An In-depth Analysis of Consumer Perceived Value and Expansion of Online Retailers in Metropolitan Kampala, Uganda

Abstract

Purpose: This study aims to conduct an in-depth analysis of how consumer perceptions of value shape purchasing decisions and foster sustained expansion for online retailers in Metropolitan Kampala, Uganda. The study will identify the key theoretical foundations that anchor research on perceived value, provide actionable insights to guide online retailers in developing effective strategies for overall business growth and propose a future research agenda on Perceived Value. Methodology: This review process was organized on the three-stage method: planning, execution, and reporting. In the first stage, the study identified its purpose and selected its main source of data being peer-reviewed journals from EBSCOHost, Econlit, Google Scholar, Web of Knowledge, and Social Sciences Citation Index. During the execution stage, Consumer Perceived Value, Online Retailers, and e-commerce are the identified keywords to facilitate the search for data. Out of 63 publications obtained between 2015 and 2024, only 26 papers were examined after reading the abstracts. The findings were reported using tabulation and narration. Findings: The findings highlight how enhancing perceived value through effective e-marketing strategies, quality service, and personalized experiences can lead to increased customer engagement, retention, and ultimately, the successful adoption of e-commerce technologies. Dive in to discover how businesses can differentiate themselves in a competitive market by focusing on what truly matters to their customers. Technology Acceptance Model (TAM), service quality Theory (S.Q.T), and Unified Theory of Acceptance and Use of Technology (UTAUT) have been identified as the dominant theoretical framework in the study on consumer perceived value (P.V.). Implications: Businesses that effectively enhance perceived value through improved service quality, customer engagement, focus on creating a balanced approach to convenience, privacy, and build and maintain good relationships with customers can differentiate themselves in competitive markets. Exploring the constraints of the reviewed studies offers potential research directions. This study, therefore offers a complete perspective that advances both practice and research.