文章基本信息

标题：Understanding the Influence of Visual Merchandising on Consumers’ Impulse Buying Behaviour: Analysing the Literature
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作者：Azila Jaini ; Wan Farha Wan Zulkiffli ; Mohammad Ismail 等
期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2022
卷号：12
期号：1
页码：121-134
DOI：10.6007/IJARBSS/v12-i1/11277
语种：English
出版社：Human Resource Management Academic Research Society
摘要：The concept of visual merchandising is important to arouse internal emotions of customers to make impulse buying. This study is carried out to investigate important elements of visual merchandising that can stimulate customers’ impulse buying behaviour. Based on thorough review on past literature, stimulus-organism-response (SOR) paradigm is utilized to develop conceptual framework in this study. Based on the review of past empirical findings, this study identified the elements of colour, lighting, mannequins, music and floor merchandising as important elements in attracting the customers’ responses and results in impulse buying behaviour. The outcome of the study is expected to suggest a conceptual framework for future research to investigate customers’ impulse buying behaviour in different retail stores from different regions. Furthermore, this study also provide an understanding for the retailers to emphasise on the specific elements of visual merchandising to increase the attention of customers to walk-in to their store and indirectly influence their purchase decision making.