E-Commerce Commons^™

Too Warm To Win Big? Unpacking The Backer Dynamics Behind Female Crowdfunding Success Using A Warmth And Competence Perspective, Dan Liu

Journal of International Technology and Information Management

While crowdfunding is often heralded as a democratized funding avenue that empowers women with higher success rates, this study reveals a more nuanced picture of gender dynamics. The Stereotype Content Model suggests that women are often perceived as warmer but less competent. Using a large dataset from Kickstarter, we find that female-led projects can attract more backers, likely due to warmth-driven appeal, but receive smaller average contributions, potentially due to concerns about risk linked to lower perceived competence. However, the total funding raised by female-led campaigns is comparable to that of male-led ones, showing no clear advantage or disadvantage. This …

Online Community Dynamics: An Analysis Using Louvain During Major Sporting Events, Anushka Jaint, Yashodhan Karulkar, Kashish Jindal, Sri Sai Harshita Gadavarthi, Sanya Gulati

Journal of International Technology and Information Management

With the power of social media transforming the way people connect and interact with each other, the dynamics of community formation on platforms such as X during major events are of crucial importance. While social media is an increasingly key driver in determining interactions, little is known about the online influence forming and developing fan communities in high-stakes events. This study looks into the development of user communities for datasets drawn from Kaggle on two of the world’s largest sporting events: the FIFA World Cup 2022, or football, and the T20 World Cup 2022, or cricket, with the aim of …

Blockchain As A Digital Coordination Infrastructure For Project Management: A Systematic Review And Integrative Framework, Cherie Bakker Noteboom, Sai Neelima Seru, Aravindh Sekar

Journal of International Technology and Information Management

Blockchain technology has gained increasing attention as a digital infrastructure capable of improving transparency, trust, and coordination in complex, multi-organizational project environments. However, existing research on blockchain-enabled project management remains fragmented and industry-focused, providing limited guidance for organizational adoption and integration. This study addresses this gap through a systematic literature review of 29 peer-reviewed studies, following PRISMA guidelines, to examine how blockchain capabilities are incorporated into project management practices across industries and maturity stages.

Grounded in Resource-Based View and Coordination Theory, the analysis employs a feature-to-process mapping approach to link six core blockchain capabilities—decentralization, transparency, immutability, smart contracts, traceability, and …

Early Stem Impressions, Student Engagement, And Readiness For Digitalization, Myron Sheu

Journal of International Technology and Information Management

This study examines how early impressions of science, technology, engineering, and mathematics (STEM) shape business students’ learning behaviors and, ultimately, their readiness for organizational digitalization. Focusing on gender differences, subgroup identities, and perceived obstacles, the analysis uses survey data processed through correlation matrices, regression models, and subgroup heatmaps to trace the relationship between initial attitudes toward STEM and subsequent engagement patterns. The findings reveal consistent links between positive early impressions and active participation in structured STEM activities, along with gender-based distinctions in action preferences. Subgroup analyses further uncover nuanced patterns where stereotypes or perceived barriers correspond with reduced engagement. Collectively, …

The Crowdfunding Paradox In Crisis: Rising Funder Demand Vs. Declining Entrepreneur Supply, Dan Liu, Guangzhi Shang, Cynthia Fan Yang

Journal of International Technology and Information Management

This study investigates how the crowdfunding marketplace responds to major crises, focusing on behavioral shifts among funders and entrepreneurs. Results show a dual impact on platform dynamics. On the demand side, funders become more engaged, with notable increases in the number of backers, average contributions, and total pledge amounts. This heightened activity suggests stronger altruistic motivations, as individuals view crowdfunding as a way to support others during difficult times. On the supply side, however, entrepreneurs act more cautiously, leading to a decline in new project launches. This drop likely reflects increased risk aversion and uncertainty as creators navigate volatile conditions. …

A Holistic Approach To Country Branding: Examining A Master Brand And Sub-Brand Framework, Musa Pinar, Aycan Duran Tekoglu, Tulay Girard

Atlantic Marketing Journal

Recently, nation branding has drawn the attention of policymakers worldwide, as nations recognize its strategic importance in achieving and sustaining success in the global competitive landscape. This study provides a conceptual framework based on master brand and sub-brand architecture to examine country branding holistically by integrating macro and micro perspectives, country brand equity, and their effects on consumer preferences. The specific objectives are to 1) identify the dimensions of master brand, sub-brand, and country brand equity and develop reliable and valid measurement scales for each dimension, and 2) develop a conceptual framework that integrates the master brand, sub-brand, and brand …

