E-Commerce Commons^™

From Consumers To Makers: A Community-Based Model Of The Diy Food And Beverage Kit Ecosystem, Mark Mitchell, Richard Martin, Sheila Mitchell

Atlantic Marketing Journal

The market for do-it-yourself (DIY) food and beverage kits continues to expand as consumers seek experiences that combine convenience, learning, creativity, and participation. This conceptual paper proposes a four-community ecosystem model consisting of consumers, makers, marketers, and consumption communities. Drawing on value co-creation, prosumption, experiential consumption, and diffusion of innovation theories, the model suggests that participation in DIY production transforms consumers into makers, fosters a maker identity, and encourages engagement in product-category consumption communities. Through sharing experiences and outcomes, participants attract new consumers into the marketplace, creating a self-reinforcing cycle of growth. The framework extends value co-creation theory by explaining …

Brand Gravity And Instant Adoption: Consumer Visitation, Loyalty, And Trip Chaining Following The Entry Of A New National Coffee Chain, Mark J. Sciuchetti Jr., Jianping Huang

Atlantic Marketing Journal

This study examines how consumers adopt a strong national brand immediately after its entry into a small regional market. Using anonymized mobile location data from the first twenty-nine weeks of a new Starbucks location in Anniston, Alabama, the analysis evaluates weekly visitation, repeat behavior, visitor origin distance, trip chaining, and temporal demand. The store opened above its subsequent steady state, indicating activation of preexisting demand rather than a gradual diffusion process. Repeat visitors generated 82.6% of visits within the observation window, showing rapid movement from trial to habitual use. The entrant also exhibited a flatter distance decay gradient than adjacent …

Where Shoppers Look First: How Navigation Bar Design Shapes Visual Attention Online, James Coyle, Linh Nguyen, Lee Hillman

Atlantic Marketing Journal

Abstract

Despite the crucial role that a website navigation bar can play in affecting consumer behavior, there has been a lack of theory-driven studies to investigate how to most effectively design navigation bars. Grounded in cognitive fit theory and visual attention theory, this study investigates how the effects of navigation bar design and content can influence visual processing of an unfamiliar online retailer’s website. A total of 40 subjects participated in a controlled experiment in which we gathered eye-tracking data. We find that navigation bar placement strongly affects how quickly participants locate the navigation bar: an unexpected placement more than …

Reducing Cognitive Load To Strengthen Customer Engagement: The Strategic Role Of Digital Tools, Neda Mossaei, Maryam Tofighi

Atlantic Marketing Journal

This paper examines how advanced technological interfaces, particularly chatbots and augmented reality, influence customer engagement by reducing the cognitive effort required to interact with firms. As digital tools become increasingly embedded in everyday life, companies are leveraging these technologies to streamline communication, personalize experiences, and foster long-term relational outcomes. Guided by cognitive load theory, this study argues that minimizing mental effort in customer–firm interactions improve engagement by making interactions more seamless and intuitive. At the same time, relationship marketing theory emphasizes that reducing cognitive barriers can cultivate customer engagement, trust, and loyalty over time. Together, these perspectives suggest that implementing …

When Going Alone Feels Right: The Effect Of Solo Cues On Interest In Attending Cultural Events, Inyoung Lee, Sang-Hoon Kim

Asia Marketing Journal

With the rise of solo consumers, cultural event marketers face a challenge: how can events appeal to solo consumers without marginalizing group consumers? To address this question, the impact of solo cues in marketing communication is examined through the lens of role and script theory. Two experiments demonstrate that solo cues, which signal the inclusion of solo consumers among attendees, increase solo consumers' attendance interest but do not affect group consumers. For solo consumers, the impact of solo cues is driven by anticipated enjoyment and is particularly pronounced for events entailing a high (vs. low) level of social interaction, where …

Bridging The Intention-Behavior Gap In Adopting Zero-Waste Grocery Retail Store, Elizabeth Jacob, Salil Sahadevan

