An Empirical Investigation into the Perceived Value and Customer Adoption of Online Shopping: Palestine as a Case Study

ABSTRACT

Increased online shopping worldwide, even during the COVID-19 pandemic, has increased the need for more research to understand factors influencing its adoption and use by customers. The current research aims to investigate the influence of perceived value on customer intention to use online shopping in Palestine. A 200-Palestinian online shopper survey has been implemented. A theoretical framework has also been developed where perceived value is measured using four dimensions social, functional, emotional, and epistemic. To analyze the collated data, the structural equation modeling is suitably conducted. The results show that all perceived value dimensions have positively influenced customer’s intention to use online shopping. Largely, the current work shows that emotional value is the most significant dimension. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.