패션 매장에서의 후각과 미각 경험이 감정 및 구매 의도에 미치는 영향
A study on the effects of the smell and taste experience in fashion stores on the emotions and purchase intention
0
조회
0
다운로드
5
인용
0
참고문헌
키워드
초록
In the retail environment where online-shopping malls are growing, offline store are find it difficult to survive simply by selling their products. As a result, offline retailers are trying to find unique services that are appealing to their customers. In such a market environment, marketing strategies that stimulate the five senses other than the sight can be an alternative. Therefore, this research is aimed at observing the effect of the senses on emotion and purchase intention in a fashion retail context. A two by two experimental design (existence vs non-existence of scent x existence vs. nonexistence of eating chocolate) between subjects was used. A total of 120 participants were randomly assigned to the four situations, and they were asked to complete the questionnaires about emotion and purchase intention. The survey data were statistically analyzed using SPSS 23.0, and results are as follows. After a two-way ANOVA, we observed a statistically significant effect of the scent service on pleasure and purchase intention the sweet offering service on purchase intention. Moreover, when scents service and sweet offering service were provided at the same time, the highest purchase intention was obtained among other services. In addition, we studied the effects of emotions on purchase intentions, and the pleasant emotions resulting from the services have a positive effect of on purchase intentions.
Abstract
In the retail environment where online-shopping malls are growing, offline store are find it difficult to survive simply by selling their products. As a result, offline retailers are trying to find unique services that are appealing to their customers. In such a market environment, marketing strategies that stimulate the five senses other than the sight can be an alternative. Therefore, this research is aimed at observing the effect of the senses on emotion and purchase intention in a fashion retail context. A two by two experimental design (existence vs non-existence of scent x existence vs. nonexistence of eating chocolate) between subjects was used. A total of 120 participants were randomly assigned to the four situations, and they were asked to complete the questionnaires about emotion and purchase intention. The survey data were statistically analyzed using SPSS 23.0, and results are as follows. After a two-way ANOVA, we observed a statistically significant effect of the scent service on pleasure and purchase intention the sweet offering service on purchase intention. Moreover, when scents service and sweet offering service were provided at the same time, the highest purchase intention was obtained among other services. In addition, we studied the effects of emotions on purchase intentions, and the pleasant emotions resulting from the services have a positive effect of on purchase intentions.
참고문헌 (44)
- Anggie, C., "Analysis of the effect of olfactory, approach behavior, and experiential marketing toward purchase intention", Gadjah Mada International Journal of Business, 13(1), pp.85~101 (2012)[DOI]
- Babin, B. J., "Work and", or fun : Measuring hedonic and utilitarian shopping value, 1994, pp.20(4), 644~656
- Bloch, P. H., "Shopping without purchase : An investigation of consumer browsing behavior", Advances in Consumer Research, 10, pp.389~393 (1983)
- Buckley, P. G., "An S-O-R model of the purchase of an item in a store", Advances in Consumer Research, 10, pp.491~500 (1991)
- Choi, A., "What is store window creativity? The effect of store window creativity on consumer’s emotions and behavior intention", 석사, pp.2017
- 최낙환, "소비자의 제품평가에 대한 제품 향기의 효과에 관한 연구", 경영학연구, 34(1), pp.1~25 (2005), 한국경영학회
- 최수진, "온라인 쇼핑몰 소비자의 기분-태도 관계에 영향을 미치는 배경음악 특성의 조절효과", 복식문화연구, 23(5), pp.793~806 (2015), 복식문화학회[DOI]
- 최선형, "제품편익과 제품동일시가 구매의도에 미치는 영향: 미추구성향의 조절효과를 중심으로", 복식문화연구, 24(4), pp.417~430 (2016), 복식문화학회[DOI]
- (2015)[URL]
- 정혜영, "유명브랜드 의류에 대한 인지적 신념과 소비감정이 구매 의도에 미치는 영향", 복식문화연구, 10(3), pp.248~260 (2002), 복식문화학회
- Chung, I. -J., "A study of the impact of smell on restaurant customers’ attitude and behaviors", Journal of Tourism and Leisure Research, 16(2), pp.321~331 (2004)
