Online labor markets (OLMs) face challenges in refining match functions to connect clients with suitable service providers. This study examines how platform-controlled factors (number of assigned providers, matching speed) and project-specific attributes (description length, requested hours) affect matching effectiveness across four outcomes: hiring probability, hiring time, billed hours, and profit per contracted project. Using data from a premium OLM platform, the study reveals important operational and financial trade-offs. Expanding the provider pool improves hiring probability and project profitability but lengthens hiring time. Faster matching boosts hiring likelihood without compromising quality. Larger requested workloads reduce hiring probability but raise profitability. These findings offer actionable insights into how calibrated matching strategies can improve OLM performance across the project lifecycle, contributing to platform governance and digital operations literature.
This investigation addressed the different effects of consumer behaviour on the effectiveness of CRM and the mediating role of customer response capabilities and user satisfaction. The study adopted a positivism and deductive approach and a quantitative research design. To ensure availability and enhance response rates, the questionnaire was administered electronically through popular websites. Nine hundred twenty questionnaires were sent out, of which 812 were retrieved. After data validation, 640 questionnaires were found to be valid for analysis, making available a robust and reliable dataset for hypothesis testing using Structural Equation Modelling (SEM). The study revealed that the relationship between consumer behaviour dimensions (participation in firm activities - perceived value - e-WOM - consumer awareness - trust) and customer response capabilities was fully supported. The study also found that the association between consumer behaviour and user satisfaction was fully supported.
From a microfoundational approach, this paper aims to formulate and validate a comprehensive model that centers on co-creation practices of e-retailing customers. Standing on the service ecosystem view of service dominant logic, the paper proposes e-commerce mechanisms and social capital as antecedents of, and customer empowerment, trust in community of sellers and brand equity as consequents of the practices. We assessed the model through a PLS-SEM analysis on surveyed data of 259 e-commerce customers that evidently supports all hypothesized relationships. The study is one of the first to offer a quantitative multi-level explanation of customer co-creation in e-commerce platforms, in which e-commerce mechanisms (i.e. macro level) affects social capital (micro), social capital associated leads to customer practices (micro-micro), and customer practices interrelated generates empowerment, trust and brand equity (macro), and hence, it is among the first to empirically illustrate the three social mechanisms, namely situational, action-formation, and transformational.
Online labor markets (OLMs) face challenges in refining match functions to connect clients with suitable service providers. This study examines how platform-controlled factors (number of assigned providers, matching speed) and project-specific attributes (description length, requested hours) affect matching effectiveness across four outcomes: hiring probability, hiring time, billed hours, and profit per contracted project. Using data from a premium OLM platform, the study reveals important operational and financial trade-offs. Expanding the provider pool improves hiring probability and project profitability but lengthens hiring time. Faster matching boosts hiring likelihood without compromising quality. Larger requested workloads reduce hiring probability but raise profitability. These findings offer actionable insights into how calibrated matching strategies can improve OLM performance across the project lifecycle, contributing to platform governance and digital operations literature.
This investigation addressed the different effects of consumer behaviour on the effectiveness of CRM and the mediating role of customer response capabilities and user satisfaction. The study adopted a positivism and deductive approach and a quantitative research design. To ensure availability and enhance response rates, the questionnaire was administered electronically through popular websites. Nine hundred twenty questionnaires were sent out, of which 812 were retrieved. After data validation, 640 questionnaires were found to be valid for analysis, making available a robust and reliable dataset for hypothesis testing using Structural Equation Modelling (SEM). The study revealed that the relationship between consumer behaviour dimensions (participation in firm activities – perceived value – e-WOM – consumer awareness – trust) and customer response capabilities was fully supported. The study also found that the association between consumer behaviour and user satisfaction was fully supported.
