Purpose

Measurement scales for sensory experience in retailing exist for sight, touch and sound. In the present study, the authors aim to develop the olfactory experience (OEX) scale in the context of retailing.

Design/methodology/approach

Based on literature review and six studies that follow standard scale development protocols (combined n = 1,203), the authors develop and validate a three-dimensional OEX scale. The scale is further validated in the final study in a different market set-up than the first five.

Findings

The authors found the three dimensions of OEX as (scent) company, congeniality and congruity. The OEX scale is found to be generalizable and valid across different cultural and market set-ups. In addition, the OEX (i.e. the scale) was found to effect psychological and behavioral outcomes of the consumer in a significant manner.

Research limitations/implications

The present study contributes to the domain of sensory experience in retailing with the OEX scale and provides three new dimensions of OEX for the academicians to further explore.

Practical implications

The OEX scale provides a ready to use tool for the retailer to gauge the level of OEX in the store and to predict consumer attitudes and behavior.

Originality/value

The study is the first to develop a scale for OEX in retailing or for that matter in consumer behavior.

中文翻译：

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嗅觉体验（零售）规模：构建、验证和概括

目的

零售业感官体验的测量量表存在视觉、触觉和听觉。在本研究中，作者旨在开发零售背景下的嗅觉体验 (OEX) 量表。

设计/方法/方法

基于文献综述和遵循标准量表开发协议的六项研究（合并n  = 1,203），作者开发并验证了三维 OEX 量表。该规模在与前五个不同的市场设置中的最终研究中得到进一步验证。

发现

作者发现 OEX 的三个维度是（气味）公司、志同道合和一致性。发现 OEX 量表在不同的文化和市场设置中具有普遍性和有效性。此外，发现OEX（即量表）对消费者的心理和行为结果有显着影响。

研究限制/影响

本研究以OEX量表为零售感官体验领域的研究做出贡献，并为学者们进一步探索OEX提供了三个新的维度。

实际影响

OEX 量表为零售商提供了一种即用型工具来衡量商店中的 OEX 水平并预测消费者的态度和行为。

原创性/价值

该研究是第一个为零售或消费者行为方面的 OEX 开发量表的研究。