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E-commerce expands product and service reach, emphasizing the need for strategic market approaches to enhance e-service quality and drive sales growth. This paper aims to assess the relationship between the perceived quality of e-commerce platforms (characterized by measures of order and return convenience), customer satisfaction with online shopping and repurchase intention from online stores as well as examine whether demographic variables such as age, gender and area of residency (urban/rural) influence the ratings of each of these variables.

An online, self-administered survey gathered 108 valid responses from e-commerce customers. Data were analyzed in Statistical Package for the Social Sciences (SPSS) and Analysis of Moment Structures (AMOS) through principal component analysis, confirmatory factor analysis and structural equation modeling (SEM) as well as correlation, descriptive statistics, difference of means tests and nonlinear regression.

Online shopping on e-commerce platforms is seen as convenient for both placing orders and managing returns. Additionally, consumers express satisfaction with their online shopping experiences and exhibit a strong intention to repurchase. The analysis revealed linear relationships between order convenience and customer satisfaction, between order convenience and repurchase intention and nonlinear relationships between return convenience, customer satisfaction and repurchase intention. No significant difference was found between the way the demographic variables rated the convenience, satisfaction and repurchase intention constructs.

This study contributes to the empirical literature on service quality in e-commerce by providing a streamlined model of the interactions among the factors as well as by isolating the nonlinear relationships and comparing results across three demographic variables. From a managerial standpoint, the findings suggest that strategies aimed at providing complete qualitative information and enhancing order and return convenience improve customer satisfaction and foster repurchase intention.

Underpinning social identity theory (SIT) and service-dominant logic (SDL), the current paper seeks to explore the effect of self-presentation on online brand advocacy (OBA). Furthermore, this paper investigates the mediating role of hedonic value and the moderating role of customer interaction with e-commerce websites (i.e. Amazon, Walmart and eBay).

Data were collected from customers of three e-commerce platforms (i.e. Walmart, Amazon and eBay) using a structured questionnaire – multi-group analysis applied on SmartPLS 4.4.

Self-presentation has a positive role in increasing hedonic value and its impact on OBA. The moderating effect of customer interaction on these relationships is also investigated and found to be significant.

Our findings underscore the significance of fostering inclusive online communities and favorable online settings. Existing findings are consistent with overarching objectives of digital empowerment and enhanced online interaction quality. This paper contributes to harmonious and collaborative digital societies by encouraging personalized experiences that foster a sense of belonging among diverse customers.

This paper adds to the existing body of knowledge by comparing customer behavior on three major e-commerce platforms, going beyond the traditional focus on a single platform. Drawing on SIT and SDL, this paper provides a distinct nomological framework for OBA that unifies disparate constructs, filling theoretical gaps in our understanding of online customer behavior.

The aim of the research is to evaluate different modality for product reviews presentation and its impact on users’ performance, purchase intention and enjoyment.

The study utilized an experimental approach with 48 opportunistic participants in three groups (16 users per group). Participants were randomly assigned to experimental conditions to ensure unbiased treatment. Data were collected through controlled interventions or manipulations, with pre-defined measures to assess specific outcomes. Statistical techniques such as ANOVA were employed to analyse the data, allowing for comparisons between experimental variables.

The findings revealed that integrating facial expression avatars and emojis into an e-commerce platform effectively communicates product reviews and ratings. Moreover, the use of animation significantly enhanced user enjoyment. This suggests that visual representations not only convey information effectively but also contribute to a more engaging and enjoyable user experience.

While this experiment offers valuable insights into the impact of different e-commerce presentation layouts on user behaviour, further research could delve deeper into specific aspects such as the influence of individual user characteristics and the long-term effects of layout preferences.

This study contributes original insights by demonstrating the efficacy of facial expressive avatars and emojis in conveying product reviews and ratings within e-commerce platforms. Moreover, it adds value by highlighting the positive impact of animation on user enjoyment. By combining these elements, the research offers a novel approach to enhancing user engagement and understanding of customer feedback in online shopping environments. The findings provide valuable guidance for e-commerce platforms seeking innovative ways to communicate product information effectively and enhance the overall user experience, ultimately benefiting both businesses and consumers.

Product returns are a major challenge for e-businesses as they involve huge logistical and operational costs. Therefore, it becomes crucial to predict returns in advance. This study aims to evaluate different genres of classifiers for product return chance prediction, and further optimizes the best performing model.

An e-commerce data set having categorical type attributes has been used for this study. Feature selection based on chi-square provides a selective features-set which is used as inputs for model building. Predictive models are attempted using individual classifiers, ensemble models and deep neural networks. For performance evaluation, 75:25 train/test split and 10-fold cross-validation strategies are used. To improve the predictability of the best performing classifier, hyperparameter tuning is performed using different optimization methods such as, random search, grid search, Bayesian approach and evolutionary models (genetic algorithm, differential evolution and particle swarm optimization).