Workplace Appearance Norms And The Shame Of Baldness: Implications For Consumer Behavior, Shiyun Chen, Achira Mudiyanselage, Terry S. Damron, Jaycie Luster

Atlantic Marketing Journal

In this research, we investigate how shame can affect consumer behavior. Specifically, we examine how baldness induced shame from workplace expectation and norms can affect consumer decision making related to the purchase of hairpieces and consumers’ preferences towards packaging of the product. Drawing on self-discrepancy theory, identity theory, shame and compensatory consumption research, we investigate the direct connection of shame and purchase intention, and the mediating roles of self-efficacy and the devaluation of masculine identity in shaping consumers’ responses to shame. We tested our hypothesis using survey-based experiments. Across two studies, we demonstrate that shame associated with baldness, positioned as …

Slow Fashion Behavior In Young Consumers, Melissa Clark

Atlantic Marketing Journal

The purpose of this research is to better understand the gap between Generation Z’s (Gen Z) knowingness and attitude toward sustainable clothing and their behavior including repair and disposal. A theoretical model was created based on the known relationships among Knowledge-Attitude-Behavior (KAB), specifically considering environmental sustainability knowingness (ESK), environmental sustainability attitude (ESA), and slow fashion behavior (SFB) while extending it with the addition of repair and disposal. The data were collected via online survey of consumers identifying as Gen Z and analyzed via regression analysis in SPSS. The findings suggest that the established construct relationships (ESK, ESA, and SFB) held …

Micro-Behavioral Analysis Of Online Shopping Patterns For Blind Users, Yash Prakash, Akshay Kolgar Nayak, Nithiya Venkatraman, Sampath Jayarathna, Hae-Na Lee, Vikas Ashok

Computer Science Faculty Publications

While online shopping platforms provide convenience and autonomy to blind users, their non-visual interactions remain underexplored at a micro-behavioral level. Existing studies have primarily emphasized accessibility and usability challenges but have overlooked how fine-grained, screen reader-driven keystroke-level behaviors reflect users’ cognitive strategies. In this paper, we present the findings of a longitudinal study with 25 blind participants to examine their micro-behavioral patterns, using keyboard activity and screen reader logs on both familiar and unfamiliar e-commerce websites. We complemented this study with semi-structured interviews to contextualize the uncovered micro-behavioral patterns. Our results revealed patterns in how blind users draw upon cognitive …

The Effect Of Interpersonal Interaction Factors On Buyers Purchase Intention In Tiktok Livestreaming Of Local Fashion Product, Moza Abel Talitha, Ira Irianty

ASEAN Marketing Journal

This study aims to determine the interpersonal interaction factors that influence purchase intentions of local Indonesian fashion products on TikTok live stream shopping, based on the SOR theory. The sample of this research is the audience of TikTok live stream shopping of local Indonesian fashion products, living in Jabodetabek, and aged between 18 to 34 years. There were 295 respondents and data were analyzed using PLS-SEM software. According to this study, Perceived similarity is positively related to Swift guanxi. In addition, Perceived similarity and Perceived responsiveness are positively related to Initial Trust. Swift guanxi and Initial Trust are positively related …

Breaking The Five-Year Barrier: Essential Tactics For Long-Term Small Business Sustainability And Growth, Tanesha L. Ford Dr., Carol-Anne Faint Ph.D, Rocky J. Dwyer Dr.

International Journal of Applied Management and Technology

This study explores the sustainability and growth of small businesses beyond the critical 5-year mark, a pivotal milestone often associated with survival challenges. Active business owners within the United States often shut down their operations due to reduced revenues and operational challenges, including the multifaceted factors influencing long-term success. The study places a particular emphasis on effective training strategies by examining the intersection of sustainability and training to identify actionable insights for owners of small business to enhance their resilience and longevity in today’s dynamic economic landscape.

