Gen Y’s attitude and patronage intentions towards pop-up stores, internationalisation of luxury apparel

Tan, Bee Kuan (2013) Gen Y’s attitude and patronage intentions towards pop-up stores, internationalisation of luxury apparel. Masters thesis, Multimedia University.

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Abstract

The aim of this research is to develop consumer-based analysis concerning Gen Y’s view towards pop-up stores in the context of international luxury apparel in Malaysia. The aim was to understand Gen y consumers’ attitude and patronage intentions towards pop-up luxury apparel stores and how these views are linked to their personal shopping value; utilitarian and hedonic value. The Theory of Reasoned Action (Fishbien & Ajzen, 1975) framed study. For this purpose, a judgemental sampling approach was used to collect data from two shopping malls in the central region of Malaysia. The consumer-based pop-up stores conceptual model was developed model was developed using structural equation modelling (SEM). The hypothesized relationships are tested using AMOS 16.0 through path analysis.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Management (FOM) > MBA Programme
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 23 Aug 2013 01:11
Last Modified: 23 Aug 2013 01:11
URI: http://shdl.mmu.edu.my/id/eprint/3886

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