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

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 : 2025-11-01 Epub 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

Understanding the knowledge sharing behaviors in social Commerce: Affordances, coactive vicarious Learning, and need for cognitive closure 理解社交商务中的知识共享行为：支持、协同替代学习和认知封闭需求

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-11-01 Epub Date: 2025-11-30 DOI: 10.1016/j.elerap.2025.101565

Zhiyuan Nong, Jing Wu

This research investigates how social media affordances (SMA) influence social commerce customers’ knowledge sharing through their engagement in coactive vicarious learning (CVL). We extend the theory of SMA by incorporating the privacy-controlling ability afforded by social media. Five complementary forms of SMA then drive CVL, with knowledge sharing as the learning outcome. Specifically, this study examines the dual-stage moderating role of the need for cognitive closure (NCC), revealing how the extended SMA affects users with different psychological states. A quantitative survey was conducted on several leading Chinese social commerce platforms to test the research model. Data from 867 respondents were analyzed using the PLS-SEM method. The results confirm that: (1) SMA has a positive effect on CVL, and CVL positively affects knowledge sharing; (2) CVL partially mediates the relationship between the extended SMA and knowledge sharing; (3) NCC acts as a dual-stage positive moderator in the indirect effect of SMA on knowledge sharing through CVL. This research contributes to the literature on knowledge sharing and social commerce, deepens the understanding of consumer learning, and advances the application of cognitive psychology in the study of digital learning and consumer behavior.

本研究探讨了社交媒体支持（SMA）如何通过参与协同替代学习（CVL）来影响社交商务客户的知识共享。我们通过纳入社交媒体提供的隐私控制能力来扩展SMA理论。然后，五种互补形式的SMA驱动CVL，以知识共享作为学习结果。具体而言，本研究考察了认知闭合需求（NCC）的双阶段调节作用，揭示了扩展SMA如何影响不同心理状态的用户。我们对中国几家领先的社交商务平台进行了定量调查，以检验研究模型。使用PLS-SEM方法分析了867名受访者的数据。结果表明：(1)SMA对知识共享有正向影响，知识共享对知识共享有正向影响；(2) CVL在扩展SMA与知识共享的关系中起部分中介作用；(3) NCC在SMA对CVL知识共享的间接影响中起双阶段正向调节作用。本研究扩充了关于知识共享和社交商务的文献，加深了对消费者学习的理解，推进了认知心理学在数字学习和消费者行为研究中的应用。

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引用次数: 0

Mitigating domain adaptation and cold start challenges in cross-domain recommender systems using generative adversarial network model 利用生成对抗网络模型缓解跨域推荐系统中的域适应和冷启动挑战

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-11-01 Epub Date: 2025-11-26 DOI: 10.1016/j.elerap.2025.101564

Matthew O. Ayemowa , Roliana Ibrahim , Noor Hidayah Zakaria

Recommender systems often face challenges of cold start, specifically when expanding into new domains. The current research has shown the successful impact of Generative Adversarial Networks (GANs) on domain adaptation problems. However, the underutilization of GAN-based model needs more attention for more personalized recommendations. Domain adaptation helps to mitigate these issues by transferring knowledge from a source domain to a target domain. This paper proposes a novel approach that leverages Generative Adversarial Networks (GANs) to enhance domain adaptation in Cross-domain recommender systems (CDRS). The proposed model, Domain Adaptation Cross-domain Generative Adversarial Networks (DAC-GAN) with the incorporation of auxiliary information utilized the generator to produce synthetic user-item interactions in the target domain and a discriminator to distinguish between real and generated interactions, thereby improving the performance of the recommendation. By integrating auxiliary information into GANs model, the framework bridges the domain gap, and this enables accurate predictions in the target domain. Comprehensive experiments on benchmark datasets: Amazon, Movielens, Yelp and Book-crossing demonstrate the effectiveness of the proposed technique, by achieving significant improvements in the evaluation metrics: Root Mean Square Error (RMSE) and Mean Absolute Error (MAE) compared to existing techniques. Experiments conducted on benchmark datasets demonstrate that DAC-GAN outperforms the existing methods in terms of recommendation accuracy and adaptability.

