*2.2. Theory of Consumption Value (TCV)*

TCV is a multifaceted method that evaluates consumption value from a behavioral standpoint and offers different kinds of perceived value [52]. TCV was first presented by Sheth et al. [17] in the Journal of Business Research article "Why We Buy What We Buy: A Theory of Consumer Value.". By emphasizing the value of consumption to anticipate, characterize, and justify decision behavior, this theory illuminates the driving force behind consumer behavior. TCV offers a multidisciplinary perspective for examining consumer choice behavior since Sheth et al. [17] employed a wide range of disciplines, including economics, marketing, consumer behavior, sociology, and psychology, to establish their

theories and their values. The creators of the theory emphasize that only individual, deliberate, and free decision-making is applicable in practice.

When evaluating a marketing offer's differences from competing offerings, consumers must consider all of the benefits and expenses involved. This is known as perceived value [16]. The complexity of perceived worth has been proposed by numerous scientists [53–56]. As a result, they suggest various dimensions to look at perceived value. For instance, the proposal of Chahal, Hardeep, Kumari, and Neetu (2012) for perceived value has a multidimensional structural character that is produced by 27 items spread over six dimensions that are significant for consumer value measurement. The dimensions include acquisition value, transaction value, efficiency value, aesthetic value, social interaction value, and self-gratification value [54].

According to Sweeney and Soutar (2001), the PERVAL scale—which is based on the utilitarian and hedonistic construction of this tendency—proposes emotional, social, quality, and price values as dimensions of consumption value [53]. Later, El-Adly, Mohammed, and Ismail (2019) offered a different typology for customer value that combined self-gratification value, aesthetic value, price value, prestige value, transaction value, hedonic value, and quality value [56].

More specifically, Sheth et al. [24] are devoted to answering the following questions: "Why do consumers choose to buy or not buy (or use or not use) particular products? Why do consumers choose one type over another, and why do consumers choose one brand over another?". In order to answer these questions in TCV, we propose four kinds of consumer perceived value: perceived usefulness value (PUV), perceived social value (PSV), perceived hedonic value (PHV), and perceived novelty value (PNV).
