The Effect of VMD Cognitive Quality of Brand Pop-up Stores on eWord-of-Mouth Behavior

Purpose: This study aimed to analyze the impact of VMD cognitive dimension quality of brand pop-up stores on electronic word-of-mouth behavior through consumers’ brand experience and brand attitude.Methods: The data collected through the survey were analyzed using multiple and simple regression analysis. The measurement tools used in this study were divided into five dimensions such as VMD perceived dimension quality, brand experience, brand attitude, and electronic word of mouth.Results: The results of this study are as follows. As a result of examining the influence of VMD cognitive dimension quality on brand experience and brand attitude, and the correlation and causal effect relationship between brand experience and brand attitude on electronic word-of-mouth behavior, it was found that all of them had statistically significant effects.Conclusion: The results of the study on the strategic VMD design and presentation of brand pop-up stores provide consumers with memorable experiences and positive attitudes toward the brand, improve the quality of interaction between consumers and brands through voluntary electric sharing, build active participation activities, and ultimately contribute to the psychological analysis of consumer behavioral intentions such as long-term brand loyalty and value co-creation.