JTAER, Vol. 18, Pages 1365-1403: Unveiling the Power of ARIMA, Support Vector and Random Forest Regressors for the Future of the Dutch Employment Market

Journal of Theoretical and Applied Electronic Commerce Research doi: 10.3390/jtaer18030069

Authors: Piotr Gajewski Boris Čule Nevena Rankovic

The increasing popularity of online job vacancies and machine learning methods has raised questions about their combination to enhance our understanding of labour markets and algorithms. However, the lack of comparable studies necessitates further investigation. This research aims to explore the effectiveness of Random Forest Regressor (RFR) and Support Vector Regressor (SVR) machine learning models in predicting online job vacancies compared to the auto-regressive ARIMA method. To answer this question, detailed sub-questions are posed in relation to the sub-samples of the main data provided by Birch Consultants, an external partner originally obtained by Jobdigger. Drawing upon previous research on time-series accuracy, this study combines various approaches to benefit society and the external partner. Using the walk-forward validation method, with a 91-day expanding window, it provides precise answers to the sub-questions. Findings suggest that RFR is suitable for forecasting larger samples, while SVR is preferred due to its capability to predict small series despite relatively small scoring benefits and computational costs. Both machine learning models outperform the baseline ARIMA model in capturing complex time-series. Further research should focus on exploring advanced auto-regressive, deep learning, and hybrid models for future investigations.

JTAER, Vol. 18, Pages 1338-1364: A Review of the Lightning Network’s Evolution: Unraveling Its Present State and the Emergence of Disruptive Digital Business Models

Journal of Theoretical and Applied Electronic Commerce Research doi: 10.3390/jtaer18030068

Authors: Thomas K. Dasaklis Vangelis Malamas

The Lightning Network (LN), a second-layer protocol built on top of the Bitcoin blockchain, is an innovative digital payment solution that offers increased convenience, speed, and cost-effectiveness to consumers and businesses alike. However, there is limited literature available on the characteristics of this nascent technology, the depth and breadth of the various business LN-related applications as well as relevant adoption/implementation challenges. This study aims to contribute to the understanding of the LN’s characteristics, its potential in enhancing business operations and its applicability across different sectors, while taking into account adoption and implementation challenges. We apply a narrative review methodology using a semi-systematic approach to examine new and emerging business models empowered by the LN and its characteristics, topology, performance, privacy and security. We analyze the data to identify key themes and trends in the literature, offering a critical analysis of the strengths and weaknesses of the existing literature. Based on the findings, we provide several clusters of fruitful areas for future research directions. This study not only provides crucial insights for businesses contemplating the adoption of LN to improve their operations and customer experience, but it also represents a substantial academic contribution, offering valuable knowledge and fostering further research in the fields of blockchain technology, FinTech and cryptocurrencies.

JTAER, Vol. 18, Pages 1320-1337: The Effect of Price Discrimination on Fairness Perception and Online Hotel Reservation Intention

Journal of Theoretical and Applied Electronic Commerce Research doi: 10.3390/jtaer18030067

Authors: Yi-Fen Chen Tzu-Ting Pang Boedi Hartadi Kuslina

In light of the development of online travel agencies (OTAs), the rules of the entire tourism industry have changed. Due to the ease of finding information and comparing products, consumers can choose a hotel not only by room type, but also by rate, according to their preferences. The purpose of this study was to explore the effect of price discrimination on the fairness perception toward reservation intentions. The interaction effects of the brand familiarity and the type of consumers on the fairness perception were also examined. The study used an experimental design, with 2 price discriminations × 2 brand familiarities × 2 regulatory focuses, on a total of 320 valid subjects. The results showed that advantaged-price discriminations had higher fairness perceptions than equal-price discriminations, and that higher fairness perceptions had higher reservation intentions. The interaction effect of brand familiarity showed no significant impact on the fairness perceptions, while the regulatory focus had a mitigating effect on the price discrimination and on the fairness perceptions. This study provides insights into the relationship between online price discrimination and tourism, and it contributes to the literature on hospitality. It also provides the managerial implications for online hotels in developing pricing strategies.

JTAER, Vol. 18, Pages 1301-1319: Consumers’ Preferences for Digital Corporate Content on Company Websites: A Best–Worst Scaling Analysis

Journal of Theoretical and Applied Electronic Commerce Research doi: 10.3390/jtaer18030066

Authors: Clemens Koob

Digital content marketing (DCM) complements traditional marketing communication approaches and is a major focus of research. Uses and gratifications research posits that DCM only unfolds positive effects if it provides valuable content to consumers. However, there is limited evidence on what constitutes gratifying digital corporate content on company websites. This study aimed to elicit consumers’ preferences for key characteristics of digital corporate content on company websites and whether preferences differ among consumer subgroups. Best–worst scaling (BWS) was used to reveal preferences. To obtain BWS data, a cross-sectional survey was employed. The study sample comprised 1527 consumers from Germany, Switzerland, and Austria. Data were analyzed using counting analysis and conditional logit modeling. Subgroup comparisons were performed with t-tests and one-way ANOVA. The results consistently show that consumers prioritize information value as the most important content characteristic, followed by value in use, entertainment value, process value, and social value. Subgroup comparisons revealed generally similar priorities among consumers, with the greatest heterogeneity being found in assessments of the importance of social value. The study also suggests that consumers prioritize digital corporate content characteristics on company websites differently than they do on social media. These findings contribute to the evolving literature on DCM and provide insights that could help set evidence-based priorities in DCM practice.

JTAER, Vol. 18, Pages 1283-1300: Social Commerce in Europe: A Literature Review and Implications for Researchers, Practitioners, and Policymakers

Journal of Theoretical and Applied Electronic Commerce Research doi: 10.3390/jtaer18030065

Authors: Alexandrina Maria Păuceanu Sebastian Văduva Amalia Cristina Nedelcuț

The COVID-19 pandemic has altered consumer behavior, making social commerce a viable alternative throughout the world. Europe is trailing the US and China in adopting this technology, but the prognosis is encouraging. Our goal is to contribute to this process by offering a literature review on social commerce in Europe for researchers, practitioners, and policymakers. We analyzed 4.764 articles published during the 2015–2023 period on the topic of social commerce in Europe utilizing the PRISMA flow diagram. After scrutinizing this large body of literature with various instruments including artificial intelligence (AI), we identified a final list of 45 articles that are most pertinent to our research questions. The emerging themes were that social media is shaping behavior and triggering buying intentions, that trust is paramount in buying impulses and behavior, and that success in social commerce is predicated upon relationships and engagement.