氣味屬性及消費者生活型態與嗅覺產品購買動機及行為意圖之關係

The Relationship of Odor Attributes and Consumer Lifestyle with Purchasing Motives and Behavioral Intentions of Olfactory Products

10.29698/FJMR.201211.0004

沈聰益(Tsung-Yi Shen)；游巧宜(Qiao-Yi Yu)；陳俊碩(Chun-Shuo Chen)

嗅覺產品 ； 氣味屬性 ； 生活型態 ； 購買動機 ； 行為意圖 ； olfactory products ； odor attributes ； lifestyle ； purchasing motives ； behavioral intentions

輔仁管理評論

19卷3期（2012 / 11 / 01）

83 - 110

繁體中文

本研究探討嗅覺產品氣味屬性及消費者生活型態與消費者購買動機及行為意圖的關係。以人格特質研究之語彙假說方式，進行氣味基本屬性的因素探討，同時也對嗅覺產品消費者進行田野調查，以釐清氣味屬性認知、消費者生活型態因素差異及購買動機和行為意圖之關係。研究發現，氣味形容詞經因素分析後可萃取出情慾性、舒適性、清新性及穩重性因素；購買動機可萃取出保健、環衛、口碑及自我因素。而針對氣味屬性、生活型態、購買動機與行為意圖進行相關分析，發現各變數間存在有意義聯結。氣味屬性偏好不同的消費者，其選購芳香產品的動機和使用行為並不相同；而生活型態不同的消費者，其偏好的氣味、購買的動機和行為意圖，也存在顯著差異性。

The purposes of this study were to explore the relationship of odor attributes and consumer lifestyle with consumer purchasing motives and behavioral intentions regarding olfactory products. We adopted ”lexical hypothesis” method that was generally employed in studies related to personality traits to explore the fundamental olfactory attributes. We also adapted field survey to contact the consumers to examine the relationships with odor recognition, differences of consumer lifestyle, and purchasing motives and behavioral intentions of consumers.The empirical results of this study are as follows: (a) There are four factors can be extracted from olfactory adjective items by using factor analysis, naming as sexual passion, comfortableness, freshness, and steadiness. (b) Four factors can also be extracted from purchasing motivation items, including health, environmental sanitation, word-of-mouth and selfhood. (c) Correlation analysis reveals meaningful relationships among odor attributes, consumer lifestyle, purchasing motive and behavioral intentions. (d) The purchasing motives and behavioral intentions of olfactory product are distinct to those consumers who have different odor preference. Those consumer who are different in lifestyle, have different preference of odor, different purchasing motives and different behavioral intentions either.

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