| 브랜드 팝업스토어의 VMD 인지차원 품질이 전자적 구전 행동에 미치는 영향 |
| 정재호1, 조인수2 |
1숭실대학교 일반대학원 경영학과
2숭실대학교 경영학부 |
| The Effect of VMD Cognitive Quality of Brand Pop-up Stores on eWord-of-Mouth Behavior |
| Jae Ho Jung1, In Su Cho2 |
1Dept. of Business Administration, Graduate School, Soongsil University
2School of Business Administration, Soongsil University |
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Received: December 3, 2024; Accepted: December 9, 2024. Published online: December 31, 2024. |
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| ABSTRACT |
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. |
| Key Words:
VMD, Brand, Experience, Attitude, eWoM, Pop-up Stores |
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