Research On The Impact Mechanism Of Pop-up Store Design On Consumer Behavior

In recent years,the rapid development of pop-up stores can be said to add new vitality into the retail industry.On the one hand,pop-up stores are centered on consumers,and through innovative store layouts and product categories,they quickly gather new consumer groups.On the other hand,pop-up shops are highly personalized,designed,and innovative,breaking the traditional limitations of store homogeneity and meeting the personalized needs of contemporary consumers.Pop-up store as a new format of the retail industry,its marketing purposes mainly include experiential marketing,brand tone communication,test marketing effect,online brand offline derivative and brand promotion.Judging from the current pop-up stores held by major brands,pop-up stores play a very important role in brand promotion.From the perspective of pop-up store design to explore the impact of pop-up stores on the brand promotion dimension on consumer behavior is very important.This article focuses on Chinese urban consumers.Explore the relationship between pop-up store design and consumers' brand preference,purchase intention,and loyalty willingness and its adjustment factors.First,clarify the current status of relevant research through the literature,define core concepts,discover research problems,build a theoretical framework.Second,using grounded theory to probe the design factors of pop-up stores.Furthermore,the mechanism model of the above independent variable factors influencing consumer brand preference,purchase intention and loyalty is constructed.It is suggested that self-brand relevance and consumer resonance may have an intermediary role,and brand knowledge and innovation awareness may have a moderating effect on this role.Based on this,this paper proposes relevant research hypotheses.Then,carry out empirical research to verify.Through the questionnaire compilation,data collection and analysis,this paper draws the following findings:(1)At the level of pop-up store design,the pop-up shop atmosphere,scape and outcome quality are the main dimensions of pop-up store design.Among them,the pop-up store atmosphere includes the theme and interactive quality.The theme is the core variable of pop-up shop design;(2)After the pop-up store theme is determined,the pop-up store scape needs to be arranged to highlight the flash store theme and make it tangible;(3)The outcome quality will affect consumers 'expectations,which in turn affect consumers' perception of the pop-up store and the brand;(4)The atmosphere,scape and outcome quality of the pop-up store are designed by the brand in advance,and then spread to consumers via online and offline to form a complete pop-up store design process;(5)Enter the pop-up scape,consumers will resonate with the pop-up store,and then be related to the brand displayed in the pop-up store,affecting the brand attitude of consumers;(6)The richness of brand knowledge will affect the degree of consumer participation,and the role of the pop-up store is also different;(7)The level of consumer awareness of innovation will also affect the level of consumer participation,which will also affect the role of pop-up stores.This paper focuses on the urban consumer groups in China,and proposes a mechanism model of pop-up store design influencing consumer willingness.which has enriched pop-up store marketing related research.This study uses a combination of qualitative research and empirical research,which also has some significance in terms of research methods.The conclusions drawn in this article also have certain marketing implications for the design of pop-up stores.However,due to time and geographical constraints,this study inevitably has certain research limitations.In the future,we will further expand and enrich the scale of interviews and investigations to guarantee the credibility and representativeness of qualitative and empirical research conclusions.