Impacts of Store Crowding on Shopping Behavior and Store Image

抄録

The perception of crowding and the shopping environment can influence consumers' decisions on where to shop as well as their buying decision and store image. The purpose of the study is to investigate the effects of store layout design and factors about the consumer on the perception of store crowding and in turn analyze the impact of perceived crowding on shopping behavior and store image. Surveys were conducted at two discount stores in Taipei City, Taiwan. A total of 532 questionnaires were used for analysis. Spatial crowding was assessed using physical area factors including floor layout designs, aisle table area, and ceiling height. Perceptions of crowding resulted from the spatial arrangement, while human crowding contributed to the feeling of overall store crowding. Among a store's physical area factors, aisle table area most strongly impacts the overall degree of perceived store crowding, followed by free-flow layout and grid layout areas. Among various individual factors, age and prior experience of crowding are significantly related to perceived crowding. The results showed that perceptions of spatial crowding had a negative relationship to promotional image while perceptions of human crowding had a positive relationship to discount store image.