在競爭激烈的消費市場中，每個商家的展示空間，都無所不用其極的展現自己的特色，不論是在視覺跟聽覺的行銷上，甚至透過嗅覺的效果來影響消費者的選擇。為了強調差異化，行銷重點必須放在消費者的個體體驗上，消費者同時受到理性與感性影響，使得「消費情境」的營造更顯重要。
本研究將建構在Russell與Pratt (1980) 所提出的修正後的M-R環境心理模型作為本研究的基礎理論背景，探討不同的環境香氛對消費者服飾消費情緒與購買意願之影響，是否會存在顯著差異，並將此結果，提供服飾相關業者，作為未來經營管理上之應用。
研究方法採問卷調查法進行資料之收集，透過抽樣方式採用立意抽樣與滾雪球發放問卷，以曾經前往過大安區服飾店之消費者為對象，發放並回收正式問卷200份。研究工具包括：「個人背景資料調查表」、「環境香氛偏好量表」、「消費情緒量表」 及「購買意願量表」。施測結果以統計套裝軟體SPSS for Windows 22.0進行結果分析，透過描述性統計、卡方檢定、單因子變異數分析及雪費法事後比較與多元迴歸分析法，進行資料之統計分析。
本研究預期結果包括：根據前述的研究背景與動機，本研究以服飾店之消費者為研究對象，探討商店環境香氛對購買意願之影響。故本研究研究目的，茲分述如下。(一) 環境香氛偏好對消費情緒具顯著差異。(二) 環境香氛偏好對購買意願具顯著差異。(三) 環境香氛的服飾消費情緒對購買意願有顯著相關。(四) 不同環境香氛的消費情緒對服飾購買意願具顯著正向影響。(五) 分析個人背景變項、環境香氛偏好與消費情緒對服飾購買意願具有顯著解釋力。
In intensively competitive consumer markets, each store demonstrates its characteristics with all efforts in their display space. Stores apply visual, auditory, and even olfactory elements in marketing to affect consumer choice. To enhance differentiation, the focus of marketing must be placed on consumers’ individual experiences. Because consumers are under the concurrent effects of rationality and emotions, developing the context of consumption is markedly crucial.
This study will use the modified Mehrabian–Russell (M–R) model, an environmental psychology model developed by Russell and Pratt (1980), as the theoretical basis to explore the effect of different ambient scents on consumer emotions and purchase intention of apparel and determine whether significant differences exist. The results can serve as reference for apparel-related business operators in future management and operation.
This study will conduct a questionnaire survey to collect data. Through purposive sampling and snowball sampling, questionnaires will be administered to consumers who have visited apparel stores in Daan District. A total of 200 questionnaire copies will be distributed and collected. The research instruments include a personal background investigation form, ambient scent preference scale, consumer emotion scale, and purchase intention scale. The results will be statistically analyzed using descriptive statistics, chi-squared testing, one-way analysis of variance, Scheffe’s post-hoc comparison, and multivariate regression analysis in SPSS for Windows 22.0.
The expected results include the following: (a) Ambient scents preference significantly affect on consumer emotions. (b) Ambient scents preference significantly affect on purchase intentions. (c) Ambient scent preferences significantly affect consumer emotions and purchase intentions of apparel. (d) Ambient scents significantly correlate with consumer emotions and purchase intentions. (e) Demographic variables, ambient scent preferences, and consumer emotions have significant predictive power for purchase intentions.
