International Journal of Electronic Business (34 papers in press)

Regular Issues

• Bridging the sensory gap in e-commerce: how virtual try-on and trust mediate the impact of need for touch on purchase intentions under negative eWOM  
  by Neha Rani, Himani Sharma 
  Abstract: This study examines the effect of need for touch, a fundamental sensory preference, on online purchase intentions, thereby filling a significant knowledge gap in understanding customer behaviour in sensory-limited e-commerce environments. Specifically, it emphasises the serial mediating role of virtual try-on and trust, the moderating role of negative electronic word-of-mouth between trust and online purchasing intentions, as well as between the serial mediation pathway. Convenience sampling techniques were used in an online survey to collect data from 358 Northern-Indian customers. Data analysis was carried out using PLS SEM and SPSS. The findings reveal that the need for touch has a significant effect on online purchase intentions, both directly and indirectly, via virtual try-on and trust. Furthermore, negative eWOM weakens the correlation between trust and online purchase intentions, as well as dampening the sequential effect of the need for touch on purchase intentions through virtual try-on. This study offers fresh perspectives into how sensory requirements and digital experiences interact to influence customer trust and behaviour online, with practical implications for e-retailers striving to increase engagement and conversion in digital marketplaces.
  Keywords: need for touch; NFT; virtual try-on; VTO; trust; negative electronic word-of-mouth; online purchase intentions; moderated serial mediation.
  DOI: 10.1504/IJEB.2026.10075538
   
  
• Digital India and the gig economy: analysing the impact of online platforms on employment and income generation  
  by K.V. Reshma, V. Selvam 
  Abstract: The rapid expansion of digital India initiatives and online platforms has transformed employment patterns, yet their actual impact on sustainable job creation and income stability remains unclear. Gig economy platforms promise flexibility and new earning opportunities, but they also raise concerns about job security, fair wages, and long-term socio-economic protection for workers. This study examines the transformative role of the digital India initiative in fostering the growth of the gig economy and evaluates its impact on employment and income generation in India. The study adopted a mixed research design, including 400 survey responses and 20 interviews with gig workers. The study found that while digital India has facilitated technological penetration and improved social networking opportunities, its direct influence on the income and employment of gig workers remains limited. This suggests that digital tools alone do not guarantee economic empowerment without supporting regulatory frameworks and platform accountability. The study emphasises the need for inclusive digital literacy, fair compensation, and labour protections. Policymakers and platform developers must collaborate to ensure that digital innovation leads to sustainable and equitable employment outcomes in Indias evolving digital labour landscape.
  Keywords: digital India; platform work; employment opportunities; income generation.
  DOI: 10.1504/IJEB.2026.10075539
   
  
• Exploring the future of sustainable e-commerce: a 25-year systematic review of adoption trends, AI integration, and emerging research directions  
  by Alfia Sayed, Asish Oommen Mathew, Lewlyn Lester Raj Rodrigues 
  Abstract: E-commerce has risen significantly over the past two decades, making it a vibrant academic issue that spans technology, consumer behaviour, cross-cultural implications, and sustainability. This systematic literature analysis covers 211 e-commerce adoption intention studies from 2000 to 2025. Literature from the most relevant databases was collected, assessed, categorised, and compiled for study. E-commerce adoption studies in emerging economies make up more of the literature, while AI-related e-commerce research is relatively young. As most publications target consumers of all ages, the relationship between e-commerce adoption intention and age cohorts is vague. E-commerce adoption was most often assessed using TAM alone or with behaviour models. General study and research design parameters were aggregated to find publishing trends. The findings provide a foundation for practitioners and academics seeking an e-commerce literature overview, focussing on underexplored topics.
  Keywords: sustainable e-commerce; systematic literature review; SLR; adoption intention; behavioural intention; technology adoption; Industry 4.0; sustainable future; advanced technology.
  DOI: 10.1504/IJEB.2026.10075787
   
  
• Digital marketing and consumer behaviour: a systematic literature review and future research agenda  
  by Sujood, Alisha Waquar, Mohd Arwab, Mohd Salman Shamsi, Hamza Khan 
  Abstract: The purpose of this systematic literature review is to synthesise and analyse existing literature on digital marketing and consumer behaviour. This review aims to recognise key themes, trends and gaps in the existing literature, providing a thorough understanding of how digital marketing strategies influence consumer behaviour and decision-making processes. This review utilises a systematic search strategy on the Scopus database. The review identified several recurring themes, i.e., consumer purchasing intention and online buying factors, consumer psychology, consumer behaviour across generations, spectrum of advertising approaches, correlation among digital marketing strategies, social media influence and consumer behaviour, influencer marketing and online reviews, technological innovation in digital marketing, complexities of privacy and security in digital personalisation, online brand ecosystem, evolving practices of digital marketing, post-COVID-19 digital marketing effect, etc. Notably, this study is the first to examine the relationship between digital marketing and consumer behaviour, addressing a crucial gap in the existing literature.
  Keywords: digital marketing; consumer behaviour; internet marketing; online marketing; electronic marketing; e-marketing; systematic literature review.
  DOI: 10.1504/IJEB.2026.10076001
   
