명품브랜드 팝업 매장의 특성이 소비자 체험에 미치는 영향 -체험 유형의 조절효과- = Influence of Luxury Brand Pop-up Store Characteristics on Consumer Experience -Moderating Role of Experience Type-

다국어 초록 (Multilingual Abstract)

This study examined operational cases of luxury brand pop-up stores between 2022 and 2024 to derive experience types. This study also conducted a quantitative investigation of the relationships between luxury brand pop-up store characteristics on consumer experience and the moderating role of experience type. Data were collected through an online survey of women aged 20–49 who had visited a luxury brand pop-up store within the past three years. Data were analyzed using AMOS 29.0 and SPSS Process Macro. The case analysis categorized experience types into exhibition-type and participation-type content, further divided into four and nine subcategories, respectively, thereby providing a structured framework for understanding consumer experiences in pop-up store environments. Confirmatory factor analysis supported the adequacy of the measurement model. Additionally, structural equation modeling indicated that playfulness, innovativeness, and popularity were positively associated with emotional experience, whereas symbolism showed a negative association. In addition, playfulness and innovativeness were positively associated with intellectual experience, suggesting that hedonic and quality-related attributes enhance consumer responses. Moderation analysis using PROCESS Macro (Model 1) showed that experience type significantly moderated the relationship between store characteristics and emotional experience, indicating that consumers may respond differently to store characteristics depending on the type of experience provided by the pop-up store.