A comparison of F1-scores revealed that the Bayesian approach outperformed all other optimization approaches in terms of accuracy. The predictability of the Bayesian-optimized model is further compared with that of other classifiers using experimental analysis. The Bayesian-optimized XGBoost model possessed superior performance, with accuracies of 77.80% and 70.35% for holdout and 10-fold cross-validation methods, respectively.

Given the anonymized data, the effects of individual attributes on outcomes could not be investigated in detail. The Bayesian-optimized predictive model may be used in decision support systems, enabling real-time prediction of returns and the implementation of preventive measures.

There are very few reported studies on predicting the chance of order return in e-businesses. To the best of the authors’ knowledge, this study is the first to compare different optimization methods and classifiers, demonstrating the superiority of the Bayesian-optimized XGBoost classification model for returns prediction.

This paper aims to investigate the impact of quality loss in transit on e-commerce supply chain pricing, production and financing decisions.

The authors consider a Stackelberg game model with a supplier, logistics firm and e-commerce platform. The logistics firm is capital-constrained and obtains funding from the e-commerce platform by debt financing or equity financing. Through backward induction, this paper first solves the equilibrium results under the two financing schemes and then reveals the financing preferences of all parties.

The results demonstrate that equity financing reduces financing costs and promotes production significantly. However, it may also lead to overproduction, particularly in markets with poor profitability and high cost factors. When the percentage of product quality loss is large, equity financing is preferable. With the increasing of transportation level, the benefits of debt finance are steadily growing. In addition, equity financing is the Pareto dominant scheme for all firms under certain circumstances. The extensions consider hybrid financing and another quality loss type.

The paper derives the equilibrium solutions and financing preferences, then specifies the threshold for applying financing schemes. Provide guidance for logistics firms’ finance model innovation and core enterprise involvement in the logistics industry.

The paper investigates how logistics firms’ financing strategies are impacted by product quality loss.

This study aims to explore the differences in the tourists’ perceived destination image on travel e-commerce platforms (e.g. Ctrip and Fliggy) and social media platforms (e.g. Xiaohongshu and Weibo).

COVID-19 is one of people's glooming disasters that brought the entire world to a standstill. To reduce the effect, a countrywide lockout was announced. Stock and distribution chains were affected on a larger scale. Due to the pandemic, purchasing habits of people have changed. It is also evident that individuals are choosing to shop online. As per recent researches, consumer buying behaviour has transformed as a result of the contagion. Due to which, many businesses are revolutionizing to adjust to the new reality. This study was taken up to scrutinize the effect of Corona Virus Disease of 2019 on changes in customer buying behaviour towards E-commerce. This study has offered detailed information on new ways of buyer shopping. It suggests that during the COVID-19 pandemic, consumers have become more accepting of internet shopping, experts in webrooming and with time they are mastering the art of online shopping as well as tuned to online payment methods and are accepting to live with ease in an economy of cashless e-transactions.

Privacy is a sensitive issue in business because it involves how a platform uses consumer personal data. In terms of consumer rights, personal information needs to be protected in the privacy policy (PP). This study describes several aspects of the PP that consumers need to pay attention to, especially points prone to misuse of personal information.

This research used a taxonomy of consumer privacy concerns in e-commerce to reveal general and specific privacy concerns. The privacy calculus theory was also applied to explore consumer rationalization using (1) consumer knowledge about PP, (2) subjective perception, and (3) proximity to the PP features. Furthermore, the netnographic approach was used to combine the interrelation between technology and social construction. A sample of 378 young consumers in several major cities in Indonesia participated online and offline. Semi-structured interviews were also conducted to gain more in-depth comprehension.

The results showed that most young consumers have sufficient basic knowledge of the important points of PP. Furthermore, they tend not to read the PP because it is long and cumbersome, and therefore do not wish to expend much cognitive effort on it.

This study provides several results that can be utilized by policymakers or e-commerce companies to pay more attention to PPs for young groups. In addition, e-commerce companies can increase the knowledge of the privacy situation of Internet users in general.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-11-2022-0740

The objective is to contribute to the development of strategies through the identification of sustainability practices. Thus, the research has a twofold objective: to unveil sustainability practices integrated into last-mile logistics activities by e-commerce retailers, analyze the interrelations among these practices and categorize them based on their significance for small Brazilian e-commerce retailers.

A literature mapping was conducted to identify sustainability practices in last-mile activities adopted by e-retailers, leading to the proposal of a meta-model. A total of 67 articles are part of the final sample. Subsequently, the study applied the Decision-Making Trial and Evaluation Laboratory (DEMATEL) multicriteria decision-making technique to structure the research problem through cause-and-effect analysis among practices, aiming to prioritize critical practices.

The results indicate a strong dependence on economic practices to enable sustainability in last-mile logistics. In the economic dimension of sustainability, operating costs and quality of services are effect variables and achieved the highest relation concerning the other practices.

