Earticle

초록

영어

Pop-up stores have evolved into consumer experience-focused spaces where companies can introduce new products and promote their brands in a short period of time. In particular, the proportion of food brands using pop-up stores in China is increasing every year, so research is needed to determine consumer perception, brand attitude, and brand loyalty toward Chinese food pop-up stores. Therefore, this study applied the technology acceptance model and analyzed the effect on brand attitude and brand loyalty by adding variables such as consumption value, usage experience, and trust. An online survey was conducted targeting users of Chinese food pop-up stores within the past year, and a total of 484 responses were analyzed for the final results. The results of this study showed that perceived usefulness, perceived ease of use, hedonic value, usage experience, and trust in food pop-up stores had a positive effect on brand attitude. In addition, it was confirmed that brand attitude was an important factor influencing brand loyalty.

목차

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 연구결과
Ⅴ. 결론
참고문헌

키워드

저자

• 장첨 [ Tian Zhang | 건국대학교 국제통상비즈니스학과 석사 ] 제1저자
• 류미현 [ Mi Hyun Ryu | 건국대학교 글로벌비즈니스학과 부교수 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  무역통상학회지 [Journal of Korea Research Association of International Commerce]

• 간기

  격월간

• pISSN

  1738-4354

• 수록기간

  2001~2025

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 380