E-Commerce Performance, Digital Marketing Capability and Supply Chain Capability within E-Commerce Platform: Longitudinal Study Before and After COVID-19

Abstract

The Corona Virus Disease (COVID)-19 pandemic has disrupted the business and industry landscape and changed consumers’ behavior. The purpose of this paper was to explore how the behavior of online shoppers and sellers changed because of the COVID-19 outbreak. The originality of this paper lies in combining four main constructs: digital promotion capability, supply chain capability, customer experience, and performance of the e-commerce platform. It incorporates intervening factors like seasonal pricing and logistics outsourcing in the context of COVID 19. The main findings were that, before the pandemic, customer review ratings had a significant positive effect on the performance of the e-commerce platform, but not after the outbreak. Meanwhile, logistics outsourcing does not intervene in the relationship between perceived supply chain capability and (relative) e-commerce platform performance, unlike before the pandemic. This research is a longitudinal study before and after the COVID 19 pandemic, with a call-back sample size of 88 end customer respondents and 55 seller respondents. Data gathered from previous and current e-commerce research were processed by multivariate regression using SPSS software.