It was not long ago when technological emergence fundamentally changed the landscape of global businesses. Following that, business operations started shifting away from traditional to advance digitalized processes. These digitalized processes gave a further boost to the e-commerce industry, making the online environment more competitive. Despite the growing trend, there has always been a consumer market that is not involved in online shopping, and this gap is huge when it comes to consumers from developing countries, specifically Pakistan. On contrary, the (...) recent COVID-19 pandemic has brought drastic changes to the way consumers used to form their intention and behave toward digitalized solutions in pre COVID-19 times. Evidence shows that the global e-commerce industry has touched phenomenal growth during COVID-19, whereas Pakistan's e-commerce industry still holds a huge potential and has not fully boomed yet. These facts pave new avenues for marketers to cater to this consumer market for long-term growth. Hence, the study provides insights into how consumers' online buying behavior has transformed during the COVID-19 pandemic in the context of Pakistan. The study presents a framework based on the Technology Acceptance Model and Theory of Planned Behavior. Furthermore, the moderating role of gender and payment mode has also been examined. For the analysis of variables, the partial least squares method was used to conduct structural equation modeling by collecting data from 266 respondents. The results show a significant and positive impact of perceived benefits, perceived ease of use, perceived enjoyment, and social influence on consumers' intention, but they also show an insignificant impact of gender and payment mode as a moderating variable on PEOU-BI and BI-AB, respectively. The results are of utmost significance for Pakistani businesses, marketers, and e-traders to streamline their business practices accordingly. Lastly, the proposed framework demonstrates new directions for future research to work upon. (shrink)

Social media marketing has become one of the most significant growth paths for many businesses in today’s world. However, many companies are still unclear about using social media marketing to get their advantages, particularly in an e-commerce environment. In this background, this study is proposed to examine the effects of social media marketing activities on relationship quality, such as commitment, trust, and satisfaction in order to predict consumers’ online repurchase intentions in China’s e-commerce environment. This study proposed a theoretical model (...) by using the stimulus-organism-response theory. Using a structured questionnaire and purposive sampling, this study examined the responses of 403 consumers through partial least square-structural equation modeling. The findings discovered that SMMAs significantly strengthen the relationship quality factors, such as commitment, trust, and satisfaction, which in turn positively increase consumer online repurchase intentions in China’s e-commerce industry. This is novel research that contributes to the S-O-R theory and provides several managerial guidelines that assist managers in improving their business performance in the e-commerce industry. This research also highlighted some limitations. (shrink)

Trust is a key concept in business, particularly in electronic commerce. In order to understand online trust, one must first study trust research conducted in the offline world. The findings of such studies, dating from the 1950’s to the present, provide a foundation for online trust theory in e‐commerce. This paper provides an overview of the existing trust literature from the fields of philosophy, psychology, sociology, management, and marketing. Based on these bodies of work, online trust is briefly explored. The (...) range of topics for future research in online trust in e‐commerce is presented. (shrink)

Considering the current global trend in the digital economy, Facebook commerce is an indispensable component of today’s digital commerce. The purpose of this research is to test the proposed model to validate current theories that evaluate the relationships between online trust and customer f-commerce usage intentions. It has also been proposed to improve usage intention by integrating the relationship between perceived value and trust in electronic commerce. The data was gathered using a structured questionnaire and analyzed with structural equation modeling. (...) In this study, gender has been discussed as a moderating factor. The findings describe the positive relationships that exist between antecedents of trust and user intentions toward f-commerce. Furthermore, according to the findings of the study, females are more concerned than males about developing their intentions to utilize f-commerce for online shopping. Theoretical and practical implications are also presented in this study. (shrink)

Artificial intelligence has dramatically changed the way organizations communicate, understand, and interact with their potential consumers. In the context of this trend, the ethical considerations of advertising when applying AI should be the core question for marketers. This paper discusses six dominant algorithmic purchase decision pathways that align with ethical philosophies for online customers when buying a product/goods. The six ethical positions include: ethical egoism, deontology, relativist, utilitarianism, virtue ethics, and ethics of care. Furthermore, this paper launches an “intelligent advertising” (...) AI theme by examining its present and future as well as identifying the key phases of intelligent advertising. Several research questions are offered to guide future research on intelligent advertising to benefit ethical AI decision-making. Finally, several areas that can be widely applied to ethical intelligent advertising are suggested for future research. (shrink)