推荐系统经常面临冷启动的挑战，特别是在扩展到新领域时。目前的研究表明，生成对抗网络（GANs）在领域自适应问题上取得了成功。然而，对于更个性化的推荐，gan模型的利用不足值得关注。领域适应通过将知识从源领域转移到目标领域来帮助缓解这些问题。本文提出了一种利用生成对抗网络（GANs）增强跨域推荐系统（CDRS）的域适应性的新方法。所提出的领域自适应跨领域生成对抗网络（DAC-GAN）模型结合了辅助信息，利用生成器在目标领域产生合成的用户-物品交互，并利用鉴别器区分真实交互和生成交互，从而提高了推荐的性能。通过将辅助信息集成到gan模型中，该框架弥补了领域差距，从而实现了目标领域的准确预测。在Amazon、Movielens、Yelp和Book-crossing等基准数据集上进行的综合实验证明了该技术的有效性，与现有技术相比，该技术在评估指标：均方根误差（RMSE）和平均绝对误差（MAE）方面取得了显著改进。在基准数据集上进行的实验表明，DAC-GAN在推荐准确率和自适应性方面优于现有方法。

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引用次数: 0

Privacy protection investment decisions of e-commerce platforms under mean-variance preferences 均值方差偏好下电子商务平台的隐私保护投资决策

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-11-01 Epub Date: 2025-11-26 DOI: 10.1016/j.elerap.2025.101563

JianHua Wang, Bin Zhao

As data privacy issues become increasingly prominent in the digital economy, differences in privacy protection investment and risk preferences among supply chain members frequently lead to decision-making conflicts. This study considers a two-tier supply chain consisting of a supplier and an e-commerce platform, where the platform may unintentionally cause consumer privacy breaches and faces a certain probability of being held accountable and compensating consumers. The objective is to explore the decision-making mechanisms of supply chain members under different risk preferences and privacy protection investment modes, and to analyze the impact of privacy protection investment and risk preferences on supply chain members by considering the compensation cost associated with privacy breaches. We derive the following main conclusions: regardless of whether the platform invests in privacy protection, an increase in the probability of privacy breaches

f_{1}

suppresses market demand, lowers the wholesale price, and reduces the profits of both the supplier and the platform. Given a certain level of protection capability and technological efficiency, the e-commerce platform should actively invest in privacy protection. The platform’s risk attitude affects its pricing strategy and profit distribution structure; although a risk-averse platform tends to set a lower price to expand market demand, its subjective utility is generally lower than that of a risk-neutral platform.

随着数字经济中数据隐私问题的日益突出，供应链成员在隐私保护投入和风险偏好方面的差异经常导致决策冲突。本研究考虑一个由供应商和电子商务平台组成的双层供应链，其中平台可能无意中造成消费者隐私泄露，并面临一定的责任追究和赔偿消费者的可能性。目的是探索不同风险偏好和隐私保护投资模式下供应链成员的决策机制，并通过考虑与隐私泄露相关的补偿成本来分析隐私保护投资和风险偏好对供应链成员的影响。我们得出以下主要结论：无论平台是否投入隐私保护，隐私泄露概率的增加f1都会抑制市场需求，降低批发价格，降低供应商和平台的利润。在具备一定保护能力和技术效率的情况下，电子商务平台应积极投入隐私保护。平台的风险态度影响其定价策略和利润分配结构；虽然风险厌恶型平台倾向于设定较低的价格来扩大市场需求，但其主观效用普遍低于风险中性平台。

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引用次数: 0

Understanding social commerce adoption in agriculture: a systematic literature review 理解社会商业在农业中的应用：系统的文献综述

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-11-01 Epub Date: 2025-09-12 DOI: 10.1016/j.elerap.2025.101543

Noli B. Lucila Jr. , Michelle Renee D. Ching

Social commerce, the integration of social media into e-commerce, has resulted in significant transformations for both businesses and consumers. Several research have been conducted to understand social commerce, and numerous systematic literature reviews have produced insights from the current literature on social commerce. However, given the tremendous growth of social commerce in recent years, it is crucial to investigate new insights in this domain. This study presents a comprehensive, systematic analysis of social commerce adoption in agriculture by employing the SALSA framework. The review encompasses 1,125 research publications on social commerce published between 2014 and 2023 to gain an understanding of the related theoretical foundations, as well as the methods used in this area, and the benefits, issues and challenges. The findings indicate that the studies cover several topics, with a predominant focus on consumers’ purchase behavior and decisions, and consumers’ trust, engagement and satisfaction. In addition, this study demonstrates the potential of social commerce as a promising field of research, particularly in the agricultural sector. It also provides a clear direction for future studies by identifying gaps in existing research literature through a systematic review and examining papers over the past ten years, and opportunities for future research.

