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Psychographic characteristics affecting behavioral intentions towards pop‐up retail

Hyejeong Kim (The Department of Consumer Affairs, Auburn University, Auburn, Alabama, USA)
Ann Marie Fiore (The Department of Apparel, Educational Studies, and Hospitality Management, Iowa State University, Ames, Iowa, USA)
Linda S. Niehm (The Department of Apparel, Educational Studies, and Hospitality Management, Iowa State University, Ames, Iowa, USA)
Miyoung Jeong (The Department of Hospitality and Tourism Management, University of Massachusetts, Amherst, Massachusetts, USA)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 16 February 2010

10728

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

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