性別一致性嗅覺刺激對產品評價與購買意圖的影響

本研究主要探討性別一致性的嗅覺刺激對產品評價與購買意圖的影響。消費者每天面臨無數的感官刺激，人們唯一無法自行關閉的感官就是嗅覺。近年來，當行銷人員想不出新的視覺行銷方式時，越來越多行銷人員開始使用嗅覺刺激來吸引消費者。例如，一家位於台灣台北的電商女裝品牌，每一個售出的貨品，都會在包裝紙上噴上香水 (Wstyle, 2016)。然而，當具有明顯男性特質的消費者收到一種帶有甜味、花香和水果香味的產品時，消費者會不會因為矛盾感而對產品產生不好的評價？因此，本研究欲探討生理性別、自我性別意識和性別特質與嗅覺刺激一致時對產品評價與購買意圖的影響。根據上述研究目的，採用實驗方法驗證不同知覺性別的嗅覺刺激與個人性別認同一致時對產品評價和購買意願的影響。本研究經過兩階段前測，第一階段，選擇具有知覺性別差異的香水，男士香水選擇Chanel Allure Homme，女士香水選擇Jo Malone London English Pear and Freesia cologne；第二階段選擇T-shirt為目標產品，代表不具性別特色的中性產品。正式實驗施測於86位政治大學18-25歲之學生。實驗結果有三個重點發現：一、就知覺性別差異的嗅覺刺激而言，當嗅覺刺激與自我性別認同一致時，可以提高消費者對產品的評價。其次，進一步利用性別特質發現產品評價是受女性特質所影響。第三，性別一致性嗅覺刺激對購買意願沒有顯著影響。總體而言，性別一致性嗅覺刺激確實會影響消費者對產品的評價。本研究結果提供行銷人員未來在採用嗅覺刺激行銷時，更多的考量因素，以利行銷人員選擇合適的嗅覺刺激物加以應用。

關鍵字

感官行銷；性別一致性；產品評價；購買意圖；嗅覺

並列摘要

This study mainly explores the influence of gender-congruent effect on product evaluation and purchase intention. Consumers face countless sensory stimulation every day, the only sense that people cannot turn off is olfactory. In recent years, when marketers cannot think of new ways of visual marketing, more and more marketers have begun to use olfactory marketing to attract consumers. For example, an e -commerce women's clothing brand located in Taipei, Taiwan, sprays perfume on the wrapping paper in every package sold (Wstyle, 2016). However, when a consumer with obvious masculine characteristics receives a product packaging fragrance that is sweet, floral and fruity. Will consumers have a bad evaluation of the product because of sense of conflict? Therefore, this research explores the moderation effects of physical gender, self-concept regarding gender identity, and gender characteristics. According to research purposes, experimental methods are used to verify the influence of different perceived gender olfactory stimuli on product evaluation and purchase intention when they are consistent with one’s gender identity. This research has gone through two stages of pretest. In the first stage, fragrances with perceived gender difference are selected, Chanel Allure Homme is selected for masculine fragrance, Jo Malone London English Pear and Freesia cologne is selected for feminine fragrance. T-shirt is selected as focal product for main test experiment in the second stage, which represents neutral products with no gender characteristics. The main test experiment was conducted on 86 students aged 18-25 from National Chengchi University. There are three key findings: First, when perceived gender of olfactory stimuli is congruent with one’s self-concept of gender identity, it can improve the consumer's evaluation of the product. Second, use of gender characteristics to find that product evaluation was mainly affected by the moderation of female characteristic. Third, gender-congruent effect did not significantly affected consumers’ purchase intention. In conclusion, gender-congruent effect does affect consumers' evaluation of products. This study provides marketers more factors to consider when they use olfactory marketing in the future to better select appropriate olfactory stimuli to apply.