Psychographic characteristics affecting behavioral intentions towards pop‐up retail

Abstract

Purpose -The purpose of this paper is to explore relationships between consumer innovativeness, market mavenism, shopping enjoyment, and beliefs, attitude, and patronage intentions toward pop-up retail. Design/methodology/approach -A survey technique using a national sample of consumers resulted in 869 usable responses. Structural equation modeling is used to test the hypothesized relationships among variables. Findings -Findings show that consumer innovativeness and shopping enjoyment influence beliefs about the importance of hedonic elements of pop-up retail (novelty/uniqueness factor) and attitude toward pop-up retail, which affects patronage intentions. Practical implications -Findings provide support for the effectiveness of pop-up retail, an experiential marketing strategy, at enhancing the appeal of a retail venue to consumers exhibiting higher tendencies in innovativeness and shopping. Originality/value -This paper provides an investigation of consumer psychographic characteristics and their effect on attitude and behavioral intentions towards a new experiential marketing format, pop-up retail. This paper demonstrates empirically how consumer innovativeness and shopping enjoyment, noted as growing tendencies among consumers, affect beliefs, attitude, and behavioral intentions towards pop-up retail.

The Pop Up Store Motivational Factor of Indonesian Online Fashion Retailer as Innovative Marketing Strategy

“…The respondents described it as an appropriate instrument for their business to give an extra distinctive experience that has not been provided in their online store.These findings support prior studies that a Pop Up store is built as a novel and distinctive marketing strategy (Niehm et al, 2007;Kim et al, 2010).…”

“…Consequently, in the Pop Up store environment, the consumer can directly examine and evaluate the product and services from the brand. This result is in correspondence with previous findings where Pop Up stores can create consumer innovativeness which contributes to more functional aspects of product evaluation (Kim et al, 2010) and the company can also reflect themselves from the consumers' responses (Surchi, 2011). Moreover, the companies are able to educate the consumer in relation to their product in a proper way.…”

“…It allows the brands to reach the target market and broaden their consumer reach (Surchi, 2011). Moreover, it offers direct interactive communication between consumer and company representative as well (Kim et al, 2010;Surchi, 2011). …”

The Influence of Pop-up Store Attributions Toward Brand Attitude and Revisiting Intention - Focus on Sports Brands -

“…백화점, 전문점, 할인점 등)에 따라서 그 속성과 선호도가 달라진다 (Paulins & Geistfeld, 2003). 점포속성 관련 연구들에 따르면 크 게 5가지의 속성(인테리어(VMD), 공간분위기, 상품, 판매촉진, 쇼핑의 편리성)으로 분류하고 있다 Fiore & Kim, 1997;Han & Sung, 1997;Keller, 1993b;Kim et al, 2010;Ko et al, 2009;Peter & Olson, 1996;Shin & Yoo, 2004). (Han & Sung, 1997;Kim & Ko, 2010b;Ko et al, 2009 (Fishbein & Ajzen, 1975;Lim et al, 2007;Kim et al, 2008;Zhang et al, 2010) 로 분류한 논문이 주를 이루었다 Fiore & Kim, 1997;Han & Sung, 1997;Keller, 1993b;Ko et al, 2009;Peter & Olson, 1996;Shin & Yoo, 2004).…”

“…(Han & Sung, 1997;Kim & Ko, 2010b;Ko et al, 2009 (Fishbein & Ajzen, 1975;Lim et al, 2007;Kim et al, 2008;Zhang et al, 2010) 로 분류한 논문이 주를 이루었다 Fiore & Kim, 1997;Han & Sung, 1997;Keller, 1993b;Ko et al, 2009;Peter & Olson, 1996;Shin & Yoo, 2004). (Auty & Elliott, 1998;Choi, 2009;Erdem et al, 1999;Fowler & Bridges, 2010;Grace & O'Cass, 2005;Kim & Kim, 2001;Shin, 2001;Shin & Yoo, 2004;Lee, 2010;Kim, 2009;Kim et al, 2010;Kim & Ko, 2010b;Morton, 2008;Paulins et al, 2003;Yang, 2009 (Choi, 2006;Choi, 2009;Kim, 2009;Kim et al, 2010) …”