패션 팝업스토어의 경험유형이 경험 트랜스포메이션 및 행동의도에 미치는 영향: 자기결정성의 조절효과를 중심으로

초록

This study examines how self-enhancement experiences, value-based ethical experiences, and participatory/digital-based experiences in fashion pop-up stores influence experience transformation and behavioral intentions. It also investigates the impact of experience transformation on behavioral intentions and explores the moderating effect of self-determination in these relationships. A total of 178 valid survey responses were used for the final analysis, and the findings are as follows. First, self-enhancement experiences and value-based ethical experiences were found to have a positive effect on experience transformation, whereas participatory/digital-based experiences did not show a significant influence. Second, while self-enhancement and value-based ethical experiences did not affect behavioral intentions, participatory/digital-based experiences positively influenced behavioral intentions. Third, experience transformation itself did not significantly affect behavioral intentions. Fourth, the moderating effect of self-determination was found to be significant. The study concludes by discussing theoretical and practical implications, along with limitations.

키워드