| Summary: | 碩士 === 中原大學 === 商業設計研究所 === 97 === Based on the concept of experiential marketing, this study is to investigate the correlation between the creation of store atmosphere and the actual experiences of consumers. The research objectives are to 1) discuss the influence of store atmosphere creation on five sense experiences, and 2) investigate the consumer experiences regarding the response to and the preference for shopping in substantial stores of nature cosmetic labels. Using case study helps understand the substantial marketing strategies of L’OCCITANE in Taiwan. Moreover, to understand the effectiveness of store atmosphere on the consumer experiences, we interview the consumers who have expended in stores during the past 3 months. Data analysis helps understand the consumers’ receptions and impressions.
As the results from the data analysis of the interview, the five sense experiences of consumers for L’OCCITANE are mainly concerning the sense of sight, the sense of touch and the sense of smell. The vision experiences that make consumers better feeling and impressive include 1) readily recognized labels, 2) attractive shopping windows and store appearances, 3) nature atmosphere interior decoration, 3) characteristic interior decoration, 4) comfortable illumination and colors, 5) arrayed merchandise exhibitions for easily looking for, 6) clearly labeled cards, 7) packing conforming to commercial image, 8) catalogs enhanced for merchandise information, 9) garnishments for strengthening atmosphere creation, and 10) impressive propaganda and advertisement. The hearing experiences are primarily concerning germane songs playing in stores, and secondarily concerning the noise control to avoid the consumers’ negative emotions. The experiences of the sense of touch aim at 1) the applicable temperature in stores, 2) commodious and comfortable spaces, 3) freely trial samples, 4) specific space for providing free trials, and 5) easy usage of product packing. As to the experiences of the sense of smell, consumers decide to purchase products majorly out of charming nature smells. In addition, delightful environmental smells surrounding the store spaces also affect the memories of experiences. Insofar no experiences of the sense of taste for consumers remain in the research, which is able to be improved to make more opportunities of memory. Employing the five sense experiences of well store atmosphere is able to create unique purchase memory of consumers, and further enhance the experiential values for commercial labels.
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