Cross-border e-commerce (CBEC) involves online transactions between sellers and consumers across national borders. Despite increasing volatility in international trade, the CBEC market continues to grow, making it critical to understand how firms manage logistics uncertainty. This study investigates how internal and external uncertainties differently influence logistics service flexibility (LSF) and logistics information system (LIS) utilization. Using survey data from 214 CBEC professionals primarily located in Korea, structural equation modeling (SEM) reveals divergent patterns: (1) external uncertainties enhance logistics flexibility, whereas internal uncertainties show no significant direct effect; (2) internal uncertainties negatively affect LIS utilization, while external uncertainties show a marginally positive relationship; and (3) LIS utilization mediates the negative pathway from internal uncertainty to flexibility. These findings indicate that firms respond asymmetrically to uncertainty sources, challenging the view that uncertainty universally promotes digital adaptation. Framing LSF (reconfiguration) and LIS use (sensing/seizing) as distinct dynamic capabilities, our results show source-contingent activation: external turbulence catalyzes reconfiguration, whereas internal frictions dampen sensing/seizing, indirectly suppressing flexibility. By identifying an indirect-only (negative) pathway from internal uncertainty via LIS, we refine dynamic capability theory in CBEC logistics and delineate boundary conditions under which uncertainty does not automatically induce digital adaptation.

Purpose: This study explains how digitalisation types (hard-tech vs. soft-tech) shape omni-channel integration mechanisms and translate into customer satisfaction across institutional contexts. Design/methodology/approach: Survey data from omni-channel users in South Korea and Vietnam were analysed using partial least squares structural equation modelling to examine pathways linking digitalisation, operational integration and customer satisfaction. Findings: The results show that digitalisation does not uniformly enhance customer satisfaction directly but also operates through differentiated integration mechanisms. Hard-tech and soft-tech exert distinct effects on customer service, order fulfilment, and promotion integration, which drive satisfaction. The strength and significance of these pathways vary across contexts, indicating that integration effectiveness is contingent on institutional and market conditions. Research limitations/implications: The study focuses on two countries and primarily examines technological and operational dimensions. Future research may extend this mechanism-based perspective to additional contexts and incorporate organisational and behavioural factors. Originality/value: This study advances omni-channel research by shifting the focus from direct effects of digitalisation to integration mechanisms through which value is created. By unpacking the differentiated roles of hard-tech and soft-tech and demonstrating their context-dependent effects, the study offers a more nuanced explanation of how digitalisation translates into satisfaction through specific omni-channel integration mechanisms.

The e-commerce market is rapidly growing, driven by increased non-face-to-face services and digital convenience. However, the expansion of parcel deliveries has substantially increased packaging waste, raising environmental concerns. As ESG (environmental, social, and governance) considerations become critical for sustained competitiveness, eco-friendly packaging has emerged as an important issue in e-commerce logistics. While prior studies have examined consumer attitudes toward eco-friendly packaging, limited attention has been paid to how consumers evaluate and trade off delivery-related eco-friendly packaging attributes at the attribute level. To address this gap, this study applies Latent Dirichlet Allocation (LDA) topic modeling to news articles to identify socially salient eco-friendly packaging attributes and subsequently employs conjoint analysis to examine their relative importance based on consumer-stated preferences. The results indicate that delivery speed (27.2%), ease of recycling (20.2%), and price (19.4%) are the most influential attributes, suggesting that traditional delivery factors and eco-friendly considerations jointly shape consumer preferences in e-commerce delivery contexts. By disaggregating eco-friendly packaging into delivery-related attributes and empirically analyzing their relative importance and trade-offs, this study provides data-driven insights into consumer preference structures, contributing to the literature on sustainable consumption and e-commerce logistics.