From a microfoundational approach, this paper aims to formulate and validate a comprehensive model that centers on co-creation practices of e-retailing customers. Standing on the service ecosystem view of service dominant logic, the paper proposes e-commerce mechanisms and social capital as antecedents of, and customer empowerment, trust in community of sellers and brand equity as consequents of the practices. We assessed the model through a PLS-SEM analysis on surveyed data of 259 e-commerce customers that evidently supports all hypothesized relationships. The study is one of the first to offer a quantitative multi-level explanation of customer co-creation in e-commerce platforms, in which e-commerce mechanisms (i.e. macro level) affects social capital (micro), social capital associated leads to customer practices (micro-micro), and customer practices interrelated generates empowerment, trust and brand equity (macro), and hence, it is among the first to empirically illustrate the three social mechanisms, namely situational, action-formation, and transformational.
In real life, the operation of bike-sharing relies on users' habits. Consequently, bike-sharing platforms need to enhance customer satisfaction regarding service quality and foster customer loyalty towards the platform. This study adopts the questionnaire survey method. Taking the E-SERVQUAL scale as a framework and integrating the characteristics of the bike-sharing platform as well as the usage process, a questionnaire for evaluating the service quality of the bike-sharing platform under the two-dimensional Kano quality model is designed. Through this questionnaire, the service quality elements of the bike-sharing platform from the perspective of customers are examined, and the categorization of these quality elements is carried out. Based on these findings, relevant suggestions are put forward for the bike-sharing platform, along with suggestions for cultivating customers' habits to strengthen their intention to continuously use the service.
The research undertaken investigates the effect of online reviews on purchase emotions of young consumers with reference to National Capital Region of India. Quantitative aspects of online reviews, like reviewer quality, reviewer exposure, product attributes, and temporal effects have been considered. Based on literature review, the S-O-R model has been further built on and constructs of A.I.S.A.S. model, i.e., attention and trust, action and share have been incorporated to evaluate buying pattern and behaviour they follow related to online review. Interestingly, when consumers read online reviews, they concentrate not only on review scores but also refer to other textual information like a reviewer’s trust and the content associated with it such as various pictures and videos. It is also seen that the market responds more favourably to reviews written by reviewers with better reputations and better exposure, i.e., the influencers. The study also aims to explore the strength of the relationship between the identified independent constructs of online reviews and buying behaviour of an individual.
The usage rate of Point-of-Sale (POS) e-payment services in Vietnam is still relatively low compared to other methods, despite their importance in daily e-commerce activities. This study presents a structural model for e-payment adoption specifically for POS. The model integrates various technology adoption theories of Technology Acceptance Model (TAM); Unified Theory of Acceptance and Use of Technology (UTAUT), as well as concepts such as perceived benefits, perceived risk, and trust. Data was collected from 195 participants who have used or intend to use POS for e-payment and analyzed using the Partial Least Squares–Structural Equation Modeling (PLS–SEM) method. The research findings demonstrated that factors of facilitating conditions, perceived benefits, effort expectancy, social influence, trust, and perceived risk have a significant structural relationship with e-payment adoption via POS. The study also provides insights for managers to enhance the acceptance and use of e-payment via POS and contributes to the exploration of factors influencing e-payment adoption in general.
In this study, 22 research papers published on consumer behavior and electronic commerce journals were selected and reviewed based on inclusion criteria of high-quality journals; the aim of this exercise was to conduct an analysis of the state-of the-art research in theories used for studies of MSA. Through this exercise, 22 consumer-level theories were grouped into seven categories. For each theory, its definition, current application in m-shopping apps (MSA) adoption research and suggestions for future research are presented. The review indicates the lack of a universal model of consumer and the predominant effect of cognitive factors i.e., perceived ease of use and utilitarian benefits in explaining usage and adoption intentions. The effects of hedonic benefits, experiential constructs and social influence are contextual and not homogenous. Most of the studies have adopted the behavioral theories of technology adoption by extending or modifying them or as components of multi theoretic approach. A relative lack of theories from socio-psychological, relationship marketing, experiential and emotion dominant disciplines is noted. There is an over-reliance on theories related to information systems, consumer behavior, and predominance of quantitative research-based techniques. Most of the studies focus on consumers pre-adoption intentions compared to usage behavior and consumer loyalty and fail to address the challenges of consumer retention, in-app purchase and consumer loyalty. A relative lack of cross-cultural and cross-country comparative studies is noted. A summary of theories applied and proposed for this study are presented along with proposed research questions. This review provides practitioners and policy makers with a framework of antecedent factors which can be applied for effective marketing strategies according to the stage of consumer adoption of MSA. While keeping in mind specific findings related to this literature review as well as the necessity to guide research in the future that deals with mobile and technology utilization in MSA, a research agenda is introduced.
