Impacts of Website Design Attributes and Functional Benefits on Consumer-Instrumental Value in Electronic Commerce Apparel Websites

With the rapid progress of technology, E-commerce apparel websites have become a predominant shopping trend. Although e-commerce websites provide more benefits than brick-and-mortar purchasing, looking deeper into consumerinstrumental values in an e-commerce website environment is essential. This research aims to develop a consumer-instrumental model that elucidates consumers’ cognitive and affective processes while engaging with e-commerce websites. The paper
presents and evaluates a conceptual model of the links between the constructs of consumer-instrumental values, functional benefits, and e-commerce website design
attributes, with the means-end chain concept serving as the conceptual foundation. The methodology used in the study is descriptive research design with purposive sampling methods. Structural equation modeling is used to evaluate our hypotheses on data from 570 professional online consumers with immense knowledge in the e-commerce industry. The analysis evaluates website design attributes significant
impacts functional benefits. Additionally, the impact of functional benefit leads the consumer-instrumental value. The results of this study hold significant management
implications for e-commerce businesses, clothing sellers, and website design developers. This study offers a novel approach to assessing consumer value by employing
means-end chain theory as a theoretical framework. The research contributes to the existing body of knowledge on consumer-instrumental value by explaining a unique form of consumer value. Furthermore, it is crucial for retailers to implement efficient tactics in order to guide consumers toward the most appropriate website for their purchasing requirements within the realm of electronic commerce. The
research implications for e-commerce retailers and explains potential avenues for future research.