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Article
Publication date: 2 March 2023

Osaro Aigbogun, Mathews Matinari and Olawole Fawehinmi

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…

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Abstract

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.

Details

African Journal of Economic and Management Studies, vol. 14 no. 3
Type: Research Article
ISSN: 2040-0705

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Abstract

Details

African Journal of Economic and Management Studies, vol. 14 no. 3
Type: Research Article
ISSN: 2040-0705

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