Enabling Digital Commerce: Advertising and the Influence of User Behavior

With the rising popularity of digital commerce and rising competition of companies with platforms like Amazon, it is especially important for companies to attract customers’ attention. Advertising depicts one possibility to do that, but only if the ad can induce a certain interaction with the customer. As prior research shows, that the willingness to interact with an ad depends on how the user perceives the ad, we conduct a literature review on factors shaping those perceptions and interaction. The results of 41 papers are structured along the ad delivery process, including advertisers’, here the companies in digital commerce, publishers’ and customers’ perspectives. The results show, that to successfully use advertising to raise customers’ attention and induce purchases, companies in digital commerce need to be aware of all three perspectives and need to closely collaborate with publishers to manage the display of ads to customers. We offer a precise research agenda