Analyzing the effect of one-stop shopping on purchase intention in E-Commerce
Yükleniyor...
Tarih
2022
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
IGI Global
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Beginning with the advent of the internet in the mid-nineties, e-commerce started to be a viable alternative way of shopping for consumers worldwide. Without doubt, it could be said that e-commerce has become indispensable in our lives. The recent global pandemic has increased e-commerce adoption by elderly people even further as the sole way of buying their needs. This paper studies the direct and indirect effects of product portfolio in B2C e-commerce websites on customers’ purchase intention through perceived value and brand loyalty. SEM method was used to test the hypotheses. The results of the study indicate that product portfolio does not have a direct effect on purchase intention. However, it does have an indirect influence on purchase intention through perceived value and brand loyalty. As a result, this study validates the extant literature by confirming the mediating role of brand loyalty between the relationship between perceived value and purchase intention. The findings obtained are believed to provide a significant contribution to the related e-commerce literature.
Açıklama
Anahtar Kelimeler
Brand Loyalty, Customer Satisfaction, E-Commerce, Product Portfolio, Purchase Intention
Kaynak
International Journal of Information Systems in the Service Sector
WoS Q Değeri
N/A
Scopus Q Değeri
N/A
Cilt
14
Sayı
1