社交商务，即社交媒体与电子商务的整合，已经为企业和消费者带来了重大变革。已经进行了一些研究来了解社交商务，并且许多系统的文献综述已经从当前关于社交商务的文献中产生了见解。然而，鉴于近年来社交商务的巨大增长，研究这一领域的新见解至关重要。本研究提出了一个全面的，系统的分析社会商业在农业采用采用SALSA框架。回顾了2014年至2023年间发表的1125篇关于社交商务的研究出版物，以了解相关的理论基础，以及该领域使用的方法，以及收益，问题和挑战。研究结果表明，这些研究涵盖了几个主题，主要关注消费者的购买行为和决策，以及消费者的信任、参与和满意度。此外，这项研究表明，社会商业作为一个有前途的研究领域的潜力，特别是在农业部门。它还通过系统的回顾和检查过去十年的论文，确定现有研究文献的差距，为未来的研究提供了明确的方向，并为未来的研究提供了机会。

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引用次数: 0

Understanding the impact of sustainability-oriented recommender systems on consumers’ choices 了解可持续发展为导向的推荐系统对消费者选择的影响

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-11-01 Epub Date: 2025-08-26 DOI: 10.1016/j.elerap.2025.101540

Chloe Satinet, Caroline Ducarroz, François Fouss

Recommender systems have long been employed by e-commerce platforms to boost revenue by tailoring product suggestions to consumer preferences. Recommender systems aimed at advancing broader societal goals, such as encouraging consumers to choose more sustainable products, by prioritising them in the recommendations, are beginning to emerge. While extant research has covered the effects of traditional recommender systems on consumer behaviour, research on the effectiveness and mechanisms of sustainability-oriented systems remains limited. Building upon recommender system and nudging theory, we analyse in this paper how sustainability-oriented recommender systems impact consumer choices compared to traditional recommender systems or the absence of recommendations. Through a lab-controlled experiment featuring three conditions (traditional, sustainability-oriented, and no recommendations) in a simulated online store created by the authors for the experiment, we examine both behavioural outcomes and underlying mechanisms. Our findings reveal that sustainability-oriented recommender systems significantly increase the purchase of sustainable products by enhancing interest in and desire for these items and reducing the effort required to find them. Importantly, these systems do not affect the overall quantity of products purchased. However, we also found that these systems amplify the perception of being overwhelmed by sustainability messaging. This research shows practitioners the potential of sustainability-oriented recommender systems to encourage sustainable consumption while maintaining business objectives, offering a pathway to align sustainability with profitability goals.

长期以来，电子商务平台一直采用推荐系统，根据消费者的偏好定制产品建议，从而提高收入。旨在推进更广泛的社会目标的推荐系统开始出现，例如通过在推荐中优先考虑鼓励消费者选择更可持续的产品。虽然现有的研究涵盖了传统推荐系统对消费者行为的影响，但对面向可持续性的系统的有效性和机制的研究仍然有限。在推荐系统和推动理论的基础上，我们在本文中分析了与传统推荐系统或缺乏推荐相比，面向可持续性的推荐系统如何影响消费者的选择。在作者为实验创建的模拟在线商店中，通过具有三种条件（传统，可持续导向和无建议）的实验室控制实验，我们研究了行为结果和潜在机制。我们的研究结果表明，以可持续发展为导向的推荐系统通过提高人们对可持续发展产品的兴趣和欲望，减少寻找可持续发展产品所需的努力，显著增加了人们对可持续发展产品的购买。重要的是，这些系统不会影响所购买产品的总体数量。然而，我们也发现，这些系统放大了被可持续发展信息淹没的感觉。这项研究向从业者展示了以可持续发展为导向的推荐系统的潜力，它可以在保持业务目标的同时鼓励可持续消费，提供了一条将可持续发展与盈利目标结合起来的途径。

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引用次数: 0

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 Epub Date: 2025-11-28 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

Macroeconomic influences on cross-border e-commerce: a comparative market and product-level analysis of the Republic of Korea’s imports from the U.S. and China 宏观经济对跨境电子商务的影响：韩国从美国和中国进口的比较市场和产品层面分析

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-11-01 Epub Date: 2025-09-30 DOI: 10.1016/j.elerap.2025.101544

