초록

Purpose – It has already been proved that 'mood' as the physical environment of shopping affects consumers' main sensory channels such as sight, hearing, smell, touch. However, there is no consensus on how the olfactory cue influences the customers in the shopping environment. In this study, we examine the previous studies on how the olfactory cue affects the customers in the shopping environment and present a clear direction as a suggestion for progressive research. Research design, data, and methodology – It is not important to use a lot of unconditional fragrance, but it should be exposed to the environment that suits the proper fragrance. In recent years, meaningful research on store fragrance has been slowly increasing. As a result, studies on the fragrance effects of retail stores have been conducted to verify the relevance of fragrance suitability in stores and consumer spending scale. Results – The fragrance appropriate for each store can not be uniformly specified as any fragrance. This is because external variables such as time, season, temperature, lighting, density of shoppers, and music in the store also affect customer evaluation. For example, using an unsuitable fragrance may encourage customers to leave the store quickly by restraining impulsive purchases or by disturbing concentration. The store manager should also be interested in using fragrances that are proven and effective in the store environment, but they should also have the ability to easily manipulate and manage the fragrances very appropriately according to changes in the store environment. Store managers should observe consumer preferences and responses according to their goals and strategies, and then systematically manage and store information about the fragrance appropriate to the store. Conclusions – In the future, the fragrance marketing researcher needs to consider the spatial form and density of the customer. In practice, managers operating a retail store should check the most appropriate store density(congestion) according to the size and spatial characteristics of the store and maintain the ideal conditions. To do this, it is necessary to pay attention to how to select and control sensory elements such as fragrance(olfactory), music(auditory), and lighting(visual).

키워드

Fragrance Marketing, Olfactory Cue, Density, Congestion.

참고문헌(17)open

  1. [학술지] Bone, P. F. / 1999 / Scents in the marketplace: Explaining a fraction of olfaction / Journal of Retailing 75 (2) : 243 ~ 262

  2. [학술지] Bradford, K. D. / 2009 / The use of scents to influence consumers: The sense of using scents to make cents / Journal of Business Ethics 90 (2) : 141 ~ 153

  3. [학술지] Chebat, J. / 2003 / Impact of ambient odors on mall shoppers’ emotions, cognition, and spending A test of competitive causal theories / Journal of Business Research 56 (7) : 529 ~ 539

  4. [학술지] Garlin, F. V. / 2006 / Setting the tone with the tune: A meta-analytic review of the effects of background music in retail settings / Journal of Business Research 59 (6) : 755 ~ 764

  5. [학술지] Hu, M. / 2016 / From the Immoral to the Incorruptible: How Prescriptive Expectations Turn the Powerful Into Paragons of Virtue / Personality and Social Psychology Bulletin 42 (6) : 826 ~ 837

  6. [학술지] Hulten, B. / 2012 / Sensory cues and shoppers’ touching behaviour: The case of IKEA / International Journal of Retail & Distribution Management 40 (4) : 273 ~ 289

  7. [학술지] Knoeferle, K. M. / 2017 / An Upbeat Crowd: Fast In-store Music Alleviates Negative Effects of High Social Density on Customers’ Spending / Journal of Retailing 93 (4) : 541 ~ 549

  8. [학술지] Krishna, A. / 2012 / An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior / Journal of Consumer Psychology 22 (3) : 332 ~ 351

  9. [학술지] Leenders, M. / 2016 / Ambient scent as a mood inducer in supermarkets: The role of scent intensity and time-pressure of shoppers / Journal of Retailing and Consumer Services

  10. [학술지] Mattila, A. S. / 2001 / Congruency of Scent and Music as a Driver of in-Store Evaluations and Behavior / Journal of Retailing 77 (2) : 273 ~ 289

  11. [학술지] Morrin, M. / 2000 / The Impact of Ambient Scent on Evaluation, Attention, and Memory for Familiar and Unfamiliar Brands / Journal of Business Research 49 (2) : 157 ~ 165

  12. [학술지] Parsons, A. G. / 2009 / Use of scent in a naturally odourless store / International Journal of Retail &Distribution Management 37 (5) : 440 ~ 452

  13. [학술지] Shankar, V. / 2011 / Innovations in Shopper Marketing:Current Insights and Future Research Issues / Journal of Retailing 87 (1) : S29 ~ S42

  14. [학술지] Singhal, S. / 2015 / Does sense reacts for marketing - Sensory Marketing / International Journal of Management, IT and Engineering 5 (5) : 1 ~ 13

  15. [학술지] Spangenberg, E. R. / 1996 / Improving the Store Environment: Do Olfactory Cues Affect Evaluations and Behaviors? / Journal of Marketing 60 : 67 ~ 80

  16. [학술지] Ward, P. / 2004 / Ambient Smell and the Retail Environment: Relating Olfaction Research to Consumer Behavior / Journal of Business and Management 9 (3) : 289 ~ 302

  17. [학술지] Yalch, R. / 2000 / The Effects of Music in a Retail Setting on Real and Perceived Shopping Times / Journal of Business Research 49 (2) : 139 ~ 147