Customers are skeptical about shopping online because e-commerce environments are typically considered impersonal. To assure product quality and to enhance customer proclivity in such environments, post-sale services may be considered to alleviate customers’ skepticism. Therefore, this study’s objective is to investigate the role of an online retailer’s post-sale services on customers’ attitudinal and behavioral aspects. Structural equation modeling is applied to data collected through an online survey answered by 409 online customers of jd.com. Research findings show that product return, exchange, (...) and maintenance services are strongly predictive of online customer satisfaction, and satisfaction significantly impacts customer trust. Both customer satisfaction and trust, as indicators of relationship quality, further mediate the links between product return, exchange, and maintenance services and online customer repurchase intention. In addition, differences between male and female customers were found in various aspects of online retailers’ product return, exchange, and maintenance services. This is the first empirical study that not only examines the influence of all three dimensions of online retailers’ post-sale services on customers’ online shopping perceptions and decisions, but also considers differences between male and female customers. Finally, this research provides theoretical and managerial implications based on conceptual and empirical evidence. (shrink)

Digital transformation has allowed to offer additional services - which complement the main product - both in terms of use, emotional and relationship terms. Focused on a traditionally rational insurance customer offering a value that explores the customer's emotions, from co-creating with the user, allows brand differentiation. Given this idea, this document has three purposes. First, identify the role of expectations and the perceived quality of the customer's digital experience. Secondly, to identify the relationship between experience and satisfaction gained in (...) private insurance web areas. Third, identify the most valued digital attributes by the user. A sample of 4,178 customers registered was analyzed using the partial least squares technique. The model is highly predictive to customer experience and evidence the important relationship between the WOW effect and satisfaction, as well as the weak but doble role that expectations play on insurance digital self-service. The model demonstrates that expectations are only relevant before web consumption, because during the process it is the perceived digital quality, in particular the usefulness, information and technology, that offer a true customer experience. This article offers high academic value because it more accurately defines the determinants of the digital insurance customer experience and its effect on customer satisfaction in digital services. While expectations influence attitude before service, this research reveals that perceived digital quality is what delivers a true customer experience. Strategically, the implications are immediate in the field of business as it shows the importance of co-creation in digital design, not only because of the significant savings in implementation costs but also because it guarantees a greater experience, essential in the loyalty of its customers. This ensures the sustainable growth of the company. (shrink)

This paper instigates a discourse on the unplanned effects of intelligent agents in the context of their use on the Internet. By utilizing a social informatics framework as a lens of analysis, the study identifies several unanticipated consequences of using intelligent agents for information- and commerce-based tasks on the Internet. The effects include those that transpire over time at the organizational level, such as e-commerce transformation, operational encumbrance and security overload, as well as those that emerge on a cultural level, (...) such as trust affliction, skills erosion, privacy attrition and social detachment. Furthermore, three types of impacts are identified: economic, policy, and social. The discussion contends that economic impacts occur on the organizational level, social effects transpire on a cultural level, and policy impacts take place on both levels. These effects of the use of intelligent agents have seldom been predicted and discussed by visionaries, researchers, and practitioners in the field. The knowledge of these unplanned outcomes can improve our understanding of the overall impacts that innovative agent technologies may potentially have on organizations and individuals. Subsequently, this may help us develop better agent applications, facilitate the formulation of appropriate contingencies, and provide impetus for future research. (shrink)

