环境气味对店内行为影响的跨文化差异:陪伴的作用

IF 1.5 Q3 MANAGEMENT
Shuvam Chatterjee, Pawel Bryla, Mahmoud Ibraheam Saleh
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引用次数: 0

摘要

以往的研究对商店氛围和社会因素的影响进行了独立研究,但对它们在不同文化中的协同影响的研究却很有限。特别是,环境气味、同伴影响和跨文化购物习俗之间的相互作用仍未得到充分探索。因此,本研究调查了环境气味如何影响跨文化购物行为。数据是通过对波兰和印度购物中心的顾客(579 人)进行调查收集的,考察了检测到的香味对花费时间、花费金钱、购买决策、认知反应和态度的影响。在印度,与同伴一起在有香味的环境中购物对花费时间、花费金钱和冲动性购买的影响比在波兰更积极。在对香味零售环境的认知反应方面,这两种文化之间没有差异,但在态度反应和再购买意愿方面存在显著差异。我们发现,在印度,消费者对购物环境的环境香味评价与消费金额之间存在正相关,而在波兰则没有。我们讨论了根据购物伴侣的文化习俗优化氛围设计的理论和实践意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Cross-cultural differences in the effects of the ambient scent on in-store behavior: the role of companionship

While previous studies have examined the influence of store atmospherics and social factors independently, limited research has investigated their synergistic impacts across cultures. In particular, the interactions between ambient scents, companionship influences, and cross-cultural shopping customs remain underexplored. Therefore, this study investigates how ambient scents influence retail shopping behaviors with a companion across cultures. Data were collected via surveys administered to customers in Polish and Indian shopping malls (N = 579), examining the impact of detected fragrances on time spent, money spent, purchase decisions, cognitive responses, and attitudes. Shopping with a companion in a scented environment has a more positive influence on time spent, money spent and impulse purchases in India than in Poland. There is no difference between these two cultures regarding cognitive responses to a scented retail environment, but there are significant differences for attitudinal responses and repurchase intentions. We found a positive association between the consumer rating of the shopping environment in terms of the ambient scent and the amount of money spent in India, but not in Poland. Theoretical and practical implications are discussed for optimizing atmospheric design according to cultural customs around shopping companionships.

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来源期刊
Decision
Decision MANAGEMENT-
CiteScore
2.30
自引率
0.00%
发文量
27
期刊介绍: The aim of the Journal, Decision, is to publish qualitative, quantitative, survey-based, simulation-based research articles at the national and sub-national levels. While there is no stated regional focus of the journal, we are more interested in examining if and how individuals, firms and governments in emerging economies may make decisions differently. Published for the management scholars, business executives and managers, the Journal aims to advance the management research by publishing empirically and theoretically grounded articles in management decision making process. The Editors aim to provide an efficient and high-quality review process to the authors. The Journal accepts submissions in several formats such as original research papers, case studies, review articles and book reviews (book reviews are only by invitation). The Journal welcomes research-based, original and insightful articles on organizational, individual, socio-economic-political, environmental decision making with relevance to theory and practice of business. It also focusses on the managerial decision-making challenges in private, public, private-public partnership and non-profit organizations. The Journal also encourages case studies that provide a rich description of the business or societal contexts in managerial decision-making process including areas – but not limited to – conflict over natural resources, product innovation and copyright laws, legislative or policy change, socio-technical embedding of financial markets, particularly in developing economy, an ethnographic understanding of relations at a workplace, or social network in marketing management, etc. Research topics covered in the Journal include (but not limited to): Finance and Accounting Organizational Theory and Behavior Decision Science Public Policy-Economic Insights Operation Management Innovation and Entrepreneurship Information Technology and Systems Management Optimization and Modelling Supply Chain Management Data Analytics Marketing Management Human Resource Management
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