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This study proposes a hierarchic segmentation that develops a tree-based classification model and classifies the cases into groups. This allows for the definition of e-commerce user profiles for each of the groups. Additionally, it facilitates the development of actions to improve the adoption of the online channel that is in such high demand in the current pandemic COVID-19 context.

Regarding the created segments, two extreme segments stand out due to their marked differences and high volume. Segment 3 with 23% of the sample is the group with the most predisposition to use the online channel and is characterised by a high level of trust, more habitual use in comparison with other groups and the belief that its use implies high performance, which indicates they believe it to be useful, quick and helpful for more an effective shopping experience. The other extreme is found in segment 7. This group makes up 17.7% of the total and is the most reluctant to use the online channel. These users are characterised by the complete opposite: they have a low level of trust in this channel. However, the effort expectancy is low, i.e. they consider that the adoption of the online channel does not involve many difficulties in its learning and use. Nevertheless, they use it less regularly than the others.

Based on the conclusions reached in this study, in the current pandemic context in which consumer demand for online shopping channels for all types of products is on the rise, it is recommended that companies focus on the following aspects. It is essential to build trust with the user and show them the real benefits of e-commerce, how it would improve their life and why they should use it. Additionally, it is vital that the user perceives it as an easy procedure that does not require a significant learning curve. Other fundamental aspects would be to reduce any uncertainty the user might have about the online shopping process, to make it as easy as possible, and to design a simple, intuitive and user-friendly interface. It is also recommendable to manage data usage efficiently. To do so, the authors recommend asking the user for the least amount of information possible, offering a data protection policy and assuring them that their information will not be misused nor shared with third parties. All of this provides a series of facilities to modify the online shopping habits of users.

As in most of the research, this study presents a series of limitations that should be debated and that could open future lines of investigation. Firstly, regarding the sample used that was limited to two neighbouring countries with similar profiles a priori; it would be necessary to compare their possible cultural differences according to Hofstede's dimensions as well as increase the number of European countries being analysed to reach a more generalised conclusions. Secondly, the variables used are a combination of those derived from the UTAUT2 model and others suggested in the literature as decisive in technology adoption by users, in this sense other theories and variables could be incorporated to complete a more holistic model.

This work contributes in a general way to (1) analysing the intention to use e-commerce platforms from a set of antecedents previously defined by their importance, after a period of economic and social restrictions derived from the pandemic; (2) determination of customer segments from the classification made by the CHAID analysis; (3) characterisation of the previously defined segments through the successive divisions that were proposed in the analysis carried out.

Other fundamental aspects would be to reduce any uncertainty the user might have about the online shopping process to make it as easy as possible, and to design a simple, intuitive, and user-friendly interface. It is also recommended to manage data usage efficiently. To do so, the authors recommend asking the user for the least amount of information possible, offering a data protection policy, and assuring them that their information will not be misused or shared with third parties.

The results obtained have allowed us to establish predictive and explanatory models of the behaviour of the segments and profiles created, which will help companies to improve their relationships with online customers in the coming years.

本研究擬提出一個會發展基於樹的分類模型、以及會把案例歸入不同的類別的層次細分。這讓我們能為每個類別考慮到電子商務用戶輪廓的定義和解釋；這亦促進我們優化採用在線渠道的發展工作,而在線渠道於現時2019冠狀病毒病肆虐的情況下,實在供不應求。

就創設的細分而言,兩個極端的細分因其明顯的差別和大批量而顯得突出。佔樣本百分之二十三的細分3是擁有最大使用在線渠道傾向的細分,而細分3的特徵包括他們對在線渠道呈高信任度,比其他類別更習慣地使用,以及其相信使用在線渠道會帶來更高的績效,這表示他們相信使用在線渠道是有效的,是快捷的,是可幫助帶來成功的購物體驗的。另外的極端在細分7內發現。這類別佔整體的百分之十七點七,而他們是最不願意使用在線渠道的類別。這類別的特徵和前述的剛剛相反：他們對在線渠道的信任程度是低的,唯其努力期望是低的,也就是說,他們認為使用在線渠道是不會涉及很多在學習上或在實際應用上的困難。即使是這樣,他們較其他人卻較少使用在線渠道。