In response to the Covid-19 pandemic, online learning has been carried out in many countries with different types of online learning models being promoted and implemented. In the global pandemic continues, the education environment is forced to change from traditional classroom or blended teaching mode to online learning teaching model. With the outbreak of COVID-19, China was the first to announce that online courses are to be implemented in February 2020. In China, whether online learning can replace traditional offline teaching (...) has become a topic worth discussing. Therefore, this study investigates university students in China by questionnaires and discussions of this topic. The study is based on the Push–Pull Mooring model. Based on 854 valid responses collected from an online survey questionnaire, structural equation modeling was employed to examine the research model. The results show that push effects, pull effects, and mooring effects all significantly influence users' switching intentions from offline to online learning platform. Finally, this study explores whether push–pull–mooring can be a reference for promoting and implementing online learning courses in Chinese colleges and universities in the future after the pandemic. (shrink)

Consumers mainly acquire information through social learning in online shopping environment, and social presence as a media attribute generated by real-time interactions in live streaming commerce is more conducive for consumers’ social learning. Therefore, it is worth investigating the roles of social presence and social learning on consumers’ purchase intention in the strong interactive environment. Based on social cognitive theory framework and drawing on social presence theory and social learning theory, this study investigates the relationships among social presence, social learning (...) process, and PI. Social presence is operationalized into social presence of others and social presence of interactions, whereas social learning process contains external interaction process [exploitative learning and exploratory learning ] and internal psychological process [cognitive appraisal and affective appraisal AAP)]. The results from a survey of 372 consumers of live streaming commerce indicate that SPO and SPI positively affect ETL and ERL and then contribute significantly to the building of CAP and AAP, which can lead to PI. The findings also provide guidance for brand managers and retailers in building more effective interactive atmosphere and promoting consumers’ positive attitude toward brands in live streaming marketing. (shrink)

Social commerce as a subset of e-commerce has been emerged in part due to the popularity of social networking sites. Social commerce brings new challenges to marketing activities. And social commerce transactions like e-commerce transactions can be dangerous and cause harmful losses to personal finances, time, and information privacy. This article examines ethical issues and consumer assessments of the risks of using an e-service and how risk affects consumer evaluations and usage of Internet-based services and self-service technologies. Results from two (...) surveys totaling 1024 consumers indicated that as usage risk concerns increased, the perceived usefulness of an e-service and intention to use it decreased. Additionally as usage risk concerns increased the effect of subjective norm on PU and intention to use an e-service strengthened, and the effect of perceived ease of use on PU and intention to use an e-service weakened. These findings advance theory and contribute to the foundation for future research aimed at improving our understanding of how consumers evaluate new e-services, new commerce systems and settings, and self-service technologies in the social commerce era. (shrink)

As an excellent management tool, service guarantee can improve the competitive advantage of enterprises and allow consumers to obtain high-quality products and services. However, in the current Chinese context, this tool has not played its proper function. One important reason is the perception deviation of Chinese consumers. This research analyzes the main reasons for this deviation, puts forward related hypotheses and research models, and discusses the influence of disposition to trust of contract, perceived structural assurance, and subjective norm on service (...) guarantee perception. Also, this study discusses SGP of customers through perceived risk and quality. Through the verification of 574 sample data, the main conclusions are as follows: Disposition to trust of contract, subjective norms, and PSA significantly affect SGP positively; SGP positively affects customer value ; and SGP s are obviously different between people of different ages, education levels, and income levels. Hopefully, these conclusions can have the following enlightenment to enterprises serving Chinese consumers: in the designing stage of service guarantee, perception of customers of this guarantee should be a consideration; CUV can be a proper direction if an enterprise wish to lead the guarantee perception of the customer; Not all products need the same level of service guarantee; and The proper service guarantee level depends on various statistical characteristics of target customers of the service. (shrink)