  
• Social media engagement and brand awareness in franchise chains  
  by Wendel Marcos Dos Santos, Pedro Lucas De Resende Melo, Marcio Shoiti Kuniyoshi 
  Abstract: In todays fast-paced digital world, social media is a game-changer for how brands connect with consumers especially in the franchise industry, where being visible and maintaining a good reputation are key to staying competitive. This study dives into the relationship between social media engagement measured by likes, shares, and comments and brand awareness, which we looked at through the lens of the ABF Seal of Excellence. We used logistic regression to assess how likely franchises were to earn this seal based on engagement data from Brazils top 100 franchise chains, gathered over 18 months using Facepager. Our findings revealed that likes had a strong and positive impact, while shares didnt show significant results. Interestingly, comments were linked to a negative association with the seal, hinting at potential reputational risks depending on the tone of feedback. This research adds to the existing literature by shedding light on how digital engagement influences brand recognition in franchise networks. From a methodological standpoint, it highlights the importance of multivariate analysis in connecting online behaviour to real-world outcomes. For managers, these insights emphasise the need to foster positive visual interactions and keep a close eye on user-generated content to avoid any negative repercussion.
  Keywords: social media; franchise chains; consumer engagement; brand awareness; digital marketing; entrepreneurship.
  DOI: 10.1504/IJEB.2026.10076047
   
  
• Integrated analysis of consumer satisfaction towards UPI: a qualitative, PLS-SEM and cIPMA perspective  
  by Gowher Rasool Sheikh, Tahir Ahmad Wani 
  Abstract: The unified payments interface (UPI) has become synonymous with mobile digital payment systems in India. A technological setup that has gained higher levels of adoption and acceptance in India due to two major pushes: demonetisation and the COVID pandemic. UPI is constantly changing the Indian digital payment setup, and many studies have attempted to delve into the factors leading to its adoption and satisfaction. However, this study attempts to dig deeper and explore why this payment system resonates with a diverse population with higher levels of satisfaction. The study employs mixed method approach where in study 1 using qualitative analysis where with the help of in-depth interviews, we explore how factors like usability, convenience, trust, security and social influence lead to higher levels of satisfaction with UPI technology. Consequently, in study 2, the perspectives obtained from study 1 are validated through quantitative methods using PLS-SEM and cIPMA techniques which give much deeper insights into user satisfaction towards UPI technology. Overall, this study presents unique insights into antecedents of user satisfaction towards UPI technology and the continuance of behaviour among the Indian population, which will be useful to practitioners, policymakers, and nations trying to introduce such payment technologies.
  Keywords: unified payments interface; UPI; trust; security; satisfaction; India; digital payment solutions.
  DOI: 10.1504/IJEB.2026.10076110
   
  
• Indonesias mobile banking revolution: what drives user adoption?  
  by Muhammad Adrian Rizky, Vita Fela Wahyu Purnamasari, Tri Anita Rahayu, Ricardo Indra, La Mani 
  Abstract: The low adoption of mobile banking in Indonesia presents a critical challenge, despite the global rise in digital banking. This study investigates the factors influencing mobile banking adoption in Indonesia, focusing on hedonic motivation, trust, behavioural intention, and innovation characteristics. Using a survey of 400 respondents and partial least squares structural equation modelling (PLS-SEM), the study identifies key findings: hedonic motivation enhances behavioural intention and trust, which are essential for user engagement. Trust strengthens behavioural intention but does not directly lead to adoption. Among innovation characteristics, trialability and observability positively impact adoption, highlighting the importance of ease of experimentation and visible benefits. In contrast, compatibility negatively affects adoption, reflecting misalignment with local user habits. These findings suggest that banks must address trust issues and compatibility challenges to enhance adoption. Longitudinal research is recommended to further examine the evolution of consumer decisions over time regarding mobile banking.
  Keywords: mobile banking; adoption; hedonic motivation; behavioural intention; trust; diffusion of innovation; digital banking in Indonesia.
  DOI: 10.1504/IJEB.2026.10076173
   
  
• CEO as the face of the brand: how parasocial bonds drive consumer trust and purchase intention among Gen Z  
  by Ariyaporn Sakulsom 
  Abstract: This study investigates how CEO-led short-form videos influence brand trust and purchase intention among Thai Gen Z consumers. Drawing on parasocial interaction theory, it examines perceived reciprocity, intimacy, emotional investment, and a sense of belonging as predictors of trust and purchase intention. Data from 585 Gen Z participants were collected via an online survey and analysed using structural equation modelling (SEM). Results show that perceived reciprocity significantly predicts purchase intention, with trust in the CEO also emerging as a key mediator. Trust mediates the effects of reciprocity, emotional investment, and belonging on purchase intention. However, perceived intimacy and emotional investment do not directly impact purchase behaviour. The findings highlight the importance of trust and relational authenticity in CEO-led digital communication. This research contributes to executive branding literature and offers practical insights for marketers using short-form video to build trust and engagement among younger consumers.
  Keywords: parasocial relationships; brand trust; Gen Z; purchase intention; short-form video; CEO branding; TikTok marketing.
  DOI: 10.1504/IJEB.2026.10076557
   
