Since the beginning of this decade, B2C relationships between consumers and cultural industry have been growing in Spain. Although some studies have focused on self-service and use of technology in service delivery, few have explored the role of perceived value in consumer evaluation of technology based self-service options. The objective of this study is to contribute to the knowledge on what perceived value consists in business-to-consumer relationships particularly. On the basis of a theoretical framework obtained from the literature review of perceived value from a trade-off perspective, we carry out an empirical analysis to determine the consequences of perceived value in the electronic service context. Based on a convenience sample of electronic consumers, our results, through SEM analysis show perceived value is the antecedent to the classic satisfaction- e-loyalty chain in cultural industry setting.