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) |
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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 |
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