Jae Ik Ahn, Gyoo Gun Lim

With the rapid expansion of cross-border e-commerce (CBEC), understanding macroeconomic influences on international trade has become increasingly important. This study analyzes the impact of macroeconomic variables and consumer sentiment on the Republic of Korea’s CBEC imports from the U.S. and China, employing the Autoregressive Distributed Lag (ARDL) model to capture both short- and long-term dynamics. The analysis includes total imports and four key product categories (leather goods, cosmetics, electronics, and apparel) allowing for a market-level and product-level comparison. Empirical findings reveal that U.S. imports increase when the U.S. dollar depreciates and inflation declines, reflecting classical demand responses to price changes. In contrast, Chinese imports remain stable or even increase despite the appreciation of the Chinese yuan, due to structurally lower product prices. Consumer sentiment also plays distinct roles: decreasing sentiment in Republic of Korea increases U.S. imports, reflecting cost-conscious purchasing, whereas increasing sentiment drives Chinese imports higher, indicating broader expansion of consumption. Electronics imports show market-specific dynamics, whereas cosmetics respond similarly across both markets, highlighting product-specific sensitivity to price and brand rather than market origin. This study offers a novel contribution by integrating macroeconomic and psychological variables within a unified time-series framework, revealing asymmetries in CBEC behavior across countries and product types. The findings provide theoretical insights into global e-commerce behavior and offer practical implications for firms and policymakers developing tailored CBEC strategies in diverse economic environments.

随着跨境电子商务（CBEC）的迅速发展，了解宏观经济对国际贸易的影响变得越来越重要。本研究分析宏观经济变量和消费者情绪对韩国从美国和中国进口的CBEC的影响，采用自回归分布滞后（ARDL）模型来捕捉短期和长期动态。该分析包括进口总额和四个主要产品类别（皮革制品、化妆品、电子产品和服装），以便进行市场层面和产品层面的比较。实证研究结果表明，当美元贬值和通货膨胀下降时，美国进口增加，反映了价格变化的经典需求反应。相比之下，尽管人民币升值，但由于产品价格结构性下降，中国的进口保持稳定甚至增加。消费者情绪也起着明显的作用：韩国消费者情绪的下降增加了美国进口，反映了成本意识的购买，而消费者情绪的增加推动了中国进口的增加，表明消费的广泛扩张。电子产品进口表现出特定市场的动态，而化妆品在两个市场的反应相似，突出了产品对价格和品牌的特定敏感性，而不是市场来源。本研究通过在统一的时间序列框架内整合宏观经济和心理变量，揭示了不同国家和产品类型的CBEC行为的不对称性。研究结果为全球电子商务行为提供了理论见解，并为企业和政策制定者在不同的经济环境中制定量身定制的CBEC战略提供了实践意义。

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引用次数: 0

Brand spillover and information disclosure in the presence of a co-opetitive supplier 合作竞争供应商存在下的品牌溢出与信息披露

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-11-01 Epub Date: 2025-09-23 DOI: 10.1016/j.elerap.2025.101545

Sheng Jin , Tieshan Li , Hui Yang , Liyuan Sun , Yuhan Huang

When a retailer outsources its private brand to a national brand firm, the retailer can leverage this relationship to promote its private brand product, which is referred to as brand spillover. Additionally, the retailer can provide detailed private brand information to alleviate consumers’ uncertainty about their preference for the product. We build a game-theoretic model to examine the information disclosure and brand spillover strategies in the context where an e-commerce platform sells products of two brands: its private brand (weak-brand) and a national brand (strong-brand) supplied by a co-opetitive supplier. The e-commerce platform outsources its private brand’s (weak-brand) manufacturing to the supplier. The equilibrium analysis shows that the platform’s choice of optimal strategy profile depends on two effects: the Consumer-heterogenization effect and the Brand-homogenization effect. Information disclosure can trigger the Consumer-heterogenization effect mitigating the intensity of price competition between the supplier and the platform, while brand spillover can cause the Brand-homogenization effect, enabling the platform’s private brand product to be more attractive. Both substitution and complementary relations are found between information disclosure and brand spillover depending on the cost efficiency. There exists a win–win outcome that both the platform and supplier can be better off from information disclosure and brand spillover, therefore, these strategies can serve as effective tools for supply chain coordination.

当零售商将其自有品牌外包给全国性品牌公司时，零售商可以利用这种关系来推广其自有品牌产品，这被称为品牌溢出。此外，零售商可以提供详细的自有品牌信息，以减轻消费者对产品偏好的不确定性。本文建立了一个博弈论模型，研究了电子商务平台销售两种品牌产品的信息披露和品牌溢出策略：一种是自有品牌（弱品牌），另一种是由合作竞争供应商提供的民族品牌（强品牌）。电商平台将自有品牌（弱品牌）制造外包给供应商。均衡分析表明，平台对最优策略配置的选择取决于消费者异质化效应和品牌同质化效应。信息披露可以引发消费者异质化效应，缓解供应商与平台之间的价格竞争强度，而品牌溢出可以引发品牌同质化效应，使平台的自有品牌产品更具吸引力。信息披露与品牌溢出之间既存在替代关系，也存在互补关系，这取决于成本效率。信息披露和品牌溢出是平台和供应商双赢的结果，因此，这些策略可以作为供应链协调的有效工具。

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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 Epub Date: 2025-11-13 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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