Psychographic characteristics affecting behavioral intentions towards pop‐up retail

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 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Psychographic characteristics affecting behavioral intentions towards pop‐up retail

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Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590551011020138
Publisher site
See Article on Publisher Site

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.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Feb 16, 2010

Keywords: Retail marketing; Consumer behaviour; Innovation; Shopping

References

  • On market mavens and consumer self‐confidence: a cross‐cultural study
    Chelminski, P.; Coulter, R.A.
  • Adoption of internet shopping: the role of consumer innovativeness
    Citrin, A.V.; Sprott, D.E.; Silverman, S.N.; Stem, D.E.
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    Clark, R.A.; Goldsmith, R.E.
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    Cox, A.D.; Cox, D.; Anderson, R.D.
  • Individual differences, motivations, and willingness to use a mass customization option of fashion products
    Fiore, A.M.; Lee, S.‐E.; Kunz, G.
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    Goldsmith, R.E.; Hofacker, C.F.
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    Guiry, M.; Mägi, A.W.; Lutz, R.J.
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    Krause, D.R.; Scannell, T.V.; Calantone, R.J.
  • Fashion stores between fun and usefulness
    Scarpi, D.
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    Sivadas, E.; Baker‐Prewitt, J.L.
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    Walsh, G.; Gwinner, K.P.; Swanson, S.R.
  • Market mavens' purchase decision evaluation criteria: implications for brand and store promotion efforts
    Williams, T.G.; Slama, M.E.

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