Retail Store

Crowding and Travel Routes (08-14-19)

Li and colleagues investigated how crowding at malls influences routes travelled.  They determined that “High crowdedness (evenly distributed between routes) does not impact wayfinding strategies or initial route choices. Navigators tend to avoid crowds by moving close to the boundaries of the environment in high crowdedness. . . . Participants were asked to locate a store inside the virtual building as efficiently as possible. . . .

Clothing Store Design (07-11-19)

Roozen investigated how views of a store influence decisions to enter it. Her “results show that task-oriented female clothing shoppers have a higher store entry intention when the store entry is less crowded, and the window display has a creative complex composition. Recreational female clothing shoppers, on the other hand, prefer crowded complex window displays.”

Product Type and Store Options (05-02-19)

Benoit and colleagues investigated how product type influences responses to retail store options. They determined that in on-the-go situations, “For goods easy to evaluate (search good; can of Coke), a [retail] format’s price level and speed are more important; For goods hard to evaluate (experience good; e.g., salad), quality, variety, atmosphere, and service are more important. . .

Colors and Online Shopping (04-10-19)

Hsieh and colleagues have found that the color of websites influences shopper opinions.  The researchers determined that “online consumers' reactions to online merchandise prices vary according to website background colors. Participants who view blue or low-brightness backgrounds have high patronage intentions regardless of whether prices are high or low. Participants who view red or high-brightness backgrounds are sensitive to merchandise prices and react significantly negatively to high prices. . . .

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