The impact of the perceived value of innovation on the shopping choice decision in the mass retail sector: a quantitative study among consumers in the city of Rabat

Our study examines the relationships between several factors and the perceived value of innovations, focusing on the impact of variables such as functional advantage, economic advantage, perceived image, learning cost, innate safety, and consumers long-term commitment on purchase decisions also this study aims to propose a conceptual model that can be tested and validated on a large scale. Pearson correlation analyses reveal that functional advantage (r = 0.69), innate innovativeness (r = 0.74), long-term commitment (r = 0.82) and perceived value have a positive and significant influence on the perceived value of innovations. However, the economic benefit showed no significant relationship with