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21 – 30 of over 21000Famin Yi, Lihao Yao, Yucheng Sun and Yi Cai
It is imperative to achieve sustainable growth in farmers' earnings to sustain poverty alleviation efforts and achieve rural revitalization goals. The authors investigated the…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Originality/value
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.
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Md Rakibul Hasan, Yosef Daryanto, Chefi Triki and Adel Elomri
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Originality/value
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.
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Shoukai Jiao, Xianliang Wang, Chao Ma and Yiran Deng
Based on the “S-O-R” and attachment theories, this paper constructs a research model of the platform attribute factors of sports short video live e-commerce on consumers'…
Abstract
Purpose
Based on the “S-O-R” and attachment theories, this paper constructs a research model of the platform attribute factors of sports short video live e-commerce on consumers' psychological conditions, and explores how platform attributes affect consumer behavior through consumer attachment.
Design/methodology/approach
The study carried out questionnaire survey through the “snowball” method, and a total of 422 valid questionnaires were collected. The paper uses SPSS 26.0 and AMOS 26.0 to adapt the data and model, and adopts the method of structural equation modeling for analysis.
Findings
The research results show that the interactivity, identity, personalization and entertainment of live sports e-commerce platforms can actively stimulate consumer attachment, and directly drive their consumption behavior through their attachment.
Practical implications
Examining the platform attributes and system functions of short video live broadcast e-commerce from the perspective of consumer attachment can help sports e-commerce understand consumers' needs and satisfaction with the functions provided by the platform. Through timely optimization and improvement of system functions, the platform will make the connection between consumers and e-commerce closer, thereby increasing consumer stickiness and promoting the vigorous development of sports e-commerce.
Originality/value
This study identified and defined the platform attributes contained in the sports live broadcast e-commerce platform, combined the S-O-R model with the attachment theory, expanded the analytical framework of the S-O-R theory and made contributions to the extension of the attachment theory.
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Ashish Gupta, Ajay Kumar and Esubalew Melese
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Practical implications
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.
Originality/value
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.
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Alessandro Silva de Oliveira, Gustavo Quiroga Souki, Dirceu da Silva, Matheus Alberto Rodrigues Silva and Francisco de Assis da Silva Medeiros
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…
Abstract
Purpose
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.
Design/methodology/approach
The survey sample consisted of 378 consumers of an international e-commerce platform. Structural equation modelling (SEM) tested two structural models.
Findings
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.
Practical implications
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.
Originality/value
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.
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Zahy Ramadan, Maya Farah, Ibrahim Abosag and Alaa Sleiman
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Originality/value
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.
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This study aims to investigate Bangladesh’s e-commerce regulations in light of the growing criticism that they are insufficient to curb predicate crimes like fraud and money…
Abstract
Purpose
This study aims to investigate Bangladesh’s e-commerce regulations in light of the growing criticism that they are insufficient to curb predicate crimes like fraud and money laundering in the online marketplace.
Design/methodology/approach
This study used the exploratory design to examine the latest ministerial directives and laws governing e-commerce in Bangladesh to determine why they cannot prevent fraudulent activities in this promising sector and identify potential solutions.
Findings
Bangladesh’s regulatory responses to e-commerce fraud prevention and detection are reactive and inadequate. Regulators are unwilling and unable to enforce available legal provisions for various reasons, including a lack of knowledge and coordination among the agencies.
Research limitations/implications
This paper focuses solely on the legal and regulatory framework in place to combat e-commerce fraud. Other critical issues, such as consumer rights, privacy and data protection in e-commerce, are not addressed.
Practical implications
The findings of this study will assist policymakers in revising current regulatory approaches to e-commerce to protect this sector from criminal abuse.
Originality/value
This study looked into the possibility of using a proactive risk-based approach in the e-commerce sector, similar to what the Bangladesh Financial Intelligence Unit does in the financial sector.
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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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Originality/value
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.
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Peng Zhu, Zixi Liu, Xiaotong Li, Xu Jiang and Mark Xuefang Zhu
Livestreaming, as a relatively new online marketing model, has generated numerous business opportunities for e-commerce and social commerce. The purpose of this paper is to…
Abstract
Purpose
Livestreaming, as a relatively new online marketing model, has generated numerous business opportunities for e-commerce and social commerce. The purpose of this paper is to investigate to what degree livestreaming content impacts online users' cognitive and emotional reactions and whether their cognitive and emotional responses affect their purchase intention.
Design/methodology/approach
Through the lens of regulatory focus theory (RFT) and stimulus–organism–response (S–O–R) theory, the authors empirically examine the influencing mechanisms of livestreaming on online consumers' purchase intentions. Structural equation models are used to analyze the relationships in the proposed research model.
Findings
The results of this study show that information-task fit positively affects consumers' perceived usefulness of livestreaming. Both visual effects and sociability positively affect consumers' perceived value and social presence. Furthermore, perceived usefulness and perceived joy positively affect consumers' purchase intentions in a livestreaming environment. This study’s results also demonstrate that the regulatory focus of consumers has a moderating effect on the influence of their perceived joy on shopping intentions.
Originality/value
This study contributes to the relevant literature by simultaneously examining the role of e-commerce platform characteristics and online consumer psychology in influencing behavioral intention. With a better understanding of their role, platform operators and sellers can refine their livestreaming marketing tools and strategies. Highlighting the interplays among external stimuli, user reactions and user motivational styles, this study contributes to mobile e-commerce literature and the broader literature on digital marketing and human–computer interaction.
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Guangkuan Deng, Jianyu Zhang and Ying Xu
Considering the emergence of e-commerce platforms and their integration into marketing channels, this paper aims to investigate how artificial intelligence (AI) resources – both…
Abstract
Purpose
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).
Design/methodology/approach
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.
Findings
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.
Originality/value
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.
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