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

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