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The Mediating Role of E-Consumer Informedness Between Digital Usability and Responsible E-Shopping: Post-COVID-19 Period
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Author(s): Joana Santos (ISCAP, Polytechnic of Porto, Portugal), Ana Pinto Lima (ISCAP, Polytechnic of Porto, Portugal)and Pedro Mendonça Silva (ISCAP, Polytechnic of Porto, Portugal)
Copyright: 2023
Pages: 20
Source title:
Management and Marketing for Improved Retail Competitiveness and Performance
Source Author(s)/Editor(s): José Duarte Santos (Accounting and Business School, Polytechnic of Porto, Portugal), Inês Veiga Pereira (Accounting and Business School, Polytechnic of Porto, Portugal)and Paulo Botelho Pires (Centre for Organizational and Social Studies, Polytechnic of Porto, Portugal)
DOI: 10.4018/978-1-6684-8574-3.ch007
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Abstract
The study aims to understand how pro-responsible e-shopping behaviour proceeded during the COVID-19 pandemic. Structural equation modelling is used in the study. A field survey with 618 e-shoppers is performed to test the survey model and hypotheses. In addition, complementary studies on mediating and moderating effects are employed. The results show interesting and important findings. The conceptual model is validated, where the mediating role of e-consumer informedness is highlighted between digital usability and responsible e-shopping, considering the specific context of COVID-19. In addition, the results of the control variables show mediating effects of income and age on the model trajectories. The chapter presents an original model that examines the relationship between digital usability, e-consumer informedness, and responsible e-shopping. In addition, the research considers a disruptive context like COVID-19 time, thus emphasizing the importance of contextual factors in sustainable procurement, where e-consumer informedness plays a prominent role.
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