Drivers of consumer adoption of e-Commerce: A meta-analysis

E-commerce has significantly reshaped consumers’ shopping processes and habits. The need to understand the key drivers of online shopping has received keen attention and fueled a rich strand of studies. To help managers and researchers synthesize this growing body of evidence, we conducted a comprehensive meta-analysis to unearth the factors that influence consumers’ online shopping. Our main takeaways reveal that the most important drivers of online shopping (a) conform to the TAM and TPB theories, in addition to (b) website characteristics and past experience. In particular, the multiple predictors are strongly related to online purchase intentions and purchase behavior, where attitude and convenience show the strongest impact. Furthermore, moderator analyses indicate that cultural traits have specific moderating effects on the links between purchase intention and some of its drivers. For instance, power distance and uncertainty avoidance have a positive effect, while individualism, indulgence and masculinity have a negative one. Finally, we apply meta-analytic structural equation modeling to test a conceptual framework including four groups of drivers (consumer–channel interactions, website characteristics, social influence, and consumer characteristics) and different aspects of online shopping. The findings provide valuable insights for online shopping research and practice.     

Measuring ease of use of mobile applications in e-commerce retailing from the perspective of consumer online shopping behaviour patterns

Scientifically judging and comparing different mobile e-commerce retailing applications (apps) are essential to increase online shopping efficiency and enhance design for system improvement. In this research, the use of mobile apps in e-commerce retailing is viewed as an information operation process, and distance of information-state transition (DIT) theory is introduced to measure the “convenience” of mobile apps to obtain service information. Thus, a novel DIT-based evaluation method for the ease of use of mobile apps in e-commerce retailing from the perspective of consumer online shopping behaviour patterns is proposed. Three representative Chinese enterprises, namely, Tianmao Mall, Jingdong Mall and Suning Easy-to-buy, are chosen as study objects. Moreover, the corresponding ease-of-use indicators of three mobile apps under typical online shopping behaviour patterns are evaluated quantitatively. Results show that this research has important implications not only for online consumers but also for designers of online shopping systems.     

How do relational bonds affect user engagement in e-commerce livestreaming? The mediating role of trust

E-commerce livestreaming depends heavily on user engagement. However, the effect of relational bonds (i.e., financial bonds, social bonds, and structural bonds) on user engagement in e-commerce livestreaming has not been well understood. Our study develops a conceptual model to investigate the impacts of relational bonds on user engagement and addresses the mediating role of trust. We collected data from users of the DianTao App. The results show that social bonds and structural bonds positively affect user engagement, while financial bonds have no direct impact on user engagement. Financial bonds, social bonds, and structural bonds are positively related to trust in the broadcaster. Similarly, financial bonds, social bonds, and structural bonds are also positively associated with trust in the platform. Furthermore, trust in the broadcaster and trust in the platform directly affects user engagement, fully mediating the impact of financial bonds on user engagement, while partially mediating the impacts of social bonds and structural bonds on user engagement. In addition, we find that experience moderates the mediating effects of trust between relational bonds and user engagement. The findings of this study provide useful insights for operators who should invest in building relational bonds and user trust to improve user engagement in e-commerce livestreaming.     

干部经历 会影响农户选择电商销售渠道吗?——基于荔枝种植户的实证分析

基于印记理论,选取2020年广东和广西两省荔枝主产区的964户种植户作为调研对象,运用logit模型进行实证分析,探索干部经历对农户选择电商销售渠道的影响。结果显示:干部经历对荔枝种植户采用电商销售具有显著的正向影响,而农户自身具有的销售渠道资源也是荔枝种植户选择电商销售的动力之一,其与干部经历带有的政治资本共同推动种植户选择电商销售。因此,要发挥具有干部经历的农户在农产品电商发展中的带头人作用,培育当地的销售服务团队与提供更多的销售渠道资源,并联合社会多方力量加大对农产品电商销售的培训力度。     

参与电商会促进猕猴桃种植户绿色生产技术采纳吗?——基于倾向得分匹配的反事实估计

本文利用陕西、四川两省686户猕猴桃种植户的调查数据,在采用变异系数法度量猕猴桃种植户绿色生产技术采纳程度的基础上,利用倾向得分匹配法构建反事实框架,实证分析参与电商对猕猴桃种植户绿色生产技术采纳的影响效应。结果表明:猕猴桃种植户绿色生产子技术的重要性依次为测土配方施肥技术、物理防治技术、套袋技术、无公害农药使用技术、有机肥施用技术;在控制样本选择偏差后,参与电商对猕猴桃种植户绿色生产技术采纳有显著的正向影响;参与电商对不同资本禀赋的猕猴桃种植户绿色生产技术采纳的促进效应存在差异;参与电商通过提升产品价格预期、提升经济收益水平、提升信息获取能力、追求正向社会评价四条路径来影响猕猴桃种植户的绿色生产技术采纳。     