WeChat is not only a mobile application with many innovative features but is also representative of China’s electronic revolution. It is compatible with more than 90% of smart phones and has become an indispensable tool for daily use. People are captivated by various types of WeChat voting and canvassing activities, but little research has investigated whether such voting is based on guanxi or justice. Are people truly willing to vote on WeChat? Is WeChat voting an effective means of acquaintance marketing? (...) In this research, three studies were conducted. First, 656 respondents were surveyed, and the results showed that more than 90% of WeChat users have participated in WeChat voting and that their voting behaviour is based on guanxi. Second, an online questionnaire was administered to 731 subjects, and the results were statistically analysed to determine whether voting behaviour is motivated by guanxi or by justice. The results showed that people’s behaviour deviates from their intention. Third, 676 subjects were investigated, and logistic regression was used to model and analyse the characteristics of voting participants. The many interesting findings reveal that men show more ‘empathy’ than women and that men are more likely to vote on WeChat based on reciprocity and intimacy. In addition, older people emphasize emotion, whereas students are more interested in fostering connections for the future. Inappropriate WeChat voting behaviour does not facilitate promotional marketing, damages the reputation of the company and reduces customer loyalty. These findings provide theoretical, methodological, and practical contributions to strategies for effective acquaintance marketing. (shrink)

Customers have obvious occupational gender stereotypes for service employees. In recent years, intelligent service robots have been widely used in the hospitality industry and have also been given gender characteristics to attract customers to use them. However, whether and when the usage of gendered service robots is effective remains to be explored. This research focuses on customers' occupational gender stereotypes and the gender of service robots, examining the influences of their consistency on customers' willingness to use service robots through three (...) scenario studies. The findings suggest that: The consistency between occupational gender stereotypes and service robot gender positively affects customers' willingness to use service robots. Performance expectancy and trust are two psychological mechanisms underlying the above effect. In the context of service failures, the consistency backfires and brings negative effects on willingness to use. This research extends the literature on customers' acceptance of anthropomorphized robots from the perspective of gender stereotypes and identifies the mechanisms behind the stereotype consistency effect. For practical implications, hotels should design and deploy gendered robots consistent with corresponding occupational gender stereotypes. (shrink)

With the growing influence of artificial intelligence (AI) in our lives, the ethical implications of AI have received attention from various communities. Building on previous work on trust in people and technology, we advance a multidimensional, multilevel conceptualization of trust in AI and examine the relationship between trust and ethics using the data from a survey of a national sample in the U.S. This paper offers two key dimensions of trust in AI—human-like trust and functionality trust—and presents a multilevel conceptualization (...) of trust with dispositional, institutional, and experiential trust each significantly correlated with trust dimensions. Along with trust in AI, we examine perceptions of the importance of seven ethics requirements of AI offered by the European Commission’s High-Level Expert Group. Then the association between ethics requirements and trust is evaluated through regression analysis. Findings suggest that the ethical requirement of societal and environmental well-being is positively associated with human-like trust in AI. Accountability and technical robustness are two other ethical requirements, which are significantly associated with functionality trust in AI. Further, trust in AI was observed to be higher than trust in other institutions. Drawing from our findings, we offer a multidimensional framework of trust that is inspired by ethical values to ensure the acceptance of AI as a trustworthy technology. (shrink)

The evolution of Web 2.0 and social networks has led to the increased use of enterprise social media platforms, making online interactions more common in organizations. However, few studies have researched online interactions in organizational context. This study addressed this gap using two research phases: a qualitative phase and a quantitative phase. The qualitative study phase identified two dimensions of online interaction: employee–employee online interaction and employee–platform online interaction. The employee–employee online interaction assessed responsiveness and suitability. The employee–platform online interaction (...) assessed usefulness, applicability, and ease of use. The quantitative study phase applied a proposed conceptual framework derived from the qualitative study to create and validate measures for a new online interaction scale. This was done using a systematic scale development process. Measuring online interaction can help drive future quantitative research, providing an instrumental basis for further exploring the scientific management practice elements that govern employee psychology and behavior in cyberspace. (shrink)

