• Journal of the Korea Fashion and Costume Design Association
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• v.26 no.3
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• pp.145-161
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• 2024

This study explored how perceived value-specifically self-expressive, emotional, and utilitarian values-experienced by consumers at luxury fashion brand pop-up stores influenced their sharing intentions. Additionally, it examined how the level of immersion in the pop-up store and brand attachment act as moderators and mediators in these relationships. An online survey was conducted among women in their 20s and 30s residing in Seoul, Gyeonggi, and Incheon, who had visited luxury fashion brand pop-up stores. A total of 307 responses were analyzed using the SPSS statistical program, incorporating factor analysis, regression analysis, and tests for moderation and mediation effects. The study found that all dimensions of perceived value-self-expressivesignificantly impacted consumers' sharing intentions. Moreover, immersion levels at the pop-up stores significantly moderated the relationship between these values and sharing intentions, while brand attachment mediated this relationship. The research concludes that luxury fashion brand pop-up stores are an effective marketing strategy offering various consumer values that encourage sharing behavior. The findings provide valuable insights for luxury brands in formulating strategies that enhance emotional connections with consumers and amplify voluntary promotional efforts.