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

• Authors: Miriam-Miri Retief , Bertha Jacobs , Ann-Marie Fiore

Abstracts

EN

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 influence 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 influencing 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

EN

pop-up stores; impulse intention; innovation characteristics; exterior design; positive; mood; hedonic motivations; consumer innovativeness

• Publisher: Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
• Journal: Journal of Marketing and Consumer Behaviour in Emerging Markets
• Year: 2022
• Issue: 2(15)
• Pages: 53-68

Dates

published

2022

Contributors

author

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

• https://orcid.org/0000000174706418

author

Bertha Jacobs

• Department of Consumer and Food Sciences, University of Pretoria, South Africa

• https://orcid.org/0000000178029661

author

Ann-Marie Fiore

• Department of Apparel, Events, and Hospitality Management, Iowa State University, USA

• https://orcid.org/0000000221576717

References

• Ahmad, M.B., Ali, H.F., Malik, M.S., Humayun, A.A., & Ahmad, S. (2019). Factors aff ecting impulse buying behaviour with mediating role of positive mood: An empirical study. European Online Journal of Natural and Social Sciences, 8(1), 17–35.
• Alexander, B., Nobbs, K., & Varley, R. (2018). The growing permanence of pop-up outlets within the international location strategies of fashion retailers. International Journal of Retail & Distribution Management, 46(5), 487–506.
• Arnold, M.J., & Reynolds, K.E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95.
• Bäckström, K., & Johansson, U. (2006). Creating and consuming experiences in retail store environments: Comparing retailer and consumer perspectives. Journal of Retailing and Consumer Services, 13, 417–430.
• Bahadur, S. (2010). Pop-up retailing is a great way to create a buzz about a product with innovative locations and a ‘get it while it lasts’ attitude. http://www.chillibreeze.com/articles/Pop-upretailing.asp
• Chen, W.C., & Fiore, A.M. (2017). Factors aff ecting Taiwanese consumers’ responses toward pop-up retail. Asia Pacific Journal of Marketing and Logistics, 29(2), 370–392.
• Cherry, P. (2008). Retrieved December 4, 2008, from https://www.cherryfl ava.com/cherryfl ava/pop_up/ 2008).
• Churchill, G.A., & Peter, J.P. (1998). Marketing: Creating value for customers. Irwin/McGraw-Hill.
• Creswell, J.W. (2003). Research design: Qualitative, quantitative, and mixed methods approach. Sage.
• Dawson, S., & Kim, M. (2009). External and internal trigger cues of impulse buying online. Direct Marketing – An International Journal, 3(1), 20–34.
• De Lassus, C., & Anido Freire, N. (2014). Access to the luxury brand myth in pop-up shops: A netnographic and semiotic analysis. Journal of Retailing and Consumer Services, 21(1), 61–68.
• Egan, P. (2021). The South African consumer landscape. In J. Lappeman, P. Egan, G. Rightford, & T. Ramogase (Eds.), Marketing to South African consumers (pp. 80–81). UCT Liberty Institute of Strategic Marketing & UCT Libraries. https://doi.org/10.15641/0-7992-2548-8
• Erdis, C., & Cant, M. (2015). Introduction to retailing (3rd ed.). Juta.
• Foxall, G.R. & Goldsmith, R.E. (1994). Consumer psychology for marketing. Routledge.
• Gilboa, S., & Rafaeli, A. (2003). Store environment, emotions and approach behaviour: Applying environmental aesthetics to retailing. International Review of Retail, Distribution and Consumer Research, 13(2), 195–211.
• Gilmore, R., Margulis, W., & Rauch, R.A. (2001). Consumer’s attitude and retailer’s images in creating store choice: A study of two diff erent sides of the same story. International Journal of Value-Based Management, 14(10), 205–221.
• Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2014). Multivariate data analysis (7th ed.). Pearson.
• Hattingh, D., & Ramlakan, S. (2022). Stretched South African consumers put health and sustainability on the shopping list. McKinsey and Company. https://www.mckinsey.com/za/our-insights/stretched-south-african-consumers-put-health-and-sustainabilityon-the-shopping-list.