Asia Marketing Journal

Growing interest in sustainability within marketing has renewed attention to zero-waste retail, yet it remains largely niche. This study investigates the challenges limiting zero-waste retail adoption and explores consumer expectations through key stakeholder interviews and a large-scale consumer survey in India. Building on earlier work that focused primarily on individual barriers, it incorporates structural factors and the interconnected nature of these obstacles. Adoption of zero-waste shopping practices is constrained by emotional labor, cognitive overload, and systemic friction. Cultural norms favoring convenience and hygiene reinforce disposability, and the lack of conventional packaging creates logistical hurdles. In this connection, the study identifies …

Risk, Benefit, And Trust In Emotionally Intense Services: A Moderated Mediation Model Of Home-Based Palliative Care Adoption In China, Cong Zhuang, Wenfeng Wei, Kyung-Min Kim

Asia Marketing Journal

As aging populations expand across Asia, home-based palliative care remains underutilized despite its potential to preserve dignity and emotional well-being. This study examines adoption decisions under emotionally intense uncertainty by testing a moderated mediation model in which perceived risk reduces adoption intention through diminished perceived benefit, and trust conditions the risk–benefit appraisal link. A scenario-based experiment with 400 Chinese participants was analyzed using PROCESS Models 4 and 7 with bias-corrected bootstrapping. Results show that perceived benefit fully mediates the effect of perceived risk on adoption intention. Trust shows evidence of conditioning the association between perceived risk and perceived benefit; however, …

Bright Shadows, Fresh Appeal: How Shadow Brightness Shapes Perceptions Of Fresh Products, Jonghee Kum, Hyewon Cho, Hyejin Lee

Asia Marketing Journal

This study examines how shadow brightness (light vs. dark) influences consumer responses to fresh products across four studies. Studies 1a and 1b demonstrate that consumers evaluate fresh products with light shadows more favorably compared to those with dark shadows. Study 2 identifies the underlying mechanism, showing that light shadows increase perceived wholesomeness, which positively affects consumer responses. Study 3 tests a boundary condition, revealing that the positive impact of light (vs. dark) shadows is pronounced for uncooked products but reduced for cooked products. These findings contribute to a better understanding of the influential role of visual elements in shaping consumer …

Smart Tourism Technology And Sustainable Tourism: Creating Vivid Memories To Drive Tourists' Behavioural Intention, Hatane Semuel, Regina Jokom, Trixie Nova Bella Tandijaya, Sienny Thio

Asia Marketing Journal

This study examines the impact of smart tourism technology and sustainable tourism on tourists' behavioural intention, with vivid memory as a mediating variable. Earlier studies have investigated smart tourism technology and sustainability separately, but there is a lack of understanding of how these two perspectives interact with memory theory to influence tourist behaviour. To address this gap, a survey was conducted involving 742 tourists across four major Indonesian cities, and the data were analysed using path analysis with SmartPLS. The findings show that sustainable tourism directly and indirectly shapes behavioural intention, while smart tourism technology influences it only indirectly through …

The Afterlife Of Luxury: Triggers, Intentions, And Channel Preference In China's Resale Boom, Junfeng Shi, Dehua Xia

Asia Marketing Journal

This study examines the factors shaping Chinese consumers' intention to resell used luxury products and their preferences for resale channels, drawing on the extended Theory of Planned Behavior (TPB). Data were collected from 381 consumers via an online survey and analyzed using structural equation modelling with confirmatory factor analysis and regression. Results indicate that the primary motivation for reselling is the lack of need when items are no longer useful or suitable. Consumers' resale intentions are driven mainly by internal factors: attitudes, sense of duty, perceived benefits, and behavioral control, while external factors, such as subjective norms, have minimal impact. …

Interpretive Flexibility And The Social Construction Of Generative Ai In Education: A Scot Analysis, Elham Mousavidin, Sujin K. Horwitz

Southwestern Business Administration Journal

The rapid rise of generative artificial intelligence (GenAI) tools has intensified discussions about their role in education. This study uses the Social Construction of Technology (SCOT) framework to explore how educational stakeholders interpret GenAI and how these interpretations influence its development and adoption. Through an interpretive literature review of research published between 2021 and 2025, we examine stakeholder perspectives using SCOT constructs, including relevant social groups, interpretive flexibility, technological frames, and controversies. Results identify three main interpretive tensions shaping current debates: transformational force versus transactional tool, cognitive augmentation versus cognitive atrophy, and digital empowerment versus digital enslavement. These tensions show …

