A pilot study of circulation layout based on perceived retail crowding

Soobeen Park and Shaoqing Zhang

Journal of Retailing and Consumer Services, 2019, vol. 49, issue C, 305-315

Abstract: Traditional marketing strategies are considered to have barely addressed the core challenges of retail crowd management with regard to maximizing density without triggering the negative effects of crowding. Circulation layout deals with consumer experience and events that might reduce crowding but not effect population and spatial density; however, the effects of circulation layout have not been confirmed through academic research. This study simulates shopping events in three virtual malls with different layouts: radial, linear, and annular. The crowding level differed significantly between the malls: the radial form exhibited the most apparent crowding. This paper provides empirical evidence regarding how circulation layout can shape retail crowding. In a departure from previous views of retail crowding as a one- or two-dimensional construct, three fundamental retail-crowding factors are extracted: social, space-size, and shopping-convenience restrictions.

Keywords: Retail crowding; Circulation layout; Consumer experience; Crowd management; Virtual roaming (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:49:y:2019:i:c:p:305-315

DOI: 10.1016/j.jretconser.2019.04.008

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