Scrutinizing the effects of pop-up stores’ retailscape on young Chinese tourists’ emotion and patronage intention

Abstract

Purpose This study aims to understand how retailscape of pop-up stores could influence young Chinese tourists’ emotional response and their subsequent shopping intention in the context of luxury retailing. Design/methodology/approach A quantitative approach was chosen. Building on the theoretical framework of the stimulus–organism–response (S–O–R) theory, a pop-up store retailscape behavior model was developed to explore the effect of retailscape on young Chinese tourists’ emotional response and patronage intention in a luxury retail setting. In total, 226 structured questionnaires were collected onsite. Findings The multiple regression analysis reveals that a luxury pop-up store’s retailscape has a positive influence on young Chinese tourists’ emotional response, but it only has a partial influence on their patronage intention. In addition, the result suggests that young Chinese tourists’ emotional response positively influences their patronage intention in luxury pop-up stores. Practical implications The study reveals how retailscape influences behavior among the younger generation, and the results provide important references for the luxury retailers in future design and management of pop-up stores so as to attract and retain the interest of the younger generation. Originality/value This study puts retailscape effect under scrutiny in the context of luxury pop-up stores which attract young Chinese tourists, who are regarded as one of the major patrons supporting exclusive retail brands in the world. The stimuli element in the S–O–R model is, thus, reexamined in the context of luxury pop-up stores.