Factors affecting Taiwanese consumers' responses toward pop-up retail. Issue 2 (10th April 2017)

• Record Type: Journal Article
• Authors: Chen, Wei-Chen; Fiore, Ann Marie
• Is Part Of: Asia Pacific journal of marketing and logistics. Volume 29:Issue 2(2017)
• Page Start: 370
• Page End: 392
• Publication Date: 2017-04-10
• Subjects: Consumption values -- Consumer behaviour -- Cultural values -- International consumer behaviour -- Consumer experience management; Marketing -- Asia -- Periodicals; Marketing -- Pacific Area -- Periodicals; Business logistics -- Asia -- Periodicals; Business logistics -- Pacific Area -- Periodicals; Consumer behavior -- Asia -- Periodicals; Consumer behavior -- Pacific Area -- Periodicals; 381.095
• DOI: 10.1108/APJML-01-2016-0013
• Languages: English
• ISSNs: 1355-5855

Abstract

Abstract : Purpose: The purpose of this paper is to examine the desired benefits affecting consumer's attitude and attitude's consequent influence on behavioral intentions toward pop-up retail, an experiential marketing practice emerging in Taiwan, and to explore the effect of individual differences (consumer innovativeness and materialism) on desired benefits and the moderating effect of cultural values (independent self/interdependent self-construal). Design/methodology/approach: A survey containing modified scales, distributed to college students from various majors in ten Taiwanese universities, produced 902 useable responses. Structural equation modeling was employed to investigate the hypothesized relationships. Findings: Hedonic benefits and a new utilitarian benefits variable (self-enhancement (SE)) influenced Taiwanese consumers' attitude toward pop-up retail, and attitude affected patronage intentions. Consumer innovativeness and materialism affected desired benefits. Interdependent self-construal moderated the relationship between materialism and the perceived utilitarian benefit of SE. Research limitations/implications: Respondents from one narrow, but appropriate, demographic group in one non-western society were examined. Comparison across demographic groups and non-western and western societies would reveal the prevalence of SE associated with pop-up retail acceptance. Practical implications: Pop-up shop design that emphasizes hedonic experience and social status of consumers could lead to successful experiential marketing in Taiwan and perhaps other Chinese societies. Originality/value: This appears to be the first empirical study in English examining consumer acceptance of pop-up retail in a non-western society. It verifies the importance of the perceived utilitarian benefit (self-enhancement), absent in previous pop-up retail studies, and the impact of individual differences and cultural values on Taiwanese consumer behavior.