• Hausman, A. (2000). A multi-method investigation of consumer motivation in impulse buying behaviour. Journal of Consumer Marketing, 17(5), 403–419.
• Henkel, L., & Toporowski, W. (2021). Hurry up! The eff ect of pop-up stores’ ephemerality on consumers’ intention to visit. Journal of Retailing and Consumer Services, 58, 102278.
• Hines, T., & Bruce, M. (2007). Fashion marketing: Contemporary issues (2nd ed.). Elsevier Ltd.
• Hugo, A., Haskell, C., Stroud, M., Ensor, C., Moodley, E., & Maritz, J. (2016). Prospects in the retail and consumer goods sector in ten sub-Saharan countries. PricewaterhouseCoopers. https://www.pwc.co.za/en/assets/pdf/retail-in-africa.pdf
• Iram, M., & Chacharkar, D.Y. (2017). Model of impulse buying behavior. BVIMSR’s Journal of Management Research, 9(1), 45–53.
• Jacobs, B., & Maree, T. (2019). Cultural and sub-cultural infl uences on consumer behaviour. In E. Botha, G. Donga,
• D. du Toit, L. Ehlers, B. Jacobs, T. Maree, R. Shambare, A. Erasmus, & M. Mpinganjira (Eds.), Consumer behaviour: South African psychology and marketing applications (2nd ed., pp. 185–221). Oxford University Press.
• Kang, J., & Park-Poaps, H. (2010). Hedonic and utilitarian shopping motivations of fashion leadership. Journal of Fashion Marketing and Management: An International Journal, 14(2), 312–328.
• Keller, K. (2011). Popping up all over. www.thedaily.com/page/2011/05/21/052111-biz-pop.ups
• Kim, H., Fiore, A.M., Niehm, L.S., & Jeong, M. (2010). Psychographic characteristics aff ecting behavioral intentions towards pop-up retail. International Journal of Retail & Distribution Management, 38(10), 133–154.
• Kim, J. (2003). College students’ apparel impulse buying behaviors in relation to visual merchandising [Master’s dissertation, University of Georgia]. UG Repository. https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.561.4785&rep=rep1&type=pdf
• Malhotra, N.K. (2010). Marketing research and applied orientation (6th ed.). Pearson.
• Manning, K.C., Bearden, W.O., & Madden, T.J. (1995). Consumer innovativeness and the adoption process. Journal of Consumer Psychology, 4(4), 329–345.
• Marciniak, R., & Budnarowska, C. (2009, July 15–17). Marketing approaches to pop up shops: An exploration of social networking [Conference session]. 15th Conference of the European Association of Education and Research in Commercial Distribution (EAERCD), University of Surrey, England. www.som.surrey.ac.uk/conferences/EAERCDConf
• Mazzocchi, M. (2008). Statistics for marketing and consumer research. Sage Publications.
• Moore, G.C., & Benbasat, I. (1991). Development of an instrument to measure the perceptions of adopting an information technology innovation. The Institute of Management Sciences, 2(3), 192–222.
• Moore, N. (n.d.). What is a pop-up shop? Everything you need to know to try short-term retail. Storefront. https://www.thestorefront.com/mag/what-exactly-is-a-pop-up-shop/
• Niehm, L.S., Fiore, A.M., Jeong, M., & Kim, H. (2007). Pop-up retail’s acceptability as an innovative business strategy and enhancer of the consumer shopping experience. Journal of Shopping Center Research, 13(2), 1–30.
• O’Brien, R.M. (2007). A caution regarding rules of thumb for variance infl ation factors. Quality & Quantity, 41(5), 673–690.
• origsite=gscholar&fromopenview=true
• Ozer, L., & Gultekin, B. (2015). Pre-and post-purchase stage in impulse buying: The role of mood and satisfaction. Journal of Retailing and Consumer Services, 22, 71–76.
• Park, J.H. (2002). The effect of product mood, perceived risk and apparel purchase intention in internet apparel shopping [Doctoral dissertation, Ohio State University]. OSU Campus Repository. https://www.proquest.com/docview/305526024?pqPark, J.H., & Stoel, L. (2002). Apparel shopping on the internet: Information availability on U.S. apparel merchant websites. Journal of Fashion Marketing and Management, 2(6), 158–176. plan 2020–2025.
