Aspectos que Dan Sentido al Valor Percibido Frente a la Apropiación del E-Fashion Retail por Parte de Consumidores en Bogotá Durante el 2024

Abstract

This paper investigates the factors that influence the perception of value in e-fashion retail by consumers in Bogotá during the year 2024. Two main dimensions of perceived value are addressed: utilitarian value, which emphasizes the functionality and convenience of the online shopping experience, and hedonic value, related to the pleasure and emotional satisfaction that users obtain. The central objective is to identify the key aspects that determine the perception of value in this context of e-fashion retail. The methodology used was quantitative and descriptive-correlational, using online surveys with a sample of 234 fashion consumers who use e-fashion retail platforms. A statistical correlation analysis was applied using the Spearman coefficient to evaluate the relationships between the variables of perceived, utilitarian and hedonic value. The main results indicate that factors such as product variety, ease of the purchasing process and return policies are critical elements in the perception of utilitarian value. As for hedonic value, the possibility of expressing personal style and discovering new products also has a significant influence. The correlation between perceived value and utilitarian and hedonic components highlights the importance of balancing both aspects to improve customer satisfaction. In conclusion, e-fashion retail companies should focus on offering shopping experiences that integrate both functionality and emotional satisfaction, while also ensuring consistent quality in their products and services.