Are Loyalty Programmes Still “A Thing” In High-Fashion Retail? Understanding Generation Z’S Perspective, Živa Kolbl, Lori Šušulić

Economic and Business Review

This study investigates the relevance and perception of loyalty programmes (LPs) among Generation Z (Gen Z) consumers in the high-fashion retail sector. While LPs are well-established tools for fostering customer retention, their effectiveness among Gen Z, a cohort characterized by digital fluency, a preference for authenticity, and distinct consumption values, remains underexplored. Given the high-fashion context, where exclusivity and identity are critical, this study examines the extent to which LPs resonate with this generation. Utilizing a qualitative methodology and with the help of thematic analysis, we reveal four key dimensions: drivers of high-fashion consumption, shopping preferences, customer loyalty patterns, and …

The Token-Effort Effect: Trivial Redemption Effort Increases Price Promotions Effectiveness, Kuangjie Zhang, Thomas Allard, Nidhi Agrawal, Rajesh Bagchi

Research Collection Lee Kong Chian School Of Business

This research documents how introducing redemption tasks requiring a token (i.e., trivial) amount of effort—for instance, by asking the consumer to enter a promo code or solve a CAPTCHA to receive a discount—increases price promotion effectiveness compared with equivalent straight discounts (i.e., applied automatically). Eight studies (including two field experiments) and three additional Web Appendix studies provide robust evidence for the beneficial effect of token-effort requirements on redemption rates. This effect occurs because the easy-to-attain redemption task induces a high perceived return on effort. Thus, this effect only occurs when the redemption task requires token-type effort but not when it …

A Capstone Review: Strategic Solutions For A Small Macrame Business, Jenna Sarieddine

University Honors Theses

This essay presents an overview of the Business Capstone project, focusing on a macramé business currently facing a $10,000 debt due to limited marketing and financial management skills. The purpose of the project is to support the business in developing an effective elevator pitch, improving its social media presence, strengthening its financial statements, and enhancing both personal and business financial practices. The essay explores the company's strengths, weaknesses, opportunities, and threats, as well as the team's collaborative approach to addressing these challenges. It outlines the goals established for the company, the strategies selected based on our academic backgrounds and business …

Shaping Smarter Supply Chains With Robotics And Automation, Daniel Delucio

Honors Projects

The purpose of this study is to analyze how companies operate their logistics processes from the procurement of raw materials to the delivery of the final product to customers. By examining current methodologies, the study identifies best practices, emerging trends, and challenges shaping modern supply chain management. Specifically, this research investigates how artificial intelligence (AI), robotics, and automation can be integrated to improve efficiency, transparency, and resilience.

Trusted Advisor: Reality Or Fading Myth?, Stephen C. Carlson, Susanna Warnock, Gerald Sullivan, Margaret Ryder

Atlantic Marketing Journal

The role of trusted advisor has long differentiated the role of community banking from traditional national banks in its relationship with small businesses. This study serves two purposes. First is to confirm presence of a trusted advisor relationship and secondly, understand the impact of digital banking services on the community banker – small business owner relationship. Using data collected in a survey of community bankers and small business owners in five southeastern United States, this study assesses the viability of the trusted advisor construct by applying the Integrative Model of Organizational Trust (Mayer, Davis, & Schoorman, 1995, 2007), trust-building behaviors …

Decoding The Crypto Investor Profile: How Financial Literacy, Investment Experience And Age Shape Cryptocurrency Investment Decisions, Pengcheng Wang, Zefeng Bai

Faculty Articles

Over the past decade, the surge in popularity of cryptocurrency investment has garnered a lot of attention in the financial marketplace. This study aims to open the “black box” of cryptocurrency investors by understanding the past cryptocurrency investors’ characteristics. Specifically, we investigated the relationship between cryptocurrency investment investors and their characteristics, such as levels of financial literacy, as proxied by both subjective and objective financial knowledge measures, investment experience, and investment knowledge. We apply the logistic regression model to the data from the most recent cohort of the National Financial Capability Study 2021 (NFCS21). We find that investment experience and …

Of Rollercoasters And Resilience: The Role Of Ceos’ Biases And Heuristics For Large Firms’ Technological Innovation, Cristina O. Vlas, Radu E. Vlas

International Journal of Applied Management and Technology

How do CEOs’ personality biases and motivational heuristics influence innovation in large firms? Because large-firm innovation is more common and less risky, overlooked factors—such as narcissism, self-monitoring, and promotion or prevention foci—become pivotal. Drawing on these traits, we found that narcissistic CEOs differ from self-monitoring CEOs in driving innovation. Moreover, the effect of self-monitoring CEOs depends on whether their regulatory focus is oriented toward promotion or prevention. However, this interplay between personality and motivation does not apply to narcissistic CEOs, suggesting that certain characteristics remain relatively fixed. These findings advance the understanding of how CEO traits shape large-firm innovation and …

From Prompt To Prejudice: Visual Evidence From Ai Image Generation Platforms, Jinu K. Varghese, Padma Rani

