English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 112721/143689 (78%)
Visitors : 49616629      Online Users : 836
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/35017
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/35017


    Title: 嗅覺線索與標的產品一致性對消費者態度及購買意願之影響 - 涉入程度與品牌概念之調節效果
    The Effects of Congruence between Olfactory Cues and Target Product on Consumers’ Attitude and Purchase Intention with the Moderating Effects of Involvement and Brand Concept
    Authors: 蔡佩勳
    Contributors: 別蓮蒂
    蔡佩勳
    Keywords: 嗅覺線索
    氣味
    一致性
    推敲可能性模式
    涉入程度
    品牌概念
    Olfactory Cue
    Odor
    Congruence
    Elaboration Likelihood Model
    Involvement
    Brand Concept
    Date: 2007
    Issue Date: 2009-09-18 13:34:47 (UTC+8)
    Abstract: Martin Lindstrom (2005a) 指出除了視覺,嗅覺其實才是人類五官中最重要的,然而目前國內嗅覺相關之研究仍相當稀少。本研究由消費者之觀點出發,主要探討嗅覺線索與標的產品之一致性與否對消費者態度與購買意願的影響,並分析在「涉入程度」及「品牌概念」的調節作用下,對上述關係有何影響。

    本研究經由前測,選擇手錶與運動鞋兩產品類別進入正式實驗,手錶產品類別中,以Swatch為象徵型品牌,CASIO為功能型品牌;運動鞋產品類別則以Puma為象徵型品牌,New Balance為功能型品牌。並以模擬的8張彩色平面廣告,施測於530位政大大學部之學生,進行2 (產品類別:手錶/運動鞋) x 2 (嗅覺線索:一致/不一致) x 2 (涉入程度:高/低) x 2 (品牌概念:象徵型品牌/功能型品牌) 的正式實驗。

    研究結果顯示:一、就嗅覺線索主效果而言,與標的產品不一致的嗅覺線索比一致性之嗅覺線索更能提高消費者對產品的評價。二、在品牌概念的調節作用下,與標的產品不一致的嗅覺線索比一致性的嗅覺線索更能提升消費者對產品的評價,此情況在消費者面對功能型品牌時比象徵型品牌還要明顯。

    整體而言,嗅覺線索的確會影響消費者對產品之評價。本研究提供行銷人員未來在採用嗅覺線索時,可考量的更多因素,以選擇合適的嗅覺線索加以應用。
    Martin Lindstrom (2005a) pointed out that other than sight, smell is the most important sense in the human anatomy. However, research on smell is still rare. This research sets out from the consumer perspective to discuss the effects that consistency between olfactory cues and target products have on purchase intention. Moderating effects of involvement and brand concept are also studied for their effects on the study.

    Watches and sport shoes were selected as the target products for this study. The symbolic brand in the watch category is Swatch, whereas the functional brand is CASIO; in terms of sport shoes, the symbolic brand is Puma, while the functional brand is New Balance. A2 (product category: watch / sport shoes) x 2 (olfactory cues: congruity / incongruity)x 2 (involvement: high / low) x 2 (brand concept: symbolic brand /functional brand) experimental design collected data from 530 Chengchi university students through 8 color printed advertisements.

    Research findings indicate the following. (1) In terms of the main olfactory cue effect, olfactory cues that are incongruent with the target product can better increase consumers’ evaluation of the product than congruent olfactory cues. (2) In terms of the brand concept moderating effect, olfactory cues that are incongruent with the target product can better increase consumers’ evaluation of the product than congruent olfactory cues. This is more evident when consumers deal with functional brands than when dealing with symbolic brands.

