The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Effects of cognitive factors on brand attitude and behavioral intention across different fashion pop-up store formats

패션 팝업 스토어의 체험 유형에 따른 인지 요인이 브랜드 태도 및 행동 의도에 미치는 영향에 관한 연구

  • Choi, Doree (Dept. of Human Environmental Science, The Graduate School of Sangmyung University) ;
  • Yu, Jihun (Dept. of Clothing & Textiles, Sangmyung University)
  • 최도리 (상명대학교 대학원 생활환경학과) ;
  • 유지헌 (상명대학교 의류학과)
  • Received : 2017.06.06
  • Accepted : 2017.09.13
  • Published : 2017.10.31
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Abstract

The aim of this paper is to find which types of pop-up store positively influence consumers and to analyze the factors that affect brand attitude and behavioral intention across different fashion pop-up store formats. The data was collected from 217 respondents in their 20s and 30s and then subjected to descriptive statistical analysis, oneway ANOVA and regression analysis using SPSS Statistics. The results of the oneway ANOVA test indicated that the 'Pop-up store of alliance with different kinds of industries' is the most effective type for increasing brand preference and brand recognition amongst consumers. Some further insights can be made from the regression analysis results. There are differences between pop-up store formats in terms of the cognitive factors influencing brand attitude and behavioral intention. Moreover, there are differences between pop-up store formats in terms of brand attitude factors influencing behavioral intention. Through the results of this study, fashion companies can determine the best type of pop-up store to open depending on their aims. In conclusion, this study provides valuable insights to fashion marketers, helping them to determine the appropriate factors to consider when planning fashion pop-up stores. Academically, this paper contributes to expanding the range of research on fashion pop-up retail by studying consumer experiences of different pop-up store types.

Keywords

References

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