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題名 性別一致性嗅覺刺激對產品評價與購買意圖的影響
The Effect of Gender-Congruent Scents on Product Evaluation and Purchase Intention
作者 施懿容
Shih, Yi-Jung
貢獻者 朴星俊<br>別蓮蒂
Park, Sung-Jun<br>Bei, Lien-Ti
施懿容
Shih, Yi-Jung
關鍵詞 感官行銷
性別一致性
產品評價
購買意圖
嗅覺
Sensory marketing
Gender-congruent effect
Product evaluation
Purchase intention
Smell
日期 2021
上傳時間 4-八月-2021 16:35:20 (UTC+8)
摘要 本研究主要探討性別一致性的嗅覺刺激對產品評價與購買意圖的影響。消費者每天面臨無數的感官刺激，人們唯一無法自行關閉的感官就是嗅覺。近年來， 當行銷人員想不出新的視覺行銷方式時，越來越多行銷人員開始使用嗅覺刺激來吸引消費者。例如，一家位於台灣台北的電商女裝品牌，每一個售出的貨品，都會在包裝紙上噴上香水 (Wstyle, 2016)。然而，當具有明顯男性特質的消費者收到一種帶有甜味、花香和水果香味的產品時，消費者會不會因為矛盾感而對產品產生不好的評價？ 因此，本研究欲探討生理性別、自我性別意識和性別特質與嗅覺刺激一致時對產品評價與購買意圖的影響。

根據上述研究目的，採用實驗方法驗證不同知覺性別的嗅覺刺激與個人性別認同一致時對產品評價和購買意願的影響。本研究經過兩階段前測，第一階段，選擇具有知覺性別差異的香水，男士香水選擇Chanel Allure Homme，女士香水選擇Jo Malone London English Pear and Freesia cologne；第二階段選擇T-shirt為目標產品，代表不具性別特色的中性產品。正式實驗施測於86位政治大學18-25歲之學生。

實驗結果有三個重點發現：一、就知覺性別差異的嗅覺刺激而言，當嗅覺刺激與自我性別認同一致時，可以提高消費者對產品的評價。其次，進一步利用性別特質發現產品評價是受女性特質所影響。第三，性別一致性嗅覺刺激對購買意願沒有顯著影響。總體而言，性別一致性嗅覺刺激確實會影響消費者對產品的評價。

本研究結果提供行銷人員未來在採用嗅覺刺激行銷時，更多的考量因素，以利行銷人員選擇合適的嗅覺刺激物加以應用。
This study mainly explores the influence of gender-congruent effect on product evaluation and purchase intention. Consumers face countless sensory stimulation every day, the only sense that people cannot turn off is olfactory. In recent years, when marketers cannot think of new ways of visual marketing, more and more marketers have begun to use olfactory marketing to attract consumers. For example, an e -commerce women`s clothing brand located in Taipei, Taiwan, sprays perfume on the wrapping paper in every package sold (Wstyle, 2016). However, when a consumer with obvious masculine characteristics receives a product packaging fragrance that is sweet, floral and fruity. Will consumers have a bad evaluation of the product because of sense of conflict? Therefore, this research explores the moderation effects of physical gender, self-concept regarding gender identity, and gender characteristics.
According to research purposes, experimental methods are used to verify the influence of different perceived gender olfactory stimuli on product evaluation and purchase intention when they are consistent with one’s gender identity. This research has gone through two stages of pretest. In the first stage, fragrances with perceived gender difference are selected, Chanel Allure Homme is selected for masculine fragrance, Jo Malone London English Pear and Freesia cologne is selected for feminine fragrance. T-shirt is selected as focal product for main test experiment in the second stage, which represents neutral products with no gender characteristics. The main test experiment was conducted on 86 students aged 18-25 from National Chengchi University.
There are three key findings: First, when perceived gender of olfactory stimuli is congruent with one’s self-concept of gender identity, it can improve the consumer`s evaluation of the product. Second, use of gender characteristics to find that product evaluation was mainly affected by the moderation of female characteristic. Third,
gender-congruent effect did not significantly affected consumers’ purchase intention. In conclusion, gender-congruent effect does affect consumers` evaluation of products.
This study provides marketers more factors to consider when they use olfactory marketing in the future to better select appropriate olfactory stimuli to apply.
參考文獻 中文
1. 郭為藩 (1972)。自我心理學。台南 : 開山書店。
2. 張春興、林清山（民71）　教育心理學。台北：東華書局。
3. 陳明怡 (2010). 愉悅性嗅覺刺激對產品評價與資訊處理的影響（未出版博士論文）。國立政治大學，臺北市。

