AHFE Open AccessHuman–Environment Interaction in a Supermarket Retail Service System: A Field Study
Abstract
Recent retail research leverages computer vision and indoor positioning to quantify shopper paths and hotspots for layout and merchandising. However, in Asian supermarket alcohol zones, field evidence that contrasts festive and everyday contexts through a human–environment interaction lens remains limited. This study characterizes how spatial configuration, festive displays, and purchase goals shape entry routes, dwell allocation, and brand choice in the alcohol area of a large chain supermarket in Taiwan. Using non-intrusive observation, the area was partitioned into an entrance single-can display, a refrigerated end, an ambient multi-pack section, and promotional pallet stacks; movement sequences and dwell episodes were location-coded across time windows. Festive periods exhibited polarization: entrance-centered exploration versus downstream quick-grab paths with targeted stops near promotions. We propose an observation protocol integrating location coding and behavioral visualization to inform retail service system design and operational planning for alcohol merchandising.
Keywords: Supermarket Retail Service System, Human–environment Interaction, Servicescape, Festive Shopping Paths, Field Observation
DOI: 10.54941/ahfe1007740
Cite this paper
More from this volume
- Translational Service Research And Design Methodology: What it is, What it is not, What it might be
- Service Ecosystem Engineering to Overcome Translational Gaps in Digital Transformation
- Human Judgment in Democratic Service Systems: A Knowledge–Values–Thinking Capability Framework
- Bridging Translational Gaps in Psychological Care - A Care Platform Approach
- Closing the AI-Loop: A Review of Human-Guided Machine Learning Approaches
- Evolving the OVB Service Platform Approach to Overcome the AI Experimentation Trap
- Beyond Availability: Closing Adoption Gaps in Digital Health Prevention — A TSRDM Approach
- Navigating Digital Transformation: The Strategic Alliance as a Digital Catalyst for Corporate Digital Entrepreneurship in China’s EV Transition
- Shaping Börsen-Zeitung: Evolving from Print Media to a Leading Community Platform for Financial Market Decision-Makers
- Applying TSRDM framework to Charité´s Fast Follower IT Strategy - Bridging Translational Gaps of Digital Transformation
- Bridging Translational Gaps in Learning Healthcare Systems
- The mimetic Power for the Diffusion of Innovation