The impact of customer experience on consumer purchase intention in cross-border E-commerce——Taking network structural embeddedness as mediator variable

This study investigates the mediator effect of network structural embeddedness between customer experience and consumer purchase intention in the context of cross-border e-commerce. 321 copies of online questionnaires unfold cross-border online shopping experience. The structural equation model is built to analyze the mediator effect of network structural embeddedness. Network density, Network centrality separately plays a mediating role between website ease of use, website relationship service and consumer purchase intention. In contrast, both of them play a mediating role between customer cost and consumer purchase intention. The research suggests developing the relationship between consumers and e-commerce websites for cross-border e-commerce platforms from a network standpoint, but not only marketing.     

电商扶贫背景下贫困主体获得感影响因素研究

本文基于电商扶贫案例,通过数理模型阐述影响贫困主体获得感的因素及其作用机理。本研究认为,电商扶贫不仅要对接或搭建电商平台,还需要重视产品、政策和服务的共同作用。电子商务为贫困地区打开了通向外部市场的信息渠道,贫困地区在外部需求的促进下实现了快速发展和产业集聚,是技术、商业模式和政策交替升级的结果。因此,电商扶贫政策要基于市场,服务体系建设应重视服务型产品的引入,电商平台需符合本地农业产业特征。     

Strategic product showcasing mode of E-commerce live streaming

E-commerce live streaming can considerably help brands improve sales dynamics, but it is multiple dilemmas in choosing suitable e-commerce live streaming product showcasing modes. To address the multiple dilemmas, we first employ the Stackelberg game to depict three e-commerce live streaming product showcasing modes: brand self-live streaming, influencer-led live streaming mixture, and influencer-led special live streaming. Second, we analyze the relationship between choices and game parameters, including live streaming stimulus sensitivity, unit service quality improvement cost, and service sensitivity. Meanwhile, through the comparative analysis of the three modes, we get the optimal threshold of each mode. Last, we conduct a case study comparing Chinese apparel and accessories brands Hodo and RUANS to verify the above relations. The results suggest that: (i) the more sensitive consumers are to live streaming stimulus, the more beneficial it is for the brand manufacturer to employ special live streaming, while the increase in unit service quality improvement cost will harm the brand manufacturer; (ii) the fixed participation fee determines the choice of e-commerce live streaming product showcasing modes; (iii) e-commerce live streaming product showcasing modes can help brands to optimize their decision-making.     

美日网购自提配送模式的发展经验及其对我国的启示

近年来,由于最后一公里的上门投递瓶颈日益突出,网购自提配送模式迅速兴起,其作为传统上门配送的补充交付方式,得到了学者和企业的广泛关注。美国和日本的网购自提配送模式发展比较成熟,基本实现了自提服务便利化、自提技术信息化、自提资源集中化,其运作模式和成功经验对于我国自提配送模式的发展具有重要的借鉴意义。     

Developing a Website Service Quality Scale: A Confirmatory Factor Analytic Approach

The surge in online consumers and their preference to buy over the Internet is nudging marketers to embrace e-commerce, but mere online presence without distinct user experience may not help attract and retain customers. Research suggests that website service quality is a determining factor in Internet buyer behavior. Several measurement tools have been used in the context of developed economies to measure e-service quality. The very few empirical researches in emerging economies, including India, motivated the researchers in the present study to refine the WEBQUAL 4.0 scale developed by Barnes and Vidgen (2002 Barnes, S. J., and R. T. Vidgen. 2002. An integrative approach to the assessment of e-commerce quality. Journal of Electronic Commerce Research 3 (3):114–27. [Google Scholar]) to measure the service quality at shopping websites. The present study employs tools like SPSS 20.0 and AMOSS 20.0 to analyze the data through exploratory factor analysis and confirmatory factor analysis. Study results suggest a 14-item WEBQUAL four factor (Ease of Use, Information Quality, Reliability, and Empathy) scale that is appropriate for Indian settings.