The Effect of Visual Merchandising and Design Appeal on Customer Interaction and Shopping in Fashion Retailing on the Internet
Abstract
Abstract Views: 53
This study aimed to establish how visual merchandising and design appeal affect consumer interest and intention to buy online in the fashion retail industry in Pakistan. The interpretations were based on the stimulus organism response paradigm and the Technology Acceptance Model. The data were gathered through the use of a structured questionnaire that was given to 320 online fashion consumers. The information was analysed with the help of partial least squares structural equation modelling. It was found that the quality of visual design, perceived usefulness, perceived ease of use, and perceived enjoyment have a significant positive impact on consumer attitude, which, in its turn, has a powerful effect on online purchase intention. The results of the analysis provided practical tips that online fashion retailers can implement to complement their online visual merchandising and increase customer interaction. The results can give practical ideas to online fashion retailers to build customer engagement based on effective visual merchandising and design strategies.
Keywords:
Consumer Attitude, Design Appeal, Fashion Retailing, Online Purchase Intention, Visual MerchandisingReferences
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Begum, N. B. N., Mahmud, C. T. M. C. T., Chowdhury, M. E. C. M. E., Chowdhury, R. C. R., Begum, K. B. K., Selim, S. K. S. S. K., ... & Sazzad, S. A. S. S. A. (2023). Innovative visual merchandising strategies in the digital era: Enhancing retail consumer engagement. Pathfinder of Research, 1(2). https://doi.org/10.69937/pf.por.1.2.26
Catherine Murphy, H., & Kielgast, C. D. (2008). Do small and medium‐sized hotels exploit search engine marketing?. International Journal of Contemporary Hospitality Management, 20(1), 90-97. https://doi.org/10.1108/09596110810848604
Cheng, K. M., Wijaya, L., Ng, K. C., & Anthonysamy, L. (2024). Decoding consumer behaviour in Indonesian e-commerce: A stimulus-organism-response analysis. Journal of Telecommunications and the Digital Economy, 12(4), 45-65.
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535. https://doi.org/10.1016/S0022-4359(01)00056-2
Cho, E., & Son, J. (2019). The effect of social connectedness on consumer adoption of social commerce in apparel shopping. Fashion and Textiles, 6(1), 14. https://doi.org/10.1186/s40691-019-0171-7
Colombi, C., Kim, P., & Wyatt, N. (2018). Fashion retailing “tech-gagement”: Engagement fueled by new technology. Research Journal of Textile and Apparel, 22(4), 390-406. https://doi.org/10.1108/RJTA-03-2018-0019
Cyr, D. (2008). Modeling web site design across cultures: relationships to trust, satisfaction, and e-loyalty. Journal of Management Information Systems, 24(4), 47-72. https://doi.org/10.2753/MIS0742-1222240402
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace 1. Journal of Applied Social Psychology, 22(14), 1111-1132. https://doi.org/10.1111/j.1559-1816.1992.tb00945.x
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
Ha, Y., Kwon, W. S., & Lennon, S. J. (2007). Online visual merchandising (VMD) of apparel web sites. Journal of Fashion Marketing and Management: An International Journal, 11(4), 477-493. https://doi.org/10.1108/13612020710824553
Jongmans, E., Jeannot, F., Liang, L., & Dampérat, M. (2022). Impact of website visual design on user experience and website evaluation: the sequential mediating roles of usability and pleasure. Journal of Marketing Management, 38(17-18), 2078-2113. https://doi.org/10.1080/0267257X.2022.2085315
Joo Park, E., Young Kim, E., & Cardona Forney, J. (2006). A structural model of fashion‐oriented impulse buying behavior. Journal of Fashion Marketing and Management: An International Journal, 10(4), 433-446. https://doi.org/10.1108/13612020610701965
Kawaf, F., & Tagg, S. (2012). Online shopping environments in fashion shopping: An SOR based review. The Marketing Review, 12(2), 161-180. https://doi.org/10.1362/146934712X13366562572476
Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers' emotion, perceived risk and purchase intention: Based on the stimulus‐organism‐response model. Journal of Research in Interactive Marketing, 7(1), 33-56. https://doi.org/10.1108/17505931311316734
Kusumawardani, K. A., Widyanto, H. A., & Tambunan, J. E. G. (2023). The role of gamification, social, hedonic and utilitarian values on e-commerce adoption. Spanish Journal of Marketing-ESIC, 27(2), 158-177. https://doi.org/10.1108/SJME-09-2022-0188
Lee, V., Park, S., & Lee, D. (2022). The effect of e-commerce service quality factors on customer satisfaction, purchase intention, and actual purchase in Uzbekistan. Global Business & Finance Review (GBFR), 27(3), 56-74. https://hdl.handle.net/10419/305851
Lin, R., Chen, Y., Qiu, L., Yu, Y., & Xia, F. (2025). The influence of interactivity, aesthetic, creativity and vividness on consumer purchase of virtual clothing: The mediating effect of satisfaction and flow. International Journal of Human–Computer Interaction, 41(9), 5316-5330. https://doi.org/10.1080/10447318.2024.2359226
Madan, K., & Yadav, R. (2018). Understanding and predicting antecedents of mobile shopping adoption: A developing country perspective. Asia Pacific Journal of Marketing and Logistics, 30(1), 139-162. https://doi.org/10.1108/APJML-02-2017-0023
Manganari, E. E., Siomkos, G. J., & Vrechopoulos, A. P. (2009). Store atmosphere in web retailing. European Journal of Marketing, 43(9-10), 1140-1153. https://doi.org/10.1108/03090560910976401
Marmat, G. (2023). Influence of aesthetics attributes of brand web pages on customer brand engagement. Global Knowledge, Memory and Communication, 72(4-5), 484-505. https://doi.org/10.1108/GKMC-07-2021-0126
Moorhouse, N., tom Dieck, M. C., & Jung, T. (2017). Technological innovations transforming the consumer retail experience: a review of literature. Augmented Reality and Virtual Reality: Empowering Human, Place and Business, 133-143. https://doi.org/10.1007/978-3-319-64027-3_10
Park, H. H., Jeon, J. O., & Sullivan, P. (2015). How does visual merchandising in fashion retail stores affect consumers’ brand attitude and purchase intention?. The International Review of Retail, Distribution and Consumer Research, 25(1), 87-104. https://doi.org/10.1080/09593969.2014.918048
Park, J., & Stoel, L. (2005). Effect of brand familiarity, experience and information on online apparel purchase. International Journal of Retail & Distribution Management, 33(2), 148-160. https://doi.org/10.1108/09590550510581476
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101-134. https://doi.org/10.1080/10864415.2003.11044275
Samy, T. M., Asham, B. I., Slim, S. O., & Abohany, A. A. (2025). Revolutionizing online shopping with FITMI: A realistic virtual try-on solution. Neural Computing and Applications, 37(8), 6125-6144. https://doi.org/10.1007/s00521-024-10843-6
Sulikowski, P., Kucznerowicz, M., Bąk, I., Romanowski, A., & Zdziebko, T. (2022). Online store aesthetics impact efficacy of product recommendations and highlighting. Sensors, 22(23), 9186. https://doi.org/10.3390/s22239186
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 International Journal of Trends and Innovations in Business & Social Sciences
This work is licensed under a Creative Commons Attribution 4.0 International License.
