Effect of Product Assortment, Internet of Things, Order Fulfillment, Green on Purchase Intention Through the Mediating Role of Shopping Assistance

Businesses are on a perpetual quest to increase purchase intention to increase product sales. Currently, this study is also an effort in a similar context where consumers' perception of product assortment, internet of things, order fulfillment, green packaging, and green design are comprehended. Besides, the research entails understating the assistance given to the customers for product purchases, followed by the signaling effect of these factors on the brand's shopping assistance. The impact of shopping assistance is empirically analyzed on purchase intention to grasp the phenomena. Data were gathered using an online survey form, and analysis was done using PLS-SEM. The empirical testing suggests that product assortment, internet of things, order fulfillment, green packaging, and green design on shopping assistance support purchase intention. The result also confirms meditation of shopping assistance in the proposed model.