Resumen

MARTINEZ ROBLES, Jaquelinne  y  REAL PAREDES, Alma Rosa. Visual Merchandising and Retail Atmosphere as determinants of the Purchase. Investig. adm. [online]. 2025, vol.54, n.135, 00006.  Epub 16-Jun-2025. ISSN 2448-7678.  https://doi.org/10.35426/iav54n135.06.

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.

Palabras llave : Visual Merchandising; Retail Atmosphere; Retail; Buying Behavior; PLS-SEM; C38; D12; M31; L81.

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