The Influence of Online Visual Merchandising on Impulse Purchasing
Le, Phuong (2018)
Le, Phuong
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018052910775
https://urn.fi/URN:NBN:fi:amk-2018052910775
Tiivistelmä
This bachelor’s thesis presents a research about the influence of online visual merchandising on impulse purchasing behavior. The research was commissioned by the company Veo’s (veosbykhanh), an apparel brand in Vietnam, in order to analyze and improve the online visual merchandising situation of the company’s newly established website.
Apparel firms attract consumers through the presentation of the merchandise, which means visual merchandising. Traditional visual merchandising in physical stores is not considered a new concept to apparel sellers, because visual merchandising has been adapted into practice for many years. However, given the e-retailing context, online visual merchandising is rather a new concept, which is now taken into consideration, as e-commerce has been developing rapidly in the past years.
The relationship between traditional visual merchandising and impulse buying behavior has been identified through several studies, but the relation between online visual merchandising and online impulse buying still lacks of research.
In this thesis, elements of online visual merchandising are discussed based on traditional visual merchandising literature and online visual merchandising research available. In the latter part, a quantitative research method was applied under the form of survey to study the influence of online visual merchandising on consumer’s’ impulse purchasing.
Through the thesis, three elements of online visual merchandising, which are manner of presentation, website environment and aesthetics of presentation, are discussed. Online visual merchandising and its three elements are suggested to have positive influence on impulse buying behaviour. Some elements in details have positive impact on impulse buying, while some others have negative impact. Visual display supports customer’s purchase intention. Website environment is suggested to have impact toward the customer experience. Aesthetics of product presentation and website is suggested to follow the preference of customers. Based on the research, the online visual merchandising situation of case company’s website is evaluated and recommendation towards the website are made at the end of the thesis.
Apparel firms attract consumers through the presentation of the merchandise, which means visual merchandising. Traditional visual merchandising in physical stores is not considered a new concept to apparel sellers, because visual merchandising has been adapted into practice for many years. However, given the e-retailing context, online visual merchandising is rather a new concept, which is now taken into consideration, as e-commerce has been developing rapidly in the past years.
The relationship between traditional visual merchandising and impulse buying behavior has been identified through several studies, but the relation between online visual merchandising and online impulse buying still lacks of research.
In this thesis, elements of online visual merchandising are discussed based on traditional visual merchandising literature and online visual merchandising research available. In the latter part, a quantitative research method was applied under the form of survey to study the influence of online visual merchandising on consumer’s’ impulse purchasing.
Through the thesis, three elements of online visual merchandising, which are manner of presentation, website environment and aesthetics of presentation, are discussed. Online visual merchandising and its three elements are suggested to have positive influence on impulse buying behaviour. Some elements in details have positive impact on impulse buying, while some others have negative impact. Visual display supports customer’s purchase intention. Website environment is suggested to have impact toward the customer experience. Aesthetics of product presentation and website is suggested to follow the preference of customers. Based on the research, the online visual merchandising situation of case company’s website is evaluated and recommendation towards the website are made at the end of the thesis.