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

Beginning﻿with﻿the﻿advent﻿of﻿the﻿internet﻿in﻿the﻿mid-nineties,﻿e-commerce﻿started﻿to﻿be﻿a﻿viable﻿ alternative﻿way﻿of﻿shopping﻿for﻿consumers﻿worldwide.﻿Without﻿doubt,﻿it﻿could﻿be﻿said﻿that﻿e-commerce﻿ has﻿become﻿indispensable﻿in﻿our﻿lives.﻿The﻿recent﻿global﻿pandemic﻿has﻿increased﻿e-commerce﻿adoption﻿ by﻿elderly﻿people﻿even﻿further﻿as﻿the﻿sole﻿way﻿of﻿buying﻿their﻿needs.﻿This﻿paper﻿studies﻿the﻿direct﻿and﻿ indirect﻿effects﻿of﻿product﻿portfolio﻿in﻿B2C﻿e-commerce﻿websites﻿on﻿customers’﻿purchase﻿intention﻿ through﻿perceived﻿value﻿and﻿brand﻿loyalty.﻿SEM﻿method﻿was﻿used﻿to﻿test﻿the﻿hypotheses.﻿The﻿results﻿of﻿ the﻿study﻿indicate﻿that﻿product﻿portfolio﻿does﻿not﻿have﻿a﻿direct﻿effect﻿on﻿purchase﻿intention.﻿However,﻿ it﻿does﻿have﻿an﻿indirect﻿influence﻿on﻿purchase﻿intention﻿through﻿perceived﻿value﻿and﻿brand﻿loyalty.﻿ As﻿a﻿result,﻿this﻿study﻿validates﻿the﻿extant﻿literature﻿by﻿confirming﻿the﻿mediating﻿role﻿of﻿brand﻿loyalty﻿ between﻿the﻿relationship﻿between﻿perceived﻿value﻿and﻿purchase﻿intention.﻿The﻿findings﻿obtained﻿are﻿ believed﻿to﻿provide﻿a﻿significant﻿contribution﻿to﻿the﻿related﻿e-commerce﻿literature.

There are a number of studies in the extant literature that investigate the effect of different electroniccommercequalityconstructsondifferentvariables.Thesummaryoftheexistingresearch whichfocusparticularlyonperceivedvalue,brandloyaltyandpurchaseintentionisgiveninTable1.
Given the fact that competition is even higher in online shopping, Yang et al. (2004) has demonstrated the direct effect of perceived value in achieving brand loyalty in e-commerce.Regarding the effect of customer perceived value on purchase intention, some scholars have associatedcustomerperceivedvalueasadirectantecedenttopurchaseintention.ChenandDubisky (2003),forexample,identifiedcustomerperceivedvalueasacriticalvariablethathaseffecton purchaseintention.However,manyscholarsidentifycustomerperceivedvalueasavariablethat contributestobrandloyaltyinthelongrun,whichultimatelypaveswaytorepeatpurchaseintention.
We argue that this view is more appropriate as purchase intention is a long-term phenomenon whereascustomerperceivedvalueisratheramomentaryphenomenonthatrepresentsthereflection oftheexperienceatthatparticularmoment.
As such, in our research model, we do not propose a direct relationship between customers perceivedvalueandpurchaseintention.Incontrast,weproposethatcustomerperceivedvalueaffects brandloyaltyandbrandloyalty,inturn,affectspurchaseintentioninthelongrun.
Building long-term relationships and loyalty with the consumers is especially important in e-commercebecauseofthefactthatconsumerscaneasilyfindalternativesinanonlinemedium.

dISCUSSION
The findings signify that product portfolio, which was previously found to have direct affect on purchaseintentionintheextantliterature(Zengetal.,2009)doesn'taffectpurchaseintentiondirectly.However, it does have an indirect effect through the mediating role of customer perceived value andbrandloyalty,whichcanbeviewedinlinewiththewell-knownquality→value→loyaltychain (ParasuramanandGrenwal,2000).

Figure 2 .
Figure 2. Results of SEM analysis

Table 2 . Confirmatory factor analysis results Variables Items Standardized Factor Loads Unstandardized Factor Loads
p<0.05 for all items

Table 3 . Construct descriptives, correlation and reliability
*p < 0.01 Note: Diagonals show the square root of AVEs.