Identifying How E-Service Quality Affects Perceived Usefulness of Online Reviews in Post-COVID-19 Context: A Sustainable Food Consumption Behavior Paradigm

Abstract

In this study, the concept of online food purchasing is explored where consumers are not required to visit markets to purchase their foods, especially during the COVID-19 pandemic. Thus, the purpose of this study is to investigate the relationship between perceived e-service quality and related customer service outcomes in online shopping context. The influence of sustainable marketing practices in terms of perceived e-service quality (ESQ), perceived usefulness of online reviews (PUO), brand self-connection (BSC), personal innovativeness (PRI), and willingness to pay for online food services (WPO) has largely been neglected in the previous studies. The present study proposes a conceptual model to fill this gap and empirically examines how ESQ affects PUO, BSC, WPO, and e-word-of-mouth (e-WOM) of food delivery service brands. An online questionnaire survey was conducted with 423 customers utilizing the PLS-SEM-based approach to determine product indicators. Empirical results reveal that ESQ significantly influence BSC and PUO. In the same vein, PUO significantly influence BSC, while BSC significantly influence e-WOM and WPO. The results further indicate that PRI moderates the relationship between ESQ and BSC. In a post-pandemic context, our analysis indicates enormous implications for food service delivery brands in emerging economies. Online food service providers should consider reviewers’ opinions about the products and services they offer and encourage their customers to write positive reviews of the products and services they offer.

Explanation Of E-Service Quality and Actual Use of M-Banking

“…The results of this study are consistent with previous research in applying TAM along with service quality. However, they differ from a study by (Xin et al, 2023), which suggests that electronic service quality affects actual usage through the mediating role of attitude and consumer intention. Based on the testing of thirteen hypotheses, this study found that e-service quality impacts attitudes towards perceived usefulness, and perceived ease of use.…”

“…Furthermore, previous studies confirmed that e-service quality affects perceived usefulness (Xin, Irfan, Ahmad, Ali, & Xia, 2023;Zehir & Narcıkara, 2016).…”

“…Although e-service quality impacts behavioral intention, it does not significantly affect attitude, meaning that it affects actual behavioral intention but not attitude. Xin et al, (2023) state that improving the quality of service is directly related to perceived usefulness and ease of use, which is aligned with the actual usage of mobile banking. Mediating variables are used to determine the relationships between interrelated variables.…”

Continuous Use of NFT Trading Platforms: A Perspective Integrating the Expectation Confirmation Model and the Information Systems Success Model

“…According to Xin et al ( 2023), a significant positive relationship exists between service quality, ease of use, and usefulness of the shopping experience. [27]Moreover, studies by Baranauskas and Raišienė (2021) substantiated the close connection among service quality, ease of use, and usefulness [28]. Hanjaya et al (2019) further highlighted the association between service quality, ease of use, and usefulness [29].…”

From screens to carts: the role of emotional advertising appeals in shaping consumer intention to repurchase in the era of online shopping in post-pandemic

“…Notably, interaction with perceived usefulness proves more influential than ease of use in consumers' behavioral intention to buy online (Prasad and Mitra, 2022). Empirical studies, e.g., Lee and Pan (2023) and Xin et al (2023), advocated consumers' emotional states using the TAM in online shopping via websites post-COVID-19 era. Building on Davis's (1989) TAM, which emphasizes perceived usefulness and ease of use, researchers propose extending this model to incorporate emotional factors (Lee et al, 2011), given the evolving consumer landscape after the pandemic (Qu and Chen, 2021).…”