With rapid technological development, human well-being was significantly enhanced with the invention of various advanced cyber-technologies. It is considered a fashion retailer that can grab this valuable opportunity and strengthen its competitive edge to cement its market position. E-commerce is becoming essential and causing influences currently. A significant proportion of fashion retailers are going to sell their products in the virtual platform which the online stores are generating increasingly contribution to the business and thus fashion retailers are more focusing on the user experience design of the online store.

This research intends to analyze the relationship between the perception attributes of user experience design influence their perceived value and customer loyalty. In accordance with the hypotheses model that being developed with the foundation of technology acceptance model and other research models in investigating customer fulfilment, customers were required to complete a simulation of online fashion shopping along with evaluation of their shopping experience for the distinguishment for the crucial perception of user experience attributes that result to customer loyalty as well as the examination of the relationships among constructs. This research has verified the relationships of the perception attributes of user experience design and the formulation of customer loyalty.