E-Commerce Commons^™

Using Artificial Intelligence To Improve Customer Engagement: User Experience With Chatbot Technology, Aicha Zemmouri, Salma Choufari

Journal of Marketing and Consumer Behaviour in Emerging Markets

This study examines the impact of artificial intelligence (AI) on improving customer loyalty through the use of chatbot technology, with a specific focus on the user experience of Moroccan consumers. The increasing integration of AI into customer service, especially through chatbots, represents a significant shift in how companies interact with their customers. Given Morocco’s growing digitalization and the strategic importance of customer loyalty, it is critical to understand how consumers perceive and interact with these technologies. To achieve this, the study used a qualitative research method of semi-structured interviews to investigate consumers’ perceptions, interaction behaviours, and challenges with chatbot usage. …

2025, 1(20)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2025, 1(20)

Rutger Bregman's Centralized Utopia, Vladimir Snurenco

University Faculty Publications and Creative Works

A short, provocative review of Rutger Bregman’s Moral Ambition. I sketch his technocratic utopia—“Rutger-land”—a colder, centralized world where fossil fuels are banned, richer people are taxed into moral compliance, UBI prevails, and the landscape is “tobacco-free, malaria-free, poverty-free, and meat-free… just fields of kale and solar panels.” I argue Bregman’s approach is resolutely top-down—activism, lobbying, and policy over enterprise, churches, and grassroots civic life—misunderstanding how wealth is created and how real change happens. Against this centralized moralism, I make the case for decentralization, subsidiarity, and the quiet, dignified work of civil society.

Digital Technology Usage In Tajikistan, Siyovush Bobokhonov Dr., Pedro Quelhas Brito Dr., Umesh Ramchandra Raut Dr., Prafulla Arjun Pawar Dr.

The Qualitative Report

The rapid development of digital technologies is significantly changing how people live, and these changes have a particular impact on the younger generation in Tajikistan. Our study therefore aims to analyze the factors influencing young Tajiks' opinions as users of digital technology and to examine digital technology usage in Tajikistan. We conducted a qualitative analysis of the opinions of young Tajik individuals aged 18 to 30 and found that they generally consider digital technology to be an integral part of their daily lives. Data collection was carried out through focus group discussions (FGDs) and the data analysis was performed using …

Brand Awareness The Case Study Was Applied To Nesma & Partners Contracting Co. Ltd In Saudi Arabia, Soumaya Kaakour, Pierre Mouawad

Al Jinan الجنان

This paper examines the factors affecting brand awareness in Saudi Arabia Nesma & Partners Contracting Co. Ltd. An electronic survey was distributed to 203 employees. The results indicated a positive correlation between credibility and brand awareness, while a negative correlation between the following variables (social media, influencer, E-wom) and brand awareness. These results imply that companies like Nesma & partners should not rely on social media, influencers, and E-wom to reach brand awareness. Future research is needed to investigate more factors affecting brand awareness in construction companies

The Persistence Of Benefit Cliffs: A Behavioral Look At A Policy Problem, Vladimir Snurenco

University Faculty Publications and Creative Works

Benefit cliffs—where earning slightly more leads to losing more in government support—are often treated as technical glitches fixable through better formulas. But this article argues that the real problem isn't just economic—it's psychological. Drawing on behavioral economics and lived experience, the piece explores how fear, loss aversion, and system complexity keep low-income Americans trapped—even when policy fixes say they should be better off. Until policymakers account for how people actually feel and behave, benefit cliffs will persist not just on paper, but in real life

Socio-Economic Dynamics Of Engagement And Incentivization In Emerging Digital Platforms, Danyang Song

Dissertations and Theses Collection (Open Access)

The rapid advancement of digital technology—particularly mobile and blockchain technologies—has fueled the unprecedented growth of online platforms. Among these, live commerce and blockchain-based social media have emerged as two distinct business models that profoundly shape both commercial and social aspects of people’s lives. E-commerce livestreaming integrates live video streaming with e-commerce, offering consumers real-time product information and interactive shopping experiences. Different from traditional social media platforms that rely on either voluntary contributions or ad revenue sharing to incentivize user participation, blockchain-based social media platforms often use cryptocurrency or tokens to reward users for creating and curating content. This dissertation investigates …

