Electronic Commerce Research and Applications最新文献_第4页

Virtual Idols’ influence on Consumer’s brand attitude and purchase intention: A perspective of para-social interaction 虚拟偶像对消费者品牌态度和购买意愿的影响：一个准社会互动的视角

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-11-01 Epub Date: 2025-09-19 DOI: 10.1016/j.elerap.2025.101546

Yunzhu Yu , Achaya Bannasilp , Simon C.M. Kwong

Generation Z is becoming a dominant force in the consumer market, prompting numerous brands to turn to virtual idols as brand endorsers to connect with this new generation. This has led to the emergence of virtual idol marketing. To understand the influence of these virtual digital celebrities on consumers, this study first identifies the key definitional elements of virtual idols. It then seeks to explain how virtual idols impact consumers’ brand attitudes and purchase intentions through the lens of para-social interaction. This study uses PLS-SEM analysis (N = 418) and finds that virtual idols’ characteristics (i.e., physical attractiveness, social attractiveness, activity, homophily in attitude and morality dimensions) are antecedents of audiences’ para-social interaction toward virtual idols. This para-social interaction, in turn, can positively impact target audiences’ brand attitudes and purchase intentions. Brand attitude is suggested to be the primary marketing goal rather than purchase intention in virtual idol endorsement. This study contributes to the research on the emerging field of virtual idol marketing and offers practical implications for marketing practitioners in the digital era.

Z世代正在成为消费市场的主导力量，促使许多品牌转向虚拟偶像作为品牌代言人，以与这一新一代建立联系。这导致了虚拟偶像营销的出现。为了了解这些虚拟数字名人对消费者的影响，本研究首先确定了虚拟偶像的关键定义元素。然后，它试图通过准社会互动的视角来解释虚拟偶像如何影响消费者的品牌态度和购买意愿。本研究采用PLS-SEM分析（N = 418），发现虚拟偶像的特征（身体吸引力、社会吸引力、活跃度、态度同质性和道德同质性）是受众对虚拟偶像进行准社会互动的前因。这种准社会互动反过来会对目标受众的品牌态度和购买意愿产生积极影响。虚拟偶像代言的首要营销目标是品牌态度，而非购买意愿。本研究有助于对虚拟偶像营销这一新兴领域的研究，并为数字时代的营销从业者提供实践启示。

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引用次数: 0

Turning laughs into buys: The influence of meme marketing on consumer purchase intentions in e-commerce using media richness theory 化笑为买：基于媒介丰富性理论的模因营销对电子商务消费者购买意愿的影响

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-11-01 Epub Date: 2025-09-25 DOI: 10.1016/j.elerap.2025.101547

Pei-Hsuan Tsai , Wei-Hung Hsiao

Meme marketing has emerged as a cost-effective and high-impact strategy for brand promotion, requiring minimal resources while engaging audiences through creative content. This study applies multiple attribute decision-making (MADM) and structural equation modelling (SEM) within the media richness theory (MRT) framework to examine how meme marketing influences consumer purchasing decisions on e-commerce platforms. Study 1, based on 356 valid responses, employs DEMATEL (decision making trial and evaluation laboratory) and DANP (DEMATEL-based on analytic network process) to map relationships among key factors. Findings indicate that language variety (LV) requires the most adjustment, followed by personal focus (PF), multiple cues (MC), and immediate feedback (IF). DANP results highlight IF as the most critical factor in driving purchase intention, with MC and PF also exerting significant influence. Study 2, based on 516 responses, confirms these relationships through SEM analysis, demonstrating that IF, MC, and PF positively influence purchase intention, while LV has a negative effect. These findings provide empirical evidence on the role of meme marketing in consumer decision-making, guiding e-commerce platforms in refining content strategies to enhance engagement and optimise consumer interaction.