    To sum up, olfactory cues do in fact influence consumers’ evaluations of products. This study provides marketers with numerous factors that should be considered when selecting the adequate olfactory cues.
    Reference: 吳文元,(1999),「訊息典型性與處理動機對消費者評估過程之影響」,國立台灣大學商學研究所碩士論文。
    夏康寧,(2006),「消費者心情對產品屬性偏好及產品態度之影響研究」,國立政治大學企業管理研究所碩士論文。
    李小媛,(2001),「嗅覺感官之旅」,嗅覺符碼,頁IV。
    李振昌譯,(2005),收買感官,信仰品牌,台北:商智文化。
    洪慧娟譯,Piet Vroon, Anton van Amerongen與Hans de Vries著,(2001),嗅覺符碼,台北:商周。
    莊安祺譯,Diane Ackerman著,(1993),感官之旅,台北:時報文化。
    鍾霓譯,(2004),五感的時代--視、聽、嗅、味、觸覺的消費社會學,博報堂綜合研究所編,台北:中衛發展中心。
    夏嘉玲,(2007年2月6日),「手機有味道 挑逗你的嗅覺」,經濟日報,
    國際新聞,A8版。
    Ackerman, Diane (1990), A Natural History of the Senses, New York: Random House.
    Arctander, Steffen (1969), Perfume and Flavor Chemicals, New Jersey, Monclair.
    Baron, Robert A. (1997), ”The Sweet Smell of…Helping: Effects of Pleasant Ambient Fragrances on Prosocial Behavior in Shopping Malls,” Personality and Social Psychology Bulletin, Vol. 23, pp. 498-504.
    Berger, Jonah A. and Grainne Fitzsimons (2007). How Environmental Cues Influence Product Evaluation and Choice: SSRN.
    Bettman, James R. (1979), “Memory Factors in Consumer Choice: A Review,” Journal of Marketing, Vol. 43, pp. 37-53.
    Bhat, Subodh and Srinivas K. Reddy (1998), “Symbolic and Functional Positioning of Brands,” The Journal of Consumer Marketing, Vol. 15, Iss. 1, pp. 32-43.
    Bone, Paula Fitzgerald and Swati Jantrania (1992), "Olfaction as a Cue for Product Quality," Marketing Letters, Vol. 3, No. 3, pp.289-296.
    Bone, Paula Fitzgerald and Ellen, Pam Scholder (1998), “Does It Matter If It Smells? Olfactory Stimuli As Advertising Executional Cues,” Journal of Advertising, Vol. 27 Issue 4, pp. 29-39.
    Bone, Paula Fitzgerald and Pamela Scholder Ellen (1999), "Scent in the Marketplace: Explaining a Fraction of Olfaction," Journal of Retailing, Vol. 74, No. 2, pp. 243-262.
    Bosmans, Anick (2006), “Scents and Sensibility: When Do (In)Congruent Ambient Scents Influence Product Evaluations?” Journal of Marketing, Vol. 70, Issue 3, pp. 32-43.
    Brock, Timothy C. and Sharon Shavitt (1983), “Cognitive Response Analysis in Advertising,” Advertising and Consumer Psychology, Larry Percy and Arch Woodside, ed. Lexington, MA: Lexington Books, pp. 91-116.
    Burnkrant, Robert E. (1976), “A Motivational Model of Information Processing Intensity,” Journal of Consumer Research, Vol. 3, pp. 21-30.
    Burnkrant, Robert E. and Alan G. Sawyer (1983), “Effects of Involvement on Information Processing Intensity,” Information Processing Research in Advertising, R. J. Harris, Hillsdale, ed. NJ: Erlbaum.
    Celsi, Richard L. and Jerry C. Olson, (1988), “The Role of Involvement in Attention and Comprehension Processes,” Journal of Consumer Research, Vol. 15, pp. 210-214.
    Chaiken, Shelly (1980), “Heuristic Versus Systematic Information Processing and the Use of Source Versus Message Cues in Persuasion,” Journal of Personality and Social Psychology, Vol. 39, No. 5, pp. 752-766.
    Chebat, Jean-Charles and Richard Michon (2003), “Impact of Ambient Odors on Mall Shoppers Emotions, Cognition, and Spending: A Test of Competitive Causal Theories,” Journal of Business Research, Vol. 56, Iss. 7, pp. 529-539.
    Cohen, Joel B. (1990), “Attitude, Affect and Consumer Behavior,” B.S. Moore and A.M. Isen ed., Affect and social behavior, (pp. 152-206). Cambridge: Cambridge University Press.
    Coulter, Keith S. and Girish N. Punj (2004), “The Effects of Cognitive Resource Requirements, Availability, and Argument Quality on Brand Attitudes,” Journal of Advertising, Vol. 33, pp. 53-64.
    Doty, Ricahrd L., Paul Shaman, Steven L. Applebaum, Ronita Giberson, Lenore Sikorsky, and Lysa Rosenberg (1984), “Smell identification ability: Changes with Age,” Science, Vol. 226, pp. 1441–1443.