Sme Marketing Performance: A Mixed-Method Study On Resilient Compositional Capability, Sugianto Sugianto, Ramadania Ramadania, Wenny Pebrianti

Asia Marketing Journal

This study examines how Small and Medium Enterprises (SMEs) in developing markets achieve marketing performance through resilient compositional capability despite resource constraints. Using data from 435 SMEs in West Borneo, Indonesia, and employing a mixed-method approach, we find that marketing innovation, government support, and organizational ambidexterity positively influence resilient compositional capability. Our results show that while government support and organizational ambidexterity directly impact marketing performance, marketing innovation's effect is mediated by resilient compositional capability. Furthermore, we find that resilient compositional capability significantly mediates the relationship between all independent variables and marketing performance, validating the Composition-Based View's (CBV) premise that firms …

K Means Clustering Analysis For Chinese Tourists' Segmentation On Duty-Free Personal Luxury Goods Purchasing Intentions In The Asia-Pacific Region, Feng Hui, Piang-Or Loahavilai, Nopasit Chakpitak, Tirapot Chandarasupsang

Asia Marketing Journal

This study explores Chinese tourists' purchase intentions for personal luxury goods in Asia-Pacific duty-free shops using an integrated Affect Behavior Cognition (ABC) model of attitude, incorporating subjective norms. Factor analysis and K-means clustering were employed to segment the market based on demographics and purchasing behavior. Three distinct customer segments emerged: the ``All-Participation Group'' highly involved in all purchasing decision factors, focusing on product performance, price, and shopping convenience; the ``Product-Oriented Group'' prioritizing product performance and cost-effectiveness, with a preference for convenient search channels; and the ``Perceived Control & Promotion Group'' influenced by promotions, cautious about product damage, and favoring easy …

How Implicit Theories Can Enhance Or Reduce Charitable Behavior, Yoni Yoon, Jongwon Park

Asia Marketing Journal

Whether real or merely conceived, the distance to beneficiaries impairs individuals' generosity. This makes it important, both theoretically and practically, to identify factors that can promote prosocial behavior toward distant others. The present research identifies implicit self-theories (i.e., individuals' lay beliefs about the malleability or fixedness of human attributes–-incremental vs. entity theory) as one such factor. Four experiments demonstrate that incremental (vs. entity) theory enhances charitable behavior to distant others by decreasing perceived social distance toward them. We also show that this effect attenuates when the beneficiary is socially close, as consistent with the mediation mechanism. Furthermore, by combining the …

A Study On Consumer-Avatar Interactions In The Metaverse: Implications For Marketing Strategies, Sunmin Kim, Ji Hyeon Heo, Ji Hee Song

Asia Marketing Journal

The metaverse, expected to grow into a trillion-dollar market by 2030, is driving global investments across technology, economy, and even education. This research examines the interactions between consumers and avatars, a core element of the metaverse, to understand their influence on consumer identity, behavior, and attitudes. Based on the self-extension and self-expansion theories, the study uses immersive netnography to investigate consumer-avatar dynamics on the ZEPETO platform. Findings indicate that avatars act as extensions of the self, where consumers express control, create, and seek knowledge. Additionally, interactions between avatars contribute to self-expansion, as consumers incorporate the resources, perspectives, and characteristics of …

Market Power Versus Regulation Forces: The Impact Of Antitrust Regulation On Software Firms, Gwona Ko, Boreum Choi, Wooje Cho, Young Bong Chang

Asia Marketing Journal

The omnipresence of software firms is triggering substantial antitrust concerns, calling into question the adequacy of existing regulatory frameworks. This study explores this pivotal concern in the context of the software industry, which is characterized by profound network externalities among customers and a rapid pace of innovation. Our study used the event study methodology on data from 252 antitrust cases involving the U.S. Federal Trade Commission and U.S. Department of Justice from 2000 to 2022, which revealed important insights into the differentiated effects of U.S. antitrust announcements on the market value of software firms. Although antitrust announcements generally have a …

