qasem, zainahqasemChehni, Yasmin2023-12-112023-12-112023-06-04http://hdl.handle.net/20.500.14131/1181Abstract This paper presents a comprehensive investigation into the relationship between customer perceived value and price in the ecommerce industry which has been experiencing rapid growth. The study focuses on the effect of social, emotional, and functional value on price and aims to measure the strength of this effect in two different online retailers and create a comparative analysis between their effect on the different brands: ASOS and Shein. The online retail industry is becoming increasingly competitive and understanding the relationship between customer perceived value and price is crucial in developing effective pricing strategies. Despite the importance of ecommerce, there is still a lack of research on the specific metrics that affect pricing in online retail. Therefore, this study aims to fill this gap by exploring the relationship of emotional value, social value, functional value(quality) on price. The findings of this study suggest that emotional value, social value, and functional value (in terms of price and quality) have a significant effect on the price of products in the online retail industry. This highlights the importance of considering these factors in developing pricing strategies. For instance, online retailers can use social value as a pricing strategy by creating a sense of community among customers. Similarly, emotional value can be utilized by creating an emotional connection with customers. The results of this study can be beneficial for both online retailers and customers. Online retailers can use these findings to develop effective pricing strategies that will help them to attract more customers. Customers, on the other hand, can use these findings to make more informed decisions when buying products online. It is important to note that this study has some limitations, including the sample size, time constraints, and the gender of the sample, which was mainly female. Therefore, the results of this study might not be generalizable to other online retail stores. Further research is needed to generalize the results of this study to other online retailen-USCustomer Perceived Value .Social ValueEmotional ValueQuality (Functional Value)Price (Functional Value)Student Project