English
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Website
1. Wstyle. (2016). Homepage. Retrieved from https://www.facebook.com/wstyle2016/posts/1124926444264016/ (July 15, 2021)
2. Euromonitor International. (2019). Fragrances in Taiwan. Passport. Retrieved from https://www.euromonitor.com/fragrances-in-taiwan/report (June 23, 2020)
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363024
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108363024
資料類型 thesis
dc.contributor.advisor 朴星俊<br>別蓮蒂zh_TW
dc.contributor.advisor Park, Sung-Jun<br>Bei, Lien-Tien_US
dc.contributor.author (作者) 施懿容zh_TW
dc.contributor.author (作者) Shih, Yi-Jungen_US
dc.creator (作者) 施懿容zh_TW
dc.creator (作者) Shih, Yi-Jungen_US
dc.date (日期) 2021en_US
dc.date.accessioned 4-八月-2021 16:35:20 (UTC+8)-
dc.date.available 4-八月-2021 16:35:20 (UTC+8)-
dc.date.issued (上傳時間) 4-八月-2021 16:35:20 (UTC+8)-
dc.identifier (其他 識別碼) G0108363024en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136718-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 108363024zh_TW
dc.description.abstract (摘要) 本研究主要探討性別一致性的嗅覺刺激對產品評價與購買意圖的影響。消費者每天面臨無數的感官刺激，人們唯一無法自行關閉的感官就是嗅覺。近年來， 當行銷人員想不出新的視覺行銷方式時，越來越多行銷人員開始使用嗅覺刺激來吸引消費者。例如，一家位於台灣台北的電商女裝品牌，每一個售出的貨品，都會在包裝紙上噴上香水 (Wstyle, 2016)。然而，當具有明顯男性特質的消費者收到一種帶有甜味、花香和水果香味的產品時，消費者會不會因為矛盾感而對產品產生不好的評價？ 因此，本研究欲探討生理性別、自我性別意識和性別特質與嗅覺刺激一致時對產品評價與購買意圖的影響。

根據上述研究目的，採用實驗方法驗證不同知覺性別的嗅覺刺激與個人性別認同一致時對產品評價和購買意願的影響。本研究經過兩階段前測，第一階段，選擇具有知覺性別差異的香水，男士香水選擇Chanel Allure Homme，女士香水選擇Jo Malone London English Pear and Freesia cologne；第二階段選擇T-shirt為目標產品，代表不具性別特色的中性產品。正式實驗施測於86位政治大學18-25歲之學生。

實驗結果有三個重點發現：一、就知覺性別差異的嗅覺刺激而言，當嗅覺刺激與自我性別認同一致時，可以提高消費者對產品的評價。其次，進一步利用性別特質發現產品評價是受女性特質所影響。第三，性別一致性嗅覺刺激對購買意願沒有顯著影響。總體而言，性別一致性嗅覺刺激確實會影響消費者對產品的評價。

