توظيف نوافذ العرض الافتراضية في التسويق البصري وأثره على السلوك الشرائي للمستهلك

Marah S. Alghamdi; Sarah G. Alzahrani

doi:10.33193/IJoHSS.71.2026.931

Marah S. Alghamdi Fashion Design Researcher, Department of Fashion Design, College of Art & Design, University of Jeddah, Saudi Arabia
Sarah G. Alzahrani Associate Professor, Department of Fashion Design, College of Art & Design, University of Jeddah, Saudi Arabia

DOI: https://doi.org/10.33193/IJoHSS.71.2026.931

Keywords: Visual merchandising, display windows, purchasing behavior, fashion design, CLO 3D

Abstract

Visual merchandising and window display strategies play a crucial role in attracting customers to fashion retail stores. However, studies examining the relationship between modern window display technologies and consumer purchasing behavior remain limited. Accordingly, this study aimed to measure the impact of employing virtual window displays on consumer purchasing behavior by comparing traditional and virtual displays in terms of attention attraction, perceive aesthetic value, and their influence on behavioral purchase responses.

The study adopted a combined descriptive and experimental approach. Selected store window displays were redesigned using the 3D fashion design software CLO3D to develop virtual display models. Differences between traditional and virtual window displays were examined across two dimensions: (attention attraction, perceived aesthetic value), and behavioral purchase response. An electronic questionnaire was distributed to a sample of 187 consumers.

The statistical analysis revealed significant differences between traditional and virtual window displays in terms of attention attraction in favor of virtual displays. The findings also indicated that the effect of perceived aesthetic value was associated with the quality of virtual design and the effective integration of visual elements. Furthermore, significant differences were found in consumers’ behavioral purchase responses in favor of effectively designed virtual window displays.

The study concludes that virtual window display can serve as a supportive visual merchandising tool in fashion retail when integrated within a well-structured design strategy.

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The Use of Virtual Display Windows in Visual Merchandising and Its Impact on Consumer Purchasing Behavior

Abstract

References