The Consumer’s Experience Concept in Fashion Retail Outlet: Proposal for a Measurement Scale

Abstract

This paper aims to open the “black box” of the shopping experience concept by identifying its structural dimensions via the construction of a measurement scale. An initial decontextualised structure of the consumer’s experience concept in the retail outlet is obtained. To confirm this structure, we tested it in stores specializing in the sale of clothing products and accessories. We obtained a second-order global construct encompassing three dimensions: pleasure, sensory stimulation and immersion. Reliability and construct validity has been verified. Predictive validity has also been verified by testing the impact of in-store lived experience on impulses buying and re-experience need.