本研究結果提供行銷人員未來在採用嗅覺刺激行銷時，更多的考量因素，以利行銷人員選擇合適的嗅覺刺激物加以應用。		zh_TW
dc.description.abstract (摘要) This study mainly explores the influence of gender-congruent effect on product evaluation and purchase intention. Consumers face countless sensory stimulation every day, the only sense that people cannot turn off is olfactory. In recent years, when marketers cannot think of new ways of visual marketing, more and more marketers have begun to use olfactory marketing to attract consumers. For example, an e -commerce women`s clothing brand located in Taipei, Taiwan, sprays perfume on the wrapping paper in every package sold (Wstyle, 2016). However, when a consumer with obvious masculine characteristics receives a product packaging fragrance that is sweet, floral and fruity. Will consumers have a bad evaluation of the product because of sense of conflict? Therefore, this research explores the moderation effects of physical gender, self-concept regarding gender identity, and gender characteristics.
According to research purposes, experimental methods are used to verify the influence of different perceived gender olfactory stimuli on product evaluation and purchase intention when they are consistent with one’s gender identity. This research has gone through two stages of pretest. In the first stage, fragrances with perceived gender difference are selected, Chanel Allure Homme is selected for masculine fragrance, Jo Malone London English Pear and Freesia cologne is selected for feminine fragrance. T-shirt is selected as focal product for main test experiment in the second stage, which represents neutral products with no gender characteristics. The main test experiment was conducted on 86 students aged 18-25 from National Chengchi University.
There are three key findings: First, when perceived gender of olfactory stimuli is congruent with one’s self-concept of gender identity, it can improve the consumer`s evaluation of the product. Second, use of gender characteristics to find that product evaluation was mainly affected by the moderation of female characteristic. Third,
gender-congruent effect did not significantly affected consumers’ purchase intention. In conclusion, gender-congruent effect does affect consumers` evaluation of products.
This study provides marketers more factors to consider when they use olfactory marketing in the future to better select appropriate olfactory stimuli to apply.		en_US
dc.description.tableofcontents Chapter 1
Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 3
1.3 Research Scope 5
1.4 Research Process 5
Chapter 2
Literature Review 6
2.1 Sensory Marketing 6
2.2 Gender Concept 15
2.3 Self-Concept 18
2.4 Congruency 22
Chapter 3
Hypothesis Development 29
Chapter 4
Methodology 32
4.1 Conceptual Model 32
Chapter 5
Pretest 33
5.1 Pretest1: Choice of female and male group fragrance 34
5.2 Pretest2: Choice of neutral T-shirt focal product 38
5.3 Pretest2: Choice of paper bags 38
Chapter 6
Main Study 39
6.1 Main Study Questionnaire Design 39
6.2 Main Study Sample 40
6.3 Measurement 40
Chapter 7
Results and Analysis 44
7.1 Descriptive Analysis 44
7.2 Manipulation check 46
7.3 Factor Analysis: Self-concept regarding Gender Identity 47
7.4 Reliability Test 48
7.5 Hypothesis validation 48
Chapter 8
Conclusion 60
8.1 Findings 60
8.2 Discussion 61
8.3 Research Limitation 62
8.4 Further Research 63
8.5 Marketing Implication 65
References 66
Appendix A. Choice of Focal Product 73
Appendix B. Choice of Packaging 74
Appendix C. Pretest 1 Questionnaire 75
Appendix D. Pretest 2 Questionnaire 82
Appendix E. Main Study Questionnaire 85		zh_TW
dc.format.extent 3463119 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108363024en_US
dc.subject (關鍵詞) 感官行銷zh_TW
dc.subject (關鍵詞) 性別一致性zh_TW
dc.subject (關鍵詞) 產品評價zh_TW
dc.subject (關鍵詞) 購買意圖zh_TW
dc.subject (關鍵詞) 嗅覺zh_TW
dc.subject (關鍵詞) Sensory marketingen_US
dc.subject (關鍵詞) Gender-congruent effecten_US
dc.subject (關鍵詞) Product evaluationen_US
dc.subject (關鍵詞) Purchase intentionen_US
dc.subject (關鍵詞) Smellen_US
dc.title (題名) 性別一致性嗅覺刺激對產品評價與購買意圖的影響zh_TW
dc.title (題名) The Effect of Gender-Congruent Scents on Product Evaluation and Purchase Intentionen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文
1. 郭為藩 (1972)。自我心理學。台南 : 開山書店。
2. 張春興、林清山（民71）　教育心理學。台北：東華書局。
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dc.identifier.doi (DOI) 10.6814/NCCU202101109en_US