<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2448-7678</journal-id>
<journal-title><![CDATA[Investigación administrativa]]></journal-title>
<abbrev-journal-title><![CDATA[Investig. adm.]]></abbrev-journal-title>
<issn>2448-7678</issn>
<publisher>
<publisher-name><![CDATA[Instituto Politécnico Nacional, Escuela Superior de Comercio y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2448-76782025000100006</article-id>
<article-id pub-id-type="doi">10.35426/iav54n135.06</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Visual Merchandising y Atmósfera Comercial como determinantes de la Compra]]></article-title>
<article-title xml:lang="en"><![CDATA[Visual Merchandising and Retail Atmosphere as determinants of the Purchase]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Martínez Robles]]></surname>
<given-names><![CDATA[Jaquelinne]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Real Paredes]]></surname>
<given-names><![CDATA[Alma Rosa]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de Zacatecas  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma de Aguascalientes  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2025</year>
</pub-date>
<volume>54</volume>
<numero>135</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-76782025000100006&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-76782025000100006&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-76782025000100006&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El objetivo de esta investigación es determinar en qué medida las estrategias de visual merchandising y diseño de atmósfera comercial manifiestos en los entornos comerciales minoristas inciden en el comportamiento de los consumidores. El método estadístico utilizado fue modelización de ecuaciones estructurales PLS-SEM, con una muestra de 342 consumidores. Los resultados manifiestan que visual merchandising, atmósfera comercial, motivación y los tipos de compra, tienen un efecto significativo y positivo en el comportamiento de compra del consumidor. Los hallazgos muestran que visual merchandising es el conductor más fuerte sobre el constructo motivación de compra, por lo que los estímulos visuales, ambientales y sensoriales son determinantes en la intención de compra de los consumidores. La originalidad del modelo aporta conocimiento empírico para el diseño de experiencias multisensoriales en los espacios comerciales. Como limitante, el modelo puede no incluir todos los factores posibles que influyan en la compra de los consumidores.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  The objective of this research is to determine the extent to which the visual merchandising strategies and commercial atmosphere design manifested in retail environments affect consumers' purchasing behavior. The statistical method used is PLS-SEM structural equation modeling, with a sample of 342 consumers. The results show that visual merchandising, store atmosphere, motivation and shopping types have a significant and positive effect on consumer shopping behavior. The findings show that visual merchandising is the strongest driver of the purchase motivation construct, whereby visual, environmental and sensory stimuli are determinants of consumers' purchase intention. The originality of the model provides empirical knowledge for the design of multisensory experiences in retail spaces, as a limitation, the model may not include all possible factors that influence consumer purchase.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Visual merchandising,]]></kwd>
<kwd lng="es"><![CDATA[Atmósfera comercial]]></kwd>
<kwd lng="es"><![CDATA[Comportamiento de compra]]></kwd>
<kwd lng="es"><![CDATA[Retail]]></kwd>
<kwd lng="es"><![CDATA[PLSSEM]]></kwd>
<kwd lng="es"><![CDATA[C38]]></kwd>
<kwd lng="es"><![CDATA[D12]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
<kwd lng="es"><![CDATA[L81]]></kwd>
<kwd lng="en"><![CDATA[Visual Merchandising]]></kwd>
<kwd lng="en"><![CDATA[Retail Atmosphere]]></kwd>
<kwd lng="en"><![CDATA[Retail]]></kwd>
<kwd lng="en"><![CDATA[Buying Behavior]]></kwd>
<kwd lng="en"><![CDATA[PLS-SEM]]></kwd>
<kwd lng="en"><![CDATA[C38]]></kwd>
<kwd lng="en"><![CDATA[D12]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
<kwd lng="en"><![CDATA[L81]]></kwd>
</kwd-group>
</article-meta>
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