  
• Investigating user continuance in second-hand trading platforms: an integrated multidimensional study  
  by Arifur Rahman Khan, Fumitaka Furuoka, Rajah Rasiah, Saif Hossain 
  Abstract: Within the sustainable development context, second-hand trading platforms remain at an early developmental stage, posing intricate and continually evolving challenges in comprehending consumer behaviour. Although previous studies have mainly applied technology acceptance models to understand consumer adoption of e-commerce systems, this research introduces an integrated framework to examine consumers continued usage intentions for online second-hand trading platforms. Specifically, this study investigates the decision-making mechanisms underpinning repeated use, pinpointing three principal dimensions that include ten influential factors. By integrating theoretical perspectives from the information systems success model, signalling theory, and the theory of consumption values within the stimulus-organism-response (S-O-R) framework, we formulated a conceptual model addressing cognitive, emotional, and behavioural components. This model was empirically evaluated through partial least squares structural equation modelling (PLS-SEM). Findings indicate significant effects of product attributes, platform features, and consumer value perceptions on emotional responses and ensuing behavioural intentions. From a theoretical viewpoint, this research enhances existing knowledge about consumer post-adoption behaviour within second-hand trading platforms contexts. Practically, it provides concrete recommendations for platform administrators and vendors to refine user experience and service quality, consequently fostering the sustainable expansion of online second-hand markets.
  Keywords: second-hand trading platforms; continuance intention to use; stimulant organism response; S-O-R; second-hand products; online shopping; e-commerce; electronic commerce.
  DOI: 10.1504/IJEB.2026.10076724
   
  
• E-commerce infrastructure in achieving e-commerce success: the moderating role of the ageing population  
  by Frederick Pobee, Abdul Bashiru Jibril, Seisenbayeva Saule Rakhmanovna, Hayford Amegbe, Daniel Opoku, Aijaz A. Shaikh, Galimkair Mutanov 
  Abstract: This study employs a Unified Theory of Acceptance and Use of Technology (UTAUT) and Infrastructure Theory framework to investigate how e-commerce infrastructure affects success in a developing country. Using purposive and snowball sampling, 704 responses were collected and analysed using SmartPLS structural equation modelling. The study reveals that transportation infrastructure, network infrastructure, and performance expectancy have a significant impact on e-commerce success, with an ageing population moderating some of these relationships. For managers and policymakers, the findings underscore the importance of developing strategies that target not only young digital natives but also older populations.
  Keywords: e-commerce; e-business; UTAUT; infrastructure; networks; ageing; SmartPLS.
  DOI: 10.1504/IJEB.2026.10076919
   
  
• The effect of social media peer communication and live streaming on young female consumers’ attitude and pride toward local brands  
  by Sulhaini, Junaidi Sagir, Sulaimiah 
  Abstract: This research aims to develop and empirically examine a model to understand the chain of effect of social media peer communication and live streaming on subjective knowledge of local products, local brand pride, and attitudes towards buying local products. Drawing from the stimulus-organism-responses (SOR) perspective, the model incorporated global symbolic-value orientation and tested on two product categories, namely: fashion and beauty. The research participants were young female consumers aged 1735 years who live on various islands in Indonesia. Questionnaires were distributed online via social media WhatsApp to reach participants around the country. The results show that, compared to peer communication, live streaming is stronger in growing subjective knowledge of local products, which in turn has a strong impact on local brand attitudes and pride. However, the impact on local brand pride is weakened by the orientation. The ability of live streamings dimensions to generate subjective knowledge varied in each product category.
  Keywords: social media peer communication; live streaming; subjective product knowledge; local brand pride; attitudes towards buying local brands; global symbolic-value orientation.
  DOI: 10.1504/IJEB.2026.10077301
   
  
• AI-quantum enabled e-agriculture service platform: an intelligent web-based model for sustainable farming decisions  
  by Chinmaya Kumar Naik, Mamata Garanayak 
  Abstract: Intelligent, effective, and sustainable agriculture practices are required because of growing nutrient supply and unpredictability of climate. In this work, an integrated, AI-driven precision agriculture system that integrates quantum computing, conventional ML, and classical DL into a single, intuitive web platform is developed. The system has three parts: 1) classification of soil images using three models: hybrid CNN with quantum feature (99.89%), conventional CNN (99.79%), and quantum-classical CNN (43.16%); 2) crop prediction: RF to forecast crop; 3) fertiliser recommendation with rule-based logic enhanced with domain knowledge to deliver best fertiliser and NPK (nitrogen, phosphorus, potassium). Web interface is designed which enables farmers to input soil pictures and obtain soil type, crop, and fertiliser suggestions. The suggested framework offers a viable technique to implement cutting-edge quantum computing concepts in agricultural applications. By connecting the gap among quantum ML and field-level advice, the work offers a revolutionary architecture that promotes sustainable farming.
  Keywords: E-agriculture; precision farming; sustainable agriculture; AI-quantum integration; machine learning; ML; deep learning; DL; intelligent web services; decision support systems; new business models; agricultural technology; AgriTech.
  DOI: 10.1504/IJEB.2026.10077389
   
