Evaluating the effects of display window layout on consumer purchasing behavior.

Visual commerce is a tool for appearing important. Visual commerce refers to creating effective window displays. That is, window displays that attract, engage, and stimulate consumers. The purpose of this study is to assess the effects of window displays on the buying behavior of female consumers in order to provide insight that a manager can use to encourage buying behavior.

This study was conducted based on detailed interviews with female consumers in stores in Kermanshah. The study was conducted based on a stimulus-response framework. Each respondent was shown an image of a window display and rated their perception of the window display and their intentions to purchase items sold in the store.

Using factor analysis, we identified five components of social hedonic, informational, visual, and feel-good factors in storefronts. The first four factors are aggregated into a single storefront metric that is shown to influence purchase intentions. This effect is fully moderated by the feel-good factor. The visual factor and the social and hedonic factors also each have a significant effect on the feel-good factor.

This work shows that exposure to a storefront affects consumers’ purchase intentions, and this effect is primarily determined by the extent to which consumers feel good about the store.