    Dunn, C., Sleep J., and Collett, D. (1995), “Sensing An Improvement: An Experimental Study to Evaluate the Use of Aromatherapy, Message and Periods of Rest in An Intensive Care Unit,” Journal of Advanced Nursing, Vol. 21, pp. 34-40.
    Engel, James F. and Roger, D. Blackwell (1982), Consumer Behavior, Hinsdale, IL: Dryden Press.
    Engel, James F., Roger, D. Blackwell, and Paul, W. Miniard (1995), Consumer Behavior, New York: Dryden Press.
    Fiore, Anne Marie, Xinlu Yah, and Eunah Yoh (2000), “Effects of a Product Display and Environmental Fragrancing on Approach Responses and Pleasurable Experiences,” Psychology and Marketing, Vol. 17, No. 1, p.27.
    Goldstein, E. Bruce (2007), Sensation and Perception, 7th Ed, Belmont, CA: Wadsworth.
    Gulas, Charles S. and H. Bloch Peter (1995), ”Right Under Our Noses: Ambient Scent and Consumer Responses,” Journal of Business Psychology, Vol. 10, pp. 87-98.
    Haines, George H. (1974), “Process Models of Consumer Decision Making,” Buyer/Consumer Information Processing, G. David Hughes and Michael L. Ray, ed. Chapel Hill, NC: University of North Carolina Press, pp. 89-107.
    Henning, Hans (1924), Der Geruch, Leipzig: Johann Ambrosius Barth.
    Hirsch, Alan (1995), “Effects of Ambient Odors on Slot-Machine Usage in a Las Vegas Casino,” Psychology and Marketing, Vol. 12, pp. 585-594.
    Howard, John A. and Jagdish N. Sheth (1969) The Theory of Buyer Behavior, New York: John Wiley and Sons.
    Houston, Michael J. and Michael L. Rothschild (1978), “Conceptual and Methodological Perspective on Involvement,” Research Frontiers in Marketing: Dialogues and Directions, Subhash C. Jain, ed. Chicago: American Marketing Association, pp. 184-187.
    James Mowle and Bill Merrilees (2005), “A Functional and Symbolic Perspective to Branding Australian SME Wineries,” The Journal of Product and Brand Management, Vol. 14, Iss. 4/5, pp. 220-227.
    Kassarjian, Harold H. (1978), “Presidential Address,” Advances in Consumer Research, Vol. 5, H. Keith Hunt, Ann Arbor, ed. MI: Association for Consumer Research, xiii-xiv.
    Kassarjian, Harold H. (1981), “Low Involvement: A Second Look,” Advances in Consumer Research, Vol. 8, Kent B. Monroe, Ann Arbor, ed. MI: Association for Consumer Research, pp. 31-34.
    Kassarjian, Harold H. (1982), “Consumer Psychology,” Annual Review of Psychology, Vol. 33, pp. 619-649.
    Kelman, Herbert C. (1961), “Process of Opinion Change,” Public Opinion Quarterly, Vol. 25, pp. 57-78.
    Knasko, Susan C. (1995), "Pleasant Odors and Congruency: Effects on Approach Behavior," Chemical Senses, Vol. 20, pp. 479-87.
    Krugman, Herbert E. (1965), “The Impact of Television Advertising: Learning Without Involvement,” Public Opinion Quarterly, Vol. 29, pp. 349-356.
    Krugman, Herbert E. (1967), “The Measurement of Advertising Involvement,” Public Opinion Quarterly, Vol. 30, pp. 583-596.
    Laczniak, Russell N., Darrell D. Muehling, and Sanford Grossbart (1989),.” Manipulating Message Involvement in Advertising Research,” Journal of Advertising, Vol. 18, Vol. 2, pp. 28-39.
    Lindstrom, Martin (2005a), Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound, CO: The Free Press of Simon and Schuster Inc.
    Lindstrom, Martin (Mar 2005b), “Smelling a Branding Opportunity,” Brandweek, Vol. 46, No. 11, p. 26.
    Lindstrom, Martin (Mar 2005c), “Which Sense Sends The Loudest Message?” Promotion and Incentives, p. 20.
    Lyall Waston (2000), Jacobson’s Organ: And the Remarkable Nature of Smell, (p.7). W.W. Norton and Company, New York.
    Mackenzie, Scott B., Richard J. Lutz, and George E. Belch (1986), “The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations,” Journal of Marketing Research, Vol. 8, pp. 130-131.
    Mandler, George (1982), "The Structure of Value: Accounting for Taste," in Affect and Cognition: The 17th Annual Carnegie Symposium, Margaret S. Clark and Susan T. Fiske, eds., Hillsdale, NJ: Erlbaum, pp. 203-230.
