Citation

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

Full text not available from this repository.

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
URII:	http://shdl.mmu.edu.my/id/eprint/3886

Downloads

Edit (login required)