ANALYZING THE EFFECT OF ONE-STOP SHOPPING ON PURCHASE INTENTION IN E-COMMERCE

IF 0.6 Q4 COMPUTER SCIENCE, INFORMATION SYSTEMS

International Journal of Information Systems in the Service Sector Pub Date : 2022-01-01 DOI:10.4018/ijisss.295871

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引用次数: 0

Abstract

Beginning with the advent of the Internet in the mid-nineties, e-commerce has started to be a viable alternative way of shopping for the consumers worldwide. Without doubt, it could be said that e-commerce has become indispensable in our lives. 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 web sites 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 significant contribution to the related e-commerce literature.

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电子商务中一站式购物对购买意愿的影响分析

从90年代中期互联网的出现开始，电子商务已经开始成为全球消费者可行的替代购物方式。毫无疑问，电子商务已经成为我们生活中不可或缺的一部分。最近的全球疫情进一步增加了老年人对电子商务的采用，将其作为购买他们需求的唯一方式。本文通过感知价值和品牌忠诚度研究了B2C电子商务网站中产品组合对顾客购买意愿的直接和间接影响。采用扫描电镜方法对假设进行检验。研究结果表明，产品组合对购买意愿没有直接影响。然而，它确实通过感知价值和品牌忠诚度对购买意愿产生了间接影响。因此，本研究通过证实品牌忠诚度在感知价值和购买意图之间的中介作用来验证现有文献。所获得的研究结果被认为对相关的电子商务文献做出了重大贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Information Systems in the Service Sector COMPUTER SCIENCE, INFORMATION SYSTEMS-

CiteScore

1.90

自引率

33.30%

发文量

期刊介绍： The International Journal of Information Systems in the Service Sector (IJISSS) provides a significant channel for practitioners and researchers (from both public and private areas of the service sector), software developers, and vendors to contribute and circulate ground-breaking work and shape future directions for research. IJISSS assists industrial professionals in applying various advanced information technologies. It explains the relationship between the advancement of the service sector and the evolution of information systems.