    Mattila, Anna S. and Jochen Wirtz (2001), "Congruency of Scent and Music as a Driver of In-Store Evaluations and Behavior," Journal of Retailing, Vol. 77, No. 2, pp. 273-289.
    Markin, Rom J. and Chem Narayana (1975), “Behavior Control: Are Consumers Beyond Freedom and Dignity?” Advances in Consumer Research, Vol. 3, Beveriee B. Anderson, Ann Arbor, ed. MI: Association for Consumer Research, pp. 222-228.
    McGuire, William J. (1969), “The Nature of Attitudes and Attitude Change,” The Handbook of Social Psychology, Vol. 3, Gardner Lindzey and Elliot Aronson, ed. Reading, MA: Addison-Wesley, pp.136-314.
    McPherson, Ann and Anne Moran (1994), “The Significance of Fragrance and Olfactory Acuity for Consumer Household Market,” Journal of Consumer Studies and Home Economics Vol. 18, pp. 239-251.
    McWilliam, Gil and Leslie De Chernatony (1989), “Branding Terminology--the Real Debate,” Marketing Intelligence and Planning, Vol. 7(7/8), pp. 29-32.
    Miller, Norman, Geoffrey Maruyama, Rex Julian Beaber, and Keith Valone (1976), “Speed of Speech and Persuasion,” Journal of Personality and Social Psychology, Vol. 34, pp. 615-624
    Miller, Cyndee (1991) “Research Reveals How Marketers Can Win by A Nose,” Mark News,Vol. 25, pp. 1-2.
    Mitchell, Andrew A. (1981), “The Dimensions of Advertising Involvement,” Advances in Consumer Research, VIII. Kent Monroe, Ann Arbor, ed. MI: Association for Consumer Research, pp. 25-30.
    Mitchell, Andrew A. and Jerry C. Olson (1981), “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Branding Attitude?” Journal of Marketing Research, Vol. 18, pp. 318-332.
    Mitchell, Deborah J., Barbara E. Kahn, and Susan C. Knasko (1995), “There`s Something in the Air: Effects of Congruent and Incongruent Ambient Odor on Consumer Decision-Making," Journal of Consumer Research, Vol. 22, pp.229-238.
    Mittal, Banwwari (1983), “Understanding the Bases and Effects of Involvement in the Consumer Choice Process,” (Doctoral Dissertation, Uniersity of Pittsburgh, 1982), Ann Arbor, MI: University Microfilms International.
    Mowen, John C. (1980), “On Product Endorser Effectiveness: A Balance Model Approach,”Current Issues and Research in Advertising, James H. Leigh and Claude R. Martin, Ann Arbor, ed. MI: University of Michigan, pp. 41-57.
    Nai-Hwa Lien (2001), ” Elaboration Likelihood Model in Consumer Research: A Review,” Proc. Natl. Sci. Counc. ROC(C) Vol. 11, No. 4, pp. 310-310.
    Olshavsky, Richard W. and Donald H. Granbois (1979), “Consumer Decision Making – Fact or Fiction?” Journal of Consumer Research, Vol. 6, pp. 93-100.
    Pacelle Mitchell ( July.28 1992), “Many People Refuse to Check in if A Hotel has Odors in the Lobby,” Wall Street Journal (Eastern edition), p. B1.
    Park, C. Whan, Jaworski Bernard J., and Macinnis Deborah J. (1986), “Strategic Brand Concept-Image Management,” Journal of Marketing, Vol. 50, Iss. 4, pp. 135-145.
    Park, C. Whan, Sandra Milberg, and Robert Lawson (1991), “Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency,” Journal of Consumer Research, Vol. 18, pp. 185-193.
    Petty, Richard E., John T. Cacioppo and David Schumann (1983), “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement,” Journal of Consumer Research, Vol. 10, pp. 135-146.
    Petty, Richard E. and John T. Cacioppo (1984a), “The Elaboration Likelihood Model of Persuasion,” Advances in Consumer Research, Vol. 6, pp. 673-675.
    Petty, Richard E. and John T. Cacioppo (1984b), “Source Factors and the Elaboration Likelihood Model of Persuasion,” Advances in Consumer Research, Vol. 6, pp. 668-672.
    Petty, Richard E., and John T. Cacioppo (1986), Communication and Persuasion: Central and Peripheral Routes to Attitude Change, New York: Springer-Verlag.
    Petty, Richard E. (1995), “Creating Strong Attitudes: Two Routes to Persuasion,” T. E. Backer, S. L. David, and G. Soucey ed. Reviewing the Behavioral Science Knowledge Base on Technology Transfer, (pp. 209-224). Rockville, MD: National Institude on Drug Abuse (NIDA Research Monograph 155; Publication No. 95-4035).
