臺灣博碩士論文加值系統

越來越多的研究發現，品牌商品中使用環境或商品香味，能誘發消費者的感官與記憶，除了可提高品牌的辨識度外，也能誘使消費者產生購買慾望。而使用不同種類的環境香味可以誘發人類各種情感及增加記憶，換句話說，使用香味促進品牌記憶的做法已廣為行銷人員所接受。研究也發現到除了視覺外，嗅覺是五感中最重要的知覺。因此在營業場所中使用香味，除了可塑造氣氛，更重要的任務是喚起消費者購買欲望，影響所及，即使是沒有實體通路的網路商店，也使用有香味的包裝增加其品牌識別及記憶。本研究由消費者觀點，研究香味對熟悉與不熟悉品牌的廣告，是否可促進或誘發受測者情緒，進一步影響品牌知覺及品牌評價。以柑橘香味及無香味兩種問卷進行測試，觀測香味是否能夠增加消費者對品牌知覺及品牌評價，並進而增加消費者購買意願。

A Recent studies suggested that the presence of ambient scent on consumer goods can improve consumer’s five senses and memories. It could not only enhance Brand identification but purchase intension. There’re some studies discover different ambient scent could evoke emotions and enhance memory. In other words, it’s well accepted by marketers that the use of fragrance could promote the memory of brand image. There’re also some studies found that in addition to sense of sight, smell is the most important part of other senses. Therefore, the use of fragrance in the business environment could create the shopping atmosphere, and further would encourage consumer purchase intention. By the influences, the online shops also use the fragrant packaging to increase its brand recognition even though there is no physical store to build up the atmosphere. This study by the consumer point of view to investigate whether the fragrances promote or induce the subject’s emotions, and further affect the brand perception as well as its value between the familiar and unfamiliar brand advertisement. By tested with the two questionnaire, one attached Talcum aroma and the other is fragrance-free, to observe if fragrances can raise consumer perception to the brand awareness and brand evaluations, and thus advance the consumer’s willingness of purchase.

謝　詞 III
中文摘要 IV
英文摘要 V
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究步驟與流程 3
第二章 文獻探討 5
第一節 理論背景 5
第二節 環境香味 5
第三節 M-R模型 6
第四節 品牌知覺價值 7
第五節 品牌態度與評價 8
第六節 購買意願 9
第三章 研究方法 11
第一節 研究架構與假設 11
第二節 研究設計 13
第三節 樣本收集方法 15
第四節 樣本抽樣方法 15
第五節 資料分析方法 16
第四章 研究結果 19
第一節 樣本結構 19
第二節 敘述性統計 22
第三節 量表之信度與效度分析 22
第四節 假說檢定驗證 24
第五章　結論與建議 31
第一節 研究結果 31
第二節 管理上的意涵 33
第三節 研究貢獻 34
第四節 研究限制 34
第五節 對後續研究的建議 35
參考文獻 37
附錄一　實證問卷 41
著作權聲明 48

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