Research Of The Two-path Influence Mechanism Of Pop-up Store Experience On The Internet Word-of-mouth Intention

The changes of the essential concept of consumption contributes to the stores providing only simple ancillary service unmatching with their customers' personality demand.And the subtle products with fair price cannot quickly occupy the consumer market as before.The most important thing is deeply excavating and analysing the consumers' demand and providing appropriate and creative consuming experience.Meanwhile,the experiential marketing appears.Enterprises based on experience marketing or making flexible application of experience elements in marketing methods may seize the opportunity to win the consumers' favour.Pop-up stores based on experiential marketing are indispensable for foreign brands to test the market or create brand personality.Meanwhile,pop-up stores in China have arisen and are gradually evolving to a professional and mature business mode.The pop-up stores usually provide interesting and vivid experience to their customers,because of the creative designed and well-planned activity.Hence,their customers prefer to represent their consumption experience on social platform,which is advertisement of the brand and maintains the topic heat.Therefore,it is crucial to the development of the theory and empirical research that how to combine the physical store and the online shopping under the background of new retail times.However,the relative research in this direction is limited.Therefore,this research focuses on exploring whether pop-up store experience can produce efficient,low-cost and high-impact marketing effects in a short term for the interaction between domestic consumers and brands and the promotion of corporate brands or not.This paper takes the store experience of pop-up stores as the research object.Sorting out and summarizing the existing literature on pop-up store experience marketing,internet word-of-mouth intention,brand personality perception,customer affect engagement.Based on experience marketing theory,stimulus-organism-response model theory and social exchange theory,this paper discusses the relationship between pop-up store experience,brand personality perception,customer affect engagement and internet word-of-mouth intention.And the pop-up store experience are summarized by five dimensions.Then this paper starts with the intermediary effect of brand personality perception and customer affect engagement to explore the effect of pop-up store experience on consumers'intention to spread word of mouth online.Data were collected by questionnaire method and analyzed by SPSS24.0 and AMOS21.0 software.The results show that all dimensions of pop-up store experience besides thinking experience positively influence consumers' intention to spread word of mouth online.Brand personality perception and customer affect engagement play an intermediary role in the influence of pop-up store experience on the intention of online word-of-mouth communication.It is also found that brand personality perception has a positive impact on customer affect engagement,and brand personality perception and customer affect engagement play a chain mediating role on consumers'intention of online word-of-mouth communication.The theoretical contribution of this study is to analyze the formation mechanism of pop-up store experience influencing consumers' intention to online word-of-mouth communication from the perspective of brand personality perception and customer affect engagement,providing a new perspective for theoretical research in the fields of experiential marketing,word-of-mouth communication and brand promotion.It is expected to provide enterprises with effective marketing strategies for brand promotion through pop-up store experience marketing,so as to better meet the needs of consumers in the new era.