臺灣博碩士論文加值系統

近年來消費者對香氛精油頗為喜好，但較少研究探討其應用於感官品評。本研究目的是探討在無氣味下品茶以及在在香氛精油下品茶對消費者品茶喜好之影響，以三種精油-高地薫衣草、甜橙及玫瑰天竺葵營造環境香氛，探討大吉嶺紅茶之消費者感官品評喜好度試驗。本研究徵求100位消費者進行感官品評於2018年3月10日至3月22日間，以SPSS 24.0做為資料分析工具。結果為香氛精油會影響消費者對茶飲的喜好性，其中甜橙及高地薰衣草不會影響品評員對紅茶之喜好性，但玫瑰天竺葵存在時，則影響其喜好性 (P<0.05) 。因此環境香氛對大吉嶺紅茶之品評，果香味的甜橙精油及花香味高地薫衣草精油並未影響消費者對紅茶整體喜好性，但花草香的玫瑰天竺葵反而降低其喜好性，玫瑰天竺葵香氣本身比較濃郁。因此建議香氛精油的氣味營造不宜太強烈，可能產生反效果。另外不同性別對氣味之喜好性分析，結果顯示男性比較偏好無氣味、高地薰衣草、甜橙三種環境下之紅茶；而比起無氣味的環境，女性比較偏好有香氣的氛圍的環境。男性喜好順序為無氣味、甜橙、高地薫衣草及玫瑰天竺葵；女性則為高地薰衣草、甜橙、玫瑰天竺葵及無香氣，兩者有極其兩極化之結果，而在順位式之喜好分析中，結果並未太大差異，唯獨玫瑰天竺葵喜好性較低。由上述結果顯示，較具強烈氣味之玫瑰天竺葵使用應慎重，由迴歸分析中亦證實甜橙（R2＝0.571）及高地薰衣草（R2＝0.731）及玫瑰天竺葵（R2=0.726)均能預測消費者對於紅茶之喜好性，即甜橙及高地薰衣草之環境香氛較佳則喜好性較高，而玫瑰天竺葵較低，因此顯見適當的香氛選用確能有助於香氛之營造，甚至提升其喜好性。

Aromatic essence oil has risen in popularity in recent years, with little research on its application in its effect on senses. This thesis aims to discuss how consumers’ preference in tea differs in scentless and in scented surroundings. Three kinds of aromatic essence oils—Highland Lavender, Orange Sweet, and Rose Geranium—were used to explore how they affect consumer preference in Darjeeling Tea. This research enlisted 100 consumers between March 10th and 22nd, 2018, with SPSS 24.0 as data analysis processor. The result is that aromatic essence oils have different levels of influence on consumer tea preference, with Orange Sweet and Highland Lavender not affecting tasters’ tea preference, and Rose Geranium clearly lowering their preference (P<0.05). Hence, the effects of environmental aroma on fruity Rose Geranium and floral Highland Lavender essence oils do not affect consumer tea preference, while herbal Rose Geranium lowers this preference, as it has a richer aroma. Hence it is advised that the aromatic essence oil not be overly scented, as it may lead to counter effect. Also, a gender-based preference analysis indicates that men prefer scentless to Highland Lavender and Orange Sweet, while women prefer a scented environment over a scentless one. For men, the order of preference is as follows: scentless, Orange Sweet, Highland Lavender, and Rose Geranium, while for women it is Highland Lavender, Orange Sweet, Rose Geranium and scentless, indicating an extreme difference in gender preferences. As for the order of scent preference, there is no obvious difference, but with Rose Geranium being the least favorite. The above results show that the use of strongly flavored Rose Geranium should be weighed carefully. Regression analysis also proves Orange Sweet (R2=0.571), Highland Lavender (R2=0.731 and Rose Geranium （R2=0.726) can help effectively predict consumer’s tea preference, with Orange Sweet and Highland Lavender enhancing the preference and Rose Geranium lowering it. Hence it is safe to conclude that an appropriate choice of aroma helps create or even enhance consumer’s preference.

摘要 IV
ABSTRACT V
誌謝 VII
目次 IX
表目錄 XI
圖目錄 XII
第一章緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 5
1.4 研究步驟 6
第二章文獻探討 7
2.1嗅覺與氣味的認知 8
2.2嗅覺偏好的認知 13
2.3嗅覺感官體驗 15
2.4味覺感官體驗 16
2.5芳香療法的認知 17
2.6氣味功效的認知 20
2.7紅茶文獻探討 24
2.8感官品評 26
第三章研究方法 29
3.1 研究架構與假設 29
3.2實驗材料與工具 32
3.3實驗方法與流程 37
3.4研究地點 38
3.5研究對象與抽樣 40
3.6問卷設計 41
第四章結果與結論 44
4.1人口統計 44
4.2感官品評 47
4.3迴歸分析 52
第五章結論與建議 55
5.1結論 55
5.2建議 59
參考文獻 60
中文文獻 60
英文文獻 63
附錄 68

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