An Empirical Study on the Influence of Pop-Up Stores on Consumption Intention in the Digital Economy Mode

Physical stores face intensified competition from online sales. With its distinctive marketing model, “pop-up stores” have become the trending retail format. This study develops a theoretical framework for the influence of customer consumption intentions, and creates a questionnaire based on a scale design. This study also analyzes the factors that influence the consumption intentions of pop-up stores by combining the two dimensions of the Technology Acceptance Model (TAM), namely perceived usefulness and perceived ease-of-use, with three stages of the AISAS model, namely interaction, consumer resonance and purchase decision, via constructing a model based on 10 consumption intention variables. The following conclusions are drawn: the atmosphere and scene of pop-up stores trigger consumption intention; pop-up stores meet the personalized demands of consumers; co-branding and idol effect have a moderating effect on consumption intention; consumer psychology and resonance influence consumption intention; therefore, improving the design of pop-up stores as well as diversifying and introducing novel marketing methods will increase purchase intention.