臺灣博碩士論文加值系統

過去研究顯示，氣味可以引發不同的情緒與感覺，其往往也會讓人聯想到過去的經驗，由於每個人過去的不同氣味的經驗，而使得某些氣味對於消費者具有不同的涵義。本研究的目的在於探索有關氣味、香水適用性別標示在消費者性別角色、生活型態與氣味認知、評價及使用意圖等層面的相關議題，以市售中性香水做為測試調查之標的物，藉以釐清這些變數之間的關係，以供後續研究與實務運用上之參考。
本研究在於了解消費者對於氣味進行認知的歷程中，除了生物性的感官本能之外，消費者本身的內在性別角色、生活型態及其生理性別、年齡等背景變數，是否會影響消費者對氣味產品的認知、評價及購買意圖。因此，本研究採用單一香水樣本，並以香水適用性別標示做為實驗操控，對受測者進行氣味實測評估及問卷調查，用以檢驗受測者是否會因而受到導引，進而扭曲其對該香水樣本屬性的認知評價及對使用意圖的影響。針對所涉及之研究範疇，進行國內外文獻探討，以建立本研究基本觀念架構，並於問卷與香水樣本設計後，利用統計軟體進行分析。
經由香水適用性別標示的影響，我們得知市場上香水的性別定位或命名，顯然具有相當程度的認知誘導效果。內在性別角色具女性化者，以及「愛好文藝」及「實用自主」型之生活型態的受測者，對本研究所使用之香水氣味有較強烈的感受性，而受測者的婚姻狀況及香水的使用習慣，會影響其對該樣本氣味的評價。

Previous studies have illustrated that the odor can elicit various emotions and feelings. The odor may present specific meaning for each consumer due to consumer has different experience in the odors. Therefore, the purpose of this research was to explore the influence of the sex-role, life style and perfume’s gender label on the odor recognition, odor evaluation and wearing intention.
The single perfume stimulus was adopted in this study. And, applies gender labels to be used as a hint by perfume, carrying on odor to measure valuation and questionnaire actually to the one who be subjected to measure in order to examine is measured whether meeting as a result is led to lead, then distort its recognition to the perfume's sample attribute evaluation and to wearing the influence of intention. Aim at the research category involved, carry on a domestic and international cultural heritage study, study basic idea structure originally by establishment, and will be analyzed by the program SPSS after the questionnaire and the perfume sample designing.
The finding indicated that participants who have feminity, and ‘art-lover’ and ‘pragmatist’ life style performed stronger odor experience than others. Moreover, marriage status and habit of perfume use affected odor evaluation on sample perfume. The future research suggestion and management implications were included in the following.

中文摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 viii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 3
第二章 文獻回顧 5
2.1 氣味與嗅覺 5
2.2 氣味在性別及年齡差異的影響 7
2.3 氣味在行銷上的研究 8
2.4 內在性別角色的影響 12
2.5 生活型態的影響 14
第三章 研究方法 17
3.1 研究架構 17
3.2 研究設計 18
3.3 研究假說 19
3.4 研究方法 20
3.5 研究範圍 23
3.6 統計分析方法 26
第四章 研究結果與討論 28
4.1 敘述性統計分析 28
4.2 氣味屬性分析 30
4.3 生活型態分析 35
4.4 卡方檢定 36
4.5 相關分析 40
4.6 均數檢定 43
4.7 迴歸分析 44
第五章 結論與建議 48
5.1 結論 48
5.2 建議 50
參考文獻 ix
附錄A：問卷 xv

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