- Chung, Y. -S., "Hedonic and utilitarian shopping values in airport shopping behavior", Journal of Air Transport Management, 49, pp.28~34 (2015)[DOI]
- Cohen, I. T., "Food cravings, mood, and the menstrual cycle", Hormones and Behavior, 21(4), pp.457~470 (1987)[DOI]
- Dobbing, J., "Sweetness" (1987), Springer-Verlag
- Donovan, R. J., "Store atmosphere : An environmental psychology approach", Journal of Retailing, 58(1), pp.34~57 (1982)
- Engel, J. F., "Consumer behavior" (1995), Dryden Press
- Eroglu, S. A., "Empirical testing of a model of online store atmospherics and shopper responses", Psychology & Marketing, 20(2), pp.139~150 (2003)[DOI]
- Gulas, C. S., "Right under our noses : Ambient scent and consumer responses", Journal of Business and Psychology, 10(1), pp.87~98 (1995)[DOI]
- Hill, A. J., "Food craving, dietary restraint and mood", Appetite, 17(3), pp.187~197 (1991)[DOI]
- Hoffman, K. D., "Atmospherics, service encounters and consumer decision making : An integrative perspective", Journal of Marketing Theory and Practice, 10(3), pp.33~47 (2002)[DOI]
- Keen, C. L., "Chocolate : Food as medicine", medicine as food, 2001, pp.20(sup5), 436S~439S
- Ko, S. H., "Consumer emotional responses to the environmental elements in fashion store", Proceeding of the Korean Living Science Association Summer Conference, pp.195~ (2013)
- Koo, D. -M., "Inter-relationships among dominance, energetic and tense arousal, and pleasure, and differences in their impacts under online vs. offline environment", Computers in Human Behavior, 27(5), pp.1740~1750 (2011)[DOI]
- Kotler, P., "Atmospherics as a marketing tool", Journal of Retailing, 49(4), pp.48~64 (1973)
- 이경미, "항공사 기내 서비스 속성이 고객감정과 행동의도에 미치는 영향에 관한 연구", 대한경영학회지, 22(3), pp.1381~1402 (2009), 대한경영학회
- 이승희, "골프의류매장의 속성이 소비자의 쇼핑감정, 쾌락적 쇼핑가치, 재구매의도에 미치는 영향", 한국사회체육학회지, (48), pp.361~371 (2012), 한국사회체육학회[DOI]
- (2018)[URL]
- (2017)[URL]
- Mehrabian, A., "An approach to environmental psychology" (1974), M. I. T. Press
- Meier, B. P., "Sweet taste preferences and experiences predict prosocial inferences, personalities, and behaviors", Journal of Personality and Social Psychology, 102(1), pp.163~174 (2012)[DOI]
- Menon, S., "Cross-category effects of induced arousal and pleasure on the internet shopping experience", Journal of Retailing, 78(1), pp.31~40 (2002)[DOI]
- Morrin, M., "The impact of ambient scent on evaluation, attention, and memory for familiar and unfamiliar brands", Journal of Business Research, 49(2), pp.157~165 (2000)[DOI]
- Pine, B. J., "Welcome to the experience economy", Harvard Business Review, 76(4), pp.97~105 (1998)
- Ren, D., "Sweet love : The effects of sweet taste experience on romantic perceptions", Journal of Social and Personal Relationships, 32(7), pp.905~921 (2015)[DOI]
- Rozin, P., "Chocolate craving and liking", Appetite, 17(3), pp.199~212 (1991)[DOI]
- Russell, J. A., "A description of the affective quality attributed to environments", Journal of Personality and Social Psychology, 38(2), pp.311~322 (1980)[DOI]
- Sester, C., "Investigating consumers’ representations of beers through a free association task : A comparison between packaging and blind conditions", Food Quality and Preference, 28(2), pp.475~483 (2013)[DOI]
- Spangenberg, E. R., "Improving the store environment : Do olfactory cues affect evaluations and behaviors?", Journal of Marketing, 60(2), pp.67~80 (1996)[DOI]
- Spence, C., "Store atmospherics : A multisensory perspective", Psychology & Marketing, 31(7), pp.472~488 (2014)[DOI]
- Tang, Y. -C., "Purchase decision: Does too much choice leave us unhappy?", European Journal of Marketing, 51(7, pp.8) (2017), 1248~1265
- Thompson, D. V., "Feature fatigue: When product capabilities become too much of a good thing", Journal of Marketing Research, 42(4), pp.431~442 (2005)[DOI]
- Turley, L. W., "Atmospheric effects on shopping behavior : A review of the experimental evidence", Journal of Business Research, 49(2), pp.193~211 (2000)[DOI]
- Vida, I., "Atmospheric music fit as a driver of shopper store evaluations and their behavioral responses", Journal of Applied Business Research, 24(2), pp.97~102 (2008)[DOI]
- 염인경, "청소년의 의복쇼핑성향에 따른 충동구매행동", 복식문화연구, 10(6), pp.666~679 (2002), 복식문화학회
