Effects of the four realms of experience on pleasurable pop-up retail and patronage intention

Abstract

Retailers are embracing pop-up retail as a new marketing tool to provide the experiential environment desired by consumers, build brand image, and attract attention and new consumers. When retailers provide consumers with an enjoyable and memorable shopping experience, they will more likely return to them in future. The purpose of this study was to investigate the effects of the four realms of experience on pleasurable pop-up retail experiences and patronage intention. This study hypothesised that the four realms of experience will have a positive effect on pleasurable pop-up retail experiences of consumers, their patronage intentions and ultimately their positive response behaviour toward the brand. An exploratory survey research design was followed. Data was collected by means of a structured, self-administered questionnaire developed and adapted from existing scales. It was administered to a convenience sample via online survey instrument to participants in and around Johannesburg and Pretoria. A total of 257 usable questionnaires were collected. An exploratory factor analysis (EFA) as well as a confirmatory factor analysis (CFA) was performed to validate the variables for the model. Reliability was ensured through Cronbach’s alpha, which delivered values of between 0.87 and 0.96. Pearson’s correlation coefficient test was run for testing various hypotheses, establishing the correlation between the independent variables and the dependent variable. Values of the correlation coefficient ranged between 0.277 and 0.839, indicating a positive correlation between all the independent variables (edutainment realm, esthetic realm, escapist realm, emotional pleasure and intellectual pleasure) and patronage intention within a pop-up retail store. All the correlations were significant at the 1% level (p-value < 0.0001). The findings indicated that all the hypotheses developed for the study were supported. Multiple regression analysis was employed to test and quantify the relative contribution of the multiple independent variables to predicting patronage intention within a pop-up retail store. The results indicated that the factors that are most predictive of patronage intention are the esthetic realm, the escapist realm and intellectual pleasure.