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NTIS 바로가기The Research Journal of the Costume Culture = 복식문화연구, v.26 no.6, 2018년, pp.1015 - 1027
차선영 (서울대학교 의류학과) , 손형진 (서울대학교 의류학과) , 이유리 (서울대학교 의류학과)
In the retail environment where online-shopping malls are growing, offline store are find it difficult to survive simply by selling their products. As a result, offline retailers are trying to find unique services that are appealing to their customers. In such a market environment, marketing strateg...
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핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
소비자에게 긍정적인 감정을 주는 대표적인 방식은? | 특히, 오감 자극은 소비자에게 긍정적인 감정을 주는 대표적인 방식이며, 그중 후각은 매장 환경에서 소비자의 주의를 끌고 긍정적인 감정 및 반응에 영향을 주는 자극으로 설명되어 왔다(Choi, 2015). 향기는 소비자의 접근 행동에 중요한 변수가 되고, 매장에서 풍기는 기분 좋은 향기는 제품과 매장에 대한 호의적인 평가로 이어진다(Ko & Kim, 2013; Spangenberg, Crowley, & Henderson, 1996). | |
오감 자극 중, 후각의 역할은? | 특히, 오감 자극은 소비자에게 긍정적인 감정을 주는 대표적인 방식이며, 그중 후각은 매장 환경에서 소비자의 주의를 끌고 긍정적인 감정 및 반응에 영향을 주는 자극으로 설명되어 왔다(Choi, 2015). 향기는 소비자의 접근 행동에 중요한 변수가 되고, 매장에서 풍기는 기분 좋은 향기는 제품과 매장에 대한 호의적인 평가로 이어진다(Ko & Kim, 2013; Spangenberg, Crowley, & Henderson, 1996). | |
오감 자극 중, 심리학 혹은 식품 분야에서 긍정적인 감정 형성에 중요한 역할을 하는 자극은? | 심리학 혹은 식품 분야에서는 미각이 긍정적인 감정 형성에 중요한 역할을 하는 자극으로 여겨져 왔다(Keen, 2001; Ren, Tan, Arriaga, & Chan, 2015). 이와 같은 연구 결과들은 매장환경에서 소비자의 미각을 자극하여도 후각을 자극한 것과 비슷한 효과가 날 수 있음을 보여준다. |
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