The Effect of Odor Perception and Consumer Lifestyle on Purchasing Motivation and Behavior of Olfactory Products

• Main Author: 游巧宜
• Other Authors: 沈聰益
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/88430770887919711907

碩士 === 明新科技大學 === 企業管理研究所 === 94 === The effects of odor to consumer behavior that be interested of industry and academia in recent ten years, especially in retail’s field research use olfactory cues.Among the relative research, environment smell research is going to unfold in recent ten years, because researcher don’t understand about human olfactory activity. Psychophysiological the main purpose of this research is to investigate the effect of ordor perception and lifestyle on consumer purchase motivation and behavior. The study measure odor perception, purchase motivation, purchase behavior and lifestyle of consumer that have real purchase experience use mail research method with semantic differential method and Likert five point. The main finding are as following: odor adjective can extract four factors are sex, comfortable, fresh and steady use factor analysis. Purchase motivation can extract four factors are health, environment, experience and favor use factory analysis. We use correlation analysis to measure odor, purchase motivation, purchase behavior and lifestyle that we find each variable has meaning correlation. In addition, we find interesting difference of personal variable and odor percption, purchase motivation, purchase behavior and lifestyle. Finally, the research gives some suggestions to product marketing, distinction strategy and position strategy that will be the basic part of after research.