The Effect of Product Portfolio on Purchase Intention in e-Commerce Web Sites

Mühendislik ve Teknoloji Yönetimi Zirvesi 2018– ETMS2018 İstanbul Teknik Üniversitesi & Bahçeşehir Üniversitesi

7 Pages Posted: 27 Feb 2019

See all articles by Mustafa Emre Civelek

Mustafa Emre Civelek

Antalya Bilim University

Adnan Ertemel

affiliation not provided to SSRN

Date Written: October 5, 2018

Abstract

E-commerce has globally become commonplace in the recent years. In the 21st world marketing environment, e-commerce deserves special attention when studying brands and their marketing activities. This study investigates the direct and indirect effects of product portfolio, that is, the range and depth of products, found in B2C e-commerce web sites, on customers’ purchase intention through perceived value and loyalty to the web sites. In conducting the research, structural equation modeling method was used to test the hypotheses. It’s found that product portfolio in e-commerce web sites doesn’t have direct effect on purchase intention. However, product portfolio does influence purchase intention indirectly through perceived value and customer loyalty. Validating the previous studies, this study confirms the mediating role of customer loyalty within the relationship between perceived value and purchase intention. Thus the effect is revealed in the context of e-commerce. Hence, the findings in this study have significant contribution to the related e-commerce literature.

Keywords: E-Commerce, Product Portfolio, Purchase Intention

Suggested Citation

Civelek, Mustafa Emre and Ertemel, Adnan, The Effect of Product Portfolio on Purchase Intention in e-Commerce Web Sites (October 5, 2018). Mühendislik ve Teknoloji Yönetimi Zirvesi 2018– ETMS2018 İstanbul Teknik Üniversitesi & Bahçeşehir Üniversitesi , Available at SSRN: https://ssrn.com/abstract=3332982

Mustafa Emre Civelek (Contact Author)

Antalya Bilim University ( email )

Turkey

Adnan Ertemel

affiliation not provided to SSRN

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