臺灣博碩士論文加值系統

個人對於強烈或溫和的感官刺激可能有不同的偏好，而這些偏好的形成受到多種外在因素的影響，包括文化背景和生活經歷等。本研究旨在探索一種新的理念：透過賦予產品情感價值來促進消費者對強烈刺激的偏好。本研究設計了一個實驗，採用情境設計的方法，在實驗產品中注入情感價值，以喚起消費者的懷舊情緒，並觸發相關記憶。具體而言，使用懷舊導向的廣告語和圖像等，營造回憶情境，讓受測者聯想到與產品相關的特定人或事物，使產品本身承載情感內涵。通過整理相關文獻內容，提出了研究假說，並將其作為實驗設計的基礎。實驗結果顯示，情感價值對消費者偏好的形成具有重要影響。當產品具有情感價值且結合懷舊因素時，通過中介記憶強度和情緒體驗程度，受測者更傾向於選擇高飽和度、強烈刺激的產品，如風味濃郁的食品或高度刺激的項目等。這項研究有助於深入了解受測者偏好形成的心理機制，並為企業的產品設計和市場銷售策略提供了實用的分析結果，即透過注入情感體驗來影響消費者對產品的感知和選擇。

Individuals may have different preferences for intense or mild sensory stimuli, and these preferences are shaped by various external factors, including cultural background and life experiences. This study aims to explore a new concept: promoting consumer preference for intense stimuli by imbuing products with emotional value. An experiment was designed using scenario methods, where emotional value was infused into the experimental products to evoke consumers' nostalgic emotions and trigger related memories. Specifically, nostalgic advertising slogans and images were used to create a reminiscent context, allowing participants to associate the products with specific people or things, rendering the products with emotional connotations. Relevant literature was reviewed to develop research hypotheses as the basis for the experimental design. The results showed that emotional value significantly influenced the formation of consumer preferences. When products carried emotional value and incorporated nostalgic elements, participants were more inclined to choose high-saturation, intense stimuli products, such as flavorful foods or highly stimulating items, mediated by memory strength and emotional experience. This study contributes to a deeper understanding of the psychological mechanisms underlying preference formation and provides practical analysis for companies' product design and marketing strategies by influencing consumer perception and choice through emotional experiences.

謝詞 I
摘要 II
ABSTRACT III
目　錄 IV
圖　次 VI
表　次 VII
第一章 緒論 1
第一節　研究背景 1
第二節　研究動機 1
第三節　研究目的 2
第四節　研究流程與步驟 4
第二章 文獻探討 5
第一節　情感價值 5
第二節　懷舊 6
第三節　記憶 7
第四節　飽和度 8
第三章 研究方法 11
第一節　研究架構 11
第二節　實驗設計及施測方法 12
第四章 研究結果/實證分析 19
第一節　統計分析 19
第二節　資料分析 33
第五章 結論與建議 45
第一節　研究結論 45
第二節　管理意涵 46
第三節　研究限制 47
第四節　後續研究與建議 48
參考文獻 51
附錄一　圖卡及照片 58
著作權聲明 59

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