International Journal of Research Studies in Management
Divine Word College of San Jose Special Issue
2025 Volume 13 Issue 4
Available Online: 3 May 2025
Author/s:
Robles, Lyrish Nicole R.*
Divine Word College of San Jose, Philippines (lyrishrobles@gmail.com)
Bernabe, Vonn Reynielle M.
Divine Word College of San Jose, Philippines (vonnreyniellebernabe@gmail.com)
Laquihon, Katrina Camille T.
Divine Word College of San Jose, Philippines (katrinalaquihon26@gmail.com)
Vergara, Rome Kashlly S.
Divine Word College of San Jose, Philippines (kashllyv@gmail.com)
Gega, Miracle Jemm T.
Divine Word College of San Jose, Philippines (miraclejemmtolentinogega@gmail.com)
Salazar, Paolo Gian S.
Divine Word College of San Jose, Philippines (salazarpaolo66@gmail.com )
Balbin, Cherry Ann G.
Divine Word College of San Jose, Philippines (balbincherryann12@gmail.com)
Limos-Galay, Jenny A.
Divine Word College of San Jose, Philippines (jennygalay05@gmail.com)
Abstract:
The study aimed to determine the effect of decision factors and visual merchandising on customer purchase decisions during flash sales on online selling platforms. Knowing how these elements work together allows merchants to strategically use the data to optimize the efficacy of flash deals. A by the researchers. The data was collected from 200 randomly selected senior high school students in Divine Word College of San Jose, and a descriptive-correlational research design was utilized using a printed adapted questionnaire with a 4-point Likert scale. The weighted mean was used to determine the level of decision factors, visual merchandising, and customer purchase decisions. Pearson’s r was used to ascertain the relationship between decision factors and visual merchandising to customer purchase decisions. The findings revealed that the respondents demonstrate favorable impressions of flash sales in online selling platforms when making purchase decisions. This reveals that customers are likely to purchase products during flash sales in online selling platforms after considering various factors that make up decision factors, such as product reviews, platform visuals, and ease of navigation. The statistical result revealed a significant relationship between decision factors and visual merchandising to customer purchase decisions. Furthermore, it has also been found that visual merchandising is the most significant variable that affects customer purchase decisions. To sum up, the findings recommend that online platforms optimize the elements that comprise decision factors and visual merchandising to aid customer purchase decisions on flash sales.
Keywords: flash sales, decision factors, visual merchandising, customer purchase decisions, online selling platforms
DOI: https://doi.org/10.5861/ijrsm.2025.25508
Cite this article:
Robles, L. N. R., Bernabe, V. R. M., Laquihon, K. C. T., Vergara, R. K. S., Gega, M. J. T., Salazar, P. G. S., Balbin, C. A. G., & Limos-Galay, J. A. (2025). Effect of decision factors and visual merchandising on customer purchase decisions on flash sales in online selling platforms. International Journal of Research Studies in Management, 13(4), 115-124. https://doi.org/10.5861/ijrsm.2025.25508
* Corresponding Author