| 摘要: | 近年來服務業愈來愈重視五感與體驗行銷，許多品牌開始嘗試香氛行銷，訂製調配符合品牌個性的專屬香味，期能吸引消費者注意、進而產生正向的情緒連結，藉以建立品牌識別形象與記憶。由於台灣針對香味行銷的研究較少，因此本研究宗旨在探討與了解品牌專屬香味與消費者情緒之關係，針對香味行銷，與包括精油、香精、香水及擴香等氣氛產品，及氣味對消費者情緒的影響，進行文獻探討，並據此建立研究假設，提出品牌專屬香味可增進消費者正面情緒，進而增進正面的品牌形象。本研究為驗證研究假設是否成立，採用實驗法；挑選出已實施香味行銷的三個品牌案例，將其開發出來的專屬香味，藉由試紙依序給予受試者嗅聞，分別進行盲測與提示品牌後，回答問卷。本研究採便利抽樣，蒐集到50 份有效問卷。本研究採SPSS18.0 進行卡方分析、獨立樣本平均數t 檢定、成對樣本平均數t 檢定、迴歸分析、因素分析及單因子變異數分析，結果發現：1.品牌專屬香味所引發的關聯情緒，多為正向情緒；2.品牌專屬香味與其氣味介紹之關聯，三個品牌之間達顯著差異；3.品牌專屬香味與其商標之關聯，三個品牌之間達顯著差異；4.品牌專屬香味所引發的關聯情緒，三個品牌之間達顯著差異。研究結果顯示，品牌專屬香味的確有助於品牌辨識及引發正向情緒。本研究貢獻在學術上將可增填台灣本土香氛行銷研究之缺口，在實務上對業界開發專屬香味進行香味行銷提出建議。
In recent years, the service industry has been increasingly focused on sensory and experiential marketing. Many brands begin resorting to scent marketing through the customization of a brand signature scent echoing the brand’s persona. The scent attracts consumer, engages them to build positive emotional connections to it, and further establish the brand’s identity based on sensory memory. Since research on scent marketing is relatively scarce in Taiwan, the objective of this study is to explore and understand the link between brand signature scents and consumer emotions. A literature review is conducted on scent marketing and scented products including perfume, fragrance, toilette, essential oil, and the effect of scent on consumer emotions. A hypothesis is created accordingly, that brand signature scent can enhance consumers’ positive emotions. It can also be utilized to enhance a brand’s positive image in four aspects, favorable impression, identification, responsiveness, and willingness to purchase. To verify the hypothesis, this study conducts an experiment with three brands that have launched scent marketing. The signature scents of the three brands are given to subjects in sequence as a blind test for them to smell. The brands are revealed to the subjects before they take a survey. The study plans to collect 50 effective surveys based on convenience sampling, and the anticipated results are: 1. Consumer attitude toward brand signature scent can be dissected into four aspects, favorable impression, identification, responsiveness, and willingness to purchase. 2. Emotions triggered by brand signature scents are mostly positive. 3. Emotions triggered by the three brand vi signature scents show significant differences. 4. The link between brand signature scents and their corresponding introduction to the scent of the three brands show significant differences. 5. The link between brand signature scents and the trademarks of the three brands show significant differences. The results of this study shall make up the gap in the research on scent marketing and serve as a practical reference to businesses developing their signature scents for scent marketing. |
