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It is imperative to achieve sustainable growth in farmers' earnings to sustain poverty alleviation efforts and achieve rural revitalization goals. The authors investigated the nature of the non-linear relationship between farmers' e-commerce participation and income growth, analyzed the rationale behind this correlation and examined the moderating effect of digital finance on this relationship.

The authors conducted an empirical investigation using rural household data from the China Household Finance Survey and the regional digital finance index compiled by Peking University. The authors employed a fixed-effect model and a moderating effect model to identify the non-linear influences of e-commerce participation on farmers' income and to analyze the positive synergies of digital finance. The authors used identification and estimation techniques to mitigate the endogeneity problem, specifically employing heteroscedasticity-based instruments.

There is an inverted U-shaped relationship between e-commerce participation and farmers' income. Digital finance reduces the declining trend in the marginal effects of e-commerce and increases marginal values. Furthermore, the synergistic effect can promote the quality and efficiency of business activities by easing credit constraints, reducing risk aversion and stimulating innovative activities, which in turn can lead to sustained revenue growth.

Few studies have focused on the non-linear relationship between e-commerce and farmers' income. This implies that achieving sustained income growth using e-commerce alone is difficult. The synergy between e-commerce and digital finance is a feasible path for achieving this goal.

On December 20, 2021, Viya, a social media influencer (SMI) with the largest number of followers in China, was exposed for having evaded RMB 643 million in taxes during 2019 and 2020. Consequently, she was fined a total of RMB 1.341 billion by the tax authorities. While the strict government regulations demonstrated in the Viya event may build confidence in the consumers for future purchases, the exposure of issues and problems through implementation of the stronger government regulations may warn consumers off. Thus, the main objective of this paper is to examine the effect of government regulations on consumers' usage intentions of live streaming e-commerce by taking the Viya event as an example.

The authors consider both the positive effect of consumers' perceived benefits of the government regulations and the negative effect of their perceived risks of the Viya event on the usage intentions of live streaming e-commerce. After collecting 314 subjects with diverse gender, ages, education levels and income profiles, the data are processed by partial least squares-based structural equation modeling (PLS-SEM) and SmartPLS software.

The results demonstrate that strict government regulations can build trust in consumers of live streaming e-commerce by increasing the perceived benefits of restricting the behavior of SMIs. Among the potential perceived risks (social risk, safety risk and psychological risk), the safety risk is supported to have a negative effect on consumers' trust in live streaming e-commerce platforms. Besides, the authors have also identified different types of usage intentions in live streaming e-commerce, i.e. watching intention and purchase intention, and have empirical support for the positive relationships between the consumers' trust in live streaming e-commerce platforms and different usage intentions.

The authors' findings contribute to the application of commitment-trust theory, institutional theory and organizational control theory in the context of the live streaming e-commerce industry. Particularly, the authors use the Viya event as an example to quantitatively examine the effects of strict government regulations, which enriches the existing literature on this topic.

The rapidly growing e-commerce industry with its special characteristics brings new challenges to the optimization of the supply chain and inventory management. This study aims to investigate the inventory-related optimization of an e-marketplace official store that works on a business-to-customer system when cashback promotion is used to attract more customers. Also, it proposes a new inventory model to maximize the e-commerce profit by optimizing the cashback amount and delivery period.

The proposed model assumes that customer demand is a function of price and delivery time and that price is affected by the cashback amount. The e-commerce operator has a profit-sharing contract with an e-payment company that facilitates the payment. E-commerce also builds collaboration under a cost-sharing contract with a supplier to ensure product delivery. A mathematical model is developed and the related theories are investigated. A numerical example illustrates the validity of the model and a sensitivity analysis is carried out to give useful insights.

A new inventory model for an e-market system has been introduced which shows the impact of a cashback promotion on the e-commerce business. This study shows that managers can optimize the cashback amount and its delivery time to get the maximum profit. In certain cases, the manager may set a high cashback amount (e.g. 100%) to attract customers to place more orders.

This study presents a new inventory model for today’s fast-growing e-commerce business; therefore, the results contribute to the understanding of promotion program practices and inventory management and provide insights to develop efficient e-commerce managerial decisions.

