In nowadays, advertisement and DM overwhelm our life, and visual Marketing is overused for a long time. Therefore, other marketing tools about sense organs may become new field. According previous researches pointed out, sense of smell may be most powerful but lower developed sense, and people have strong recognition and memory pattern about sense of smell as well. As a result, scent could be a good method to apply in the brand and marketing. Besides, there are plenty of foreign researches about sense of smell, but there are only few domestic papers which focus on this issue. Under this circumstances, it is hard to determine whether the foreign researches could apply in Taiwan. Therefore, the proposition of this study are as following¡G
(1) Analysis the influence about environment scent to emotion, recall,
evaluation and behavior about consumer.(2) Analysis the influence about environment scent under different product types to emotion, recall, evaluation, and behavior about consumer. (3) Analysis the influence about environment scent under different consumer characteristics to emotion, recall, evaluation, and behavior about consumer.
In this study, environment scent is independent variables, and product type and consumer characteristic are moderators. This research is a 2(environment scent) x 2(product type) experiment design. Comparing the result of consumer emotion, recall, evaluation, behavior between groups about using environment scent or not, product types and consumer characteristics. The conclusions are summarized as follows¡G
(1) Having environment scent is more obvious about consumer emotion,
recall, evaluation, and behavior. (2)There is no difference under product types
about consumer emotion, recall, evaluation, and behavior. (3) There is interaction between under consumer characteristic about consumer emotion, recall, evaluation, and behavior.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0623111-000031 |
| Date | 23 June 2011 |
| Creators | Kung, Fang-yu |
| Contributors | Cher-Min Fong, Pei-how Huang, Jhih-Hong Zeng |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0623111-000031 |
| Rights | off_campus_withheld, Copyright information available at source archive |
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