The Influence of Perceived Value on Purchase Intentions in Online Shopping

Abstract

This research investigates the influence of perceived value on online purchase intentions using Structural Equation Modeling (SEM). The study evaluates the multidimensional nature of perceived value, encompassing utilitarian, hedonic, and social dimensions, and explores the mediating roles of trust and convenience in shaping consumer behavior. Data were collected through a structured survey of 450 active online shoppers in India, with respondents stratified across demographic and geographic profiles. Results reveal that utilitarian value is the most significant predictor of purchase intentions, followed by hedonic and social values. Trust and convenience emerged as critical mediators, amplifying the effects of perceived value dimensions on consumer decisions. Regional variations in perceived value highlight the influence of cultural and infrastructural factors, with respondents from digitally advanced regions demonstrating higher purchase intentions. The study addresses gaps in existing literature by integrating multiple dimensions of perceived value and examining their collective impact, mediated by trust and convenience. Findings emphasize the importance of enhancing practical features like logistics and security while investing in emotional engagement and personalized consumer experiences. The research provides actionable insights for online retailers, emphasizing localized and inclusive strategies to optimize consumer satisfaction and loyalty in competitive digital marketplaces. Broader implications extend to sectors such as education and healthcare, where trust and convenience are equally pivotal in shaping user adoption.