The expansion of digital technologies has led to a digital transformation of the economy and society. E-commerce, driven by new digital technologies and the restrictions during the COVID-19 pandemic, has increased its share in the overall trade of goods and services, influencing economic growth....

Digitalization is increasingly central to economic growth strategies, yet robust macro-level evidence on the role of SME-led e-commerce remains limited. Drawing on the Resource-Based View, this study examines how SME digitalization, internet finance, and platform-based activities influence...

The impact of environmental factors on consumer impulsive buying behavior in the context of e-commerce live streaming: Role of celebrity endorsements and moderating effects of live streaming frequency and shopping experience This study examined the effect of environmental factors like perceived...

The purpose of this research is to investigate and explain the extent to which artificial intelligence stimuli and social behavior determinants influence online impulse buying in Pakistan's e-retail sector positioning brand trust as central pathway mechanism among generation Z. Drawing on the...

This study examines associations between socio-demographic characteristics and online shopping risk determinants of consumers in Bulgaria. It focuses on nine risk determinants grouped into four domains-technological, logistical, legal and geographical, and other risks. The analysis is based on...