KOREASCHOLAR

This study investigates the effects of experiential marketing by categorizing fashion pop-up store experiences according to the strategic experiential modules (SEMs): sensory, emotional, cognitive, behavioral, and relational. It analyzes how these experiential factors influence shopping flow, impulse buying, and word-of-mouth intentions. A survey was conducted with 400 participants, equally distributed by gender and age group (20 and 30-year-old). Valid responses from 320 participants were analyzed using factor analysis, reliability testing, correlation analysis, and regression analysis in SPSS. Findings revealed four key elements of experiential marketing: sensory/emotional, relational, cognitive, and behavioral. Sensory/emotional, relational, and cognitive factors positively affected shopping flow, which enhanced impulse buying and word-of-mouth intentions. However, behavioral factors did not have a significant effect. These results underscore the impact of experiential marketing on pop-up store customer behavior and highlight the understudied area of word-of-mouth marketing. The study specifically targeted consumers most likely to visit pop-up stores, ensuring practical significance by providing data to develop strategies for increasing experiential marketing efficiency. Additionally, the results identify the critical elements of experiential marketing in pop-up stores and examine how they interact with shopping flow and impulse buying. This research contributes valuable insights into optimizing consumer engagement in pop-up retail environments, emphasizing the importance of sensory and relational experiences in driving consumer behavior and addressing gaps in existing marketing literature.

Abstract
I. Introduction
Ⅱ. Review of Literature
    1. Pop-up store
    2. Experiential marketing
    3. Shopping flow
    4. Impulse buying
    5. WOM(word-of-mouse) intention
Ⅲ. Research Method
    1. Measurement
    2. Research design
Ⅳ. Results and Discussion
    1. Sample characteristics
    2. Verification of the validity and reliability ofmeasurement items
    3. Analysis of the validity of variables
    4. Hypothesis testing
Ⅴ. Conclusion
References

• Xinyu Zhang(Master, Dept. of Clothing and Textiles, Kyung Hee University, Korea) | 장신우 (경희대학교 생활과학대학 의상학과 석사)
• Mi Sook Kim(Professor, Dept. of Clothing and Textiles, Kyung Hee University, Korea) | 김미숙 (경희대학교 생활과학대학 의상학과 교수)
• Shinjung Yoo(Professor, Dept. of Clothing and Textiles, Kyung Hee University, Korea) | 유신정 (경희대학교 생활과학대학 의상학과 교수) Corresponding author