Do Dynamic Capabilities Moderate The Effect Of Managerial Attitudes On E-Marketing Adoption? Evidence From Small And Medium Tourism Enterprises In Zanzibar, Hilal Maabad Ame, Omari Khalifa Mbura, Amani Gration Tegambwage

Business Management Review

This study examines the influence of managerial attitudes and dynamic capabilities on e-marketing adoption among Small and Medium Tourism Enterprises (SMTEs) in Zanzibar. Grounded in the Decomposed Theory of Planned Behaviour (DTPB) and Dynamic Capabilities Theory (DCT), the study tests the effects of perceived ease of use, perceived usefulness, compatibility, and perceived security on e-marketing adoption, with dynamic capabilities examined as a moderating factor. Data were collected from 216 SMTEs operating in the Urban and South Regions of Zanzibar and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that perceived ease of use and perceived security …

Neo Banking Adoption Among Banking Customers: An Empirical Study Using Pls-Sem, Sree Bhoojitha V, Vishnucharan N S

Journal of Global Management Research

The rapid advancement of financial technology has fundamentally transformed the banking landscape, giving rise to neo banks — fully digital banking platforms operating without physical branches. Despite the growing significance of neo banking in India, customer awareness and adoption remain evolving areas requiring systematic investigation. This study, titled "Study on Neo Banking Adoption by Banking Customers," examines customer awareness, usage patterns, satisfaction levels, and the key factors influencing adoption intention of neo banking services. Grounded in the Technology Acceptance Model (TAM), the study incorporates Perceived Usefulness, Perceived Ease of Use, and Trust as independent variables influencing Neo Banking Adoption Intention. …

The Evolution Of The Modern Library Brand: Transforming Community Engagement Into Sustainable Revenue, Slone Williams

Georgia Library Quarterly

This article examines the development of the Cobb Library Shop, an e-commerce initiative launched by the Cobb County Public Library to generate sustainable funding through brand engagement. Built on a modest startup budget, the shop integrates a multichannel sales strategy and leverages internal talent to create a scalable, community-centered retail model.

The project achieved a full return on investment within 14 days and continues to demonstrate steady revenue expansion. By combining entrepreneurial practices with public service values, this case study highlights how libraries can diversify funding streams, enhance community engagement, and establish a replicable model for revenue-generating library systems.

Ensouling Progressive Partnership Synergy In Marketing To Revive The Indonesian Furniture Industry, Ahmad Ikhwan Setiawan, Fatimah Fatimah, Cheryl Marlitta Stefia

Asia Marketing Journal

This study develops a partnership marketing model to improve collaboration between suppliers and resellers in Indonesia's furniture industry by introducing Progressive Partnership Synergy (PPS), which links partnership dynamics to sales growth. A quantitative survey of 240 small and medium furniture manufacturers in Central Java tested the model using AMOS and Hayes's PROCESS Macro to examine mediation by synergy and competitive-advantage transformation. Results show PPS significantly affects sales growth while mediating the influence of competitive-advantage transformation. Market adjustment flexibility and partner orientation strengthen supplier–retailer ties. Some hypotheses were rejected, indicating additional factors are needed to optimize partnerships. Limitations include treating contextual …

The Impact Of Fear Of Aging On Luxury Consumption Among Middle-Aged Women, Jiyeon Lee, Xiaofei Wu, Dongwoo Ko

Asia Marketing Journal

This study investigates the relationship between fear of aging and luxury consumption behaviors among middle-aged women, focusing on the psychological and social dimensions of aging anxiety. Utilizing frameworks such as Objectification Theory and the Double Standard of Aging, the research explores how aging anxiety impacts attitudes toward luxury goods, mediated by fear of negative evaluation and body esteem. A survey of 288 women aged 41 to 60 was conducted, revealing that fear of aging significantly influences luxury attitudes and purchasing intentions. Findings indicate that luxury goods are seen not only as tools for status maintenance but also as avenues for …

Social Exclusion Cues And Collective Action Motivation In Environmental Campaigns: The Buffering Role Of Social Support, Hwan-Ho Noh, Warren B. Chik

