臺灣博碩士論文加值系統

氣味對消費者態度與行為的影響是行銷領域尚待探討的議題，儘管在有限的學術研究結論中，研究者大多肯定配適良好的環境氣味，確實可以有效增進消費者的態度回應和購買行為，然而對於消費者如何認知氣味及解釋氣味背後所攜帶的訊息，所知仍極為有限。本研究以探討氣味基本屬性因素為主要目的，並依據所歸納出的氣味屬性因素進一步探討氣味認知與受測者背景、經驗之間的關係。
本研究採用語意差異法(Semantic Differential Method)進行氣味基本屬性因素之探討。根據語彙假說從文獻資料、字典及相關期刊雜誌，進行氣味形容詞蒐集，並篩選出五十三組對立之形容詞。運用22種正面氣味之市售精油商品為氣味樣本，對受測者進行氣味實測評估及問卷調查，並使用SPSS統計軟體進行分析。
研究結果顯示，氣味形容詞經由因素分析後萃取出舒適性、情慾性、特異性、清新性與持久性等五個因素。以此五個因素與樣本年齡、性別、年齡描述詞、氣味來源描述詞及味覺屬性描述詞進行Pearson相關分析，結果發現有顯著相關性。若以氣味屬性因素對22種氣味進行集群分析，採用二階段集群法，依據凝聚係數增量變化率劇增可分成兩群，若由華德法樹狀圖決定分群數可分為五群，分成五群較兩群更能彰顯各集群在氣味屬性因素上之細緻差異與特性。最後並將各氣味集群與嗅覺經驗聯想進行交叉比較。
本研究初步釐清氣味評估的基本屬性因素，後續研究或應用可以嘗試以氣味基本屬性為出發點，以茲做為氣味在行銷理論與實務面延伸探討之基礎。

The impact on consumer’s attitudinal responses and purchasing behavior of odor remained a topic of mystery in the marketing field that deserved further investigation. In spite of the evidence that congruent ambient odor could enhance attitudinal responses and purchasing behavior, related knowledge or intrinsic mechanism of olfactory system was still limited. But how does a consumer recognize and interpret the meaning of odor? This study aims at delving into the exploration of basic attributes of odors and the related olfactory imagination with personal characteristics.
Current research will focus on exploration of odor attributes by using semantic differential method that was generally employed in research of personality traits. Mean-while, this study will continue collecting adjectives which are appropriate for the odors. Then, we will select 53 sets of adjectives of odor attributes and 22 different samples of perfumes for the questionnaire. The result will be analyzed by the program SPSS.
Findings of this study indicate that the evaluation dimension of five odors attributes including comfortable, lust, peculiar, fresh and lasting. We used Pearson correlation analysis to discuss five odor attribute factors with age, sex adjective, age adjective, odor source adjective, and gestation adjective that had significant influence. And we used two-state clustering approach to analyze basic attributes factors of odors and 22 kinds of odor samples. We divided them into two groups by coagulate parameter increased rate. If we divided them into five clusters then they are more different than two cluster by dendrogram using ward method for the division. Five clusters are more meaningful than two clusters for attributes. Finally, we used intersect analysis on the odor clusters and the related olfactory imagination.
The results of this study help us understand the basic attributes of odors and the results will be used as basic knowledge in forming effective marketing strategies and practices. Results will also serve as basic references in future research of odor applications.

中文摘要 i
英文摘要 ii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 ix
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 3
第二章 文獻回顧 4
2.1 感覺與知覺 4
2.2 嗅覺感官 6
2.3 氣味分類 9
2.4 嗅覺與記憶 14
2.5 氣味的實務應用 16
第三章 研究方法 19
3.1 研究架構 19
3.2 研究設計 19
3.3 研究範圍 22
3.4 形容詞的選取 23
3.5 問卷設計 26
3.6 分析方法 29
第四章 結果與討論 31
4.1 敘述性統計分析 31
4.2 嗅覺經驗聯想分析 33
4.3 因素分析 36
4.4 信度分析 41
4.5 相關分析 42
4.6 集群分析 46
4.7 差異分析 52
第五章 結論與建議 65
5.1 結論 65
5.2 研究限制 70
5.3 建議 70
參考文獻 72
附錄A：形容詞 76
附錄B：問卷 77
作者簡介 81

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