This study aims to identify the key drivers of consumer engagement in e-commerce among young consumers at bottom-of-pyramid (BoP) markets and their impact on continued usage intention.

A cross-sectional research design was used to understand low-income customers’ engagement in e-commerce, specifically online shopping. The data for this study were collected from BoP customers in the Indian market. A conceptual model was proposed, and hypotheses were developed using the stimulus–organism–response (S-O-R) framework. For analysis, structural equation modeling was performed using AMOS 20.0 software to test the structural model.

The results of the study highlight that perceived importance, technology and infrastructure and social influence are key drivers of e-commerce at BoP customers. Key drivers have shown a significant positive impact on customer engagement which leads to continue usage intention of e-commerce. Furthermore, customer engagement has shown a strong relationship with continue usage intention of e-commerce.

This study indicates that young consumers’ engagement is important for e-commerce service providers to gain a market share. BoP markets offer immense opportunities to create, develop and sustain e-commerce firms for a long time, especially in India. Managers should recognize the potential of BoP markets, which can generate a huge demand for products and services on e-commerce platforms.

This study contributes both theoretically and empirically. Theoretically, this adds to the existing knowledge of customer engagement, especially in e-commerce and BoP market segment. Empirically, it tested the conceptual research model of low-income customer engagement in the e-commerce marketplace using the S-O-R framework. The study recommended practical implications for e-retailers/e-commerce service providers engaging BoP customers in a digitally connected and intensively competitive era.

The digital economy is expected to revive the countryside and reduce the current level of urban–rural inequality. Nevertheless, whether rural e-commerce can narrow the urban–rural income gap still requires further analysis. The purpose of this paper is to clarify whether this goal is, in fact, being achieved.

Taobao villages have become the epitome of rural e-commerce development in China. Therefore, this paper matches the data of Taobao villages and the data of prefecture-level cities from 2014 to 2019, and employs a two-way fixed effect model, nonlinear model, instrumental variable model and interactive fixed effects model to explore the impact of rural e-commerce on the urban–rural income gap.

Firstly, the ability of urban residents to share rural e-commerce development is higher than that of rural residents, which actually widens the urban–rural income gap. Secondly, the migration to cities of rural families that have profited from e-commerce, and the return of working-class people to the countryside, are two factors that are contributing to the widening of the urban–rural income gap. Thirdly, the farther the distance from the urban area and the higher the spatial agglomeration of the rural e-commerce cluster is, the weaker the impact on widening the urban–rural income gap will be. Finally, while industrial-led rural e-commerce is responsible for widening the urban–rural income gap, agricultural-led rural e-commerce has no significant impact on the urban–rural income gap.

To the best of the authors' knowledge, this paper is the first to analyze the impact of rural e-commerce on the urban–rural income gap from the perspective of the coverage of Taobao villages. This empirical study will enrich existing theoretical perspectives on urban–rural integration under the backdrop of the digital economy.

Considering the emergence of e-commerce platforms and their integration into marketing channels, this paper aims to investigate how artificial intelligence (AI) resources – both technological and human – possessed by e-commerce platforms can enhance their channel power by acquiring market-based assets (relational and intellectual).

Based on resource-based theory and resource orchestration theory, the authors developed a framework tested using survey data gathered from the sellers, which incorporated six key variables: the e-commerce platform’s AI technology resources and human resources, rational and intellectual market-based assets, intraplatform competition and channel power. The analyses are performed using the regression analysis technique.

The empirical findings indicate that both technological and human AI resources are crucial in building channel power. In addition, market-based assets serve as a mediator in this relationship, while intraplatform competition moderates the effect of intellectual market-based assets on channel power negatively.

This study contributes to the existing literature by exploring how e-commerce platforms’ AI resources affect their channel power. The results offer valuable guidance to managers and researchers on optimizing AI resources to improve channel power.

The present article aims to determine the factors that explain the intention to adopt electronic commerce among women traders in a developing country like Democratic Republic of Congo (DRC) during a health crisis period.

This study was conducted in the DRC, in Bukavu Town. A convenience sample of 282 respondents consisting of solely women entrepreneurs (importing traders) in Bukavu Town was selected and the structural equation model was used to test the research hypotheses resulted from Ajzen's theory of planned behaviour.

