{"_buckets": {"deposit": "84b30bec-4fcf-4d47-98aa-4709800ca70f"}, "_deposit": {"created_by": 20, "id": "8831", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8831"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008831", "sets": []}, "author_link": [], "control_number": "8831", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "The Effect of Visual Merchandising Factors on Shopping Enjoyment and Consumer Impulse Buying Behaviour of Next Generation Clothing Stores in Yangon ( Sandi Thin Thin Zaw, 2023)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The objectives of this study are to analyse the effect of visual merchandising factors\non shopping enjoyment and to examine the effect of shopping enjoyment on consumer\nimpulse buying behaviour of Next Generation Clothing Stores in Yangon. There are\ntwelve branches of Next Generation clothing stores in Yangon. Raosoft’s formula was\nused to calculate the sample size as the population was unknown. The sample size\nwas 267 customers who were asked a structured questionnaire by using systematic\nrandom sampling method. Every fifth customers who came to buy the products to\nstores during working hours were selected to conduct the survey. 193 out of 267\ncustomers responded complete answers to analyze the primary data. Descriptive\nmethod and regression method were used in this study. According to the regression\nanalysis, the findings show that among four variables of visual merchandising, store\nlayout and promotional signage have positive effects on shopping enjoyment. It is\nalso found that the shopping enjoyment has a significant effect on consumer impulse\nbuying behaviors of Next Generation clothing stores in Yangon. Therefore, Next\nGeneration clothing stores should reinforce the usage of promotional signage and\nstore layout display to create a favourable shopping environment. Next Generation\nclothing stores should also invest in improving the store environment to increase\nimpulse buying in their stores."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2023-05-04"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Sandi Thin Thin Zaw MBA II -86MBA 25thbatch.pdf", "filesize": [{"value": "1.4 MB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 1400000.0, "url": {"url": "https://meral.edu.mm/record/8831/files/Sandi Thin Thin Zaw MBA II -86MBA 25thbatch.pdf"}, "version_id": "35437002-421f-4139-b447-46aa52fa1525"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Prof: Dr. Thin Nwe Oo"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Sandi Thin Thin Zaw"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Other"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Thesis"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2023-01-01"}, "item_title": "The Effect of Visual Merchandising Factors on Shopping Enjoyment and Consumer Impulse Buying Behaviour of Next Generation Clothing Stores in Yangon ( Sandi Thin Thin Zaw, 2023)", "item_type_id": "21", "owner": "20", "path": ["1582965660463"], "permalink_uri": "https://meral.edu.mm/records/8831", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2023-05-04"}, "publish_date": "2023-05-04", "publish_status": "0", "recid": "8831", "relation": {}, "relation_version_is_last": true, "title": ["The Effect of Visual Merchandising Factors on Shopping Enjoyment and Consumer Impulse Buying Behaviour of Next Generation Clothing Stores in Yangon ( Sandi Thin Thin Zaw, 2023)"], "weko_shared_id": -1}