  
• Risk reduction in online second-hand shopping and interaction between income level and presentation format  
  by Fatimanur Ovaz, Selcuk Burak Hasiloglu 
  Abstract: With digitalisation, consumers can sell their products online with many different motivations and become new owners. In the first study of the article, an online second-hand C2C risk reduction scale was developed. In the second study, a 2 (presentation format: dynamic vs. static) x 2 (income level: low vs. high) between-subjects experimental design was conducted. The findings show that dynamic presentations increase purchase intention and thereby risk reduction. In addition, while the purchase intention and risk reduction actions of the high-income group increase with dynamic presentations, the purchase intention and risk reduction actions of the low-income group increase with static presentations. In the third study of the article, it was examined at which stage of the consumer decision-making process from the idea stage to the purchase action consumers apply risk reduction actions. The findings reveal that consumers apply risk reduction between purchase intention and purchase action.
  Keywords: C2C; second-hand; presentation format; risk reduction; consumer purchasing decision process; scale development; dynamic presentation; static presentation; experimental design.
  DOI: 10.1504/IJEB.2026.10077729
   
  
• From views to value: impact of short video marketing on market penetration and customer engagement  
  by Mayank Jaiswal, Devendra Nath Tiwari, Bijay Prasad Kushwaha, Vibhuti Narayan Singh 
  Abstract: This empirical research examines the effect of short-form video advertising on market penetration and customer interaction for financial products in India. Employing a cross-sectional design, data were collected through a structured survey using scales adapted and modified from earlier research. Thirty items assessed ten constructs related to innovation in financial products, customer orientation and digital engagement platforms. A purposive sampling method was employed to collect data from 304 digital investors in India. Using partial least squares structural equation modelling (PLS-SEM), we found that technological innovation, integration, novelty, and customer orientation significantly affect innovation in financial products. Customer-focused design and tailor-made financial solutions highly enhance a customer-focused strategy. Additionally, financial product innovation and customer orientation positively affect digital engagement platforms, which in turn have a direct and significant positive effect on market penetration and customer engagement. The study makes some significant theoretical and managerial contributions to digital financial marketing.
  Keywords: short-form video marketing; digital engagement platforms; innovation in financial products; customer orientation; market penetration.
  DOI: 10.1504/IJEB.2026.10077795
   
  
• Impact of AI-driven services on customer loyalty and service quality in digital banking: mediated by trust in AI  
  by Priyanshi Sharma, Rahul Gupta 
  Abstract: This paper explores how AI-based services can enhance customer satisfaction and loyalty in the Indian digital banking sector. Data for the study were collected through a structured survey administered to 387 digitally banking customers purposively sampled in a cross-sectional design. In particular, 39 items were used to measure eight constructs related to perceived efficiency, trust in AI, service quality, and customer loyalty, using adapted and modified scales from prior research. Using partial least squares structural equation modelling (PLS-SEM), the results reveal that perceived ease of use, perceived usefulness, and service intelligence positively influence perceived efficiency. In contrast, trust in AI, AI reliability, and system quality positively influence trust in AI. Moreover, both perceived efficiency and trust in ai have positive effects on service quality and customer loyalty. Additionally, service quality positively mediates the relationships between perceived efficiency and customer loyalty, as well as between trust in AI and customer loyalty.
  Keywords: AI-driven services; perceived efficiency; trust in AI; service quality; customer loyalty.
  DOI: 10.1504/IJEB.2026.10077849
   
  
• Impression of perceived opportunity and perceived enjoyment on customer engagement in online buying of electronic wearables  
  by Mukesh Ranakoti, Pradeep Joshi 
  Abstract: The current study aims to identify the impression of perceived opportunity (PO) and perceived enjoyment (PE) on customer engagement (CE) in the context of online buying of electronic wearables. A total of 454 valid questionnaires from respondents were collected using an online survey in Uttarakhand, India. Hypotheses were examined via structural equation modelling. The outcomes of this investigation confirm the significance of perceived opportunity within the progression of customer engagement and the insignificant impact of perceived enjoyment on customer engagement. Moreover, the results provide significant positive mediation effects of self-enhancement between perceived opportunity and customer engagement, and between perceived enjoyment and customer engagement. It is suggested that online marketers should ensure that customers perceive significant opportunities in online buying of electronic wearables. Further, they should be able to consider online buying of electronic wearables as a self-enhancing experience.
  Keywords: perceived opportunity; perceived enjoyment; self-enhancement; customer engagement; online buying.
  DOI: 10.1504/IJEB.2026.10077975
   
