探討商業空間中空間色調、背景音樂節奏與環境氣味對於消費者行為之影響

Abstract

感官行銷的複雜性與交互性，對於商業空間經營業者而言是一大難點也有著相當程度的重要性，而這種行銷方式的具體表現在商業空間中氛圍之營造。同時，在Covid-19疫情延燒全球的當下，實體商業空間經營均都受到一定程度之影響，在後疫情時代實體商業空間透過何種行銷方式抓住消費者成為各大業者需要思考的重要議題，本研究以感官行銷為研究背景，採用2（空間背景音樂：快節奏 vs.慢節奏）x 2（空間主色調：暖紅色 vs. 冷藍色）x 2（空間環境氣味：低喚起 vs. 高喚起）三因子之組間實驗設計，討論三者在商業空間之環境中，對於消費者行為與態度的影響（品牌態度、購買意願與口碑推薦意願）。本研究結果證實，（1）暖色調紅色的空間色調，相較於冷色調藍色的空間色調，會使消費者有較為正面的品牌態度；（2）當空間色調為暖色調（紅色）時，搭配快節奏背景音樂、當空間色調為冷色調（藍色）時，搭配慢節奏背景音樂能夠引發其產生較為正面的品牌態度、較強的購買意願與口碑推薦意願；（3）當空間色調為暖色調（紅色）搭配高喚起（葡萄柚）環境氣味或冷色調（藍色）搭配低喚起（薰衣草）環境氣味之商業空間時，均可產生較為正面的品牌態度、較強的購買意願與口碑推薦意願；（4）當背景音樂為快節奏背景音樂時搭配高喚起（葡萄柚）環境氣味或慢節奏背景音樂搭配低喚起（薰衣草）環境氣味之商業空間時，均可產生較為正面的品牌態度、較強的購買意願與口碑推薦意願；（5）當空間色調暖色調（紅色），空間背景音樂為快節奏，同時環境氣味為高喚起（葡萄柚）氣味場景時與受試者處於冷色調（藍色），空間背景音樂為慢節奏，同時環境氣味為低喚起（薰衣草）氣味場景時，均使得消費者產生較為正面的品牌態度、較強之購買行為與較高之口碑推薦意願。關鍵字：感官行銷、商業空間、氛圍營造、消費者行為

The complexity and interactivity of sensory marketing, which specifically manifested in the creation of atmosphere in the commercial space, not only has a considerable degree of importance but also become a major difficulty for commercial space operators. Meanwhile, as the Covid-19 epidemic spreads across the world, the operations of physical commercial spaces are all affected to a certain extent. In the post-epidemic era, therefore, how to use marketing approaches to recapture the attention of consumers in business space has become a vital issue for major businesses to consider. This research conducts sensory marketing as the research background, using three sets of vaiables, background music: fast tempo vs. slow tempo, main color: warm red vs. cold blue, and environmental odor: low arousal vs. high arousal, as the basis for analysis of experiements to discuss the impact of the three factors on consumer behaviors and attitudes, including brand attitude, purchase intention, and word-of-mouth recommendation intention, in the commercial space.The results of this research have confirmed that (1) compared with the cool blue spatial tone, the warm red spatial tone will make consumers have a more positive brand attitude;(2) When the color tone of space is warm (red), matching fast-paced background music, or when the tone is cool (blue), matching slow-paced background music, both combinations can lead to a more positive brand attitude, stronger purchase willingness as well as word-of-mouth recommendation; (3) When the color tone is warm (red) with a high evocative (grapefruit) environmental scent or a cool color (blue) with a low evocative (lavender) environmental scent in a commercial space, both combinations can produce a more positive brand attitude, strong purchase willingness and word-of-mouth recommendation; (4) When the background music is fast-paced background music with high evocative (grapefruit) environmental scent or slow-paced background music with low evocative (lavender) environmental scent in a commercial space, both combinations produce a more positive brand attitude, strong purchase willingness and word-of-mouth recommendation; (5) When the color tone is warm (red), and the background music is fast-paced, with a high evocative (grapefruit) environmental scent, or when the color toneis cool (blue), and the background music is slow-paced, with low evocative (lavender) environmental scent in a commercial space, both combinations can create a more positive brand attitude, strong purchase willingness and word-of-mouth recommendation.Keywords: Sensory Marketing, Commercial Space, Atmosphere Creation, Consumer Behavior