식음료 팝업 스토어 이용 소비자의 혁신성이 구매의도에 미치는 영향: 감성적 소비가치 매개효과를 중심으로

Abstract

Purpose-This study is to understand the effect of food and beverage pop-up stores consumer innovation on emotional consumption value and purchase intention to use. Design, data, and methodology -Consumer innovation, emotional consumption value, and purchase intention using food and beverage pop-up stores were all composed of single factors. Based on previous studies, this study hypothesized that consumer innovation affects emotional consumption value and emotional consumption value affects purchase intention. It also hypothesized that the emotional consumption value of food and beverage pop-up stores would mediate the relationship between consumer innovation and purchase intention. Confirmatory factor analysis, structural equation model, and mediating effect were performed using the amos version 26 program. Result-The purpose of this study is to study the effect and mediating effect of consumer innovation using food and beverage pop-up stores on purchase intention. Conclusions-As a result of the study, consumer innovation in food and beverage pop-up stores can provide results as a marketing strategy that can give emotional value to inspire purchase intentions that lead to future behavior of consumers through emotional consumption value.