A Research Survey of Electronic Commerce Innovation: Evidence from the Literature

  • Kai-Yu Tang Department of International Business, Ming Chuan University, Taipei, Taiwan
  • Chun-Hua Hsiao Department of Marketing, Kainan University, Taoyuan, Taiwan
  • Mei-Chun Chen Department of Information Management, Vanung University, Taoyuan, Taiwan
Keywords: electronic commerce innovations, research trajectory, systemic literature survey


The development of technology has ignited many innovations in business management, especially in the electronic commerce area. The essential example, that is, online stores and online shopping, is a critical evolution and innovation from traditional brick-and-mortar stores to clicks and mortar. Following previous research (Van Oorschot et al.), this present study adopted bibliometric and keyword analysis to review the main characteristics of electronic commerce innovations. Focused on the academic sources, the research data used in this study were searched for and collected from the Web of Science (WoS), a renowned academic database which covers the most influential research journals in electronic commerce. Based on a combination of several keywords related to “innovation” and “electronic commerce,” the keyword search in the WoS was conducted in May 2019. As a result, a total of 334 research articles related to electronic commerce innovations were collected. Derived from the bibliometric analysis, some keywords that were seldom used in the earlier decade (2000-2009), but which rapidly grew in use in the recent decade (2010-2018) were found, including m-commerce, platforms, social commerce, online review, and co-creation. In addition, the top 10 influential articles listed in each of the two decades were identified. The results show some of the research trajectories in EC innovations. In the first decade (2000-2009), the top 10 papers focused on traditional IT adoption, such as self-service technology, enterprise resource planning systems, and the adoption of general attitude-intention theories such as the technology acceptance model. In the recent decade (2010-2018), researchers have shown more diverse interest in innovative EC applications, such as RFID applications, cloud computing, crowdsourcing, etc. Accompanying these EC innovation contexts, in addition to general attitude-intention theories, more theories such as signaling theory, have been adopted.


A. Bhattacherjee, “Acceptance of e-commerce services: the case of electronic brokerages,” IEEE Transactions on Systems, Man, and Cybernetics, vol. 30, no. 4, pp. 411-420, 2000.

M. S. Eastin, “Diffusion of e-commerce: an analysis of the adoption of for e-commerce activities,” Telematics and Informatics, vol. 19, no. 3, pp. 251-267, 2002.

M. Cui, S. L. Pan, S. Newell, and L. Cui, “Strategy, resource orchestration and e-commerce enabled social innovation in Rural China,” Journal of Strategic Information Systems, vol. 26, no. 1, pp. 3-21, 2017.

T. Escobar-Rodríguez and R. Bonsón-Fernández, “Analysing online purchase intention in Spain: fashion e-commerce,” Information Systems and e-Business Management, vol. 15, no. 3, pp. 599-622, 2017.

Y. Vakulenko, P. Shams, D. Hellström, and K. Hjort, “Service innovation in e-commerce last mile delivery: mapping the e-customer journey,” Journal of Business Research, vol. 101, pp. 461-468, August 2019.

K. Randhawa, R. Wilden, and J. Hohberger, “A bibliometric review of open innovation: setting a research agenda,” Journal of Product Innovation Management, vol. 33, no. 6, pp. 750-772, 2016.

J. A. van Oorschot, E. Hofman, and J. I. Halman, “A bibliometric review of the innovation adoption literature,” Technological Forecasting and Social Change, vol. 134, pp. 1-21, 2018.

S. Akter and S. F. Wamba, “Big data analytics in e-commerce: a systematic review and agenda for future research,” Electronic Markets, vol. 26, no. 2, pp. 173-194, 2016.

H. Han, H. Xu, and H. Chen, “Social commerce: a systematic review and data synthesis,” Electronic Commerce Research and Applications, vol. 30, pp. 38-50, 2018.

D. Gursoy, “A critical review of determinants of information search behavior and utilization of online reviews in decision making process,” International Journal of Hospitality Management, vol. 76, pp. 53-60, 2019.

J. S. Liu and L. Y. Lu, “An integrated approach for main path analysis: development of the Hirsch index as an example,” Journal of the American Society for Information Science and Technology, vol. 63, no. 3, pp. 528-542, 2012.

K. D. Brouthers, R. Mudambi, and D. M. Reeb, “The blockbuster hypothesis: influencing the boundaries of knowledge,” Scientometrics, vol. 90, no. 3, pp. 959-982, 2011.

Y. M. Wang, Y. S. Wang, and Y. F. Yang, “Understanding the determinants of RFID adoption in the manufacturing industry,” Technological Forecasting and Social Change, vol. 77, no. 5, pp. 803-815, 2010.