Asia Marketing Journal

This study examines the influence of social exclusion cues on public engagement with environmental campaigns on social media, focusing on how such cues affect advertising attitudes and collective action motivation. Across two experimental studies, we investigated whether low engagement metrics, such as a small number of likes, function as symbolic exclusion cues that reduce perceived public support. The results indicate that social exclusion cues negatively affect advertising attitudes and collective action motivation, ultimately decreasing the intention to engage with the campaign. However, the presence of social support cues, which signal sustained public interest and social endorsement, effectively mitigated these negative …

The Price Of Expectation: How Luxury Consumers React To Quality Crises, Jeong Ah Yoo, Daye Hong, Yoon Hi Sung

Asia Marketing Journal

This study investigated the mechanisms underlying consumer responses to quality crises in luxury brands and examined how these responses differ depending on consumers' prior luxury brand purchase experience. The findings indicated that stronger price-quality inferences led to elevated product quality expectations. Further, when consumers encountered information regarding quality controversies, their heightened expectations produced greater perceived discrepancies, which subsequently had a negative impact on brand attitudes. Additionally, this study found that the negative impacts of perceived discrepancies on brand attitudes, purchase intentions for other products of the brand, and forgiveness intentions were more pronounced among luxury than among non-luxury consumers. Finally, …

Uncovering App Activity Patterns Behind E-Commerce App Usage: An Explainable Ai Framework, Myounggu Lee, Hye-Jin Kim

Asia Marketing Journal

In today's competitive mobile ecosystem, understanding how general app activity influences e-commerce app usage is crucial for marketers. This study introduces an explainable AI (XAI) framework using SHapley Additive exPlanations (SHAP) to identify non-e-commerce apps associated with e-commerce app usage. Drawing on mobile app launch data from 1,000 Android users in South Korea, we train a machine learning model to predict usage and apply SHAP to quantify the marginal contribution of each app. Results show that apps such as YouTube, Naver, and KakaoTalk are strongly linked to e-commerce activity at the user level. By visualizing user–app associations and clustering users …

Can Ai-Generated Ads With Future Predictions Drive Higher Donations Than Human-Created Ads?, Chaewon Song, Sujin Song

Asia Marketing Journal

The use of AI in generating ads offers benefits for NPOs, such as enhanced cost efficiency and personalized content. However, consumers often exhibit algorithm aversion when AI performs subjective tasks, like ad creation. According to mind perception theory, AI is seen as high in agency but low in experience. Given this, we hypothesized that including future predictions in AI-generated ads would mitigate this aversion. Across four studies, we found that AI-generated donation ads were generally perceived as less credible and elicited lower donation intentions than human-created ones. Crucially, when future predictions were included, the credibility and donation gap between AI …

From Emotions To Impulse: A Serial Mediation Approach In Tiktok Live Commerce, Amrul Asraf Mohd-Any, Moniruzzaman Sarker, Shaoxuan Lu

Asia Marketing Journal

Based on social exchange theory, this study investigates how interactions between influencers and followers during live streaming impact impulse buying behaviour. It explores how perceived influencer traits, namely authenticity, expertise, attractiveness, and homophily, influence trust, emotional attachment, and para-social interaction, which in turn drive impulsive purchases. Using PLS-SEM technique, a survey of 303 Chinese TikTok users reveals that emotional factors, particularly para-social interaction and attachment, have a stronger effect on impulse buying than trust. Authenticity and homophily emerge as essential in fostering emotional engagement, emphasising the importance of relatability over authority. The findings suggest that successful influencer marketing in live …

Consumer Spontaneous Purchases Under Pressure! Do The Roles Of Time Pressure And Stock Pressure In Flash Sales Differ Between Hedonic And Utilitarian Products?, Anthony E. Hendra, Karto Adiwijaya

ASEAN Marketing Journal

The development of the digital world has driven changes in the live streaming commerce sales method, which is a combination of e-commerce with social media live streaming features. Flash sales are one strategy that is often used in marketing a product in live streaming commerce to increase sales quickly. Time pressure and stock pressure are components of flash sales that effectively force consumers to make impulsive purchases. By causing a scarcity effect on consumers, pressure can make consumers go through a long decision-making process and make unplanned purchases. In this study, researchers used the stimulus-organism-response theory to explain the role …