Federations are concerned about attracting new sportsmen and sportswomen and increasing the number of members. The purpose of this research was to describe karate federations' strategies for attracting and retaining members through happiness. The analysis was carried out by designing a structural equation modeling (SEM), which allowed to analyze the main variables that influenced the happiness of the karate athlete and consequently to study their effect on people's loyalty to sports federations. In particular, Partial least squares SEM was applied in (...) an overall model when it was possible to understand the happiness role in relation with other traditional relevant variables on loyalty. The data were obtained through primary sources employing a survey sent to the autonomous federations in the discipline of karate, obtaining a sample of 682 federated members in Spain. The results of the model revealed that consumer satisfaction, engagement, and meaningful influence on consumer happiness, but engagement was the most important and relevant variable for affecting this variable. Finally, consumer satisfaction and consumer happiness influence loyalty, and consumer satisfaction was the most important variable, but consumer happiness showed a real alternative for improving loyalty in karate sports federations. Then, one of the implications of this work was that it helped to explain how the federations can be managed to achieve loyal consumers together with a more considerable increase in the number of federated members. (shrink)

This study investigates the underlying mechanisms of how young adolescents process social advertising (i. e., advertising on social networking sites which shows how many and which of the user’s friends have ‘liked’ the brand’s page). Particularly, two experiments examined the role of brand trust in adolescents’ attitude formation and how brand trust is predicted by theories of social proof and persuasion knowledge. In addition, the moderating role of brand familiarity and brand value is investigated. The first experiment (N = 142) (...) showed that higher brand trust was induced for social advertising for unfamiliar but not for familiar brands through the principle of social proof. This means that friends’ likes may reduce uncertainty and increase trust in unfamiliar brands through social advertising, something which enhances brand attitudes. Persuasion knowledge could not explain the effects of social advertising. The second experiment (N = 72) showed that social advertisements are more effective for brands that are symbolic (versus non-symbolic). Managerial and policy implications regarding social advertising targeting adolescents are discussed. (shrink)

Bike sharing, as an innovative travel mode featured by mobile internet and sharing, offers a new transport mode for short trips and has a huge positive impact on urban transportation and environmental protection. However, bike-sharing operators face some operational challenges, especially in sustainable development and profitability. Studies show that the customers’ willingness to pay is a key factor affecting bike-sharing companies’ operating conditions. Based on the theories of perceived value, this study conducts an empirical analysis of factors that affect bike-sharing (...) users’ willingness to pay for bike-sharing through measurement scales, user surveys, and structural equation models. We designed a five-point Likert-type scale containing 11 latent variables affecting willingness to pay and a total of 34 measurement items. We investigate bike-sharing users in China’s first and second-tier cities, with a total of 502 participants. The results show that perceived value, payment awareness, trust, and environmental awareness constitute key factors that directly affect bike-sharing users’ willingness to pay. And perceived usefulness, perceived ease-of-use, perceived cost, and perceived risk indirectly affect bike-sharing users’ willingness to pay. However, we found no significant effects of perceived entertainment on perceived value or word of mouth on willingness to pay. Our results are expected to provide theoretical and practical implications for bike-sharing programs. (shrink)

With the rapid increase in social media users and netizens globally, the proclivity for online shopping using social commerce platforms cannot be ignored. Trust has been recognised as a constant challenge in the context of social commerce due to the lack of face-to-face interaction. Therefore, there is a dire need to enhance the trust of consumers in social commerce platforms. However, the research in the formation of trust in social commerce and antecedents remains limited. In addition, the existing SC research (...) failed to include its multidimensional view to investigate user behaviour. This study fills this gap and extends existing knowledge by developing a model exploring the antecedents of trust in social commerce. Drawing upon the social-technical theory and trust lens, this study attempts to identify the role of structural assurance and SC platforms as an institution-based trust, trust in sellers and trust in SC community as trusting beliefs, and trust in online payment as a cognitive trust on trust and intention of the social commerce. This research employs a dataset collected using an online survey; the research subjects were recruited from Australia, the United States, and the United Kingdom. This study uses the partial least squares structural equation modeling approach to analyse the data and to confirm the hypothesis proposed in the research model. The empirical findings show that trust in social commerce influences behavioural intention. In addition, trust in the SC platform, the SC community, and online payment influence the trust in SC. Likewise, SA and trust in the SC platform have a significant relationship with trust in sellers, the SC community, and online payment. Finally, this study discusses the theoretical contributions and practical insights to several limitations and suggests directions for future research. (shrink)