The article provides theoretical contributions by addressing two complementary areas of knowledge: Stakeholder Theory and Sustainability, also aligning with Global Reporting Initiative (GRI) guidelines. In practical terms, it stands out for offering valuable insights into the implementation of sustainable strategies by identifying economic, environmental and social practices in last-mile logistics, particularly within the context of small businesses in the e-retail segment.

The results help e-retailers re-evaluate last-mile logistics processes from a sustainability perspective. This study aims to fill the knowledge gap in the current literature on adopting sustainable practices in small e-commerce retail firms.

Considering that one of the pillars of sustainability is a commitment to social development, this study contributes to understanding the view of small e-retailers on the independent goods delivery workers responsible for the delivery of goods.

The originality of this research lies in identifying economic, social and environmental sustainability practices adopted by e-retailers in last-mile logistics processes. Additionally, the study focuses on the small-scale e-commerce retail segment, an area that has been little explored in the Brazilian context. Lastly, the proposed meta-model contributes to addressing practices from the perspective of Stakeholder Theory and the Sustainability approach.

El objetivo es contribuir al desarrollo de estrategias mediante la identificación de prácticas sostenibles. Por lo tanto, la investigación tiene un doble objetivo: revelar las prácticas de sostenibilidad integradas en las actividades logísticas de última milla de minoristas de comercio electrónico, analizar las interrelaciones entre estas prácticas y categorizarlas según su importancia para los pequeños minoristas de comercio electrónico en Brasil.

Se llevó a cabo un mapeo de la literatura para identificar prácticas de sostenibilidad en las actividades de última milla adoptadas por minoristas en línea, lo que llevó a la propuesta de un metamodelo. Un total de 67 artículos forman parte de la muestra final. Posteriormente, el estudio aplicó la técnica de toma de decisiones multicriterio Decision-Making Trial and Evaluation Laboratory (DEMATEL) para estructurar el problema de investigación mediante análisis de causa y efecto entre las prácticas, con el objetivo de priorizar las prácticas críticas.

El resultado indica una fuerte dependencia de prácticas económicas para implementar la sostenibilidad en la logística de última milla. En la dimensión económica de la sostenibilidad, los costes operacionales y la calidad de los servicios son variables de efecto y presentan una fuerte correlación.

La originalidad de esta investigación radica en identificar prácticas de sostenibilidad económica, social y ambiental adoptadas por minoristas en línea en los procesos logísticos de última milla. Además, el estudio se centra en el segmento minorista de comercio electrónico a pequeña escala, un área poco explorada en el contexto brasileño. Por último, el metamodelo propuesto contribuye a abordar prácticas desde la perspectiva de la Teoría de los Stakeholders y el enfoque de Sostenibilidad.

El artículo proporciona contribuciones teóricas al abordar dos áreas complementarias de conocimiento: la Teoría de los Stakeholders y la Sostenibilidad, alineándose también con las directrices de la Iniciativa de Reporte Global (GRI). En términos prácticos, destaca al ofrecer ideas valiosas sobre la implementación de estrategias sostenibles al identificar prácticas económicas, ambientales y sociales en la logística de última milla, particularmente en el contexto de las pequeñas empresas en el segmento minorista en línea.

Los resultados ayudan a los minoristas electrónicos a reevaluar los procesos logísticos de última milla desde una perspectiva de sostenibilidad. Este estudio pretende contribuir el avance del conocimiento de la literatura actual sobre la adopción de prácticas sostenibles en pequeñas empresas de comercio electrónico.

Teniendo en cuenta que uno de los pilares de la sostenibilidad es el compromiso con el desarrollo social, este estudio contribuye a comprender la visión de los pequeños minoristas electrónicos sobre los trabajadores independientes encargados de la entrega de mercancías.

Gaining and maintaining trust in e-commerce is crucial for online purchases. Specifically, understanding trust formation and its consequences in a cross-market online shopping context is important, as cross-market studies are scarce. Therefore, this study examines antecedents and consequences of consumer trust in online shopping (TOS) by comparing advanced and emerging markets.

To test the formulated hypotheses, data including 397 responses from Austria and 205 from Moldova are analysed. Using partial least squares (PLS) path modelling, implications for theory and practice in cross-market e-commerce are obtained.

Empirical findings show that company reputation, perceived security and website quality positively influence consumer TOS. TOS corresponds directly positively with purchase intentions (PI). Our research confirms the negative relationship between trust and perceived risk (PR) as well as that between PR and PI. Furthermore, a significant difference between Austria and Moldova regarding the influence of experience and perceived website quality (PWQ) on TOS is observed.

Our study fills research gaps concerning TOS within the context of cross-market e-commerce. It contributes theoretically and practically and reveals the importance of customer trust and risk reduction for online retailers within advanced and emerging markets in order to provoke online PI.