Does Your Company Care About The Fears Of Pandemic For Salespeople? Insights From Pandemic Demands And Resources, Ihsan Ullah Jan, Seonggoo Ji, Changju Kim

Asia Marketing Journal

The pandemics (e.g., COVID-19) disrupt the roles of all professionals, particularly those of salespeople. This study seeks to empirically examine how fears amidst the pandemic, as pandemic demands, influence salespeople's attitudinal and behavioral outcomes and how organizational and personal resources as pandemic resources mitigate the negative outcomes for salespeople. Building on the job demands-resources (JD-R) model and employing the partial least squares-based structural equation modeling, this study tested the proposed hypotheses using responses from 237 salespeople in South Korea. The results mainly supported hypotheses. As a major theoretical contribution, this study delineates Pandemic fears in terms of salespeople's fear of …

Purchasing Decisions In Terms Of Digital-Based Lifestyle And Brand Image, R. Nia Marotina

Jurnal Vokasi Indonesia

As the digital trend develops, people's lifestyles slowly change, tending to like something that is fast, easy, and practical that can be done via a smartphone. The purpose of this study was to determine whether a digital-based lifestyle affects purchasing decisions in the shopee marketplace, and to determine whether brand image affects purchasing decisions in the shopee marketplace in an Islamic economic perspective. This research is quantitative research. The research was conducted in Pekalongan Regency, the population in this study was Gen Z in Pekalongan Regency, the sample used in this study was 97 people. The technique used to analyze …

Analysis Of Factors Affecting The Intention To Use Shopee Barokah (Case Study On Generation Z In Semarang City), Laila Fajri Khoirun Najwa, An'im Kafabih

ASEAN Marketing Journal

This study aims to determine the effect of attitude, subjective norm, perceived behavioral control, promotion and word of mouth on the intention to use Shopee Barokah. The population of this study is Generation Z Semarang City who knows Shopee Barokah but has never used it. Non-probability sampling technique, namely purposive sampling using primary data. Sampling was done by distributing questionnaires and obtaining 141 respondents. This research method uses binary logistic regression analysis with SPSS 26. The results showed that the variables of attitude, subjective norm, perceived behavioral control, promotion partially influenced the intention to use Shopee Barokah. Meanwhile, Word Of …

Modelling Complex Psychological And Behavioral Dynamics: Analyzing Perception And Psychological Ownership In Gen Z'S Re-Subscription Intentions Towards Ott Platforms, David Joseph, Blesson James, Tanya Sharma

Northeast Journal of Complex Systems (NEJCS)

This study explores the complex dynamics between perception, psychological ownership, and re-subscription intentions among Gen Z users of OTT platforms, specifically examining how perceived benefits and perceived drawbacks shape user behavior and investigating the moderating role of psychological ownership in this context. The research focuses on a sample of Gen Z users from India who actively engage with OTT platforms, and data were collected through a structured questionnaire comprising three sections; a structural equation modeling (SEM) technique was applied to analyze the data obtained from 304 valid responses. The analysis reveals that perceived benefits significantly enhance Gen Z's re-subscription intentions, …

Resilience Of Women Entrepreneurs In Mindanao And The Impact Of Access To Finance And Digital Technologies, World Bank, Ateneo Center For Social Entrepreneurship, Social Enterprise Development Partnerships Inc.

Ateneo Center for Social Entrepreneurship (ACSEnt)

Executive Summary

This report examines the resilience of women nano- entrepreneurs in Mindanao and explores the impact of access to finance and digital technologies on their business sustainability. Utilizing data from the Social Enterprise Development Partnerships Inc. (SEDPI) and focus group discussions (FGDs), the study identifies key challenges and coping mechanisms employed by women-led nano- enterprises. The findings provide actionable insights for policymakers and microfinance institutions (MFIs) to design targeted interventions that strengthen the sustainability of these enterprises, particularly in the face of economic and environmental shocks. Women-led nano-enterprises in Mindanao typically operate informally, with assets ranging from PhP3,000 to …

Alibaba: Building Advanced Intellectual Property Governance For E-Commerce Marketplaces, Liang Chen, Sin Mei Cheah, Can Huang, Guoqiao Liu

Asian Management Insights

How the global e-commerce powerhouse harnessed artificial intelligence (AI) to balance innovation and intellectual property (IP) rights protection.