  
• The digital retail banking services: the influence of AI-enabled chatbots and perceived service quality on effectiveness of query resolution  
  by Jaspal Singh, Pooja Goel, Meena Arora 
  Abstract: This paper analyses the impact of AI-enabled chatbot features and perceived service quality on query-resolution effectiveness in digital retail banking and examines the mediating effect of customer trust. As a quantitative, cross-sectional study, the authors designed a structured survey comprising 30 items, adapted from scales used in prior research, to collect data. Partial least squares structural equation modelling (PLS-SEM) was used to analyse the data. The results demonstrate that response accuracy, response speed, personalisation, and anthropomorphism play a major role in AI-enabled chatbot features, which, in turn, positively affect perceived service quality and customer trust. Although chatbot attributes are not directly related to the effectiveness of query resolution, service quality and trust have a definitive positive impact and fully mediate this correlation. Additionally, customer trust lies between perceived service quality and query resolution effectiveness, and the effects of serial mediation are substantial.
  Keywords: AI-enabled chatbots; digital retail banking; perceived service quality; customer trust; query resolution effectiveness.
  DOI: 10.1504/IJEB.2026.10078152
   
  
• A behavioural reasoning approach to understanding quick commerce adoption  
  by Maya Vimal Pandey, S.M. Fatah Uddin, Ashish Awasthi 
  Abstract: The speedy growth of quick commerce (QC) determined by the need for speed and convenience of delivery of goods due to the fast pace of life, is changing consumer consumption. This study uses the behavioural reasoning theory framework to explore the motivators and barriers associated with quick commerce adoption in India. Qualitative research (interview method) was adopted, in which 35 respondents were interviewed over a period of six months, through a semi-structured questionnaire. The interpretative phenomenological analysis (IPA) approach was embraced to extract the constructs and understand consumers perspectives on quick commerce adoption. The findings of the study suggest that convenience, time-saving orientation, customer support, and speed of delivery of products are reasons for, whereas perceived financial risk of fraud, lack of trust, quality, and technology barriers or lack of digital literacy are reasons against adoption of quick commerce in India.
  Keywords: behavioural reasoning theory; BRT; motivators; quick commerce adoption.
  DOI: 10.1504/IJEB.2026.10078388
   
  
• Age-differentiated drivers of cross-border e-commerce purchase intention: a PLS-SEM analysis of Malaysian consumers  
  by Bianca Yew, Noraini Moktar, ZhanPeng Liu 
  Abstract: Crossborder ecommerce (CBEC) is expanding in emerging markets, yet adoption differs across age cohorts. This study examines how consumer perception (value, convenience, platform experience), eservice quality, perceived risk, and past CBEC experience influence purchase intention, and whether age moderates these effects. Survey data from 400 Malaysian consumers were analysed using PLSSEM and multigroup analysis of younger versus older users. Consumer perception predicts purchase intention, while eservice quality is significant only among younger consumers. Consumers perceived risk negatively affects intention in both groups, stronger among older users. Past CBEC experience shows no direct effect once benefits and risks are controlled. Perceived risk does not mediate perception or service quality effects, indicating parallel benefit and risk pathways. Findings advance CBEC theory by clarifying agecontingent effects and the limited explanatory role of experience frequency. Managerially, platforms should tailor strategies by enhancing performance cues for younger users and strengthening trust assurances for older users.
  Keywords: cross‑border e‑commerce; CBEC; purchase intention; consumer perception; consumer perceived risk level; e‑service quality; emerging markets.
  DOI: 10.1504/IJEB.2026.10078767
   
  
• From augmented reality to sustainable relationship behaviour: expectancy theory framework and affect heuristic  
  by Nuo Cheng 
  Abstract: As the core framework for explaining motivation and independent selection in the performance situation, expectancy theory shows the judgement of success possibility and result value. But the immersive system will trigger reactions related to emotions and risks, thus changing the way expectations and beliefs are transformed into action. Once emotional and risk perception are involved, can this theoretical perspective also explain the behaviour pattern? This analysis takes affective heuristic as the intermediate path to explore how expected judgement guides sustainable relationship behaviour through changes in emotional state and perceived vulnerability. The results demonstrate that the expected evaluation promotes continuous interaction by generating positive emotions, while increased risk will weaken sustainable relationship behaviour. These models reveal an intertwined cognitive and conative process, which shapes the digital marketing interaction in the augmented reality environment.
  Keywords: augmented reality; expectancy theory; affect heuristic theory; risk perception; emotional response; sustainable relationship behaviour;tri-component attitude model.
  DOI: 10.1504/IJEB.2026.10079278
   
  
• Digital service encounters and behavioural expansion in e-retailing: experiential and relational pathways to cross-buying  
  by Ranjan Kumar, Mudit Gera, Dharminder Kumar Batra, Sachin Kumar, Vinod Kumar 
  Abstract: Digital retail environments have transformed service encounters into technology-mediated experiential ecosystems, raising questions about how such encounters foster behavioural expansion beyond repurchase. Drawing on the stimulus-organism-response (S-O-R) framework and integrating the technology acceptance model (TAM) with relationship marketing theory, this study develops and tests a process-based model explaining how digital service attributes translate into cross-buying intention. Survey data from 450 digital retail consumers were analysed using PLS-SEM. Channel competence and digital channel characteristics enhance the customer experience, functioning as a central organismic mechanism. Service quality, perceived ease of use, and trust drive satisfaction, while experience, satisfaction, and trust jointly enable cross-buying. Satisfaction partially mediates key relationships. Perceived usefulness strengthens trust but does not directly influence satisfaction, suggesting a maturity effect in digital contexts. The study reframes cross-buying as relational scope expansion in electronic retail ecosystems.
  Keywords: digital service encounters; cross-buying; behavioural expansion; customer experience; trust; customer satisfaction; technology acceptance model; TAM; S-O-R framework; digital retail.
  DOI: 10.1504/IJEB.2026.10079279
   
