This study aims to empirically examine how the core attributes of pop-up stores—an emerging strategic retail channel known for delivering differentiated experiential value—strengthen consumers’ internal responses and, in turn, influence brand loyalty. Accordingly, perceived scarcity and hedonic shopping value were included as independent variables, perceived uniqueness and malling experience as mediators, and brand loyalty as the dependent variable. Data were collected through an online survey of 300 consumers who had visited a pop-up store within the past six months. SPSS 25.0 and AMOS 24.0 were used to assess reliability, validity, and the structural relationships among the variables. The results indicate that both perceived scarcity and hedonic shopping value significantly and positively influence perceived uniqueness and malling experience. In addition, perceived uniqueness and malling experience were found to have significant positive effects on brand loyalty. The moderating analysis further revealed that the effect of perceived scarcity on perceived uniqueness was stronger among consumers with higher levels of SNS usage. These findings suggest that firms should regard pop-up stores not merely as promotional tools but as experiential brand-building platforms strategically designed around scarcity and hedonic value. Moreover, given that scarcity cues exert stronger effects on high SNS users, firms may enhance emotional bonds and long-term brand loyalty by reinforcing SNS-linked content strategies and emphasizing limited, experience-oriented elements in pop-up store design.
Moon et al. (Sat,) studied this question.