A Study on the Impact of Consumers' Pop-up Store Experiential Attributes on Emotional Responses

This study empirically examines the impact of pop-up store experience attributes on consumers' emotional responses and brand loyalty, while also investigating the mediating role of emotional responses. Additionally, it explores the moderating effect of experience immersion between experience attributes and emotional responses. A survey was conducted with 600 Generation Z consumers who visited a pop-up store within the past six months. Data analysis using SPSS included exploratory factor analysis for validity and reliability, multiple regression for direct path testing, and PROCESS Macro for mediation and moderation analysis. Results show that experience attributes (sensory, affective, cognitive, behavioral, and relational) significantly influenced emotional responses, which in turn mediated brand loyalty. Behavioral experience and experience immersion significantly interacted to enhance pleasure, while experience immersion also moderated the relationship between relational experience and pleasure. Furthermore, experience immersion played a crucial role in the relationship between behavioral experience and arousal. This study confirms that pop-up stores serve as experiential marketing tools that strengthen emotional consumer-brand bonds and increase brand loyalty. It highlights the importance of experience immersion and the need for tailored experience designs based on consumer characteristics, offering practical insights for pop-up store marketing strategies.