ScholarWorks@중앙대학교

초록

Pop-up stores are emerging as key brand communication strategy targeting the MZ generation, now dominant consumer group in the fashion market. Consumer behavior has evolved, shifting from a primary focus on branded prod- ucts to valuing emotions and experiences alongside purchases. This study examines how the experiential shopping value of fashion pop-up fashion stores influences brand awareness, preference, and consumer behavior. A survey was conducted among 300 Korean men and women from the MZ generation who visited fashion pop-ups. Data analyses were performed using SPSS 27.0. The results indicate that the experiential shopping value of pop-up fashion stores significantly influence brand preferences, awareness, and consumer loyalty. Additionally, brand preference and awareness serve as key mediators in the relationship between experiential shopping value and consumer loyalty. This study also identified variations in expe- riential shopping value and consumer behavior based on the type of fashion pop-up store. Additionally, significant dif- ferences in experiential shopping value and consumer behavior were observed across demographic factors, including gender, age, education level, and income. The findings suggest that fashion companies can enhance their marketing strat- egies by leveraging pop-up stores more effectively and emphasizing the importance of consumer-centered communication in fashion marketing.

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