Psychographic characteristics affecting behavioral intentions towards pop‐up retail
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 16 February 2010
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.
Keywords
Citation
Kim, H., Fiore, A.M., Niehm, L.S. and Jeong, M. (2010), "Psychographic characteristics affecting behavioral intentions towards pop‐up retail", International Journal of Retail & Distribution Management, Vol. 38 No. 2, pp. 133-154. https://doi.org/10.1108/09590551011020138
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited