Abstract:
ORIENTATION : Experiential settings are becoming more popular to differentiate conventional
brick-and-mortar retailing which now faces fierce competition from multiple other retail
platforms.
RESEARCH PURPOSE : The study aims to identify and explain the internal driving forces that
positively predict consumers’ impulsive behaviour in experiential retail settings.
RESEARCH DESIGN, APPROACH AND METHOD : This quantitative investigation entailed a retrospective
assessment of consumers’ experiences at diverse experiential retailers. An electronic survey
approach enabled the collection of 402 usable questionnaires based on a purposive sampling
technique whereby a heterogeneous sample of consumers 18 years and above who have visited
one of the identified experiential retailers were recruited. Stepwise regression analyses were
conducted to test the hypothesised relationships between the independent and dependent
variables.
MAIN FINDINGS : Results suggest that consumers’ mood and emotions, adventure, gratification
and social shopping motives as well as their desire for recreation are conducive to certain
impulsive behavioural outcomes, namely irresistible desire creation, impulsive purchases and
impulsive participation. A significant finding is that impulsive actions are not necessarily
preceded by an irresistible urge. However, the urge to act on impulse is regarded a separate
impulsive behavioural outcome.
PRACTICAL/MANAGERIAL IMPLICATIONS : Impulsive behaviour should be regarded as a valuable
outcome in terms of an understanding of consumers’ behaviour in experiential retail contexts.
Not only does it offer retailers competitive advantage possibilities but it also constitutes more
satisfying experiences for consumers.
CONTRIBUTION/VALUE-ADD : A theoretical contribution is made in terms of an integration of literature on experiential retail and impulsive behaviour.
