Determining the Moderating Effect of Psychosocial Benefits Between Functional Benefits and Consumer Value in Electronic Commerce Websites

This research study delves into the complex interplay of factors influencing consumer perceptions and value in the context of online apparel shopping. Through a comprehensive analysis involving constructs such as Website Aesthetics (WAFEW), Personalization (WPFEW), Price Offers (POFEW), Functional Benefits (FBFEW), Psychosocial Benefits (PSYFEW), and overall Consumer Value (CVIV-EW), the study aims to unravel the dynamics that underpin instrumental values such as honesty, and helpfulness in the digital marketplace. By employing a robust methodological framework, the research analyzes data from consumers of e-commerce apparel websites, using statistical techniques to examine the relationships between the identified constructs. The collection of data subsequently accompanied the framework for evaluating the consumer value via a structured questionnaire. The questionnaire had a total of 350 consumers of e-commerce apparel websites. The study utilized Smart-PLS version 4 to explore the research's theoretical framework. The findings emphasize the important role of psychosocial benefits in influencing consumer value, highlighting the importance of emotional and social connections between consumers. Additionally, the study reveals the critical impact of aesthetics, personalization, and price offers in enhancing perceptions of functional benefits. Moreover, the research identifies a moderating effect among the functional and psychosocial benefits, suggesting that a holistic approach to integrating these aspects can amplify consumer value. This study's results provide valuable insights for electronic commerce businesses looking to enhance technological frameworks such as website architecture, user interface designs, or data analytics. The study contributes to the literature on e-commerce and consumer behavior by providing empirical evidence on the multifaceted determinants of consumer value in the online apparel shopping context.