?????? ??? ?? ???? ???? ??? ???? ????? ??? ?? (The Influence of Brand Identity on Purchase Intention of Maison Flagship Store with Experiential Marketing)

(???? ? ??) ?? ??? ???? ? ????? MZ?? ???? ???? ???? ???? ??? ??? ?? ??? ?? ?? ?? ??? ???? ??. ???? ??? ??? ?????, ??? ?? ??? ?? ??? ?? ???? ????? ???? ?? ???? ???? ???? ???, ???? ??? ??? ??? ???? ??? ???? ????, ??? ???? ??? ???? ???? ??????? ?? ??. ?? ? ???, ?????? ??? ?? ???? ???? ??? ???? ????? ??? ??? ???? ????? ????? ??? ??. (????) ????? ????? ?????. ??, ????? ?? ?? ???? ???, ?????, ??? ???, ????? ??? ??, ???? ?? ?????. ??, ????? ???? ????? ???? ??? ???? ? ??? ???? ????? ?????. ??, ????? 2023? 4? 6??? 4? 17??? ??????, ??? ?? ??? ? ?? ???? ???? ??? ??? ?? MZ?? ??? ???? ???? ????, ???? ??? ???? ? 400?? ?? ???? ?????. (??) ?? ???? ???? ????? ??? ??? ???? ?(+)?? ??? ??? ??? ????, ?? ???? ???? ?????? ????? ???? ?(+)?? ??? ??? ??? ?????, ??? ???? ???? ?? ????? ??? ??? ??? ?? ??? ????. ????? ???? ????? ?(+)?? ??? ??? ??? ????, ?? ???? ???? ?????? ????? ?(+)?? ??? ??? ??? ????. ????? ??? ??, ?? ???? ???? ?????? ????? ???? ???? ??? ???, ????? ???? ????? ???? ??? ??? ??? ????. (??) ?????? ????? ??? ??? ??? ????? ???? ??? ???? ? ? ??. ?????? ????? ???? ??? ??? ??? ??? ????? ??? ??? ??? ????? ??? ??? ?? ????? ????? ? ? ??. ??? ???? ?? ??? ??? ?? ???? ???? ? ???? ??? ??? ???? ??? ??? ???? ????, ??? ???? ??? ???? ???? ??? ?? ???? ???? ?? ? ?? ?????? ?? ??? ???? ??. ??, ??? ?? ??? ? ? ?? ??? ?? ??? ????? ???? ? ???. ??? ?? ??? ???? ??? ??? ????? ????? ????? ??? ??? ???? ????.

(Background and Purpose) Recently, the MZ generation consumers, the main consumer class of luxury brands, have pursued their own unique and differentiated experiences and rare experience consumption to confirm their value. Consumers value brand experience, and in response to these market changes, luxury fashion brands are expanding their experience space to express themselves as Maison flagship stores and provide various experiences in the brand's space to display brand identity and communicate with consumers. Therefore, this study aims to provide empirical data by identifying the impact of the Maison flagship store¡¯s brand identity on purchase intention using experiential marketing. (Method) Literature review and empirical research were conducted in parallel. First, through theoretical considerations, Maison flagship stores, experience marketing, brand identity, interactive design elements, and purchase intentions were considered. Second, a research model was derived by referring to previous studies and a hypothesis was established to select a measurement tool suitable for this study. Third, the survey was conducted from April 6 to April 17, 2023, and a questionnaire was distributed to MZ generation customers who had visited luxury fashion brand Maison flagship stores; a total of 400 wealth items were used as the final data. (Results) It was found that the experiential marketing factors of the Maison flagship store had a positive (+) effect on brand identity, and the experiential marketing of the Maison flagship store had a positive (+) effect on interactive design, brand identity, and purchasing. There was no significant effect on the relationship between intentions. Interactive design was found to have a positive (+) effect on purchase intention and experience marketing at the Maison flagship store had a positive (+) effect on purchase intention. As a result of confirming the mediating effect, the experiential marketing of Maison flagship stores directly affects interactive design, which in turn directly affects purchase intentions. (Conclusion) Experience marketing can be seen as having an indirect effect on purchase intention through interactive design elements. Therefore, experiential marketing has a direct effect on purchase intention, and a partial mediation effect that affects purchase intention through interactive design elements appears. These rare experiences reflect the design elements that reveal the identity of the luxury fashion brand, reinforce the positive brand image, and focus on forming a communication relationship that connects customers and the brand to increase their bonds and make them feel a part of the brand. Additionally, efforts should be made to provide opportunities for customers to have emotional experiences and consume value. Thus, the positive perception of a brand formed through experience is a crucial factor that naturally leads to purchase intention.