• https://www.wrseta.org.za/sites/default/fi les/2021-04/WRSETA_Final%20SSP%20Update_%2028%20August%202020pdf
• Pomodoro, S. (2013). Temporary retail in fashion system: An explorative study. Journal of Fashion Marketing and Management, 17(3), 341–352.
• Retief, M., Erasmus, A.C., & Petzer, D.J. (2018). Experiential retail environments: Modelling the influence of internal antecedents on consumers’ impulse behaviour. The Retail and Marketing Review, 14(2), 44–57.
• Rogers, E.M. (2003). Diffusion of innovation (5th ed.). Free Press.
• Rook, D.W. (1987). The buying impulse. Journal of Consumer Research, 14(8), 189–199.
• Rook, D.W., & Gardner, M.P. (1993). In the mood: Impulse buying’s aff ective antecedents. Research in Consumer Behavior, 6(7), 1–28.
• Rudkowski, J., Heney, C., Yu, H., Sedlezky, S., & Gunn, F. (2020). Here today, gone tomorrow? Mapping and modelling the pop-up retail customer journey. Journal of Retailing and Consumer Services, 54(4).
• Russo Spena, T., Carida, A., Colurcio, M., & Melia, M. (2012). Store experience and co-creation: The case of the temporary shop. International Journal of Retail & Distribution Management, 40(1), 21–40.
• Ryu, J.S. (2011). Consumer attitudes and shopping intentions toward pop-up fashion shops. Journal of Global Fashion Marketing, 2(3), 139–147.
• Schiffman, L.G., & Kanuk, L.L. (2010). Consumer behaviour (7th ed.). Prentice Hall.
• Sheehan, A. (n.d.). How to promote a pop-up event on social media. Storefront. https://www.thestorefront.com/mag/how-to-promote-your-pop-up-event-on-social-media/
• Shimp, T.A. (2003). Advertising, promotion and supplemental aspects of integrated marketing communications (6th ed.). Thomson.
• Silvera, D.H., Lavack, A.M., & Kropp, F. (2008). Impulse buying: The role of aff ect, social infl uence, and subjective wellbeing. Journal of Consumer Marketing, 25(1), 23–33.
• Summers, T.A., & Herbert, P.R. (2001). Shedding some light on store atmospherics: Infl uence of illumination on consumer behaviour. Journal of Business Research, 54(2), 145–150.
• Surchi, M. (2011). The temporary store: A new marketing tool for fashion brands. Journal of Fashion Marketing and Management: An International Journal, 15(2), 257–270.
• Taube, J., & Warnaby, G. (2017). How brand interaction in pop-up shops infl uences consumers’ perceptions of luxury fashion retailers. Journal of Fashion Marketing and Management: An International Journal, 21(3), 385–399. Topshop comes to South Africa! (2012, June 12). Glamour. http://www.glamour.co.za/2012/06/topshop-comes-to-south-africa/
• Underhill, P. (1999). Why we buy: The science of shopping. Simon & Schuster.
• Virvilaite, R., Saladiene, V., & Zvinklyte, J. (2011). The impact of external and internal stimuli on impulsive purchasing. Economics & Management, 16, 1329–1336.
• Warnaby, G., Kharakhorkina, V., Shi, C., & Corniani, M. (2015). Pop-up retailing: Integrating objectives and activity stereotypes. Journal of Global Fashion Marketing, 6(2), 303–316.
• Wholesale and Retail Sector Education and Training Authority (W&R Seta). (2020). Sector skills
• Workman, J.E. (2010). Fashion consumer groups, gender, and need for touch. Clothing and Textiles Research Journal, 28(2), 126–139.
• Yong, A.G. & Pearce, S. (2013). A beginner’s guide to factor analysis: Focusing on exploratory factor analysis. Tutorials in Quantitative Methods for Psychology, 9(2), 79–94.
• Zeynivandnezhad, F., Rashed, F., & Kaooni, A. (2019). Exploratory factor analysis for TPACK among mathematics teachers: Why, what and how. Anatolian Journal of Education, 4(1), 59–76.
• Zhang, J., Zheng, J., & Magnenat-Thalmann, N. (2016). Modelling personality, mood, and emotions. In N. Magnenat-Thalmann, J. Yuan, D. Thalmann, & B.J. You (Eds.), Context aware human-robot and human-agent interaction (pp. 211–236). Springer.
• Zogaji, A., Olk, S., & Tscheulin, D.K. (2019). Go pop-up: Eff ects of temporary retail on product- and brand-related consumer reactions. Journal of Retailing and Consumer Services, 50, 111–121.

Identifiers

DOI

10.7172/2449-6634.jmcbem.2022.2.4

Biblioteka Nauki

2164650