THE EFFECT OF STORE DESIGN ON IMPULSE BUYING

Abstract

The goals of this research are to (1) assess the impact of shop design on impulse purchases and (2) propose management implications based on the findings. Under the control of gender, a crowding mediator variable links shop to impulsive purchasing behavior. In Ho Chi Minh City, 381 people were polled. The information gathered mostly through internet channels is disseminated in an easy-to-share format that may be shared via personal email and social media. The findings reveal that shop design influences consumers' perceptions of crowdedness, which in turn influences impulsive buying behavior, and that there is a gender gap in this connection. The report also makes specific suggestions for improving shop design to encourage spontaneous purchases.