Exploring predictors of e-marketing continuance intention in the Zimbabwean pharmaceutical industry during the COVID-19 pandemic
Purpose: The 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/approach: This study adopted survey research strategy, and data were col...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
2023
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| Online Access: | http://hdl.handle.net/20.500.11937/90862 |
| _version_ | 1848765444505206784 |
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| author | Aigbogun, Osaro Matinari, M. Fawehinmi, O. |
| author_facet | Aigbogun, Osaro Matinari, M. Fawehinmi, O. |
| author_sort | Aigbogun, Osaro |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Purpose: The 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/approach: This 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. Findings: Leadership 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/value: This study provides empirical evidence of the moderating role of perceived usefulness in the relationships between e-marketing continuance intention and its predictors. |
| first_indexed | 2025-11-14T11:35:21Z |
| format | Journal Article |
| id | curtin-20.500.11937-90862 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:35:21Z |
| publishDate | 2023 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-908622023-05-11T07:42:42Z Exploring predictors of e-marketing continuance intention in the Zimbabwean pharmaceutical industry during the COVID-19 pandemic Aigbogun, Osaro Matinari, M. Fawehinmi, O. Purpose: The 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/approach: This 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. Findings: Leadership 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/value: This study provides empirical evidence of the moderating role of perceived usefulness in the relationships between e-marketing continuance intention and its predictors. 2023 Journal Article http://hdl.handle.net/20.500.11937/90862 10.1108/AJEMS-06-2022-0254 unknown |
| spellingShingle | Aigbogun, Osaro Matinari, M. Fawehinmi, O. Exploring predictors of e-marketing continuance intention in the Zimbabwean pharmaceutical industry during the COVID-19 pandemic |
| title | Exploring predictors of e-marketing continuance intention in the Zimbabwean pharmaceutical industry during the COVID-19 pandemic |
| title_full | Exploring predictors of e-marketing continuance intention in the Zimbabwean pharmaceutical industry during the COVID-19 pandemic |
| title_fullStr | Exploring predictors of e-marketing continuance intention in the Zimbabwean pharmaceutical industry during the COVID-19 pandemic |
| title_full_unstemmed | Exploring predictors of e-marketing continuance intention in the Zimbabwean pharmaceutical industry during the COVID-19 pandemic |
| title_short | Exploring predictors of e-marketing continuance intention in the Zimbabwean pharmaceutical industry during the COVID-19 pandemic |
| title_sort | exploring predictors of e-marketing continuance intention in the zimbabwean pharmaceutical industry during the covid-19 pandemic |
| url | http://hdl.handle.net/20.500.11937/90862 |