably, 84.24 % of privacy-personalizing users chose to remain open for communication while selectively restricting more sensitive information, supporting that privacy personalization does not hinder social interaction. Survey data (n = 60) further revealed that users who personalized their privacy settings reported significantly lower experiences of online hostility and more satisfaction (p = 0.002). Demographic analysis showed that the gamified nudge was more effective among men and middle-aged users, while education showed mixed effects. A chi-square analysis confirmed that users applied different privacy preferences based on content type, such as being open to messages but limiting who can see personal or sensitive information. These findings suggest that while nudging users to personalize their privacy settings may seem to limit communication and engagement between them, it conversely increases user engagement and satisfaction.

本研究引入一种新颖的游戏化轻推方法来鼓励社交网络用户个性化他们的隐私设置。通过分析19123名活跃用户的行为数据，我们发现60%使用游戏化推送的用户使用它来调整自己的隐私设置。总共有16035名用户（84%）通过游戏化的轻推或选项菜单进行个性化设置。个性化隐私设置的用户表现出了更高的参与度，与那些没有回应推送的用户相比，他们浏览了更多的页面，发送了更多的信息、点赞和好友请求，而非个性化设置的用户则显示出了基线参与度。统计分析证实了所有交互指标之间的差异（p < 0.001）。值得注意的是，84.24%的隐私个性化用户选择保持开放的沟通，同时有选择地限制更敏感的信息，支持隐私个性化不会阻碍社交互动。调查数据（n = 60）进一步显示，个性化隐私设置的用户报告的在线敌意体验显著降低，满意度更高（p = 0.002）。人口统计分析显示，游戏化的推动在男性和中年用户中更有效，而教育则表现出混合效果。卡方分析证实，用户根据内容类型应用了不同的隐私偏好，例如对消息开放，但限制谁可以看到个人或敏感信息。这些发现表明，虽然促使用户个性化他们的隐私设置似乎限制了他们之间的交流和参与，但反过来却增加了用户的参与度和满意度。

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引用次数: 0

Digital nudging in e-commerce: empowering behavioral science with data science 电子商务中的数字推动：用数据科学赋予行为科学力量

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-10-10 DOI: 10.1016/j.elerap.2025.101553

Philipp Brüggemann, Luis F. Martinez, Francisco J. Martínez-López

引用次数: 0