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

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