The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The relationship between consumer experience, image perception, and word-of-mouth intention in standalone pop-up stores and pop-ups within department stores

럭셔리 패션 브랜드 팝업매장에서의 소비자 체험, 이미지 인식, 구전의도 간의 관계에 관한 연구 - 독립형과 백화점 입점형 팝업매장을 중심으로 -

  • Zhuying Piao (Dept. of Consumer Science/Social Innovation Convergence Program, Sungkyunkwan University) ;
  • In-Hyoung Park (Dept. of Social Innovation Convergence Program, Sungkyunkwan University) ;
  • Ruiyu Wu (Dept. of Consumer Science/Social Innovation Convergence Program, Sungkyunkwan University) ;
  • Jae-Eun Chung (Dept. of Consumer Science/Social Innovation Convergence Program, Sungkyunkwan University)
  • 박주영 (성균관대학교 소비자학과/소셜이노베이션융합전공 ) ;
  • 박인형 (성균관대학교 소셜이노베이션융합전공 ) ;
  • 오예우 (성균관대학교 소비자학과/소셜이노베이션융합전공 ) ;
  • 정재은 (성균관대학교 소비자학과/소셜이노베이션융합전공)
  • Received : 2024.01.23
  • Accepted : 2024.04.18
  • Published : 2024.04.30
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Abstract

This study investigates consumer experiences and word-of-mouth (WOM) intentions in luxury brand pop-up stores, including standalone and department store setups. Grounded in experience economy theory, this study examines the experiential elements based on the types of pop-up stores and the relationships among consumer experience, pop-up store image, and WOM intentions for each type. Data were collected from 300 visitors to luxury brand pop-up stores between January and July 2023 and analyzed using Smart PLS 4.0. The findings reveal several key insights. First, standalone pop-up stores offer educational and escapist experiences, while pop-ups within department stores have a single identified factor of consumer experience. Second, regardless of the store type, luxury pop-up store experiences significantly influence pop-up image perceptions. Third, luxury pop-up store image drives WOM intentions for both standalone and department store pop-ups. Notably, the unique image significantly impacts solely department store pop-ups and does not influence standalone pop-ups. Moreover, image perceptions in both pop-up store types do not significantly affect brand WOM intentions. Finally, WOM intentions for pop-up stores significantly influence WOM intentions for brands. This study contributes to the theoretical understanding of consumer experiences in luxury pop-up stores, providing practical insights for stakeholders in the luxury brand industry to enhance pop-up store image perceptions and WOM intentions.

Keywords

References

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