Psychographic characteristics affecting behavioral intentions towards pop-up retail

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...

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Bibliographic Details
Published in:International journal of retail & distribution management 2010-01, Vol.38 (2), p.133-154
Main Authors: Kim, Hyejeong, Fiore, Ann Marie, Niehm, Linda S, Jeong, Miyoung
Format: Article
Language:English
Subjects:
Behavior
Consumer behavior
Consumers
Lifestyles
Market strategy
Marketing
Pop-up retail
Product development
Product lines
Product reviews
Retail stores
Shopping
Studies
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Summary: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.
ISSN:0959-0552
1758-6690
DOI:10.1108/09590551011020138