Impact of Experience Quality at Idol Pop-up Stores on Perceived Value, Satisfaction, Fandom Identity, and Merchandise Purchase Intention

The purpose of this study is to empirically examine the impact of experience quality at K-POP idol pop-up stores—held in celebration of album releases—on perceived value, satisfaction, fandom identity, and merchandise purchase intention. Structural equation modeling was used to analyze data from six experience quality dimensions: information quality, participation, immersion, novelty, enjoyment, and sensory experience. Results indicate that all six factors positively influenced perceived value. Perceived value significantly affected fandom identity and purchase intention but had no direct effect on satisfaction. Fandom identity positively influenced both satisfaction and purchase intention. Multi-group analysis confirmed a moderating effect of fandom level on the relationship between perceived value and fandom identity.