撮影時の照明条件と閲覧時の香りが商品写真の印象と購買意欲に与える影響

抄録

In this study, we focused on lighting and odor which were considered as important elements of in-store marketing. In online stores, product photographs are important tools of transmitting information of products to consumers and the lighting in photographs will have relationship with purchasing intention. Odor is also considered as one of the marketing tools of online stores in future. If the olfactory display system is installed on PCs, sellers can provide odor to consumers through the Internet. Therefore, we carried out an experiment in which participants give scores to the lighting in photographs of a mug cup and the degree of purchasing intention to the cup. When two-thirds of participants did the task, aromas of lavender or peppermint were diffused, and the condition for other one-third participants was without aroma. As a result, we found that the lighting and the odor effect the purchasing intention significantly.