近年來快閃行銷概念逐漸發展成為全通路零售中的新趨勢，並且成為在各個商業領域中被廣泛接受與使用的新興零售模式。本研究選擇快閃行銷產業，探討消費者在快閃店體驗行銷後所產生之消費者價值是否正向影響行為意圖。本研究採問卷調查法，並透過網路發放，研究對象為各大專院校學生以及各年齡層樣本，總共發放453份，共計收回有效問卷412份。本研究共提出11個假說，並以結構方程式模型當中之全體樣本的驗證假設來做為本研究結果的依據，也從中發現快閃店在全通路零售中偏像扮演品牌形象建立的角色。本研究之結論可供廠商未來為品牌進行快閃店進駐策略之參考，也供社會對空屋放置率的加強，並塑造出妥善利用閒置空間的環境。
In recent years, the concept of pop-up marketing has gradually developed into a new trend in omni-channel retail, and has become an emerging retail model that is widely accepted and used in various commercial fields. This research selects the pop-up marketing industry to explore whether the value choice behavior produced by consumers after experience marketing will positively affect consumers' behavioral intention for pop-up shops. This study adopted a questionnaire survey method and distributed it through the Internet. The subjects of the study were students from universities and samples of all age groups. A total of 453 copies were distributed, and 412 valid questionnaires were returned. 11 hypotheses were proposed, and used the verification hypothesis of all samples in the structural equation modeling(SEM) as the basis for the results of this study, also found that pop-up shops play a role in brand image building in omni-channel retail. The conclusions of this research can be used as a reference for manufacturers to implement pop-up shops entry strategies for brands in the future, as well as for society to strengthen the placement rate of vacant houses, and to create an environment for the proper use of idle space.
