Human factors in retail environments: a review

Abstract

Purpose

The purpose of this paper is to present a comprehensive review of the body of literature concerning human factors in retail environments and their influence on consumers. Additionally, the authors identify the research gaps in the literature and suggest directions for future research.

Design/methodology/approach

This study uses qualitative approaches to provide a comprehensive review of human factors in retail environments.

Findings

The review is synthesised based on two main categories: the effects of other customers and the effects of sales associates. The influence of other customers, including the number of customers and social relations, is a significant source of human‐related environmental cues. In addition, existing studies support the importance of the number of sales associates, sales associates' physical attributes, and their behavioural characteristics observed in stores.

Practical implications

This study suggests that retailers need to effectively manage, control and manipulate human‐related environmental factors in order to generate a positive influence on consumers' perceptions towards stores and their behaviours.

Originality/value

This study provides a conceptual framework that integrates various human‐related factors in retail environments and their significant insights in the effective management of these factors identified for researchers and retailers.

Citation

Kim, J. and Kim, J. (2012), "Human factors in retail environments: a review", International Journal of Retail & Distribution Management, Vol. 40 No. 11, pp. 818-841. https://doi.org/10.1108/09590551211267593