Markets, Globalization & Development Review

This study examines how AI image generation systems perpetuate digital orientalism through systematic cultural representation patterns that increasingly shape global digital markets and international development discourse. Using visual social semiotics methodology, we conducted comparative analysis of Midjourney and ChatGPT platforms across nine culturally specific prompts examining religious imagery, contemporary social dynamics, and power structures in Indian cultural contexts. Our findings reveal that both platforms consistently reproduce colonial-era representational frameworks despite culturally sensitive prompting and advanced technical capabilities. The analysis identifies three systematic patterns: temporal displacement strategies that acknowledge modernity while containing it within orientalist categories, institutional validation requirements that privilege …

Effect Of Servant Leaders’ Humility, Active Listening, And Trust-Building On Employee Engagement In U.S. Private Financial Organizations, Sunny Sung Phd, Tom Butkiewicz Ph.D.

International Journal of Applied Management and Technology

Ineffective leadership characteristics hinder employee engagement in the financial industry, leading to negative organizational outcomes. The purpose of this quantitative, correlational, cross-sectional study was to examine the relationship between servant leaders’ humility, active listening, and trust-building and employee engagement in U.S. private financial organizations. The servant leadership theory of serving followers and the social exchange theory of reciprocity grounded this study. Using simple random sampling, the participants comprised190 employees from private financial organizations in the United States. They completed the Servant Leadership Scale-7; Servant Leadership Assessment Instrument factors 6 and 7; the hearing, understanding, remembering, interpreting, evaluating, and responding (HURIER) …

Investigating The Relationship Between Noun Classes And Plant Folk Taxonomy In Chasu Language Of Kilimanjaro Region In Tanzania, Peter Rabson Mziray

Journal of Humanities and Social Sciences

The current study investigates the relationship between noun classes and plant folk taxonomy in Chasu (G 22). The study focuses on two objectives: the first objective is to describe the plant folk taxonomy in Chasu and the second objective is to determine the relationship between noun classes and plant folk taxonomy in Chasu. Data were collected from rural villages in Same and Mwanga districts by using free listing, field interviews (jungle-walk-and-identify), and written texts containing Chasu plant names. The findings reveal that Chasu folk taxonomy reflects different ethnobotanical categories; including a unique beginner which is mmea/mimea ‘plant(s)’, and three life …

Reverse Auction As Purchasing Tool: Literature Review And Research Agenda, Jaroslav Urminsky, Marketa Zajarosova

European Management Studies

Purpose: The study aims to organize and analyse the fragmented knowledge base on reverse auctions that has emerged across multiple disciplines due to global digitization. It seeks to identify key research themes, methodologies, and trends in both private and public sector applications.

Design/methodology/approach: A systematic literature review was conducted covering two decades of research indexed in the Web of Science and Scopus databases. Hundreds of articles addressing diverse aspects of reverse auctions were examined and categorized through network and content analysis to uncover thematic clusters and methodological tendencies.

Findings: The analysis indicates a growing academic interest in reverse …

Technology Discontinuance: A Systematic Literature Review And Research Agenda, Birgit Altrichter, Sabine Benoit

Research Collection Lee Kong Chian School Of Business

Technology discontinuance by users who quit digital services such as social media or lose interest in their devices after a few weeks is a common phenomenon. Yet it has received little research attention; the few studies that address it are scattered across disciplines. Research into customer churn is more prevalent, but it implies switching providers rather than halting usage altogether. By moving beyond discipline-based knowledge boundaries and conducting a systematic literature review, the current article proposes a technology discontinuance framework, which details seven technology discontinuance types (overuse, overload, proficiency, disenchantment, social, circumstantial, and solution) and their drivers. For example, guilt …

From Techno-Stressors To Techno-Exhaustion: The Mediating Role Of Techno-Anxiety In It Workplace, Jeevan Jyoti, Mehmood Ahmad, Mehak Mahajan

International Journal of Applied Management and Technology

The widespread use of information and communication technology in modern workplaces has intensified techno-stress. This study examines the impact of techno-stressors—techno-overload and techno-complexity—on techno-anxiety, its role in driving techno-exhaustion, and the mediating effect of techno-anxiety in this relationship. Data from Indian IT sector employees, collected via snowball sampling, was analyzed using structural equation modeling in AMOS (Version 23). Our findings revealed that techno-overload and techno-complexity significantly heighten techno-anxiety, which, in turn, exacerbates techno-exhaustion. Techno-anxiety serves as a crucial mediator in linking stressors to exhaustion. The study offers theoretical insights and practical implications, and emphasizes managerial strategies, employee support, and socio-technical …

