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題名 嗅覺線索與標的產品一致性對消費者態度及購買意願之影響 - 涉入程度與品牌概念之調節效果
The Effects of Congruence between Olfactory Cues and Target Product on Consumers’ Attitude and Purchase Intention with the Moderating Effects of Involvement and Brand Concept
作者 蔡佩勳
貢獻者 別蓮蒂
蔡佩勳
關鍵詞 嗅覺線索
氣味
一致性
推敲可能性模式
涉入程度
品牌概念
Olfactory Cue
Odor
Congruence
Elaboration Likelihood Model
Involvement
Brand Concept
日期 2007
上傳時間 18-九月-2009 13:34:47 (UTC+8)
摘要 Martin Lindstrom (2005a) 指出除了視覺，嗅覺其實才是人類五官中最重要的，然而目前國內嗅覺相關之研究仍相當稀少。本研究由消費者之觀點出發，主要探討嗅覺線索與標的產品之一致性與否對消費者態度與購買意願的影響，並分析在「涉入程度」及「品牌概念」的調節作用下，對上述關係有何影響。

本研究經由前測，選擇手錶與運動鞋兩產品類別進入正式實驗，手錶產品類別中，以Swatch為象徵型品牌，CASIO為功能型品牌；運動鞋產品類別則以Puma為象徵型品牌，New Balance為功能型品牌。並以模擬的8張彩色平面廣告，施測於530位政大大學部之學生，進行2 (產品類別：手錶/運動鞋) x 2 (嗅覺線索：一致/不一致) x 2 (涉入程度：高/低) x 2 (品牌概念：象徵型品牌/功能型品牌) 的正式實驗。

研究結果顯示：一、就嗅覺線索主效果而言，與標的產品不一致的嗅覺線索比一致性之嗅覺線索更能提高消費者對產品的評價。二、在品牌概念的調節作用下，與標的產品不一致的嗅覺線索比一致性的嗅覺線索更能提升消費者對產品的評價，此情況在消費者面對功能型品牌時比象徵型品牌還要明顯。

整體而言，嗅覺線索的確會影響消費者對產品之評價。本研究提供行銷人員未來在採用嗅覺線索時，可考量的更多因素，以選擇合適的嗅覺線索加以應用。
Martin Lindstrom (2005a) pointed out that other than sight, smell is the most important sense in the human anatomy. However, research on smell is still rare. This research sets out from the consumer perspective to discuss the effects that consistency between olfactory cues and target products have on purchase intention. Moderating effects of involvement and brand concept are also studied for their effects on the study.

Watches and sport shoes were selected as the target products for this study. The symbolic brand in the watch category is Swatch, whereas the functional brand is CASIO; in terms of sport shoes, the symbolic brand is Puma, while the functional brand is New Balance. A2 (product category: watch / sport shoes) x 2 (olfactory cues: congruity / incongruity)x 2 (involvement: high / low) x 2 (brand concept: symbolic brand /functional brand) experimental design collected data from 530 Chengchi university students through 8 color printed advertisements.

Research findings indicate the following. (1) In terms of the main olfactory cue effect, olfactory cues that are incongruent with the target product can better increase consumers’ evaluation of the product than congruent olfactory cues. (2) In terms of the brand concept moderating effect, olfactory cues that are incongruent with the target product can better increase consumers’ evaluation of the product than congruent olfactory cues. This is more evident when consumers deal with functional brands than when dealing with symbolic brands.

To sum up, olfactory cues do in fact influence consumers’ evaluations of products. This study provides marketers with numerous factors that should be considered when selecting the adequate olfactory cues.
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描述 碩士
國立政治大學
企業管理研究所
95355029
96
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095355029
資料類型 thesis
dc.contributor.advisor 別蓮蒂zh_TW
dc.contributor.author (作者) 蔡佩勳zh_TW
dc.creator (作者) 蔡佩勳zh_TW
dc.date (日期) 2007en_US
dc.date.accessioned 18-九月-2009 13:34:47 (UTC+8)-
dc.date.available 18-九月-2009 13:34:47 (UTC+8)-
dc.date.issued (上傳時間) 18-九月-2009 13:34:47 (UTC+8)-
dc.identifier (其他 識別碼) G0095355029en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/35017-
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zh_TW
dc.description (描述) 95355029zh_TW
dc.description (描述) 96zh_TW
dc.description.abstract (摘要) Martin Lindstrom (2005a) 指出除了視覺，嗅覺其實才是人類五官中最重要的，然而目前國內嗅覺相關之研究仍相當稀少。本研究由消費者之觀點出發，主要探討嗅覺線索與標的產品之一致性與否對消費者態度與購買意願的影響，並分析在「涉入程度」及「品牌概念」的調節作用下，對上述關係有何影響。

