팝업스토어 브랜드 체험마케팅이 몰입과 구매의도에 미치는 영향 - 식음료 팝업스토어를 중심으로 -

Abstract

In the evolving consumer market, experiential marketing has become a key strategy to foster brand-consumer relationships through sensory, emotional, cognitive, and behavioral experiences. Pop-up stores, particularly in the foodservice sector, serve as effective platforms to deliver immersive brand experiences and induce customer engagement. This study empirically examines the effects of experiential marketing on affective engagement and sustained engagement, and how these factors sequentially influence purchase intention. Data were collected from foodservice pop-up store visitors, and hierarchical multiple regression analyses were conducted. The results show that among experiential marketing factors, behavioral relationship factors had the strongest effect on both affective engagement and sustained engagement. In turn, affective engagement and sustained engagement significantly influenced purchase intention. These findings provide both theoretical contributions and practical implications for foodservice companies seeking to design effective experiential marketing strategies that strengthen customer engagement and purchase behavior.