The Concept Store as New Retailing Tool: From the Consumption Experience to the Revisit Intention

Abstract

From a literature review of retailing innovations, we described the importance of the consumption experience and introduced the emergence of the concept store as a new experiential marketing tool. This research paper, seeks to identify the impact of consumption experience on the revisit intention to a Tunisian Concept Store. The empirical findings of 280 Concept Store visitors’ responses showed that both emotional reactions and social interactions, in a Concept Store, impact positively the consumers revisit intention. In addition, the proposed and validated model demonstrates the moderator role of motivational orientation on the link between satisfaction and the revisit intention