M. L. Meuter, M. J. Bitner, A. L. Ostrom, and S.W. Brown, “Choosing among alternative service delivery modes: an investigation of customer trial of self-service technologies,” Journal of Marketing, vol. 69, no. 2, pp. 61-83, 2005.

S. Li, K. Srinivasan, and B. Sun, “Internet auction features as quality signals,” Journal of Marketing, vol. 73, no. 1, pp. 75-92, January 2009.

P. A. Pavlou and M. Fygenson, “Understanding and predicting electronic commerce adoption: an extension of the theory of planned behavior,” MIS Quarterly, vol. 30, no. 1, pp. 115-143, 2006.

K. Zhu and K. L. Kraemer, “Post-adoption variations in usage and value of e-business by organizations: cross-country evidence from the retail industry,” Information Systems Research, vol. 16, no. 1, pp. 61-84, 2005.

L. D. Chen, M. L. Gillenson, and D. L. Sherrell, “Enticing online consumers: an extended technology acceptance perspective,” Information & Management, vol. 39, no. 8, pp. 705-719, 2002.

K. Zhu, K. L. Kraemer, and S. Xu, “The process of innovation assimilation by firms in different countries: a technology diffusion perspective on e-business,” Management Science, vol. 52, no. 10, pp. 1557-1576, 2006.

S. Y. X. Komiak and I. Benbasat, “The effects of personalization and familiarity on trust and adoption of recommendation agents,” MIS Quarterly, vol. 30, no. 4, pp. 941-960, 2006.

D. Chatterjee, R. Grewal, and V. Sambamurthy, “Shaping up for e-commerce: institutional enablers of the organizational assimilation of Web technologies,” MIS Quarterly, vol. 26, no. 2, pp. 65-89, 2002.

P. L. To, C. C. Liao, and T. H. Lin, “Shopping motivations on Internet: a study based on utilitarian and hedonic value,” Technovation, vol. 27, no. 12, pp. 774-787, 2007.

W. Duan, B. Gu, and A. B. Whinston, “Informational cascades and software adoption on the internet: an empirical investigation,” MIS Quarterly, vol. 33, no. 1, pp. 23-48, 2009.

H. Barki and A. Pinsonneault, “A model of organizational integration, implementation effort, and performance,” Organization Science, vol. 16, no. 2, pp. 165-179, 2005.

S. M. Mudambi and D. Schuff, “What makes a helpful online review? a study of customer reviews on amazon,” MIS Quarterly, vol. 34, no. 1, pp. 185-200, 2010.

B. W. Wirtz, A. Pistoia, S. Ullrich, and V. Gottel, “Business Models: origin, development and future research perspectives,” Long Range Planning, vol. 49, no. 1, pp. 36-54, 2016.

T. Oliveira, M. Thomas, and M. Espadanal, “Assessing the determinants of cloud computing adoption: an analysis of the manufacturing and services sectors,” Information & Management, vol. 51, no. 5, pp. 497-510, 2014.

V. Zwass, “Co-Creation: toward a taxonomy and an integrated research perspective,” International Journal of Electronic Commerce, vol. 15, no. 1, pp. 11-48, 2010.

Y. L. Fang, I. Qureshi, H. S. Sun, P. McCole, E. Ramsey, and K. H. Lim, “Trust, satisfaction, and online repurchase intention: the moderating role of perceived effectiveness of e-commerce institutional mechanisms,” MIS Quarterly, vol. 38, no. 2, pp. 407-428, 2014.

J. D. Wells, J. S. Valacich, and T. J. Hess, “What signal are you sending? how website quality influences perceptions of product quality and purchase intentions,” MIS Quarterly, vol. 35, no. 2, pp. 373-396, 2011.

S. Amaro and P. Duarte, “An integrative model of consumers' intentions to purchase travel online,” Tourism Management, vol. 46, pp. 64-79, 2015.

H. C. Zheng, D. H. Li, and W. H. Hou, “Task design, motivation, and participation in crowdsourcing contests,” International Journal of Electronic Commerce, vol. 15, no. 4, pp. 57-88, 2011.

N. Amblee and T. Bui, “Harnessing the influence of social proof in online shopping: the effect of electronic word of mouth on sales of digital microproducts,” International Journal of Electronic Commerce, vol. 16, no. 2, pp. 91-113, 2011.

How to Cite
K.-Y. Tang, C.-H. Hsiao, and M.-C. Chen, “A Research Survey of Electronic Commerce Innovation: Evidence from the Literature”, AITI, Jul. 2019.