期刊名称：Gadjah Mada International Journal of Business
印刷版ISSN：1411-1128
电子版ISSN：2338-7238
出版年度：2020
卷号：22
期号：3
页码：232-249
DOI：10.22146/gamaijb.56349
语种：English
出版社：Universitas Gadjah Mada
摘要：This study examined the direct and indirect effects of visual merchandising on store patronage in the context of fast-fashion retailing. Adopting the stimulus-organism-response (S-O-R) theory,this study aimed to investigate the relationships of visual merchandising, self-congruity,and consumers’ perceived shopping value,and their influence on store patronage. While studies about fast-fashion and store patronage behavior have been extensively conducted in various market regions,research in an emerging middle-income country like Indonesia is still scarce. Therefore,this study is among the few attempts to better understand the buying behavior of Indonesian consumers regarding fast-fashion brands. A survey was completed with 250 fast-fashion shoppers. PLS-SEM path modeling was utilized to examine the proposed structural model. The results revealed that visual merchandising,shopping value and self-congruity had positive and significant effects on store patronage. The study also found that the indirect effects of consumers’ perceived shopping values and self-congruity were more substantial than the direct ones. Managerial implications and recommendations for further research have been included. .
