화장품 팝업 스토어의 경험적 가치가 쇼핑몰입 및 구전의도에 미치는 영향

Abstract

In the contemporary cosmetics industry, pop-up stores have emerged as a pivotal brand marketing strategy with the objective of fostering active consumer engagement and delivering enriched experiential value. These cosmetic pop-up stores are evolving into an innovative beauty retail platform that seamlessly integrates flagship K-beauty content with distribution channels. Building on this context, the current study was conducted as a comprehensive examination of how sub-dimensions of experiential value, as perceived by consumers of cosmetic pop-up stores, influence shopping flow and word-of-mouth intentions. An online survey was administered to 420 male and female respondents aged between 10 and 39 who had visited a cosmetic pop-up store within the preceding year for collection of data. The findings showed that the formation process of shopping flow and word-of-mouth intentions varied depending on the sub-dimensions of experiential value in cosmetic pop-up stores, namely playfulness, aesthetics, service excellence, and efficiency. The significance of this study is that it provides foundational insights into consumer behavior for companies seeking to enhance their competitiveness through marketing strategies for cosmetic pop-up stores.