The Rise Of E-Commerce And Digital Marketplaces: Implications For Consumer Engagement And Market Efficiency, Fatai Kayode Wahab, Tajudeen Idera Abdulmajeed

Journal of Business & Entrepreneurship

E-commerce and online marketplaces have witnessed remarkable growth over the past twenty years, transforming consumer behaviour and global business practices. This paper examines the factors contributing to the rise of e-commerce, focuses on its implications for consumer behaviour, and the business performance. The study employed a descriptive research design and utilised a survey method to gather data from fifty SMEs operating online businesses in Nigeria. Structured questionnaires were administered to business owners and managers to gain insight into their operational strategies, digital marketing adoption, and perceived challenges facing the e-commerce and online marketplaces in Nigeria. Data were analysed using descriptive …

Acceptance Of Central Bank Digital Currency In Pakistan In A Modified Utaut2 Framework, Hassan Raza, Danish Siddiqui

Business Review

This study investigates the factors influencing consumer acceptance of Central Bank Digital Currency (CBDC) in Pakistan by extending the Unified Theory of Acceptance and Use of Technology (UTAUT2) model. This study integrates Perceived Trust (T) as moderator and Shariah Compliance (SC) and Perceived Credibility (PC) as mediator to fit the model according to unique religious and socioeconomic context of Pakistan. After collecting data from 332 respondents were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The result of the study indicates that Use of CBDC is most affected by Performance Expectancy (PE), Effort Expectancy (EE) and Facilitating Conditions (FC). …

The Effect Of Customer Perception Of Service Failure And Recovery On Relationship Dissolution Behavior: Evidence In Airline Services, Jihyo Moon, Sang-Lin Han, Jong Won Lee

Asia Marketing Journal

Many previous studies have been conducted on service failure and recovery, but the existing preceding studies are mainly focused on positive behavioral intentions such as loyalty, word of mouth intention and recommendation intention. Therefore, there is relatively little interest in customers’ negative behavioral intentions.

In today’s society where SNS is very developed, customers’ complaints or retaliatory actions can be spread to other customers without time and space limitations, which can have a great negative impact on the company’s image. In this respect, it is a very important task for service companies to examine the impact of service failure and recovery …

The Effect Of National Brand Failure On Micro-National Image And Attitudes Toward Other Brands: The Moderating Role Of Ethnocentrism, Lingge Jia, Seong Do Cho

Asia Marketing Journal

This study examines the effect of failures by prominent Korean brands on Korea’s micro-level national image and other Korean brands among Chinese consumers, focusing on technological capability and design dimensions, and the moderating role of consumer ethnocentrism. Data was collected through surveys that presented scenarios of varying degrees of brand failures and analyzed using AMOS and Hayes Process Macro. Results reveal that typical brand failures negatively affect perceptions of Korea’s micro-national image, particularly in terms of technology capability and design. Additionally, higher levels of ethnocentrism amplify the negative effect of brand failures on the design dimensions of Korea’s image. However, …

Giving Locally Or Globally? How The Destination Of Corporate Charitable Donations Shapes Consumer Brand Preferences, Ohjin Kwon, Young Jee Han, Hakkyun Kim

Asia Marketing Journal

We investigate how the geographic destination of charitable corporate donations influences brand preferences. We predict and find that consumers demonstrate a stronger preference for brands that engage in domestic donations as opposed to those that contribute to foreign causes. Additionally, we find that the preference for domestic donations is more pronounced among consumers exhibiting higher levels of nationalism and lower levels of residential mobility. Our research findings offer managerial implications for tailoring CSR strategies to resonate with specific consumer segments. We provide insights for companies aiming to optimize the impact of their philanthropic endeavors.

Saving Face While Earning Rewards: Reward-Both Referral Programs More Effectively Elicit Referrals For Experiential Purchases Than Reward-Me Programs, Hyunkyu Jang, Raj Raghunathan

Asia Marketing Journal

Companies offer rewards when an existing customer invites a new customer to try their product, but the recipient of the reward varies depending on the type of referral program. In Reward-Me programs, only the recommending customer is rewarded, while in Reward-Both programs, both the recommender and the recipient who acts on the recommendation are rewarded. We examined whether purchase type (material vs. experiential) moderates the impact of a reward program on referral likelihood. The results reveal that purchase type does moderate referral likelihood across the two types of reward programs: for material purchases, referral likelihood does not differ between the …