식음료 팝업스토어의 체험마케팅 요소가 브랜드 태도와 행동의도에 미치는 영향

Objective: This study aims to empirically examine the effects of experiential marketing elements in food and beverage pop-up stores on brand attitudes and behavioral intentions of consumers. To achieve these objectives, this study seeks to identify experiential marketing elements that positively influence brand attitudes and behavioral intentions of consumers, thereby providing a theoretical foundation for the efficient operation of food and beverage pop-up stores. Methods:This study conducted an online survey between November 1 and November 21, 2025, and collected a total of 225 valid responses. Then, this study used SPSS statistical program for empirical analysis. Results:First, the experiential marketing elements of food and beverage pop-up stores exerted a positive influence on brand attitude. Second, brand attitude positively affected behavioral intention. Third, the experiential marketing elements also had a direct positive effect on behavioral intention. Implications:The findings suggest that experiential pop-up store strategies are highly effective in strengthening brand attitude and behavioral intentions with the food and beverage market. This study sought to provide practical measures for maximizing consumer experiences through such strategies.