Effects of the four realms of experience and pleasurable experiences on consumer intention to patronise pop-up stores

Abstract

This study explores the effects of the four realms of experience and pleasurable retail experiences on consumers’ intentions to patronise pop-up stores. A survey research design was followed. Data were collected through a pre-tested, online questionnaire, completed by a convenience sample that resided in and around Johannesburg and Pretoria, South Africa. The questionnaire was developed by adapting existing scales. A total of 257 usable questionnaires were analysed. The results support the positive effect of the realms of experience and pleasurable experiences on intention to patronise pop-up stores and ultimately a positive brand image. The multiple regression analysis indicated that the most predictive factors for patronage intention were esthetic and escapist experiences and intellectual pleasure. Although conducted pre-Covid 19, this study advances our understanding of how incorporating specific experiential elements (e.g., exciting store design, immersive activities, participation in events and engagement with knowledgeable brand representatives) can influence consumers’ intention to patronise pop-up stores and positively direct brand image.