    Petty, Richard E. and Duane T. Wegener (1999), “The Elaboration Likelihood Model: Current Status and Controversies,” S. Chaiken and Y. Trope, ed. Dual Process Theories in Social Psychology, New York: Guilford Press.
    Ray, Michael L., Alan G. Sawyer, Michael L. Rothschild, Roger M. Heeler, Edward C. Strong, and Jerome B. Reed (1973), “Marketing Communication and the Hierarchy of effects,” New Models for Mass Communication Research, Vol. 2, Peter Clarke, Beverly Hills, ed. CA: Sage Publications, pp. 147-176.
    Robertson, Thomas S., Joan Zielinski, and Scott Ward (1984), Consumer Behavior, Illinois: Scott, Foresman and Company.
    Schifferstein, Hendrik N.J. and Sylvia T. Blok (2002), "The Signal Function of Thematically in Congruent Ambient Scents in A Retail Environment," Chemical Senses, Vol. 22, No. 6, pp. 539-49.
    Schiffman, Leon G. and Leslie Lazar Kanuk (2007), Consumer Behavior, 9th Ed, Prentice Hall, Inc.
    Schoell, William F. and Joseph P. Guiltinan (1993), Marketing Essentials, Kluwer Academic Publishers Press.
    Slama, Mark E. and Armen Tashchian (1985) “Selected Socioeconomic and Demographic Characteristics Associated with Purchasing Involvement,” Journal of Marketing, Vol. 49, pp. 72-82.
    Spangenberg, Eric R., Ayb E. Crowley, and Pamela W. Henderson (1996), “Improving the Store Environment: Do Olfactory cues Affect Evaluations and Behaviours?” Journal of Marketing, Vol. 60, Iss. 2, pp. 67-80.
    Spangenberg, Eric R., Bianca Grohmann, and David E. Sprott (Nov 2005), “It`s Beginning to Smell (and Sound) A Lot Like Christmas: The Interactive Effects of Ambient Scent and Music in A Retail Setting,” Journal of Business Research, New York. Vol. 58, Iss. 11, p. 1583.
    Swinyard, William R. (1993), “The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions,” Journal of Consumer Research,
    Vol. 20, pp. 271-280.
    Travis, Dary (2000), Emotional Branding: How Successful Brands Gain the Irrational Edge, Prima Publishing, Roseville, CA.
    Vlahos, James (Fall 2007), “Scent and Sensibility,” New York Times Magazine, New York, pp. 68-73.
    Watson, David, Clark, Lee Anna, and Tellegan, Auke (1998) “Development and Validation of Brief Measures of Positive and Negative Emotion: The PANAS Scales,” Journal of Personality and Social Psychology, Vol. 54, pp. 1063-1070.
    Woodside, Arch G. (1983), “Message-Evoked Thoughts: Consumer Thought Processes as a Tool for Making Better Copy,” Advertising and Consumer Psychology, Larry Percy and Arch G. Woodside ed. Lexington MA: D.C. Heath and CO.,
    pp. 133-147.
    Yu, Larry (Summer 2007), “What You See Affects What You Get,” MIT Sloan Management Review Vol. 48, No. 4, p.6.
    Zaichkowsky, Judith Lynne (1985), “Measuring the Involvement Construct,” Journal of Consumer Research, Vol. 12, pp. 341-352
    Zaichkowsky, Judith Lynne (1994), “The Personal Involvement Inventory: Reduction, Revision and Application to Advertising,” Journal of Advertising Vol. 23, No. 4, pp. 59-70.
    Description: 碩士
    國立政治大學
    企業管理研究所
    95355029
    96
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0095355029
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

    Files in This Item:

    File Description SizeFormat
    502901.pdf51KbAdobe PDF2867View/Open
    502902.pdf146KbAdobe PDF2927View/Open
    502903.pdf66KbAdobe PDF21101View/Open
    502904.pdf186KbAdobe PDF21093View/Open
    502905.pdf284KbAdobe PDF21681View/Open
    502906.pdf395KbAdobe PDF25690View/Open
    502907.pdf383KbAdobe PDF21414View/Open
    502908.pdf360KbAdobe PDF22039View/Open
    502909.pdf298KbAdobe PDF21021View/Open
    502910.pdf279KbAdobe PDF21924View/Open
    502911.pdf2296KbAdobe PDF21276View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback