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

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.