팝업스토어 특성과 소비자 성향이 방문 만족도 및 굿즈 구매의도에 미치는 영향 - 세븐틴 팝업스토어를 중심으로 -

초록

This study aims to examine the effects of pop-up store characteristics and consumer tendencies on visit satisfaction and goods purchase intention, focusing on the Seventeen pop-up store case amid the growth of the K-POP idol industry and the increasing prevalence of pop-up stores. To this end, a survey was conducted with 419 Chinese residents living in Korea. The study identified key variables affecting visit satisfaction and goods purchase intentions, including pop-up store characteristics(scarcity, accessibility, product practicality, service quality, sensory appeal, comfort, artist participation) and consumer tendencies(human brand attachment and impulse buying tendency). The analysis revealed that scarcity, service quality, comfort, sensory appeal, artist participation, and human brand attachment had significant positive effects on visit satisfaction, with scarcity exerting the strongest influence. Additionally, scarcity, accessibility, product practicality, comfort, artist participation, and impulse buying tendency significantly impacted goods purchase intention, with accessibility demonstrating the greatest explanatory power. Visit satisfaction was also found to positively influence goods purchase intention. This study systematically clarifies the complex relationships among idol pop-up store characteristics, consumer tendencies, visit satisfaction, and goods purchase intention, offering theoretical implications. Furthermore, it provides practical insights for marketing strategies in the pop-up store sector, emphasizing the importance of designing emotionally engaging experiences centered on scarcity and artist participation, and proposing strategic approaches to enhance the connection between visit satisfaction and purchase intention.

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