产品附着从何而来?视觉、听觉和嗅觉对汽车市场的影响

IF 1.2 Q4 BUSINESS
Takumi Kato
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引用次数: 0

摘要

感官营销是有利的,因为它可以帮助减少投资,以产生如此高的效果。然而,这一领域的现有文献仅限于服务(餐馆、酒店、零售、旅游等)和容易产生敏感感官体验的食物。本研究旨在探讨感觉刺激对日本和美国汽车市场依恋的影响。通过日本一家调查公司,对1000名20 ~ 60多岁的车主(每个国家500人)进行了在线调查。将结构模型应用于调查数据的结果证实了视觉的显著影响(β = 0.336, p值<0.000),其中包括外观和内部的造型和颜色,以及听觉(β = 0.379, p值<0.000),由驱动声、门声和启动声组成。相比之下,结果表明气味没有影响(β = -0.031, p值= 0.663)。此外,两国比较,sight (β = 0.721, p值<0.000)在日本有效,听力(β = 0.741, p值<0.000)在美国有效。从业者应全面评估感官刺激,了解其优先级,并提供多种功能的感官体验。这种一致的体现可以加强消费者对产品的依恋。本工作得到了日本科学促进会KAKENHI基金号JP23K12567的支持。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Where does product attachment come from? The effects of sight, hearing, and smell in the automobile market
Sensory marketing is advantageous because it can help reduce the amount invested to yield such a high effect. However, the existing literature in this area is limited to services (restaurants, hotels, retail, tourism, etc.) and foods for which it is easy to have sensitive sensory experiences. This study aimed to clarify the influence of sensory stimuli on attachment in the Japanese and American automobile markets. An online survey was distributed through a Japanese research company to 1,000 car owners in their 20s to 60s (500 people from each country). The results of applying structural modeling to the survey data confirm the significant effect of sight (β = 0.336, p-value < 0.000), which consists of styling and colors in the exterior and interior, and hearing (β = 0.379, p-value < 0.000), which consists of driving sound, door sound, and startup sound. In contrast, the results indicate no effect of smell (β = –0.031, p-value = 0.663). In addition, comparing the two countries, sight (β = 0.721, p-value < 0.000) was effective in Japan, and hearing (β = 0.741, p-value < 0.000) was effective in the United States. Practitioners should comprehensively evaluate sensory stimuli, understand their priorities, and deliver sensory experiences in multiple functions. This consistent embodiment can strengthen the consumer’s attachment to the product. AcknowledgmentThis work was supported by Japan Society for the Promotion of Science KAKENHI Grant Number JP23K12567.
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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