The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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A study on the effects of the smell and taste experience in fashion stores on the emotions and purchase intention

패션 매장에서의 후각과 미각 경험이 감정 및 구매 의도에 미치는 영향

  • Cha, Sun Young (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Son, Hyungjin (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Lee, Yuri (Dept. of Textiles, Merchandising and Fashion Design / The Research Institute of Human Ecology, Seoul National University)
  • 차선영 (서울대학교 의류학과) ;
  • 손형진 (서울대학교 의류학과) ;
  • 이유리 (서울대학교 의류학과/생활과학연구소)
  • Received : 2018.05.07
  • Accepted : 2018.12.27
  • Published : 2018.12.31
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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.

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References

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