Factors Influencing Young Consumers’ Impulse Intentions Toward Visiting Pop-Up Stores in South Africa

Miriam-Miri Retief (), Bertha Jacobs () and Ann-Marie Fiore
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Miriam-Miri Retief: Department of Marketing, Supply Chain and Sport Management, Tshwane University of Technology/ Department of Consumer and Food Sciences, University of Pretoria, South Africa
Bertha Jacobs: Department of Consumer and Food Sciences, University of Pretoria, South Africa
Ann-Marie Fiore: Department of Apparel, Events, and Hospitality Management, Iowa State University, USA

Journal of Marketing and Consumer Behaviour in Emerging Markets, 2022, vol. 2, issue 15, 53-68

Abstract: Consumers are constantly seeking out new and memorable experiences. This study empirically examines how external factors, such as the characteristics of innovation (relative advantage, trialability, observability, low complexity, compatibility) and exterior store design, and internal factors (positive mood, hedonic motivations, consumer innovativeness) aff ect young consumers’ impulse intention toward visiting pop-up stores in the South African context. Survey data was collected from a convenient sample of 461 students from two universities in South Africa via a self-administered questionnaire. Multiple regression analysis revealed that (a) external factors related to the characteristics of innovation (i.e., compatibility and low complexity), (b) exterior store design, and (c) the internal factor, consumer innovativeness, had a signifi cant infl uence on consumers’ impulse intentions to visit pop-up shops. The study examined pop-up retail through the lens of impulse behaviour in an emerging market. The study contributes to the understanding of factors infl uencing the success of pop-up stores in emerging markets. In particular, the understanding of the factors that lead to impulse intentions towards pop-up retail, which has been overlooked in research.

Keywords: pop-up stores; impulse intention; innovation characteristics; exterior design; positive mood; hedonic motivations; consumer innovativeness (search for similar items in EconPapers)
JEL-codes: M30 M31 O30 (search for similar items in EconPapers)
Date: 2022
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