Visual Merchandising y Atmósfera Comercial como determinantes de la Compra
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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.
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Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial 4.0.
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