基於研究的結論,我們的建議是：於目前大流行肆虐期間,消費者對於以在線渠道網購各類商品的需求不斷增加,企業應聚焦以下的範疇：企業必須建立消費者對電子商務的信心,並為他們展示電子商務的真正好處；企業也必須使消費者明瞭電子商務如何能改善其生活,以及他們為何要使用電子商務。更重要的是使消費者覺得使用電子商務是輕而易舉的,又不涉及陡峭的學習曲線。凡此種種,就成為消費者改變其網上購物習慣的動力和誘因。至於其他基本的考慮,包括減輕消費者對使用電子商務的不確定情緒,使電子商務易於使用,以及設計一個簡易的、憑直覺能知曉的、方便使用的介面。另外,值得推薦的是、數據使用情況須有效地管理。為此,我們建議應儘量向使用者索取最低限度的資料,為他們提供資料保護政策,保證他們的資料不會被濫用或與第三者分享。

與其他大多數的研究一樣,本研究展現了一系列值得辯論的局限,而這些局限或許會開展未來研究的領域。首先,考慮到使用了一個局限於兩個以因及果演繹而成的、概況相似的相鄰國家為樣本,我們或許需要根據霍夫斯泰德文化維度理論對這兩個國家進行比較,以瞭解它們的文化差異；另外,為求能達致可普遍適用的結論,我們也需把被分析的歐洲國家的數目增加。其次,被使用的變數是兩組變數的組合,他們是從UTAUT2模型中取得的變數,以及在有關的文獻裡,就技術採用而言、使用者認為是重要的變數。就此而言,若其他的理論和變數能被包含其中,則達致的模型將會是一個更為整體的模型。

本研究就一般而言有以下的貢獻：(一) 、 在因大流行病而引起的經濟和社會限制實施時期後,研究人員分析人們如何從一套過去被認定是電子商務平台的重要前身而選擇使用電子商務平台,本研究對這方面的分析作出了貢獻；(二) 、本研究幫助確定從透過CHAID分析而來的分類中得到的顧客細分；(三) 、本研究透過進行連續分解、幫助歸納過去被認定的細分的特徵。

企業必須建立消費者對電子商務的信心,並為他們展示電子商務的真正好處；企業也必須使消費者明瞭電子商務如何能改善其生活,以及他們為何要使用電子商務。更重要的是使消費者覺得使用電子商務是輕而易舉的,又不涉及陡峭的學習曲線。凡此種種,就成為消費者改變其網上購物習慣的動力和誘因。至於其他基本的考慮,包括減輕消費者對使用電子商務的不確定情緒,使電子商務易於使用,以及設計一個簡易的、憑直覺能知曉的、方便使用的介面。另外,值得推薦的是、數據使用情況須有效地管理。為此,我們建議應儘量向使用者索取最低限度的資料,為他們提供資料保護政策,保證他們的資料不會被濫用或與第三者分享。

本研究所得的結果,讓我們可以建立多個模型、以預測並解說有關的市場部分的行為和被創建的消費者簡介,這會幫助企業改善它們今後與網上顧客的關係。

In the most recent years, social, innovative, economic and political changes in the European context have characterized consumers' behaviours. The paper aims to understand if the use of electronic commerce differs in a situation characterized by uncertainty.

An innovative approach to categorising online consumer behaviour considers the self-determination theory and basic psychological needs in an uncertain scenario. The research is based on a quantitative analysis obtained by clustering algorithms on a sample of 1,000 digital users in European countries. A structured questionnaire was administered online and distributed through the leading online social platforms and direct mailing.

The results show online activities during changes in consumer behaviour patterns and retailers' strategies. This research will allow online retail managers and practitioners to obtain important information to help them define appropriate customer-oriented strategic actions to enhance value in the electronic context for both customers and firms.

The innovation of this research approaches the categorization of online consumer behaviour by exploiting the self-determination theory in an uncertain scenario. Precisely, the novelty of this research is to highlight three detailed categories of electronic commerce consumers, namely, unwilling, halfback and digital, to collect, store and disseminate information about these categories of Online Consumers Behaviours.

The purpose of this study is to discover the uniqueness of China's online livestreaming industry and to make preliminary predictions about its future.

Providing a panoramic description of China's online livestreaming industry and a comparative analysis with other countries' online livestreaming industries.

China's online livestreaming industry is world leader in general. In terms of user size and age structure, although China has a high proportion of online livestreaming users, the proportion of anchors is not high, while the age structure of users in both China and other countries shows the characteristics of younger users. In terms of policy, the difference between China and foreign support in online livestreaming is small, but developed countries have stricter regulations.

The research in this paper has great significance in gaining an in-depth understanding of the development status and trends of China's online livestreaming industry and in designing accurate support policies.

Social commerce websites entail a completely new scenario for retaining e-customers due to the richness of their social interactions. Nowadays, users can interact with companies and with other users; hence, it is considered important to study how social stimuli affect users. Drawing on the Stimulus Organism Response framework and Flow Theory, this paper aims to propose that the social stimulus (sPassion) has a positive effect on the organism (state of flow) causing positive responses from users (flow consciousness, trust and eLoyalty).

