Do ambient scents affect customers’ behavioral responses at fashion stores in Vietnam?

Authors

  • Cao Minh Tri
    Ho Chi Minh City Open University, VN
  • Kim Trung
    Ho Chi Minh City Open University, VN
  • Duong Quynh Nga
    Ho Chi Minh City Open University, VN

DOI:

10.46223/HCMCOUJS.econ.en.10.1.228.2020

Keywords:

ambient scent; behavioral responses; emotional state; SEM

Abstract

This research aims to study the effect of a carefully selected congruent and simple ambient scent in a real-world shop setting and to study how scent affects shopper’s mood and behavior. Using electrostatic aroma diffusers, the research applies a carefully selecting vanilla scent at two fashion stores in district 6 and district Tan Binh. The results show that the scent has a significant positive effect on shopper’s fashion store emotion’s state (pleasure and arousal), and emotion’s state of customer has a significant positive effect on behavioral responses of shopper (time spent in-store, amount of money spending and intention of a revisit of the customer). Implications for marketing and store management are discussed.

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References

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Received: 06-05-2020
Accepted: 06-05-2020
Published: 14-07-2025

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How to Cite

Tri, C. M., Trung, K., & Nga, D. Q. (2025). Do ambient scents affect customers’ behavioral responses at fashion stores in Vietnam?. HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, 10(2), 186–203. https://doi.org/10.46223/HCMCOUJS.econ.en.10.1.228.2020

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Copyright (c) 2025 Cao Minh Tri; Kim Trung; Duong Quynh Nga

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