The aim of this study is to investigate the psychographic factors of shopping enjoyment, market mavenism and consumer innovativeness and their influence on hedonic and utilitarian values, attitudes and patronage intentions of the small concept luxury department (SCLD) store.
The researchers utilized a quantitative method. An online survey was created and distributed over a three-week period to a representative sample of US luxury consumers. Structural equation modeling (SEM) was used to test the hypothesized relationships among variables.
The theory of reasoned action (TRA) theoretical framework provided an effective model to investigate the perspectives and behaviors of luxury consumers within the SCLD. The findings of this study suggest the SCLD is an effective store format for consumers who are characterized as market mavens, are considered innovative and enjoy shopping.
The findings from this research are beneficial to luxury department store retailers looking to invest resources into a new experiential format to appeal to their consumer base.
The research extends the literature in a rapidly evolving area of retail formats and consumer perception by exploring psychographic factors, including shopping enjoyment, market mavenism and consumer innovativeness, and their impact on the beliefs regarding retail formats' hedonic and utilitarian value.
