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

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

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