摘要
嗅觉器官是人类接收外界信息的重要器官,已有大量研究证明在顾客的消费过程中利用环境气味刺激个体的嗅觉能够积极影响消费者对于产品的购买意愿或所在环境的评价。文章基于精细加工可能性模型,通过实验研究方法引入消费者涉入作为调节变量,验证环境气味对消费者情绪的影响以及探讨情绪机制的边界条件。实验结果显示:环境气味能够提升消费者购买意愿,情绪在环境气味和购买意愿之间起中介作用;情绪的中介效应被消费者涉入调节,对同一产品而言,涉入度低时,消费者购买意愿显著增强,涉入度高时,消费者购买意愿差异不显著。本研究对于拓展感官营销的适用边界具有一定的理论意义,也对企业有效采取气味营销、提升感官营销效果具有重要的实践意义。
The olfactory organ is an important organ for human beings to receive external information.A large number of studies have proved that using the environmental odor to stimulate the individual's sense of smell during the consumption process of customers can positively influence the consumers'evaluation of the purchase intention or environment of the product.This study introduces consumer involvement as a regulatory variable based on the elaboration likelihood model to study the boundary conditions under the influence of environmental odor through affecting consumer sentiment.And through two sets of comparative experiments,this paper found that:Compared with consumers in an odorless environment,consumers in odorous environment have a higher willingness to purchase,and emotions mediate between environmental odors and consumers'willingness to purchase;The mediating role of emotion is regulated by consumer involvement.In particular,consumers'purchasing intentions for products with low involvement are significantly enhanced,and there is no significant difference in the willingness to purchase products with high consumer involvement.This research has certain theoretical significance for expanding the applicable boundary of sensory marketing,and it also has important practical significance for enterprises to effectively adopt odor marketing and enhance sensory marketing effects.
作者
张立
尹晶
ZHANG Li;YIN Jing(Business School,Xiangtan University,Xiangtan 411105,Hunan,China)
出处
《消费经济》
CSSCI
北大核心
2020年第2期82-89,共8页
Consumer Economics
基金
国家社会科学基金一般项目(14BGL154)。
关键词
环境气味
情绪
消费者涉入
购买意愿
Environmental Odor
Emotion
Involvement
Purchasing Intention