  
• Blockchain technology in hospitality industry: systematic literature review  
  by Arun, Vikrant, Aarti 
  Abstract: Blockchain technology (BCT) is reshaping the hospitality industry by redefining processes such as booking, payments, and consumer engagement. This research presents a systematic literature review (SLR) conducted in line with PRISMA guidelines, drawing on an indepth examination of peerreviewed studies indexed in the Scopus database. The analysis identifies six central themes that capture blockchains role in hospitality: hotel booking, hotel payments, operational efficiency, traceability, sustainability, and data security. The review indicates increasing scholarly interest in BCT adoption; however, research remains limited in its exploration of crosscultural adoption, technological readiness, and longterm sustainability assessments. To address these limitations, the study suggests strategies to improve platform usability, strengthen customer trust, and enhance user awareness. These insights provide practical value for hoteliers, managers, and policymakers, while also proposing avenues for further study to enhance the implementation and mainstreaming of BCTenabled services within the hospitality sector.
  Keywords: blockchain technology; hospitality industry; hotel booking; hotel payment; restaurant business; digital currency; digital transaction; systematic literature review; SLR.
  DOI: 10.1504/IJEB.2026.10079349
   
  
• Linking trust, literacy, regulation, and risk to digital payment adoption and transparency  
  by Aadil Rashid, P. Ashok Kumar, Bilal Ahmad Pandow, K. Venkatalakshmi 
  Abstract: As the digital payments have grown over the time, the adoption and transparency remains inconsistent. This study evaluates the impact of multiple factors such as technological literacy, regulatory awareness, institutional trust and perceived money laundering risk on digital payment adoption and transparency. A theoretical model is developed using survey data collected from 187 digital payment users in India. The psychometric properties of the measurement model were assessed using exploratory and confirmatory factor analysis, and the path analysis was carried out using structural equation modelling. Results show that technology literacy, regulatory awareness and institutional trust have significant positive impact on digital payment adoption and transaction transparency whereas perceived money laundering risk has a negative impact. This research article develops and validates a new integrative model to describe the process of digital payment adoption and financial transparency in India and thus carries practical implication for fin-tech businesses like UPI, Payzap and CRED.
  Keywords: digital payment; transactions; transparency; risk; trust; technology; regulations; financial literacy; money.
  DOI: 10.1504/IJEB.2026.10079463
   
  
• Impact of social media influencers on Gen Z consumers purchase intention for electric vehicles: moderated by advertising scepticism  
  by Sayed Mohd Qaim, Vijay Prakash Gupta 
  Abstract: The paper explores how social media influencers (SMIs) affect the purchase intention of a Generation Z consumer to buy an electric vehicle (EV) in India. The self-administered survey was used to gather data, and common method bias (CMB) was tested using Harmans single-factor method. The data were collected using a cross-sectional research design with a self-administered survey comprising 33 items, based on previous research. This sample comprised 416 participants, selected through purposive sampling. The results indicate that influencer credibility, expertise, trustworthiness, attractiveness, and congruence between the influencer and the follower are significant and positively affect the attitude towards SMIs. Parasocial interaction is highly predicted by attitude towards SMIs, directly increases purchase intention, and, in turn, purchase intention is boosted by parasocial interaction and serves as a significant mediator. Furthermore, these relationships are moderated by advertising scepticism, which undermines the impact of parasocial interaction on purchase intention.
  Keywords: social media influencers; SMIs; electric vehicles; parasocial interaction; advertising scepticism; purchase intention.
  DOI: 10.1504/IJEB.2026.10079464
   
  
• Business intelligence adoption and firm financial performance in emerging economies: an integrated TAM-TOE-IS model  
  by Huthaifa Al-Hazaima, Ahmad Alkhawaldeh, Suhaib Bani Kinana, Hashem Alshurafat 
  Abstract: This study examines the impact of business intelligence (BI) adoption on the financial performance (FP) of industrial firms listed on ASE. Drawing on integrated models of technology acceptance, technology-organisation-environment (TOE), and information systems success, the study explores the major factors influencing firms adoption of BI. A sample of 165 respondents from 53 industrial firms was used to collect data, which were analysed through PLS-SEM. Findings reveal that compatibility, relative advantage, information quality (IQ), and system quality (SQ) are key factors affecting BI adoption due to their perceived ease of use (PEOU) and perceived usefulness (PU). In addition, BI adoption has a positive impact on firms financial performance. The study makes a theoretical contribution by integrating three different models to determine both the perceptual and performance outcomes of BI adoption in an emerging-market setting. The results highlight the strategic importance of BI adoption in improving organisational performance in emerging economies. This study also provides practitioners with actionable insights on enhancing BI adoption by focusing on system compatibility, information quality, and user-centred design. It encourages decision-makers in emerging economies to develop effective data driven strategies that improve financial performance and strengthen competitive advantage.
  Keywords: business intelligence adoption; BIA; firm financial performance; emerging economies; technology acceptance model; TAM; technology-organisation-environment; TOE; information systems success model; Jordan.
  DOI: 10.1504/IJEB.2026.10079946
   