本研究經由前測，選擇手錶與運動鞋兩產品類別進入正式實驗，手錶產品類別中，以Swatch為象徵型品牌，CASIO為功能型品牌；運動鞋產品類別則以Puma為象徵型品牌，New Balance為功能型品牌。並以模擬的8張彩色平面廣告，施測於530位政大大學部之學生，進行2 (產品類別：手錶/運動鞋) x 2 (嗅覺線索：一致/不一致) x 2 (涉入程度：高/低) x 2 (品牌概念：象徵型品牌/功能型品牌) 的正式實驗。

研究結果顯示：一、就嗅覺線索主效果而言，與標的產品不一致的嗅覺線索比一致性之嗅覺線索更能提高消費者對產品的評價。二、在品牌概念的調節作用下，與標的產品不一致的嗅覺線索比一致性的嗅覺線索更能提升消費者對產品的評價，此情況在消費者面對功能型品牌時比象徵型品牌還要明顯。

整體而言，嗅覺線索的確會影響消費者對產品之評價。本研究提供行銷人員未來在採用嗅覺線索時，可考量的更多因素，以選擇合適的嗅覺線索加以應用。		zh_TW
dc.description.abstract (摘要) Martin Lindstrom (2005a) pointed out that other than sight, smell is the most important sense in the human anatomy. However, research on smell is still rare. This research sets out from the consumer perspective to discuss the effects that consistency between olfactory cues and target products have on purchase intention. Moderating effects of involvement and brand concept are also studied for their effects on the study.

Watches and sport shoes were selected as the target products for this study. The symbolic brand in the watch category is Swatch, whereas the functional brand is CASIO; in terms of sport shoes, the symbolic brand is Puma, while the functional brand is New Balance. A2 (product category: watch / sport shoes) x 2 (olfactory cues: congruity / incongruity)x 2 (involvement: high / low) x 2 (brand concept: symbolic brand /functional brand) experimental design collected data from 530 Chengchi university students through 8 color printed advertisements.

Research findings indicate the following. (1) In terms of the main olfactory cue effect, olfactory cues that are incongruent with the target product can better increase consumers’ evaluation of the product than congruent olfactory cues. (2) In terms of the brand concept moderating effect, olfactory cues that are incongruent with the target product can better increase consumers’ evaluation of the product than congruent olfactory cues. This is more evident when consumers deal with functional brands than when dealing with symbolic brands.

To sum up, olfactory cues do in fact influence consumers’ evaluations of products. This study provides marketers with numerous factors that should be considered when selecting the adequate olfactory cues.		en_US
dc.description.tableofcontents 論文摘要 I
Abstract II
目錄 III
表目錄 V
圖目錄 VIII
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 5
第二章 文獻探討 6
第一節 嗅覺線索 6
第二節 推敲可能性模式 13
第三節 涉入程度 19
第四節 象徵型與功能型品牌概念 25
第三章 研究方法 29
第一節 研究設計流程 30
第二節 研究架構與假說 31
第三節 變數定義與衡量 33
第四節 前測 36
第五節 實驗設計與程序 60
第四章 研究結果 63
第一節 受測者資料輪廓 63
第二節 操弄檢定 66
第三節 干擾檢定 69
第四節 敘述性統計描述 71
第五節 假設檢定 74
第五章 結論與建議 82
第一節 結論與討論 83
第二節 貢獻與建議 89
第三節 研究限制與未來研究建議 92
參考文獻 96
附錄一、前測一問卷 105
附錄二、前測二問卷範例 110
附錄三、前測二廣告 113
附錄四、前測三問卷 118
附錄五、前測三廣告 121
附錄六、前測四問卷 124
附錄七、前測四廣告 126
附錄八、正式實驗封面頁範例 129
附錄九、正式實驗問卷範例 131
附錄十、正式實驗廣告 134
附錄十一、正式實驗抽獎券範例 139		zh_TW
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dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095355029en_US
dc.subject (關鍵詞) 嗅覺線索zh_TW
dc.subject (關鍵詞) 氣味zh_TW
dc.subject (關鍵詞) 一致性zh_TW
dc.subject (關鍵詞) 推敲可能性模式zh_TW
dc.subject (關鍵詞) 涉入程度zh_TW
dc.subject (關鍵詞) 品牌概念zh_TW
dc.subject (關鍵詞) Olfactory Cueen_US
dc.subject (關鍵詞) Odoren_US
dc.subject (關鍵詞) Congruenceen_US
dc.subject (關鍵詞) Elaboration Likelihood Modelen_US
dc.subject (關鍵詞) Involvementen_US
dc.subject (關鍵詞) Brand Concepten_US
dc.title (題名) 嗅覺線索與標的產品一致性對消費者態度及購買意願之影響 - 涉入程度與品牌概念之調節效果zh_TW
dc.title (題名) The Effects of Congruence between Olfactory Cues and Target Product on Consumers’ Attitude and Purchase Intention with the Moderating Effects of Involvement and Brand Concepten_US
dc.type (資料類型) thesisen
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