Impact of Customer Perceived Value and E-Trust on E-Purchase Intention in Online Retail

Aim of the Study: This investigation seeks to understand how online shoppers' perceived value interacts with their trust in digital platforms, likelihood to make online purchases, and overall satisfaction with the shopping experience. Methodology: The research utilized online questionnaires to collect data from Pakistani consumers through convenience sampling. The researchers employed PLS-SEM (Partial Least Squares Structural Equation Modeling) to analyze the data and validate the study's hypotheses, including moderating variables. Finding: The research highlights several critical elements that shape consumers' willingness to make online purchases, including how useful they find the platform, ease of navigation, trust in the system, prior online shopping experience, and the digital storefront design. The COVID-19 pandemic has dramatically altered business operations, consumer choices, and economic patterns worldwide. While e-commerce has seen significant growth, there remains room for digital business expansion, and researchers are still working to fully comprehend online consumer behavior patterns. Conclusion: Given these evolving dynamics, academic research increasingly emphasises the importance of reexamining established consumer behavior theories through new empirical research. This study applies the Technology Acceptance Model (TAM) framework to investigate the connection between customer satisfaction levels and online purchasing behavior.