模因营销已经成为一种具有成本效益和高影响力的品牌推广策略，它需要最少的资源，同时通过创意内容吸引受众。本研究运用媒体丰富度理论（MRT）框架下的多属性决策（MADM）和结构方程模型（SEM）来研究模因营销如何影响电子商务平台上消费者的购买决策。研究1基于356份有效回复，采用DEMATEL （decision making trial and evaluation laboratory）和DANP（基于分析网络过程的DEMATEL）绘制关键因素之间的关系图。研究结果表明，语言多样性（LV）需要最大程度的调整，其次是个人焦点（PF）、多重线索（MC）和即时反馈（IF）。DANP结果显示，IF是驱动购买意愿的最关键因素，MC和PF也有显著影响。研究2基于516个回应，通过SEM分析证实了这些关系，表明IF、MC和PF正向影响购买意愿，而LV具有负向影响。这些发现为模因营销在消费者决策中的作用提供了实证证据，指导电子商务平台细化内容策略，以增强用户粘性，优化消费者互动。

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引用次数: 0

Trade-in pricing game between manufacturer, selling platform, and recycling platform 制造商、销售平台和回收平台之间的以旧换新定价博弈

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-11-01 Epub Date: 2025-10-03 DOI: 10.1016/j.elerap.2025.101549

Xiaoqing Zhang , Yongbo Xiao , Xigang Yuan , Jiajia Chen

As observed in practice, selling platforms such as JD.com and Suning.com provide new products for sale, while recycling platforms like Aihuishou and Huishoubao specialize in selling used products. Manufacturers including notable brands like Huawei and Apple, often provide trade-in for new (TFN) service or trade-in for refurbishment (TFR) service to customers. This study aims to identify the optimal trade-in provider in a closed-loop supply chain (CLSC) consisting of a manufacturer, a selling platform and a recycling platform. The results show that: First, manufacturers can effectively enhance their offering by implementing TFN service for new products or TFR service for refurbished goods. Second, besides offering their own trade-in service, manufacturers may delegate the TFN service to selling platforms and the TFR service to recycling platforms under specific condition. The selling platform can opt to manage TFN service delegation, and recycling platform can similarly choose to handle TFR service delegation, given certain circumstance. Finally, both the TFN and the TFR services consistently increase customer surplus (CS) and environment benefit (EB).

实践中观察到，京东、苏宁易购等销售平台提供新产品销售，而爱回手、回手宝等回收平台专门销售旧产品。包括华为和苹果等知名品牌在内的制造商经常向客户提供以旧换新（TFN）服务或以旧换新（TFR）服务。本研究旨在确定由制造商、销售平台和回收平台组成的闭环供应链（CLSC）中的最优以旧换新供应商。结果表明：第一，制造商可以通过对新产品实施TFN服务或对翻新产品实施TFR服务来有效地提升其产品提供。其次，制造商除了提供自己的以旧换新服务外，还可以在特定条件下将TFN服务委托给销售平台，将TFR服务委托给回收平台。在一定情况下，销售平台可以选择管理TFN服务委托，回收平台也可以选择处理TFR服务委托。最后，TFN和TFR服务都能持续增加客户剩余（CS）和环境效益（EB）。

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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 : 2025-11-01 Epub 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

Enhancing sustainable consumer behaviour through Nudging: Insights from a field experiment on adoption of electronic receipts 通过“轻推”促进可持续消费行为：采用电子收据的实地实验所得的见解

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-11-01 Epub Date: 2025-09-26 DOI: 10.1016/j.elerap.2025.101548

Andris Saulītis , Vineta Silkāne , Anna Karolīna Ozola

This study investigates the effectiveness of nudging interventions in promoting sustainable consumer behaviour by encouraging the adoption of digital receipts over paper ones. Conducted in a digital environment, the field experiment targeted loyal customers of a Latvian retail chain with email-based nudges. The interventions tested digital nudging (modifying choice architecture) and nudging in digital settings (behavioural prompts via email) to assess their impact on reducing paper waste. The results underscore the challenge of driving behavioural change in routine transactions, as the overall treatment effect of our interventions did not exceed 0.5% points. Digital nudges requiring explicit decision-making were slightly more effective, particularly in leveraging second email reminders, which captured late responders. A key challenge was engagement: only 8.6% of recipients opened the emails, highlighting the need for strategies to overcome initial attention barriers. The results demonstrate that nudging through digital channels alone is insufficient to drive large-scale adoption of digital receipts. However, they also point to the importance of combining digital nudging with value-added digital services that address both cognitive and structural barriers in digital environments. An approach that links behavioural interventions with enhanced customer value is essential for advancing sustainable consumption practices in retail.

