In the retail environment where online-shopping malls are growing, offline store are find it difficult to survive simply by selling their products. As a result, offline retailers are trying to find unique services that are appealing to their customers. In such a market environment, marketing strategies that stimulate the five senses other than the sight can be an alternative. Therefore, this research is aimed at observing the effect of the senses on emotion and purchase intention in a fashion retail context. A two by two experimental design (existence vs non-existence of scent x existence vs. nonexistence of eating chocolate) between subjects was used. A total of 120 participants were randomly assigned to the four situations, and they were asked to complete the questionnaires about emotion and purchase intention. The survey data were statistically analyzed using SPSS 23.0, and results are as follows. After a two-way ANOVA, we observed a statistically significant effect of the scent service on pleasure and purchase intention the sweet offering service on purchase intention. Moreover, when scents service and sweet offering service were provided at the same time, the highest purchase intention was obtained among other services. In addition, we studied the effects of emotions on purchase intentions, and the pleasant emotions resulting from the services have a positive effect of on purchase intentions.

Abstract
 I. Introduction
 Ⅱ. Background
  1. The S-O-R theory applied to the retail environment
  2. Smell and sweet stimulus in retail store
  3. Emotion and response
 Ⅲ. Methods
  1. Hypothesis and Research model
  2. Research methods and process
 Ⅳ. Results
  1. Factor analysis results
  2. Test results of research model
 Ⅴ. Conclusion
 References

• Sun Young Cha(Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) | 차선영
• Hyungjin Son(Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) | 손형진
• Yuri Lee(Dept. of Textiles, Merchandising and Fashion Design / The Research Institute of Human Ecology, Seoul National University) | 이유리 Corresponding author