环境气味对消费者产品评价和购买意向的影响研究  

The Influence of Ambient Scent on Consumers' Product Evaluation and Purchase Intention

作　　者：聂春艳[1] 宋晓兵[2] 孟佳佳[3] NIE Chunyan SONG Xiaobing MENG Jiajia(Economics and Management School, Wuhan University, Wuhan 430072, China Faculty of Management and Economics, Dalian University of Technology, Dalian 116024, China Sun Wah International Business School, Liaoning University, Shenyang 110036, China)

机构地区：[1]武汉大学经济与管理学院,武汉430072 [2]大连理工大学管理与经济学部,辽宁大连116024 [3]辽宁大学新华国际商学院,沈阳110036

出　　处：《管理科学》2016年第5期93-105,共13页Journal of Management Science

摘　　要：在营销领域中,关于环境气味的研究大多都集中在气味的怡人属性对消费者的影响,而关于气味的性别属性的研究却较少涉及。基于感官营销的视角,采用环境心理学理论,运用实验研究方法,借助SPSS软件对实验数据进行分析,探讨消费者-气味性别一致性对消费者产品评价和购买意向的影响,进一步探讨其可能存在的边界条件。采用3个实验,均以中国某高校学生作为样本。实验1采用2×2组间实验设计,即产品类别(象征性产品和功能性产品)×环境气味性别(男性和女性),以移动硬盘作为功能性产品、背包作为象征性产品,探讨对于不同的产品类别,消费者-气味性别一致性对产品评价和购买意向的影响是否存在差异。研究结果表明,只有对于象征性产品,消费者-气味性别一致性会提高消费者的产品评价和购买意向,而对于功能性产品并不存在这种效应。实验2也采用2×2组间实验设计,即代言人性别(男性和女性)×环境气味性别(男性和女性),利用不同性别的代言人赋予产品不同的性别倾向,并采用休闲鞋作为被评价的产品,探讨消费者-产品性别一致性对主效应的调节作用。研究结果表明,当消费者-产品性别一致时,将得到实验1的结果,即消费者-气味性别一致性正向影响产品评价和购买意向,而当消费者-产品性别不一致时,这一效应会发生逆转。为了更好地阐释和佐证实验2的效应,实验3引入恋爱动机这一调节变量,采用2×2×2组间实验设计,即代言人性别(男性和女性)×环境气味性别(男性和女性)×恋爱动机(高和低)。研究结果表明,当被试处于恋爱动机下时,实验2的效应将变得更加显著,即消费者-产品性别一致性的调节作用将更为显著。然而,与低恋爱动机相比,当恋爱动机高时,消费者-产品性别一致性对消费者-气味性别一致性的主效应的调节作用更加显著。研究结果为先�Most of the scent-related research in marketing has focused on the effect of pleasant scent on consumer responses, but few researches have investigated the gender attribute of scent. From the perspective of sensory marketing, based on the Environmental Psychology theory, through experiments, and with the help of SPSS analysis software, we explored the effect of gender-congruity between consumer and scent on product evaluation and purchase intention. We have conducted three experiments, and all the participants were students from Dalian University of Technology. In Study 1, we adopted a 2（masculinity scent, femininity scent） by 2（symbolic product, functional product） between-subject experimental design. We used Mobile hard disk as functional product, and used bag as symbolic product, then we explored for different category, the effect of gender-congruity between consumer and scent on product evaluation and purchase intention. The resuits showed that only for symbolic products, gender-congruity between consumer and scent will positively affect product evaluation and purchase intention, however, for functional products there has no such effects. In Study 2, we also adopted a 2 （masculinity scent, femininity scent） by 2 （male spokesman, female spokesman） between- subject experimental design. The products possessed the gender through the spokesman, then we explored the moderating effect of gender-congruity between consumer and product. The study found that gender-congruity between consumer and product has a significant moderating effect. When consumers＇ gender is congruent with products＇ gender, the gender-congruity between consumer and scent will positively affect the product evaluation and purchase intention, but when consumers＇ gender is incongruent with products＇ gender, this effect will be reversed. In order to verify the effect of study 2, we introduced the romantic motivation into study 3. Study 3 employed a 2 （ masculinity scent, femininity scent） by 2（male spokesman, female sp

关 键 词：环境气味 消费者-气味性别一致性 消费者-产品性别一致性 恋爱动机 产品评价 购买意向 

分 类 号：F713.5[经济管理—市场营销]