In the digital marketplace, where physical evaluations of products are lacking, visual cues in the form of product photos play a crucial role in shaping consumer buying decisions. This study examined the impact of the visual quality of online clothing product photos on consumers’ purchase intentions in the CALABARZON region, Philippines, and the moderating role of gender. Guided by the Stimulus-Organism-Response (S-O-R) model, the study examined how visual quality influences purchase intention in online clothing shopping and the moderating effect of gender on this relationship. A descriptive-correlational quantitative research approach was employed, with data collected from 394 respondents through a structured survey. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to examine the relationships between variables. Findings revealed a strong and statistically significant positive relationship between visual quality and purchase intention among online apparel shoppers in CALABARZON, suggesting that enhancing visual quality directly leads to a higher likelihood of consumers making a purchase. However, the study concluded that gender does not significantly moderate the effect of visual quality on purchase intention among online clothing shoppers in CALABARZON. This implies that the impact of visual quality on purchasing decisions remains consistent across different gender identities. Therefore, efforts to improve visual quality in online apparel platforms are likely to universally enhance purchase intention, irrespective of the consumer’s gender. This research offers practical insights for online clothing businesses and adds to the understanding of online visual merchandising in the local e-commerce context.

Keywords: visual merchandising, online clothes shopping, consumer purchase intention, gender moderation, online clothing store, CALABARZON