Exploring predictors of e-marketing continuance intention in the Zimbabwean pharmaceutical industry during the COVID-19 pandemic

IF 1.4 Q3 ECONOMICS
O. Aigbogun, Mathews Matinari, Olawole Fawehinmi
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引用次数: 0

Abstract

PurposeThe purpose of this study is to empirically explore the predictors of e-marketing use continuance intention in the pharmaceutical business to business (B2B) supply chain during the COVID-19 pandemic.Design/methodology/approachThis study adopted survey research strategy, and data were collected from managers dealing with marketing in 127 pharmaceutical firms in Harare Zimbabwe using a self-reported questionnaire. Partial least squares structural equation modeling (PLS-SEM) was employed to test the hypotheses.FindingsLeadership support and perceived usefulness are significant predictors of e-marketing continuance intentions. The effect of perceived susceptibility and perceived severity on e-marketing use continuance intention was not significant. Perceived usefulness is a positive moderator in the relationship among leadership support, perceived susceptibility and e-marketing use continuance intention. However, the moderating effect of perceived usefulness created a significant but negative relationship between perceived severity and e-marketing use continuance intention.Originality/valueThis study provides empirical evidence of the moderating role of perceived usefulness in the relationships between e-marketing continuance intention and its predictors.
探讨新冠肺炎大流行期间津巴布韦制药行业电子营销持续意图的预测因素
目的本研究旨在实证探索新冠肺炎大流行期间制药企业对企业(B2B)供应链中电子营销使用持续意图的预测因素。设计/方法/方法本研究采用了调查研究策略,使用自我报告问卷从津巴布韦哈拉雷127家制药公司的营销经理那里收集数据。采用偏最小二乘结构方程模型(PLS-SEM)对假设进行检验。发现领导力支持和感知有用性是电子营销持续意向的重要预测因素。感知易感性和感知严重性对网络营销使用持续意向的影响不显著。感知有用性是领导支持、感知易感性和电子营销使用持续意向之间关系的积极调节因素。然而,感知有用性的调节作用在感知严重性和电子营销使用持续意图之间产生了显著但负面的关系。原创性/价值本研究提供了经验证据,证明感知有用性在电子营销持续意图及其预测因素之间的关系中起着调节作用。
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来源期刊
CiteScore
3.20
自引率
7.70%
发文量
41
期刊介绍: African Journal of Economic and Management Studies (AJEMS) advances both theoretical and empirical research, informs policies and practices, and improves understanding of how economic and business decisions shape the lives of Africans. AJEMS is a multidisciplinary journal and welcomes papers from all the major disciplines in economics, business and management studies.
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