The analysis of the mediating effect of customer satisfaction on the relationship of perceived effectiveness of e-commerce platforms and purchase intention, moderated by pandemic fear of Shopee millennial consumers residing in Quezon City during the Covid-19 pandemic

• Main Authors: Alcantara, Mikaela Ann F., Alcobendas, Matt Justin V., Romero, Janin Kiara A., Villamor, Bea Angela O.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Consumer satisfaction—Philippines; Consumer behavior—Philippines; Electronic commerce—Philippines; Teleshopping—Philippines; E-Commerce; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdb_dsi/68; https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1076/viewcontent/The_analysis_of_the_mediating_effect_of_customer_satisfaction_on_Redacted.pdf
• Institution: De La Salle University

As the COVID-19 pandemic continues to pose a threat to the public health and overall economic condition of the country, the unprecedented health crisis has put e-commerce at the forefront of retail. Shopee, the online-selling platform under the Sea group of companies, serves as the current market leader in the Philippines. The study primarily aims to assess the mediating effect of customer satisfaction on the link of PEEP and purchase intention. Quantitative data through survey was employed with a total sample size of 414 comprising millennials residing in Quezon City. Data collected was analyzed using correlation and linear regression. The result shows that customer satisfaction has a partial mediation effect on the relationship between PEEP and purchase intention. It also reveals that a positive relationship with customer satisfaction and purchase intention exists. Meantime, pandemic fear was found to have a positive sole predictor for both customer satisfaction and pandemic fear separately. Although an intriguing finding of this study was that considering the mentioned positive simple linear relationships, the interaction of PEEP and pandemic fear caused a declining amount of customer satisfaction and purchase intention. This entailed a negative moderation by pandemic fear. In addition to this, it is recommended that Shopee should establish a secure platform to ensure the safety of the customers. It is also recommended that future researchers should not only allot more time in doing research but also focus on other variables that can possibly affect the buying behaviors of the consumers.