The impact of cultural and psychological differences on the acceptance of pop-up retail in Taiwan

Pop-up retail is a form of experiential marketing that has expanded in Western societies and is seeing an emergence in Asian societies. Hedonic and utilitarian benefits and individual differences have been found to be important to acceptance of pop-up retail for U.S. consumers. Cultural differences influence consumer responses, therefore, research is needed to understand the factors affecting consumer acceptance of pop-up retail in Asian societies. The purpose of the present study was to investigate the acceptance of pop-up retail among Taiwanese consumers.;The present study measured 1) the effects of individual differences (consumer innovativeness, shopping enjoyment, and materialism) on perceived benefits (hedonic benefits as well as utilitarian benefits), 2) the effects of individual differences on attitudes toward pop-up retail, 3) the effects of perceived benefits on attitudes toward pop-up retail, and 4) the effect of attitudes toward pop-up retail on intentions toward pop-up retail. In addition, this study examined the moderating roles of cultural values (interdependent and independent self) on the relationships between individual differences and perceived benefits.;Before survey data were collected, a focus group was conducted to 1) ensure the descriptions and images of pop-up retail provided in the survey were effective and understandable, 2) understand the potential benefits offered by pop-up according to Taiwanese consumers, and 3) refine items due to translation problems. A pretest followed the focus group to ensure clarity of the survey. A judgmental sampling approach was used in the formal survey, which is often employed to test the acceptance of new products or marketing strategies by potential customers (e.g., Malhotra, 2007). A paper survey was distributed in class to 1,000 college students in three urban areas---North West Taiwan (Taipei City), Middle West Taiwan (Taichung City), and South West Taiwan (Kaohsiung City), which includes most of the nation's population. Nine hundred and two surveys were usable.;Based on results of SEM, the measurement model showed a good level of fit. The results of the structural model of SEM showed individual differences were associated with perceived benefits. The findings showed that a higher level of consumer innovativeness or shopping enjoyment was associated with the importance of hedonic benefits; a higher level of consumer innovativeness or materials was associated with the importance of the utilitarian benefit of facilitators of product evaluation; consumer innovativeness or materialism was related to the importance of the utilitarian benefit of self-enhancement. Hedonic benefits and the utilitarian benefit of self-enhancement were positively related to attitudes toward pop-up retail; and positive attitudes toward pop-up retail were associated with intentions toward pop-up retail. Cultural value (interdependent self) had a significant moderating effect on one relationship, between materialism and the perceived utilitarian benefit of self-enhancement.;These findings provide insight for marketers and retailers who would like to launch pop-up retail in Taiwan. Hedonic benefits (e.g., novel stimuli offered by exclusive products, experiences, and/or retail designs; cognitive challenge from unique product displays; and arousal of emotion from high energy crowds) and the utilitarian benefit of self-enhancement (e.g., products and events that enhance social standing and admiration of others) were important elements, which led Taiwanese consumers with a higher level of innovativeness, shopping enjoyment, or materialism to develop a positive attitudes and consequent positive intentions toward pop-up retail. Thus, marketers may employ such hedonic and/or utilitarian benefits, based on their target customers when developing their marketing mix (product, promotion, place, and price). Furthermore, retailers and marketers should emphasize marketing and public relations campaigns to promote word-of-mouth publicity and help reluctant, risk-averse Taiwanese consumers to become familiar with the new format. In turn, this may lead consumers to develop positive attitudes toward pop-up retail. Through providing hedonic and/or utilitarian benefits and supporting such marketing campaigns, marketers may create positive attitudes among Taiwanese consumers toward pop-up retail and, thus, increase their willingness to explore and accept pop-up retail.