The finding results showed that only the factors attitude towards electronic commerce adoption and subjective norms which predict women traders' intention to adopt electronic commerce. The analysis shows that about 38.9% of the variation in the dependent variable is explained by the above variables.

Few studies have presented technology and electronic commerce adoption as resilience of women entrepreneurs in a time of crisis, despite the abundance of the review literature on adoption. This study provides a new approach to assist women entrepreneurs as well as researchers in understanding the drivers of electronic commerce adoption factors in the DRC.

To explore how the blockchain affects the pricing and financing decisions in a low-carbon platform supply chain.

Considering the dual roles of the e-commerce platform as a seller and an initiator, a typical game-theoretical method is applied to analyze the behavior of supply chain decision-makers and the impact of key variables on equilibriums.

When loan interest rates are symmetric, whether blockchain is used or not, the e-commerce platform financing mode will always produce higher wholesale price and unit carbon emission reduction, while the retail price is the opposite. Higher unit additional income brought by the blockchain can bring higher economic and environmental performances, and the e-commerce platform financing mode is superior to bank financing mode. The application of blockchain may cause the manufacturer to change his/her financing choice. For bank financing, with the increase of loan interest rates, the advantages brought by blockchain will gradually disappear, but this situation will not occur under e-commerce platform financing.

Blockchain is known for its information transparency properties and its ability to enhance user trust. However, the impacts of applying blockchain in a low-carbon platform supply chain with different financing options are not clear. The authors examine the manufacturer's strategic choices for platform financing and bank financing, whether to adopt blockchain, and the impact of these decisions on carbon emissions reduction, consumer surplus and social welfare. The research conclusion can provide reference for the operation and financing decisions of platform supply chain under the carbon reduction target in the digital economy era.

E-commerce platforms offer service guarantees (SGs) to improve consumers’ perceived quality and satisfaction. This survey aimed to test the direct and indirect effects of SGs on consumers’ perceived quality and satisfaction concerning the services of an international e-commerce platform.

The survey sample consisted of 378 consumers of an international e-commerce platform. Structural equation modelling (SEM) tested two structural models.

The first hypothetical model demonstrated that SGs positively and directly affects perceived quality and consumers' satisfaction on an e-commerce platform. This model also revealed that the perceived quality directly and positively impacted consumer satisfaction. The second hypothetical model confirmed that perceived quality mediates the relationship between SGs and satisfaction. Moreover, SGs positively and indirectly impacts consumer satisfaction.

This study suggests that e-commerce platforms use SGs as a marketing strategy in their business models to increase perceived quality and consumer satisfaction. However, to positively impact the perception of quality and consumer satisfaction, such SGs must have the following characteristics: unconditional, easy to understand and communicate, meaningful, easy and painless to invoke, and easy and quick to collect.

This research demonstrated the direct effects of SGs on perceived quality and consumer satisfaction on an international e-commerce platform. SGs directly impacts consumer satisfaction with the platform, even if they have not experienced its quality attributes (reliability, customisation, security and design). The indirect effects of SGs on consumer satisfaction were also proven, mediated by perceived quality. No previous study demonstrated such relationships simultaneously on e-commerce platforms.

The spread of coronavirus disease (COVID-19) has drastically changed the entire market structure and shopping behaviors across the world. While shoppers rushed toward e-commerce platforms during the pandemic, the key debate that rose was on how this behavior will evolve post COVID-19. The purpose of this study was to explore the different categories of e-commerce platforms’ users and propose a distinctive customer typology in the era of the COVID-19 pandemic.

An exploratory qualitative research design was adopted because of the novelty of the subject. In total, 43 participants were interviewed, including 27 consumers and 16 experts in the field of e-commerce.

Based on the findings, this study distinguishes between two stages of e-commerce usage during the pandemic. Furthermore, this study identifies four key typologies of e-commerce shoppers that are expected to form at the end of the coronavirus: duty-bound, e-watcher, makeshift and onli-vorous shoppers. The characteristics and businesses strategies pertaining to each of the identified groups are discussed.

To the best of the authors’ knowledge, this research is among the first to identify the different stages, while proposing an innovative typology of e-commerce platform post COVID-19. This study also offers useful recommendations to deal with similar future crises.