The effects of internal and external factors on South African consumers’ impulse intention to
visit pop-up stores
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Abstract
More and more consumers nowadays seek unforgettable experiences when going shopping. Going shopping is no longer just about products, but consumers are concerned about capturing the experiences that they long for (Kim et al., 2007). Pop-up retail forms part of the experience economy and is seen as an enhancer of the shopping experience (Niehm et al., 2010, pp.12). Pop-up retail appeared in South Africa in 2008 (Cooke 2008), somewhat behind the international retail curve and is still considered an innovation. Because of the temporary nature and unique setting of pop-up stores consumers are forced to make quick decisions to participate in the experience.