브랜드 마케팅의 엔터테인먼트성에 대한 탐색적 연구 : 팝업스토어의 경험적 가치, 관계품질, 행동 의도 간 관계를 중심으로

초록

As the concept of “pop-up” expands to cover various types of events, Pop-up Stores have become a major brand marketing tool that creates various effects and entertainment that provides users with various experiences. This study analyzed the relationship between the user"s relationship quality and behavioral intention to the pop-up store, focusing on the pop-up store"s “experience value” to examine the entertainment characteristics of brand marketing. This study conducted a path analysis through Structural Equation Modeling based on a pop-up store visitor survey. In addition, the difference in entertainment according to user characteristics was analyzed through difference test. The study results are as follows. First, among empirical values of pop-up stores factors, entertainment and service excellence had a positive effect on relationship quality. Second, relationship quality had a positive effect on positive word of mouth and revisit intention. Third, As a result of verifying the difference by user characteristics, entertainment differed according to the gender and number of experiences of users. This means that entertainment functions as an important value criterion according to the type of pop-up store visitors. This study expands the scope of related research by analyzing pop-up store’s brand marketing based on experiential values, relationship quality and behavioral intentions. Furthermore, it highlights the potential of utilizing brand marketing strategies that apply the value criteria of pop-up store visitors.

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