本研究通过鼓励采用数字收据而不是纸质收据来调查推动干预在促进可持续消费行为方面的有效性。在数字环境中进行的实地实验，以拉脱维亚一家零售连锁店的忠实客户为目标，通过电子邮件进行推送。这些干预措施测试了数字推动（修改选择架构）和数字环境中的推动（通过电子邮件进行行为提示），以评估它们对减少纸张浪费的影响。结果强调了在日常交易中推动行为改变的挑战，因为我们的干预措施的总体治疗效果不超过0.5%。需要明确决策的数字推动稍微有效一些，特别是利用第二封电子邮件提醒，这吸引了迟到的回复者。一个关键的挑战是参与度：只有8.6%的收件人打开了电子邮件，这凸显了克服最初注意力障碍的策略的必要性。结果表明，仅通过数字渠道推动不足以推动数字收据的大规模采用。然而，他们也指出了将数字推动与增值数字服务相结合的重要性，这些增值数字服务可以解决数字环境中的认知和结构障碍。将行为干预与提高顾客价值联系起来的方法对于促进零售业的可持续消费实践至关重要。

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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 Epub Date: 2025-11-27 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

Enhancing consumer perceptions and experiences through hybrid-based interfaces in virtual environments 通过虚拟环境中基于混合的界面增强消费者的感知和体验

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-11-01 Epub Date: 2025-10-08 DOI: 10.1016/j.elerap.2025.101551

Tae Hee Jo , Haejoo Han , Kyung Hoon Hyun

Recent advancements and market expansion in virtual reality (VR) and extended reality (XR) technologies are reshaping various sectors, including virtual retail. In these environments, the quality of the consumer experience is heavily influenced by the design of virtual store interfaces. This study introduces a novel VR shopping interface termed “hybrid-based interfaces,” and proposes a new concept that addresses the shortcomings of existing technologies while enhancing their strengths. Additionally, drawing on the technology acceptance model, unified theory of acceptance and use of technology, and innovation resistance theory, the study examines users’ psychological and behavioral responses to this interface, focusing on both drivers of and barriers to adoption in VR retail. Specifically, ANOVA and mediation analyses revealed that hybrid-based interfaces (compared to menu-based and off-the-shelf-based) enhance perceptions of interface benefits and reduce perceptions of interface barriers. These two mediators subsequently lead to higher expected consistency in product quality between online and offline shopping, which serves as an important second-level mediator that in turn increases purchase intentions. These results remained consistent when demographic factors and prior VR experience were included in the model. Our findings suggest that enhancing the perceived consistency of product quality between online and offline environments is a key predictor of increasing consumers’ purchase intentions. This insight can guide the design of virtual shopping interfaces, ensuring they offer seamless and engaging experiences that closely mimic offline shopping.

虚拟现实（VR）和扩展现实（XR）技术的最新进展和市场扩张正在重塑包括虚拟零售在内的各个行业。在这些环境中，消费者体验的质量很大程度上受到虚拟商店界面设计的影响。本研究介绍了一种新的虚拟现实购物界面，称为“基于混合的界面”，并提出了一个新的概念，解决了现有技术的缺点，同时增强了它们的优势。此外，利用技术接受模型、技术接受与使用统一理论和创新阻力理论，研究用户对该界面的心理和行为反应，重点研究VR零售采用的驱动因素和障碍。具体而言，方差分析和中介分析显示，基于混合的界面（与基于菜单和现成的界面相比）增强了对界面好处的感知，减少了对界面障碍的感知。这两个中介随后导致线上和线下购物之间更高的产品质量预期一致性，这是一个重要的第二级中介，反过来又增加了购买意愿。当人口因素和先前的VR体验被纳入模型时，这些结果仍然是一致的。我们的研究结果表明，提高线上和线下环境之间产品质量的感知一致性是提高消费者购买意愿的关键预测因素。这种洞察力可以指导虚拟购物界面的设计，确保它们提供无缝的、引人入胜的体验，几乎模仿线下购物。

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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 : 2025-11-01 Epub 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

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 Epub Date: 2025-11-29 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

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