Analyzing the Effect of One-Stop Shopping on Purchase Intention in E-Commerce

Beginning with the advent of the internet in the mid-nineties, e-commerce started to be a viable alternative way ofshopping for consumers worldwide. Without doubt, it could be said that e-commerce has become indispensable in our lives. The recent global pandemic hasincreased 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, thisstudy validatesthe 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.