ScholarWorks@성균관대학교

초록

Using the Stimulus-Organism-Response (S-O-R) model, this study examines how the atmosphere of luxury fashion pop-up stores influences consumers' perceptions of functional, financial, and social brand values, as well as their purchase intentions. Additionally, it explores whether the perceived brand-store atmosphere congruence moderates the relationship between store atmosphere and brand value perceptions. Data were collected from 300 consumers who visited standalone or department store-based luxury pop-up stores between January and July 2023 and analyzed using SmartPLS 4.0. The findings reveal that consumers perceive two primary types of luxury brand values—functional/financial and social—through their experiences with pop-up stores. The atmosphere of luxury pop-up stores significantly enhances per- ceptions of functional/financial brand value, and this effect is further amplified when the brand-store atmosphere con- gruence is high, confirming its significant moderating role. However, while the atmosphere of luxury pop-up stores positively influences perceptions of social brand value, the moderating effect of the brand-store atmosphere congruence is not statistically significant. Furthermore, both types of brand values partially mediate the relationship between pop-up store atmosphere and purchase intention. This study addresses a gap in the existing research on luxury fashion pop-up stores, offering valuable insights for luxury brands. The findings emphasize the significance of designing congruent and engaging store atmospheres to enhance perceived brand values and stimulate consumer purchase intentions, providing practical implications for developing effective pop-up store strategies.

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