The data were collected through an online survey. The sample consists of 771 users of social commerce websites, of which 51 per cent are male and 49 per cent female, aged between 16 and 80 years. The structural equation model statistical software EQS 6 was used to test the model.

The empirical results confirm that passionate users are prone to experience state of flow, and, as a consequence, they are conscious of this optimal experience, resulting in an increase in trust.

The originality of this research stems from analysing how users’ passion on social commerce creates an optimal experience that boost customers’ retention.

Las páginas web de social commerce ofrecen un escenario completamente diferente al estudiado hasta la fecha, favoreciendo la retención de clientes en Internet gracias a la riqueza de las interacciones sociales del medio. En la actualidad los usuarios pueden interactuar tanto con la compañía como con otros usuarios, de ahí que se considere importante estudiar cómo los estímulos sociales afectan a los usuarios. Enmarcado en el modelo SOR (del inglés stimulus, organism, response) y la Teoría del Flujo, este estudio propone que el estímulo social (la pasión en el social commerce) tiene un efecto positivo sobre el organismo (estado de flujo), causando respuestas positivas en los usuarios (consciencia de flujo, confianza y lealtad online).

Los datos fueron recogidos a través de una encuesta online. La muestra está compuesta por 771 respuestas de usuarios de páginas de social commerce, de los cuales el 51 per cent son hombres y el 49 per cent mujeres, con edades comprendidas entre los 16 y los 80 años. Para testar el modelo se utilizó el software estadístico EQS 6 para modelos de ecuaciones estructurales.

Los resultados empíricos confirman que los usuarios más apasionados son más propensos a experimentar el estado de flujo y, como consecuencia, son conscientes más de alcanzar ese estado de experiencia óptima, lo que tiene como resultado un incremento de su confianza en la página web de social commerce.

La originalidad de esta investigación radica en analizar cómo la pasión de los usuarios en entornos de social commerce crea una experiencia óptima que ayuda a retener clientes.

The diffusion of electronic commerce has a notable impact on the economy's prosperity. This paper embraces complexity theory principles to examine the factors affecting Internet users' acceptance and use of electronic retailers. It is essential for the sustainability of electronic retailers to understand the motivations impacting online consumer behaviour. Symmetrical and asymmetrical methods are combined to examine the relationship between perceived ease of use, perceived enjoyment, web characteristics, online consumer reviews (OCRs) and online purchase intention. Further, symmetry and differences between males and females were examined.

Data collected from 425 online consumers using an online structured survey was analysed using structural equation modelling (SEM) and fuzzy set qualitative comparative analysis (fsQCA). The net effects and causal configurations of the four proposed variables and online purchase intention were examined.

The SEM findings confirmed the significance of perceived enjoyment, website characteristics and OCRs on online purchase intention. Perceived enjoyment mediated the relationship between perceived ease of use and online purchase intention. The multi-group analysis confirmed the difference in antecedent impacts between males and females. The fsQCA findings revealed that multiple recipes lead to the occurrence of online purchase intention; in addition, the recipes leading to its absence do not mirror the previous ones.

The present study embraces complexity theory concepts in understanding online purchase intention using fsQCA methodology; further, the role of gender in online consumer behaviour was highlighted in the result discussion.

This work aims to explore why people review their experienced online shopping in such a manner (promptness), and what is the potential relationship between the users’ review promptness and review motivation as well as reviewed contents.

To evaluate the customers’ responses regarding their shopping experiences, in this paper, the “purchase-review” promptness is studied to explore the temporal characteristics of users’ reviewing behavior online. Then, an aspect mining method was introduced for assessment of review text. Finally, a theoretical model is proposed to analyze how the customers’ reviews were formed.

First, the length of time elapsed between purchase and review was found to follow a power-law distribution, which characterizes an important number of human behaviors. Within online review behaviors, this meant that a high frequency population of reviewers tended to publish relatively quick reviews online. This showed that the customers’ reviewing behaviors on e-commerce websites may have been affected by extrinsic motivations, intrinsic motivations or both. Second, the proposed review-to-feature mapping technique is a feasible method for exploring reviewers’ opinions in both massive and sparse reviews. Finally, the customers’ reviewing behaviors were found to be mostly consistent with reviewers’ motivations.

First, the authors propose that the “promptness” of users in posting online reviews is an important external manifestation of their motivation, product experience and service experience. Second, a semi-supervised method of review-to-aspect mapping is used to solve the data quality problem in mining information from massive text data, which vary in length, detail and quality. Finally, a huge amount of e-commerce customers’ purchase-review promptness are studied and the results indicate that not all product features are responsible for the “prompt” posting of users’ reviews, and that the platform’s strategy to encourage users to post reviews will not work in the long term.

