天然化妝品商店氣氛與消費者五感體驗之研究－以歐舒丹(L’OCCITANE)為例

The Study of Store Atmosphere about Natural Cosmetic in Experience Marketing - A Case Study of L'OCCITANE

莊夢媛(Meng-Yuan Chuang)

指導教授 ： 黃文宗

中原大學/設計學院/商業設計研究所/碩士(2009年)

https://doi.org/10.6840/cycu200900916

摘要

本研究以體驗行銷的概念為研究架構，討商店氣氛的塑造與消費者體驗的實際感受是否相關。本研究目的為(1)探討商店氣氛的塑造與五感體驗價值之影響(2)探討消費者對天然化妝品品牌實體商店購物體驗之反應與偏好。使用個案研究法了解台灣歐舒丹商店的具體化體驗行銷策略，深入訪談三個月內曾到店內購物之消費者以了解其感受與印象，進行資料的分析，了解商店氣氛對消費者體驗的成效。
從訪談資料分析發現，消費者對歐舒丹的五感體驗以視覺、觸覺與嗅覺感受較深刻。能讓消費者記憶深刻且有良好感受的視覺體驗為：識別標示辨識容易、商店外觀與櫥窗吸引目光、內部裝潢營造大自然的氛圍、內部裝潢具特色風格、賣場顏色與燈光感受舒適、商品排列整齊容易找尋、賣場紙卡標示清楚、包裝符合形象、產品目錄加強商品資訊、店內擺飾加強氣氛營造與文宣與廣告增加印象；在聽覺上的體驗，首要有適宜的店內音樂，其次為噪音的管控，避免讓消費者引起負面情緒；在觸覺的體驗，應注意到賣場溫度調整適當、空間寬敞舒適、商品自由試用與選取、提供貼心試用專區與產品包裝上的使用方便為要點；嗅覺體驗中消費者主要受到產品自然香氣吸引而決定購買，此外賣場環境氣味宜人也會影響體驗的記憶。研究個案目前尚無味覺上的體驗供消費者記憶，在此項目可以再進一步增加更多記憶的機會，運用整體商店氣氛良好的五感體驗，創造消費者擁有獨一無二的美好購物記憶，提升品牌商店的體驗價值。

關鍵字

體驗行銷 ； 五感體驗 ； 天然化妝品 ； 商店氣氛

並列摘要

Based on the concept of experiential marketing, this study is to investigate the correlation between the creation of store atmosphere and the actual experiences of consumers. The research objectives are to 1) discuss the influence of store atmosphere creation on five sense experiences, and 2) investigate the consumer experiences regarding the response to and the preference for shopping in substantial stores of nature cosmetic labels. Using case study helps understand the substantial marketing strategies of L’OCCITANE in Taiwan. Moreover, to understand the effectiveness of store atmosphere on the consumer experiences, we interview the consumers who have expended in stores during the past 3 months. Data analysis helps understand the consumers’ receptions and impressions.
As the results from the data analysis of the interview, the five sense experiences of consumers for L’OCCITANE are mainly concerning the sense of sight, the sense of touch and the sense of smell. The vision experiences that make consumers better feeling and impressive include 1) readily recognized labels, 2) attractive shopping windows and store appearances, 3) nature atmosphere interior decoration, 3) characteristic interior decoration, 4) comfortable illumination and colors, 5) arrayed merchandise exhibitions for easily looking for, 6) clearly labeled cards, 7) packing conforming to commercial image, 8) catalogs enhanced for merchandise information, 9) garnishments for strengthening atmosphere creation, and 10) impressive propaganda and advertisement. The hearing experiences are primarily concerning germane songs playing in stores, and secondarily concerning the noise control to avoid the consumers’ negative emotions. The experiences of the sense of touch aim at 1) the applicable temperature in stores, 2) commodious and comfortable spaces, 3) freely trial samples, 4) specific space for providing free trials, and 5) easy usage of product packing. As to the experiences of the sense of smell, consumers decide to purchase products majorly out of charming nature smells. In addition, delightful environmental smells surrounding the store spaces also affect the memories of experiences. Insofar no experiences of the sense of taste for consumers remain in the research, which is able to be improved to make more opportunities of memory. Employing the five sense experiences of well store atmosphere is able to create unique purchase memory of consumers, and further enhance the experiential values for commercial labels.

並列關鍵字

The five senses experiential ； Store Atmosphere ； Natural cosmetic ； Experiential Marketing

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