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From complexity to chaos: Understanding their combined impact on customer experience in retail environments

Author

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  • Ling, Weijie
  • Lee, Hyemin
  • Xu, Huayuan
  • Pan, Younghwan

Abstract

Guided by phenomenon-based theorising, this study examines store chaos, defined as the unpredictability of customer behaviour, as a phenomenon in luxury retail. Store chaos is conceptualised using information entropy and is empirically distinguished from perceived complexity, one of the key constructs in atmospherics theory. A mixed-method field study was conducted in a high-end fashion store (observation: n = 100; survey: n = 425; post-observation: n = 100) to investigate how these two constructs interact in shaping the luxury customer experience. The findings reveal that (1) perceived complexity increases arousal but decreases dominance; (2) store chaos functions as a situational boundary condition that amplifies negative affect and diminishes the benefits of perceived complexity; and (3) store chaos is perceptible to customers. This study enriches atmospherics theory by introducing store chaos and offers empirical grounding for phenomenon-based research. Practically, it presents a replicable framework for diagnosing behavioural disruption in well-designed environments and supporting assessments of spatial rationality in luxury retail settings.

Suggested Citation

  • Ling, Weijie & Lee, Hyemin & Xu, Huayuan & Pan, Younghwan, 2026. "From complexity to chaos: Understanding their combined impact on customer experience in retail environments," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    • Handle: RePEc:eee:joreco:v:88:y:2026:i:c:s0969698925002498
    DOI: 10.1016/j.jretconser.2025.104470
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