Mapping the paths from store cues to in-store leisure experience and fashion store choice: findings from the fsQCA and AHP approaches

This study aims to investigate: 1) how store cues (i.e., product quality, availability, variety, price, store layout, decoration, staff politeness, music, aroma, and lighting) affect the dimensions of the in-store leisure experience (i.e., hedonic, escapism, social, communitas, flow, challenge, and learning); 2) how hedonic shoppers choose to visit a fashion store based on their preference of these dimensions. Fuzzy set qualitative comparative analysis (fsQCA) was adopted to determine the configurations of store cues associated with each dimension of the in-store leisure experience. Analytical hierarchy process (AHP) was employed to decompose the decision problem of store choice based on in-store leisure experiences. The findings highlight the complexity of store choice, in-store leisure experience, and their stimuli, which are beneficial for fashion retailers to encourage trials and impulse purchases among hedonic shoppers. By demonstrating the effectiveness of fsQCA and AHP in understanding consumer behaviour, this study provides a methodological foundation for future research.