Regulating The Metaverse: Reducing Diffusion Of Trader Responsibility, Hadar Y. Jabotinsky, Michal Lavi

University of Michigan Journal of Law Reform

With the emergence of the metaverse, some problems relating to trader responsibility, which had previously long been addressed, have now resurfaced and come back to life. One of these problems is the question of who should be held accountable for harm inflicted by defective or counterfeit products sold by third-party vendors in metaverse marketplaces. Under the common law, liability for defective or counterfeit products rests with the immediate seller of the product. But, unique aspects of the metaverse may make holding sellers liable unwise, difficult, or even impossible.

The law confronted a similar question after online platforms emerged. Currently, common …

Building Open Finance, Douglas W. Arner, Ross P. Buckley, Christine M. Wang, Dirk A. Zetzsche

Notre Dame Journal of International & Comparative Law

As one of the most digitalized sectors of the economy, finance is increasingly dependent on data. Over the past decade, the implementation of Open Banking and Open Finance in an increasing number of major jurisdictions around the world, including the European Union (EU), the United Kingdom (UK), Australia, Brazil, and the United Arab Emirates (UAE), seeks to break down data silos, empower consumers, and increase competition among financial service providers, aiming to maximize the value of financial data for innovation, growth, and competitiveness. In addition to mandatory requirements, other governance approaches to Open Finance, including collaborative arrangements and voluntary initiatives, …

A Composite Multiple-Based Stock Valuation Model, Mudita Lau, Maria Widyarini, Achmad Faisal

BISNIS & BIROKRASI: Jurnal Ilmu Administrasi dan Organisasi

This study seeks to examine whether a composite valuation model (made of several multiples) can outperform a single-multiple valuation model in valuation accuracy. This study applied a trial-and-error iteration using scripts written in R studio to optimize the weight of each multiple in each composite, aiming to reach a minimum valuation error for each composite valuation model. Based on financial data of 2009-2019, a composite valuation model performs better than a single-multiple valuation model in assessing all peer groups, achieving up to 18% greater accuracy, which is a significant improvement. The result suggests that a composite valuation model generally offers …

Policy Strategy For Value-Added Tax Imposition On Social Commerce Transactions, Maria R.U.D. Tambunan, Siti Zaila Noor Afina

BISNIS & BIROKRASI: Jurnal Ilmu Administrasi dan Organisasi

The burgeoning e-commerce sector offers a promising avenue for tax revenue. However, aligning its regulatory measures with continuous advancements presents challenges. The government has recently issued a regulation that separates commerce and social media functions within social commerce platforms. This study analyzes the determinants to consider in formulating a value-added tax (VAT) policy on economic activities conducted through social commerce platforms and the effective VAT collection strategy. A qualitative descriptive approach was employed, with in-depth interviews and a literature review as data collection techniques. The key finding highlights the importance of efficiently managing data for businesses operating in social commerce …

Plastic’S Quiet Role In Defeating Poverty, Vladimir Snurenco

University Faculty Publications and Creative Works

While often criticized for polluting the planet, plastic has quietly played a vital role in reducing poverty and saving lives. From mosquito nets and syringes to affordable food packaging, plastic makes basic goods and medical care more accessible to the world’s poorest. The article argues that although plastic pollution is real, its benefits for the global poor far outweigh the costs—and that trade-offs must be honestly considered.

Resale Revolution: Trend Implications From Media Presence Transcended To Luxury Retail Markets, Penelope Prochnow

Capstone Projects

This study aims to deepen understanding of fashion trend decline from peak popularity to obsolescence, with implications for sustainability and producer profit margins. It investigates how the attributes and media presence of fashion items influence their journey from high-end editorial coverage to resale platforms. Using survival analysis to model trend lifetimes and cosine similarity metrics to compare resale and magazine keyword frequencies, alongside machine learning for price prediction, the study uncovers critical temporal patterns. Results show that resale trends reflect magazine content with a lag of approximately 18 to 30 months and draw from long-wave revivals spanning 6 to 14 …

