A hybrid multi-attribute decision-making model for the systematic evaluation of exoticism-themed retail spaces from the perspective of consumer experience

Previous studies have provided abundant evidence confirming the significant impact of the physical environment in retail spaces themed with exoticism on brand establishment, consumer attraction, and stimulation of consumption behavior. However, there has been limited research employing systematic approaches to examine the influence of physical environmental elements on consumer experiences in Exoticism-themed retail spaces. Therefore, this study aims to propose a comprehensive and systematic evaluation framework from the perspective of consumer experience. It integrates the Caption Evaluation Method (CEM), Kano model, and Decision Making Trial and Evaluation Laboratory (DEMATEL) technique into a Multiple Attribute Decision Making (MADM) model. This study selects cases from China to demonstrate the superiority of the model. The research findings suggest that in the development and renovation process of integrating exoticism elements into retail environments, more attention should be paid to infrastructure such as street layout and facilities. Real plants, in particular, have the greatest primary influence on other elements. Theoretically, it offers a novel perspective on decision-making concerning the enhancement of the physical environment system in Exoticism-themed retail spaces. Practically, the analytical model developed in this study can provide decision-making insights and experiential references for similar themed retail spaces globally.