A study of multichannel shopper’s satisfaction with visual merchandising (VMD) and an influence on reduction of perceived risk

Abstract

     The purpose of this paper is to research a multichannel shopper’s satisfaction with visual merchandising (VMD) and an influence on reduction of perceived risk. This paper investigate multichannel shopper’s searching information activities and purchasing behavior for apparel products via web-based survey. The research model was tested using the analysis of covariance structures. The empirical investigation shows the satisfaction with VMD is likely to have an influence on reduction of perceived risk. This study suggests the implication for VMD of the apparel retailers and a direction for the future research.