The usage rate of Point-of-Sale (POS) e-payment services in Vietnam is still relatively low compared to other methods, despite their importance in daily e-commerce activities. This study presents a structural model for e-payment adoption specifically for POS. The model integrates various technology adoption theories of Technology Acceptance Model (TAM); Unified Theory of Acceptance and Use of Technology (UTAUT), as well as concepts such as perceived benefits, perceived risk, and trust. Data was collected from 195 participants who have used or intend to use POS for e-payment and analyzed using the Partial Least Squares–Structural Equation Modeling (PLS–SEM) method. The research findings demonstrated that factors of facilitating conditions, perceived benefits, effort expectancy, social influence, trust, and perceived risk have a significant structural relationship with e-payment adoption via POS. The study also provides insights for managers to enhance the acceptance and use of e-payment via POS and contributes to the exploration of factors influencing e-payment adoption in general.
Saudi Arabia owns the 29th largest E-commerce market in the world, however, grocery is considered the smallest Saudi E-commerce market based on its revenue. This study aims to investigate the effects of various factors on consumers' intention to use E-grocery shopping in Saudi Arabia. Primary data were collected through a self-completion questionnaire that was completed by 189 participants from across Saudi Arabia. The data was analysed using Partial Least Squares Structural Equation Modelling. The results indicate that perceived benefits have significant positive effect on the intention to use E-grocery shopping. On the other hand, none of the examined perceived risk variants (e.g. time risk, financial risk, product performance risk, social risk, and delivery risk) nor the social norm factor had significant effect on intention to use. Finally, theoretical and practical implications were provided as well as limitations and future research direction.
In this study, 22 research papers published on consumer behavior and electronic commerce journals were selected and reviewed based on inclusion criteria of high-quality journals; the aim of this exercise was to conduct an analysis of the state-of the-art research in theories used for studies of MSA. Through this exercise, 22 consumer-level theories were grouped into seven categories. For each theory, its definition, current application in m-shopping apps (MSA) adoption research and suggestions for future research are presented. The review indicates the lack of a universal model of consumer and the predominant effect of cognitive factors i.e., perceived ease of use and utilitarian benefits in explaining usage and adoption intentions. The effects of hedonic benefits, experiential constructs and social influence are contextual and not homogenous. Most of the studies have adopted the behavioral theories of technology adoption by extending or modifying them or as components of multi theoretic approach. A relative lack of theories from socio-psychological, relationship marketing, experiential and emotion dominant disciplines is noted. There is an over-reliance on theories related to information systems, consumer behavior, and predominance of quantitative research-based techniques. Most of the studies focus on consumers pre-adoption intentions compared to usage behavior and consumer loyalty and fail to address the challenges of consumer retention, in-app purchase and consumer loyalty. A relative lack of cross-cultural and cross-country comparative studies is noted. A summary of theories applied and proposed for this study are presented along with proposed research questions. This review provides practitioners and policy makers with a framework of antecedent factors which can be applied for effective marketing strategies according to the stage of consumer adoption of MSA. While keeping in mind specific findings related to this literature review as well as the necessity to guide research in the future that deals with mobile and technology utilization in MSA, a research agenda is introduced.
