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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.
Kim et al. (Sat,) studied this question.