THE EFFECT OF PERCEIVED VALUE AND BRAND TRUST ON CONSUMERS' ONLINE PURCHASE INTENTION: THE CASE OF SNEAKER BRANDS

This study investigates the impact of perceived value dimensions and brand trust on consumers' online purchase intentions in the context of sneaker brands. Four dimensions of perceived value (functional, economic, social and emotional) are examined as determinants of brand trust, which in turn is hypothesized to influence online purchase intention. Data were collected from 363 sneaker consumers through an online survey. Structural equation modeling (SEM) was used to test the proposed relationships. The results showed that perceived functional, emotional and economic value significantly influenced brand trust, while functional, emotional and social value influenced purchase intention. Among these, functional and emotional value emerged as the most influential determinants. The findings underline the multidimensional nature of consumer value perception in online environments and emphasize the mediating role of brand trust in guiding purchase decisions. The study offers theoretical contributions to the consumer value literature and provides actionable insights for brand managers in the sneaker industry who aim to increase consumer engagement and trust in digital environments.