A Study on the Use of Chinese Fashion Pop-up Stores : Focusing on Experience Economy Factors and Consumer Innovation

Pop-up stores have become increasingly prevalent on city streets and in shopping malls in recent years, captivating the interest of young consumers and establishing themselves as a popular and trend setting choice. Moreover, among the pop-up stores presently found in China, the fashion industry boasts the highest occurrence, thus emphasizing the need for research on Chinese fashion pop-up stores. Hence, a survey was carried out online, specifically targeting Chinese consumers who have had previous experience with fashion pop-up stores. A total of 472 data points were utilized for the final analysis. The key findings of this study are as follows: Firstly, factors such as education, escapism, functional innovation, hedonic innovation, and involvement were discovered to have a positive impact on the perceived value of fashion pop-up stores. Secondly, the perceived value of these stores was found to have a positive influence on brand attitude and purchase intention. Additionally, brand attitude was also observed to have a positive effect on the intention to purchase the products.