Effect of Odor Marketing on Consumers’ Perceived Experience and Its Digitalizing Application

摘要

The emergence of experience marketing reduces the risk and uncertainty caused by information asymmetrybetween consumers and enterprises in the traditional retail process. The sensory experience is the most directand important form of experience for consumers, while the olfactory experience has attracted much attentionalong with the rapid development of information technology in recent years, and it has been basically maturefor the commercialization, digitization and visualization of odor products. Based on the related theory ofconsumer experience and odor marketing, this paper attempts to analyse and summarize the characteristicsof odor digital products and their main application fields, and explores the “intercommunicating and sharing”operation mode of enterprise and consumers in the new retail era, so as to enhance the value of s and createbetter consumer experiences.