  
• Mobile sports apps as emerging e-business platforms: a UTAUT2-based adoption study in India  
  by V.S. Damodharan, K.A. Asraar Ahmed, Priya Lakshminarasimhan, Trilochan Rout, Yaragudipati Sri Lalitha, Girija Nandini 
  Abstract: The sports technology market in India will surpass 450 million by 2029. This study aims to determine the factors affecting behavioural intention to accept a brands sports app. This study extends the unified theory of acceptance and use of technology 2 to understand user behaviour toward sports apps. The adapted questionnaires were distributed, and data from 435 users of sports activities, including gym users, sports academy players, sports club players, and sports accessories customers, were collected. The partial least squares structural equation modelling was used for data analysis. The results of this study revealed that effort expectancy, all other core variables of the UTAUT2 model, and extended variables had a significant impact on the branded sports app acceptance, with an explanatory power of 0.743.
  Keywords: sports app; branded mobile application; behavioural intention; unified theory of acceptance and use of technology 2; UTAUT2; personal innovativeness; involvement and commitment theory; India.
  DOI: 10.1504/IJEB.2026.10079979
   
  
• The mutual relationship between fintech and e-commerce: results from a study on channel complexity in the banking industry  
  by Rainer Alt, Thomas Puschmann, Stephan Sachse 
  Abstract: Financial technologies (fintech) are important elements in electronic commerce (e-commerce) transactions and e-commerce technologies are enablers for improving interactions between banks and their customers. These interactions are characteristic for service industries and may be conducted via multiple channels. The diffusion of mobile and social technologies has increased the structural and the dynamic complexity of customer interactions in the banking industry. This paper argues that e-commerce solutions are valuable in managing this complexity while fintech services are recognised as important enablers for comprehensive e-commerce ecosystems. Based on a survey among digital natives it discusses the complexity drivers and proposes measures to contain complexity on a strategic, process and systems level.
  Keywords: financial technology; fintech; e-commerce; banking; complexity; open banking.
  DOI: 10.1504/IJEB.2026.10080119
   
  
• The effects of personality traits on purchase intention for LINE stickers: the mediating effects of usage motivation and perceived value  
  by Kang-Wei Chai 
  Abstract: This study examines how personality traits influence consumers purchase intentions toward LINE stickers through usage motivation and perceived value in an instant messaging context. Using questionnaire data from 320 valid respondents in Taiwan, the study applied partial least squares structural equation modelling to test the proposed research model. The results show that personality traits significantly and positively affect both usage motivation and perceived value. In turn, both usage motivation and perceived value significantly increase purchase intention. The indirect effects are also significant, with perceived value exerting a stronger mediating effect than usage motivation. These findings suggest that consumers willingness to purchase LINE stickers is shaped not only by motivational drivers but also, more directly, by value appraisal. The study provides evidence that integrating personality traits, usage motivation, and perceived value helps explain purchase intentions for platformbased digital microproducts.
  Keywords: personality traits; usage motivation; perceived value; purchase intention; LINE stickers.
  DOI: 10.1504/IJEB.2026.10080120
   
  
• Smart retail revolution through AI and blockchain-smart contracts for consumer and strategic success  
  by V. Prema Kumari, S. Antony Raj 
  Abstract: This study introduces an AI-blockchain architecture designed to improve the operations of retail, e-retail, and e-business, tackling issues of inefficiency, fraud and lack of transparency. Using AI-powered demand forecasting (ARIMA + predictive analytics) with blockchain made the supply chain 60% to 90% more efficient, cut stockouts by 15%, and sped up inventory turnover from 4.5 to 8.1. Smart contracts cut the time it took to process payments from 45 seconds to 20 seconds and the number of businesses that went out of business from 2.0% to 0.48%. Hybrid AI anomaly detection found 92% of fraud. Loyalty programmes enhanced engagement by 18% and retention by 15%. Warranty claim times went from 48 hours to 12 hours, and the companys carbon footprint was down by 40%. The architecture makes it possible for retail ecosystems to be open, strong and based on data.
  Keywords: smart contracts; artificial intelligence; blockchain; supply chain optimisation; retail transformation; e-business; electronic business.
  DOI: 10.1504/IJEB.2026.10080307
   
  
• Wired for style: an empirical analysis of technology adoption in fashion among millennial women  
  by Shabnam Gulati, Shamily Jaggi, Arvind Kumar 
  Abstract: The fashion industry is among the fastest-growing global industries. It makes a substantial contribution to national and international economies, with the apparel segment undergoing rapid digital transformation. Women, especially millennials, on the other hand, are a very important segment when it comes to buying clothes and accessories. They are also more likely to shop online; therefore, it is assumed to be necessary for them to use new retail technology. Against this backdrop, this study contributes to the advancing literature on digital fashion retail by providing insights into female millennials technology adoption behaviour and offering insightful guidance for marketers, retailers, and technology developers seeking to enhance sustainable consumer engagement through virtual shopping technologies.
  Keywords: virtual fitting rooms; trust; female millennials; TAM; perceived enjoyment; perceived usefulness; consumer perception; SEM; millennials.
  DOI: 10.1504/IJEB.2026.10080425
   
