If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The objective of this paper is to examine the role of perceived value in managing browsing experience by focusing on its determinants and its consequences in terms of satisfaction and behavioral intentions. Design/methodology/approach -The data were collected through a survey of 470 browsers frequenting cosmetic stores. Structural equation modeling and ANOVA are applied to test hypothesis. Findings -The empirical study allowed testing the effect of situational factors (store atmosphere, accompanying, motivation, mood and time of visit) on browsing's perceived value. It has also contributed to identify value's sources which lead to browser's satisfaction and loyalty.Research limitations/implications -The limitation of this research concerns mainly results' generalization related to methodological issue. Practical implications -The conclusions offer managers the opportunity to learn more about browsers and how to establish a long-term relationship with them. Originality/value -This paper brings new insights by considering browsing as a fully-fledged experience from which the study of perceived value and satisfaction are of a great interest for retailers who aim to make browsers loyal consumers.