A Study on Brand Attitude and Loyalty for Chinese Food Pop-up Stores Using the Technology Acceptance Model

기술수용모델을 적용한 중국 식품 팝업스토어에 대한 브랜드 태도 및 충성도 연구

Pop-up stores have evolved into consumer experience-focused spaces where companies can introduce new products and promote their brands in a short period of time. In particular, the proportion of food brands using pop-up stores in China is increasing every year, so research is needed to determine consumer perception, brand attitude, and brand loyalty toward Chinese food pop-up stores. Therefore, this study applied the technology acceptance model and analyzed the effect on brand attitude and brand loyalty by adding variables such as consumption value, usage experience, and trust. An online survey was conducted targeting users of Chinese food pop-up stores within the past year, and a total of 484 responses were analyzed for the final results. The results of this study showed that perceived usefulness, perceived ease of use, hedonic value, usage experience, and trust in food pop-up stores had a positive effect on brand attitude. In addition, it was confirmed that brand attitude was an important factor influencing brand loyalty.

Pop-up stores have evolved into consumer experience-focused spaces where companies can introduce new products and promote their brands in a short period of time. In particular, the proportion of food brands using pop-up stores in China is increasing every year, so research is needed to determine consumer perception, brand attitude, and brand loyalty toward Chinese food pop-up stores. Therefore, this study applied the technology acceptance model and analyzed the effect on brand attitude and brand loyalty by adding variables such as consumption value, usage experience, and trust. An online survey was conducted targeting users of Chinese food pop-up stores within the past year, and a total of 484 responses were analyzed for the final results. The results of this study showed that perceived usefulness, perceived ease of use, hedonic value, usage experience, and trust in food pop-up stores had a positive effect on brand attitude. In addition, it was confirmed that brand attitude was an important factor influencing brand loyalty.