This study conducts research on retailers’ behavioral intentions and behavior in adopting e-commerce platforms (ECPs) and uses the unified theory of acceptance and use of technology (UTAUT2) model as well as add other factors such as Personalization Platform, Seamless Interaction. The findings show that Effort Expectancy, Social Influence, Hedonic Motivation, Retailers’ Capacity, Integration Strategies have a positive impact on retailers’ behavioral intention of adopting ECPs and Performance Expectancy has a negative impact on retailers’ behavioral intention of adopting ECPs. At the same time, Behavioral Intention, Facilitating Conditions have a positive impact on retailers’ behavior adopting ECPs and Seamless Interaction has a negative impact on retailers’ behavior adopting ECPs. With important implications, these findings are proposed to relevant parties, helping retailers and ECPs suppliers identify factors affecting retailers’ behavioral intention and behavior in adopting ECPs in Vietnam.

Vietnamese e-commerce has recently experienced a robust growth, especially e-commerce platforms such as Shopee, Lazada, Tiki. Reverse logistics has been pointed out as having a significant impact on the performance of an e-commerce platform. To capture the actual impact of some reverse logistics factors, i.e, Return Processing Time (RPT), Return Policy (RP), Return Cost (RC), Customer Service (CSR), and Post-Return Product (PRP), on Customer Satisfaction (CS), an OLS model was conducted. The results indicated significant correlation between all independent variables and dependent variables, which CSR shows the greatest correlation and PRP shows the weakest correlation.  The study then made some suggestions for e-commerce platforms in Vietnam to enhance their reverse logistics process to get higher customer satisfaction.

Despite the current craze for e-commerce live streaming, its specific impact on consumer repurchase intentions and the underlying mechanisms remain insufficiently explored, creating a notable gap in existing research. The purpose of this study is to investigate the precise impact of e-commerce live streaming on consumers’ repurchase intentions and to uncover the path through which this influence occurs. Drawing on behavioral cognitive theory, this paper employs a contextual experimental method to examine how e-commerce live streaming affects consumer repurchase behavior. The experimental results show that e-commerce live can significantly improve consumer repurchase intention, consumer loyalty and market order can positively regulate the effect of e-commerce live. This paper not only verifies the effectiveness of e-commerce live broadcasting, but also provides new ideas for brands and governments to strengthen the ability of e-commerce live broadcasting to “bring goods”.

Purpose: This study aims to identify the primary determinants of consumer behavior influencing customer satisfaction in the context of online mobile application (App) purchases of perishable products. Utilizing the well-established SERVQUAL (Service Quality) model, which has been extensively studied in various service-oriented settings, the research seeks to determine the factors with the greatest impact on customer satisfaction during online transactions of perishable products. Design: The investigation focuses on analyzing the five core dimensions of the SERVQUAL model: tangibles, reliability, responsiveness, assurance, and empathy. The study employs a survey methodology administered through Google Forms, targeting the population residing in the Klang Valley of Malaysia. A total of 400 samples were successfully collected using a snowball sampling technique. Methodology: The study employs the SERVQUAL model as the theoretical framework to examine the dimensions of tangibles, reliability, responsiveness, assurance, and empathy. The survey, conducted through Google Forms, targeted the population in the Klang Valley of Malaysia, with a sample size of 400 collected through snowball sampling. Findings: The study’s outcomes reveal the robust predictive capability of the overarching SERVQUAL model in the realm of online perishable product procurement. Notably, the assurance dimension emerges as the most influential factor, emphasizing its pivotal role in shaping and defining customer satisfaction for online retailers of perishable goods in the Malaysian market. Novelty: This research contributes to the understanding of consumer behavior in online perishable product purchases, by identifying determinants of consumer behavior; the study promotes sustainable production and responsible consumption within the perishable products category, offering insights beneficial for online retailers in the Malaysian market. This study aligns with United Nations sustainable development goals especially industry innovation, food security and responsible consumption.

In recent times, there has been a surge of interest in the transformative potential of artificial intelligence (AI), particularly within the realm of online advertising. This research focuses on the critical examination of AI’s role in enhancing customer experience (CX) across diverse business applications. The aim is to identify key themes, assess the impact of AI-powered CX initiatives, and highlight directions for future research. Employing a systematic and comprehensive approach, the study analyzes academic publications, industry reports, and case studies to extract theoretical frameworks, empirical findings, and practical insights. The findings underscore a significant transformation catalyzed by AI integration into Customer Relationship Management (CRM). AI enables personalized interactions, fortifies customer engagement through interactive agents, provides data-driven insights, and empowers informed decision-making throughout the customer journey. Four central themes emerge: personalized service, enhanced engagement, data-driven strategy, and intelligent decision-making. However, challenges such as data privacy concerns, ethical considerations, and potential negative experiences with poorly implemented AI persist. This article contributes significantly to the discourse on AI in CRM by synthesizing the current state, exploring key themes, and suggesting research avenues. It advocates for responsible AI implementation, emphasizing ethical considerations and guiding organizations in navigating opportunities and challenges.

E-commerce is increasingly developing as a platform large and small companies use to carry out online transactions with consumers. However, the development of e-commerce is also fraught with new environmental problems. Various problems occur, such as data leaks and fraud in buying and selling transactions. This research aims to deepen the study of the e-commerce environment from the perspective of local policymakers, and this research completes a study on the analysis of e-commerce problems and solutions from the perspective of policy actors. The development of e-commerce still has an unsafe environment; the potential for fraud and data leakage is still significant, and a government response is needed, such as creating new regulations or revising existing regulations. This research uses qualitative analysis with a content analysis approach and national online news media as research data and information sources. Nvivo 12 Plus software was used to identify problems and solutions offered by actors in their narratives in the media. The results of this research show that data leaks and e-commerce have the potential to threaten the country’s resilience, conventional businesses are threatened with closure, and policymakers are shifting responsibility for overcoming e-commerce problems. Current regulations still need to be made appropriately to overcome e-commerce problems.