The Influence of Visual Merchandising on the Patronage of Fast-Fashion Stores in Indonesia: The Role of Shopping Values and Self-Congruity

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 behav- ior 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 structur- al 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 di- rect ones. Managerial implications and recommendations for further research have been included.