Hdwsa2: A Secure Hierarchical Deterministic Wallet Supporting Stealth Address And Signature Aggregation, Xin Yin, Zhen Liu, Guomin Yang, Guoxing Chen, Haojin Zhu

Research Collection School Of Computing and Information Systems

Hierarchical Deterministic Wallet (HDW) and Stealth Address (SA) are widely used in cryptocurrency communities due to their functionality and security. In the preliminary version of this work (ESORICS 2022), we formally define the syntax and security models of Hierarchical Deterministic Wallet supporting Stealth Address (HDWSA), capturing the functionality and security requirements imposed by the practice in cryptocurrency. We propose a concrete HDWSA construction and prove its security in the random oracle model. Note that when applied in blockchain, in practice, signature aggregation could reduce the cost of computation, storage, and communication dramatically. In this full version, we develop HDWSA definition …

Amazon Strategic Audit, Trinity L. Hansen

Honors Program: Senior Projects (Public)

Amazon.com, Inc., also known as Amazon, is a global e-commerce company that provides online retail, digital streaming, and cloud services. Since 1995, Amazon has grown to encompass a variety of diverse markets while maintaining leadership and competition in each. Although Amazon competes in several industries, this strategic audit mainly focuses on its pivotal role in the e-commerce industry and how Amazon has maintained its competitive advantage over the years. This report will start by overviewing Amazon’s history and business model and exploring the e-commerce industry overall and the various competitors in Amazon’s e-commerce market. Diving deeper into Amazon's competitive analysis, …

Optimizing Fulfillment Operations For Online Retailing, Yujie Sun

Dissertations and Theses Collection (Open Access)

This thesis investigates order fulfillment operations for online retailing. Order fulfillment encompasses the entire process of receiving, processing, and delivering customer orders. The rapid growth of e-commerce has heightened the demand for efficient fulfillment operations. This thesis explores strategies for optimizing order fulfillment in three scenarios. The first scenario studies cellular bucket brigade, a method for coordinating workers in an assembly line or order-picking environment to improve workflow efficiency. The second scenario investigates zone picking, serial bucket brigades and cellular bucket brigades with hand-off times. The third scenario focuses on autonomous robotic systems within package sortation centers.

Chapter 2 investigates …

Do Loyalty Programs Actually Build Customer Loyalty? A Service Quality Perspective From Indonesian E-Commerce, Jonathan Farrel Kosimwidjaja, Triana Hadiprawoto

The South East Asian Journal of Management

Research Aims: This study investigates the relationship between electronic service quality (e-SERVQUAL), satisfaction and trust, and three indicators of customer loyalty within the context of loyalty programs organised by e-commerce platforms.

Design/Methodology/Approach: An empirical approach using purposive sampling was used to generate a population of 326 Indonesian respondents over 18 years old who have used e-commerce loyalty program features such as store credit, points, discount vouchers, cashback vouchers, and free shipping vouchers.

Research Findings: Bootstrapped structural equation modelling (SEM) analysis proved that one out of four factors of e-SERVQUAL that apply to e-commerce platforms as a whole do not apply …

Changing Salaries: Salary Constraints In North American Sports, Reese Shull

Honors Projects

The structure, impact, and potential future of the cap systems housed by the primarily North American sports leagues, NFL, NBA, and MLB, are examined. By comparing each of the different constraint models used to influence competitive balance, player compensation, and various team-building strategies, a comprehensive understanding of which league operates more effectively. Paramount is the relationship to rising revenues and the different returning and emerging channels that are being formed.

Impact Of Humor Vs. Seriousness In Advertising: The Role Of Product Type In Consumer Recall And Purchase Behavior, Cian Ortega

Honors Theses

This study examines the effectiveness of humorous versus serious advertising tones across three different product categories, which are beverage, hygiene, and health/medicine. This is done by measuring their impact on a consumer’s brand/product recall, enjoyment, and purchase intent. Historically, humor has been related to positive emotional responses while seriousness has been associated with building trust and credibility. By using a within-subjects experimental-survey design, data were collected from seventy survey respondents who viewed humorous and serious advertisements across the three product categories (hygiene, beverage, and health/medicine and then evaluated each ad based on their agreement to statements relating to brand/product recall, …