Effects of Dining Pop-up Store Experiential Factors on Brand Lovemark, Satisfaction, and Purchase Intention in MZ Consumers

This study aims to empirically examine how experiential factors perceived by MZ consumers in foodservice firms’ pop-up stores influence brand lovemark, satisfaction, and purchase intention. Based on four experiential dimensions-education, aesthetics, escapism, and entertainment a research model was developed and tested using data collected from 270 MZ consumers who had visited food-related pop-up stores within the past year. Reliability and validity tests, along with structural equation modeling using SPSS 26.0 and AMOS 20.0, were conducted to analyze the hypothesized relationships. The results indicate that aesthetics, escapism, and entertainment significantly enhance brand lovemark, whereas the educational factor shows no significant effect; moreover, brand lovemark positively affects satisfaction and purchase intention, and satisfaction further contributes to purchase intention. These findings suggest that emotionally engaging and immersive experiential elements in pop-up stores play a crucial role in fostering strong consumer-brand connections that ultimately drive purchasing behavior, offering strategic implications for foodservice companies in designing effective experiential pop-up store environments.