팝업스토어 속성이 소비자 방문의도에 미치는 영향: 소비자 연령의 조절효과를 중심으로

The Influence of Pop-Up Store Attributes on Consumer Visit Intentions: The Moderating Role of Consumer Age

Background/Objectives: This study aims to not only investigate the effect of pop-up store attributes on consumer visit intentions but also analyze the moderating effect of consumer age in the relationship between pop-up store attributes and consumer visit intentions. Methods: Data were collected through an online survey of 100 consumers, and frequency, factor, correlation, and regression analyses were conducted using the SPSS 26 statistical program. Results: Based on hypothesis testing, first, it was found that among the pop-up store attributes, culture and contingency had a significant positive effect on consumer visit intention. Second, regarding the relationship between the attributes of the pop-up store and consumers’ intention to visit, the age of the consumer was found to have a positive moderating effect Conclusion/Implications: These findings provide useful implications for research related to pop-up store attributes. Furthermore, it is expected that the results of the present study could be harnessed as effective marketing data for the development of products and services in pop-up stores for corporate decision makers who establish marketing strategies accordingly in the future. It is also envisaged that these findings could be used to develop products and services for pop-up stores to gain a competitive advantage in the market, especially in these contemporary times when demand and supply vis-à-vis the pop-up store market are increasing rapidly.