UNDERSTANDING FASHION PURCHASING DECISIONS: A SYSTEMATIC REVIEW OF CONSUMER BEHAVIOR IN RETAIL
DOI:
https://doi.org/10.1234/mosaic.v1i1.11Keywords:
Consumer Behavior, Digital Atmosphere, Fashion Retail, Purchase Decision, Store EnvironmentAbstract
This systematic literature review examines key internal, external, and technological factors influencing consumer purchasing decisions for fashion products in retail stores. Guided by the PRISMA methodology, 39 empirical studies published between 2020 and 2025 were analyzed through thematic and bibliometric techniques. Findings reveal that psychological drivers, such as emotional responses and cognitive evaluations, significantly impact decision-making. Environmental factors, particularly store design, visual merchandising, and multisensory branding, shape consumer experiences and behaviors. Additionally, technological innovations like augmented reality and digital atmospheres enhance engagement and purchasing intentions. The results show an evolving research focus from foundational behavioral studies toward digital and experiential consumer experiences. This review synthesizes fragmented knowledge into an integrated framework and provides practical insights for fashion retailers aiming to optimize store environments and leverage technology for increased consumer engagement and loyalty. Future research directions highlight the need for deeper exploration of digital atmosphere effects, cultural differences, and ethical considerations in data-driven retail strategies.
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