快閃店是近年來各品牌與行銷人員操作品牌的一個新興工具，有別於一般傳統零售店，快閃店創造了消費者互動，帶給消費者不一樣的感官體驗。過去的研究多以探討精品業為主，且少有探討快閃店對品牌形象的影響。因此本文為了補足研究缺口，將以快銷品產業為研究對象，探討快閃店的特質對品牌形象與口碑傳遞意願的影響。結果證實快閃店的享樂價值、實用性效益與獨特性會透過影響品牌形象，進而影響消費者傳遞口碑的意願。此外，實用性效益亦會直接影響口碑傳遞意願，由此可知，透過快閃店提供不同產品以增加消費者的新奇感，消費者會更有動力傳遞口碑。另外本研究亦證實意見領袖的知名度越高，快閃店的享樂價值對品牌形象的影響亦增加。因此，未來品牌商可以透過和高知名度的意見領袖合作宣傳快閃店的享樂價值，進而提升品牌形象。

Recently, pop-up stores have become a new marketing tool for brand and marketing. Compared to the traditional retail stores, pop-up stores create more interaction with consumer and bring different sensual experience. Prior research mostly focuses on investigating luxury brand and doesn’t assess the impact of characteristics of pop-up stores on brand image. Therefore, the present study seeks to investigate fast-moving consumer goods brand to fill the research gap. The study demonstrated that pop-up brand stores' hedonic value, utilitarian value and store uniqueness have positive effect on brand image. Brand image mediates the effect of these three characteristics on consumers' word of mouth intention towards the brand. In addition, there is a positive direct effect of utilitarian value on word of mouth. As a result, Through pop-up store providing different products from traditional channel, consumers are more willing to spread word of mouth. Finally, the higher the awareness of opinion leaders, the more effect of hedonic value on brand image. Therefore, it is a great opportunity to enhance brand image through collaborating with high awareness opinion leader.

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