The Influence Of Ambient Scent On Product Evaluation And Purchase Intension

In recent years, scent marketing has become one of the hot new marketing, marketers began to increasingly more and more use scent to create demand, and marketing scholars have begun to explore the effect of scent on consumers’ purchasing psychology and purchasing behavior, but few research have investigated the gender of scent attributes. This is the starting point of this study to explore the effect of consumers’ gender-scent congruity on product evaluation and purchase intention.Study1explored for different product category, The effect of consumers’ gender-scent congruity on product evaluation and purchase intention. The results showed that product category will significantly moderate the influence of consumers’ gender-scent congruity on product evaluation and purchase intention. For symbolic products, consumers’ gender-scent congruity will positively affect product evaluation and purchase intention, however, for functional products there is no such effects.Study2explored that when consumers’ gender-product congruity, the effect of consumers’ gender-scent congruity on product evaluation and purchase intention. The results showed that consumers’ gender-product congruity will significantly moderate the influence of consumers’ gender-scent congruity on product evaluation and purchase intention. When consumers’ gender-product incongruity, the consumers’ gender-scent congruity will negatively affect the product evaluation and purchase intention, but when consumers’ gender-product congruity, the consumers’ gender-scent congruity will positively affect the product evaluation and purchase intention.Study3explored the moderator effect of romantic motivation on consumers’ gender-product congruity. In the present study, both the high and low romantic motivation will significantly moderate the moderator effect of consumers’ gender-product congruity on the effect of consumers’ gender-product congruity, but compared to the low romantic motivation, when romantic motivation was high, the consumers’ gender-product congruity will significantly moderate the effect of consumers’ gender-scent congruity on product evaluation.Finally, we summarized the results and proposed the innovation of this study, and then analyzed the limitations of this study, at last gave some advices for future research on the basis of limitations.