A Behavioral Observation on Spatial Configuration and Circulation Planning of the Food Court Area in a Hypermarket

Abstract

As retail formats and consumer behavior continue to evolve, contemporary retail environments have become multifunctional spaces that support experiential, social, and operational activities. Large-scale, warehouse-style retail formats intensify spatial complexity, particularly under high-density conditions where users’ spatial perception and movement behavior are heightened. Drawing on servicescape theory, behavioral setting theory, and proxemics, this study develops an analytical framework to examine the relationships among personal space, circulation behavior, and environmental stimuli in a high-footfall retail setting. Empirical observations were conducted in the food court of a hypermarket in the Zhonghe District of New Taipei City, Taiwan. The space is segmented into five functional areas, including ordering counters, queueing areas, seating areas, beverage and condiment stations, and recycling areas. Employing non-participant observation and behavioral mapping, pedestrian flows were documented across weekday and weekend lunch and dinner periods at 15-minute intervals. The results show that weekend crowd density significantly increases spatial congestion, with circulation conflicts concentrated at the queueing zone in front of the ordering counters, beverage and condiment stations, and recycling areas. To maintain interpersonal distance, customers frequently detour or reverse direction, which reduces circulation efficiency. Based on these findings, the study proposes circulation strategies including a zigzag one-way guiding route, centralized placement of recycling areas, and buffer zones at critical intersections. This study demonstrates the interdependence of physical environments, psychological perceptions, and behavioral patterns, providing practical and theoretical guidance for circulation design in high-density commercial environments.

Keywords: Observation, Consumer Space, Servicescape, Hypermarket, Circulation Design, Proxemics, Behavioral Mapping

DOI: 10.54941/ahfe1008038