This study aims to investigate the different attributes of electronic commerce (e-commerce) that determine perceived value and electronic loyalty (e-loyalty) among consumers of online food delivery applications (OFDAs). In this globalized world and competitive environment, e-commerce demands have increased and organizations are giving special attention to web development, website design and functions to hold the current consumers with sustainable performance in the globalized and competitive environment. Almost every industry has been affected by the coronavirus disease 2019 (COVID-19) and changed the way of operational work in many industries. Similarly, the food industry is facing serious challenges and now restaurants started heavily depending on OFDAs.

The study was quantitative and data were collected from 509 consumers of the district of Rawalpindi, Punjab Pakistan by using a convenience sampling technique who was the users of OFDAs to evaluate the proposed research model. Confirmatory factor analysis was applied to evaluate the validity of the constructs, and structural equation modeling was employed to test the model through Smart-PLS.

Our findings revealed that perceived value has a substantial positive impact on electronic loyalty (e-loyalty). Moreover, results confirmed that perceived value mediates the relationship of electronic privacy (e-privacy), electronic security (e-security), electronic payment (e-payment), usability and electronic innovativeness (e-innovativeness) with e-loyalty.

This study added to the unified theory of acceptance and use of technology (UTAUT) and technology acceptance model (TAM) by exploring consumers’ intentions for using OFDAs in the framework of e-commerce attributes, perceived value and e-loyalty. Similarly, the study enabled the author to learn more about how people would use the information system after successfully applying the UTAUT.

This study has significant implications for web developers, application designers, food delivery companies, restaurants and other businesses. Subsequently, it indicates the importance of the incredible attractiveness of OFDAs in boosting users’ intentions to keep using the application.

This research contributes substantially to OFDAs efforts to continuously increase its meal service platform and improve client satisfaction which resulted in repurchase intent. In addition, the research facilitates OFDA firms to enhance the features of their applications according to clients.

This study aims to examine the impact of website design, reliability and perceived ease of use as an engagement motivational factors on customer e-trust and e-retention in online shopping.

By using deductive approach, quantitative methods and purposive sampling technique, this study has collected the data from 295 young online customers to enhance an understanding of website design, reliability and perceived ease of use in an online shopping context.

The findings revealed interesting insights where reliability is the most significant predictor of customer e-trust in online shopping, followed by perceived ease of use and website design. In addition, a significant mediating effect of e-trust is found between customer e-retention, website design, reliability and perceived ease of use.

Future research is recommended to predict the antecedents of online engagement motivational factors with value co-creation and co-creation experience in online shopping context.

This study offers fresh insights about driving elements and impediments of online customer retention. Customer engagement comprising of website design, reliability and perceived ease of use appear to influence the online customer retention through direct and indirect effect.

The influence of website quality on online compulsive buying behavior (OCBB) in the context of online shopping based on the usage of a credit card (UCC) and online impulsive buying behavior (OIBB) was investigated in this study.

The authors used a research model to examine the relationships between the study components as per the prescription. For this investigation, the authors used an online survey form to obtain primary data from 350 respondents on social media. A covariance-based structural equation modeling approach was used to evaluate the structural research model and data.

The findings reveal that the quality of online shopping websites positively affects consumers' UCC and OIBB, and these in turn positively influence their OCBB.

The study emphasized impacting elements on consumer behavior and gave advice for future research based on the results. Using several dimensions of website quality, this study bridges the knowledge gap between UCC, OIBB and OCBB.

Based on UCC and OIBB, the authors developed a new model to investigate the link between website quality and OCBB. To the best of the authors' knowledge, it is the first experimental result that assesses the impact of website quality on OCBB.

Chinese consumers’ cross-border internet shopping, so called “haitao” is an emerging popular trend in China. Haitao can be understood as service innovation process because it creates new market spaces and provides differentiated values for Chinese customers.

This study aims to explore the service innovation strategies and success factors of haitao business in the Chinese market. The authors selected two successful haitao sites of Amazon.cn and Gmarket.co.kr, as representatives of a global player and a niche player, and conducted a comparative case study to analyze their service innovation strategies and key success factors.

This comparative case analysis based on value chain framework revealed some common success factors such as trust, advanced system and alliances as well as their service innovation efforts. Amazon has advantages such as efficient logistics system and global sourcing, whereas Gmarket has advantages such as product category, sales promotions, and payment system.

This study provides some implications for managers with localization, alliances and platform strategies.