Given the severe impacts of the Covid-19 pandemic on business activities, this study presents a systematic framework to examine the effect of the perceived effectiveness of e-commerce platforms (PEEP) on consumer's perceived economic benefits in predicting sustainable consumption. This study adopted uses and gratification theory to base the conceptual model while adding a boundary condition of pandemic fear. The primary research method of this study is a quantitative survey and analysis. Using a sample of 617 online consumers with PLS analytical technique, this study finds a positive moderating effect of pandemic fear on the relationships among PEEP, economic benefits, and sustainable consumption. The contribution of this study is its examination of how economic benefit mediates the PEEP and sustainable consumption relationship which is dependable on the levels of pandemic fear. Implications for managers and theory are also discussed.
Extends perceived effectiveness of e-commerce platforms (PEEP) in the Covid-19 pandemic.
Proposes the focal effect of PEEP on sustainable consumption through economic benefits.
Includes the boundary effect of pandemic fear to the model using uses and gratification theory.
Confirms the proposed model using data collected from 617 online consumers.
Finds strong effects of PEEP and economic benefits due to high levels of pandemic fear.