The research undertaken investigates the effect of online reviews on purchase emotions of young consumers with reference to National Capital Region of India. Quantitative aspects of online reviews, like reviewer quality, reviewer exposure, product attributes, and temporal effects have been considered. Based on literature review, the S-O-R model has been further built on and constructs of A.I.S.A.S. model, i.e., attention and trust, action and share have been incorporated to evaluate buying pattern and behaviour they follow related to online review. Interestingly, when consumers read online reviews, they concentrate not only on review scores but also refer to other textual information like a reviewer's trust and the content associated with it such as various pictures and videos. It is also seen that the market responds more favourably to reviews written by reviewers with better reputations and better exposure, i.e., the influencers. The study also aims to explore the strength of the relationship between the identified independent constructs of online reviews and buying behaviour of an individual.
China's digital financial growth has advanced rapidly, and the banking sector, which serves as the core of the real economy, is concerned about its capacity to resist the impacts of digital finance. The paper analyzes the impact of digital financing on commercial banking risk-taking via balance panel data from 2013 to 2022 from 160 Chinese banks. The results prove that the impact of digital finance on commercial banks' risk-taking and finds that firstly, in terms of the overall effect, digital finance has a dampening effect on commercial banks' risk-taking; in terms of the structural effect, the risk-dampening effect of the breadth of coverage is the strongest and the breadth of coverage and the depth of use play a significant role in the dampening of commercial banks' risk-taking.
This study investigates the relationship between the level of sustainability reporting and information technology (IT) sectors' performance (operational, financial, and market) and compares the results with other sectors. The findings elicited from the empirical results demonstrate that there is a significant negative relationship between ESG and IT sector market performance (TQ). The study contributes to the literature of sustainability accounting by providing records of the cross-sector's experiences. It could serve as a guide to firms that wish to adopt sustainability reporting. Moreover, as the study adopted worldwide and used macroeconomic variables, it contributes to the literature of the economic implications of sustainability reporting.
This study investigates the relationship between the level of sustainability reporting and information technology (IT) sectors' performance (operational, financial, and market) and compares the results with other sectors. The findings elicited from the empirical results demonstrate that there is a significant negative relationship between ESG and IT sector market performance (TQ). The study contributes to the literature of sustainability accounting by providing records of the cross-sector's experiences. It could serve as a guide to firms that wish to adopt sustainability reporting. Moreover, as the study adopted worldwide and used macroeconomic variables, it contributes to the literature of the economic implications of sustainability reporting.
In line with marketers' growing use of product placement on YouTube, this study investigates elements of YouTube product placement that can ultimately affect viewers' purchase intention based on the theory of reasoned action framework. Structural equation modeling of data collected from 355 usable respondents demonstrates that three core elements of YouTube product placement affect attitudes toward brands which, in turn, affect purchase intention: relevance of a brand to a YouTuber's content, trustworthiness of the YouTuber, and favorability of the community on the YouTuber channel. The study also provides implications for marketers based on the findings.
The banking sector has been one of the first to identify the importance of social media analysis to understand customers' needs to offer new services, segment the market, build customer loyalty, or understand their requests. Users of Social Networking Sites (SNS) have interactions that can be analyzed to understand the relationships between people and organizations in terms of structural positions and sentiment analysis according to their expectations, opinions, evaluations, or judgments, what can be called collective subjectivity. To understand this dynamic, this study performs a social network analysis combined with computational linguistics through opinion mining to detect communities, understand structural relationships, and manage a Colombian case study's reputation and systemic risk in the banking industry. Finagro and BancoAgrario are the network leaders in both centralities, most of the main actors have a negative polarity, and MinHacienda and cutcolombia with totally different orientations appear in all methods.
The purpose of this study is to examine the effect of social media marketing tactics—such as advantageous campaigns, relevant content, popular content, and presence on multiple platforms—on customer satisfaction in travel and tourism offices in Jordan. The study also explores how demographic variables like age, sex, education, and income influence this relationship. The results confirmed that social media marketing drives are positively related to customer satisfaction. The findings showed that all the drives—advantageous campaigns, relevant content, popular content, and presence on multiple social media platforms—have a significant impact on customer satisfaction. The results also suggest that demographic variables like age, sex, education, and income moderate the relationship between social media marketing drives and customer satisfaction, implying that the effect of these drives on customer satisfaction may vary based on demographic factors.