  
• Drivers of public perception and purchase intention in quick commerce: the moderating role of generation  
  by Souren Koner, Sonali Malewar, Tanushree Gupta 
  Abstract: The paper explores key factors influencing consumer perceptions and purchase intentions regarding Q-commerce platforms. It identifies that a combination of functional efficiency, economic value, and psychological trust drives adoption, with price sensitivity as the primary factor. Even in convenience-focused digital markets, consumers prioritise perceived value. The urgency of Q-commerce highlights the importance of delivery speed and product availability for consumer satisfaction. Additionally, crucial factors including customer support, platform credibility, and transaction security help reduce perceived risks and foster lasting customer relationships. Brand reputation is also vital, as it enhances purchase intention by lowering uncertainties in online transactions. Furthermore, the research notes generational differences: Generation Z is more inclined toward Q-commerce due to their digital fluency and need for immediacy, while Millennials tend to be more cautious, focusing on habitual behaviours and security. Ultimately, successful Q-commerce strategies depend on balancing speed, value, service quality, and trust across different consumer demographics.
  Keywords: Q-Commerce; service quality; generation; public perception; purchase intention.
  DOI: 10.1504/IJEB.2026.10080688
   
  
• Does the digital literacy and AI adoption impact the digital marketing performance of MSMEs? Mediating role of technology readiness  
  by Vipin Rawat, Rahul Gupta, Rakesh Meet 
  Abstract: This research examines the effects of digital literacy and AI adoption on the digital marketing performance of micro, small, and medium enterprises (MSMEs) with technology readiness as the mediating variable and government support as the moderator. Purposive sampling involved selecting 477 MSMEs in India whose owners were the respondents in a self-administered survey using a cross-sectional research design. Digital literacy, attitude towards AI, technology readiness, AI adoption, customer engagement, and campaign efficiency scales were established and adapted to the study. The results indicate that digital literacy and AI attitudes have a fundamental impact on technology preparedness and AI utilisation. The mediator role of technology readiness is important in the linkage between digital literacy, attitude towards AI, and AI embracement. Moreover, AI usage has a high positive impact on customer engagement and campaign efficiency. Nevertheless, governmental support does not significantly moderate the studied relations.
  Keywords: digital literacy; artificial intelligence adoption; technology readiness; digital marketing performance; micro; small; and medium enterprises; MSMEs.
  DOI: 10.1504/IJEB.2026.10080861
   
  
• How digital finance and financial structure shape common prosperity in China: evidence from provincial panel data  
  by Songwei Fan 
  Abstract: Promoting common prosperity has become a central objective of Chinas new development stage, making it essential to explore how finance can contribute to inclusive and equitable growth. This study examines how digital finance supports Chinas goal of common prosperity by analysing its interaction with financial structure and marketisation. Using panel data from 30 provinces (20112020), a comprehensive index of common prosperity based on income growth and equality was constructed to test three hypotheses: 1) digital finance promotes common prosperity; 2) an inverted U-shaped relationship exists between financial structure and prosperity; 3) financial marketisation mediates the impact of digital finance. The analysis employed fixed-effect panel regression models, mediation analysis with robustness checks, and heterogeneity testing across regions and time periods. The results show that digital finance significantly raises income levels and reduces inequality. The interaction with financial structure confirms the existence of an optimal financial structure suited to regional technological development. Furthermore, mediation analysis reveals that digital finance has been shown to enhance prosperity partly by advancing financial marketisation. Regional heterogeneity analysis indicates that the positive effects of digital finance are more substantial in provinces with higher levels of economic development and digital penetration, emphasising its differentiated impact across regions.
  Keywords: digital finance; common prosperity; u-shaped relationship; financial marketisation; mediation analysis; China.
  DOI: 10.1504/IJEB.2026.10080985
   
  
• When AI-generated advertising backfires: information overload, message ambiguity, and customer confusion across retail and service offerings  
  by Md. Aminul Islam 
  Abstract: Although AI is increasingly used to create advertisements, consumer perceptions of such content remain underexplored. This study investigates how AI-generated advertising produces customer confusion in digital consumption contexts, focusing on information overload and message ambiguity as cognitive mechanisms and on offering type (product vs. service) as a boundary condition. Using survey data from 400 online consumers in Bangladesh, the hypothesized relationships were tested with partial least squares structural equation modelling (PLS-SEM). Results show that AI-generated advertising increases customer confusion both directly and indirectly through information overload and message ambiguity. Confusion is stronger for service offerings than for product offerings, reflecting the greater evaluative uncertainty of services. The findings extend information processing theory by clarifying the negative cognitive outcomes of algorithmically generated advertising and offer guidance for deploying AI-based advertising strategies that preserve clarity, transparency, and ethical practice.
  Keywords: AI-generated advertising; customer confusion; information overload; message ambiguity; digital marketing.
  DOI: 10.1504/IJEB.2026.10080986