Online Shopping Non-Adoption In South Africa: A Distrust-Centric Framework Integrating Social Exchange, Trust Transfer, And Social Presence Theories, Cleopatra Moipone Matli, Jeevarathnam P. Govender

Journal of Marketing and Consumer Behaviour in Emerging Markets

Online shopping non-adoption remains critically underexplored, especially in emerging markets. Addressing this gap, the authors develop and test a distrust-centric framework that applies the inhibitory logic of social exchange, trust transfer, and social presence theories to explain pre-emptive avoidance. Focusing on South Africa, where only 18.16% of the population engage in e-commerce, data was collected from 414 consumers who have never shopped online. Structural equation modelling reveals that perceived lack of reciprocity directly increases the intention of non-adoption. Moreover, distrust in online payment systems transfers to broader channel scepticism, which in turn drives avoidance. Perceived lack of social presence further …

Unveiling The Power Of Credibility: How Virtual Influencers Shape Consumer Attitudes And Purchase Intentions In Fashion, Danita Van Heerden, Jade L. Verbeek

Journal of Marketing and Consumer Behaviour in Emerging Markets

Artificial intelligence (AI) is at the forefront of influencer marketing, particularly in the fashion industry. Consequently, brands are using virtual influencers (VIs) to engage consumers in this space. Yet little is known about VIs’ credibility and their influence on purchase intentions, especially in an emerging market where they are less prevalent. This study examines the influence of VIs’ credibility (i.e., trustworthiness, attractiveness, and expertise) on consumers’ attitudes towards VIs and the subsequent impact on purchase intention for fashion products in South Africa, grounded in the Source Credibility Theory. Data were collected from active social media users using non-probability convenience and …

Ok Boomer? Consumer Perceptions Of Smartphone-Based Shopping, Ronda G. Henderson, Roland Leak, Kimberly Mcneil

Atlantic Marketing Association Proceedings

No abstract provided.

How Does Product Experience Influence The Helpfulness Of Photo-Enhanced Reviews?, Bridget Satinover Nichols, Anh Dang

Atlantic Marketing Association Proceedings

No abstract provided.

Are You In Good Hand? That’S Outdoor Locker Delivery System’S Stand, Hyun Sang An, Arim Park, Ju Myung Song, Christina Chung

Atlantic Marketing Association Proceedings

No abstract provided.

A Case Study Of Faculty Perspectives On Teaching Across Borders, Lucy Matthews, Diane R. Edmondson, Tammy Bahmanziari

Atlantic Marketing Journal

This study explores the differences between faculty who have and have not led study abroad programs at a southeastern U.S. public university. Using survey responses from 133 faculty members, the research examines professional and motivational variables that influence participation. Findings reveal that those who have led study abroad programs tend to be satisfied with their experiences, report higher perceptions of student cultural competency gains, and are more likely to recommend such programs to peers. Additionally, experiential learning emerged as a central theme, with faculty highlighting the pedagogical value of immersive global education. Barriers to participation were also investigated. The study …

A Captured Audience: How Job Stress Leads Employees To Online Shopping Via Cyberloafing, Seth Williams

Atlantic Marketing Journal

This paper investigates the hyper-connected workplace and how the modern employee deals with job stress in their work environment. Using the theory of compensatory consumer behavior and partial least squares structural equation modeling, we investigate how job stress impacts employees in the workplace to shop online. This shopping is done via cyberloafing, which is using the internet for personal reasons at work. Psychological detachment is also studied as a mediator. Theoretical and practical implications are discussed for managers in the workplace as well as businesses marketing to individuals taking a break on the clock.

Five Strategic Categories Ai Is Transforming Marketing, Ryan Matthews

Atlantic Marketing Journal

Artificial intelligence (AI) is a revolutionary technology that provides tools and methodologies to expand marketings impact. AI enables companies to better understand customer needs, preferences, and behaviors to personalize an approach to different market verticals and segments. AI has become a significant factor influencing how businesses interact and retain the attention of customers. Customers increasingly have an appetite for a highly personalized interaction. AI-driven data approaches and innovative technologies are increasing personalization and efficiency. AI is a revolutionary tool that enables marketing to grow beyond traditional limitations. Understanding the correct tool is vital for marketing executives, whether they are obtaining …