過去有研究指出，對於尋求在競爭激烈的市場中獲得競爭優勢的企業而言，電子商務網站的視覺設計是差異化的重點之一 。具有視覺吸引力的網站是公司的寶貴資產，不僅有助於企業形象的獨特塑造，也會改善消費者的網路購物體驗。然而，在網路購物與實體店購物相比之下，最大的不同在於有香味類的產品是無法明確感知到氣味的。
本研究根據多重感官知覺，從而探討視覺色彩與嗅覺之間的跨模態對應的關係，接著視覺色彩在消費者行為上的應用，以及深淺色對於產品和購物環境的設計，而購物環境中的這些顏色的表現也會影響個人對產品的態度和購買意願，且臨場感的設計也是影響知覺感官的重要因素，從而有助於影響消費者行為。
本研究執行實驗設計，操弄產品頁面之背景顏色與產品氣味的組合一致與否，利用網路問卷的方式進行實驗。總共有2項實驗，共募集262名受試者參與實驗，研究結果發現背景顏色和氣味的一致對產品態度和購買意圖都有正向影響。在背景顏色和氣味一致的情況下，對產品態度和購買意圖的影響程度取決於產品頁面之背景色深淺程度上的不同會更突出。當產品的氣味為濃郁時，適合採用深色背景，以及當產品的氣味為淡雅時，則適合採用淺色背景來做設計。
Prior research has indicated that the visual design of e-commerce websites is one of the key differentiators for businesses seeking to gain a competitive advantage in a cutthroat market. A visually appealing website is a valuable asset for companies, as it not only helps shape the unique image of the business but also enhances consumers' online shopping experience. However, the biggest difference between shopping online and in brick-and-mortar stores for products with scents is the inability to perceive the sense of smell.
This study explores the cross-modal correspondence between visual colors and olfaction based on multisensory perception. It further investigates the application of visual colors in consumer behavior as well as the design of products and shopping environments using different shades. The manifestation of these colors in the shopping environment also influences individuals' attitudes towards products and their willingness to purchase them. Additionally, the immersiveness of the design also serves as an important factor in influencing sensory perception and consumer behavior.
The study conducted experimental designs, manipulating the composition of background colors and product smells on product pages, and utilized online questionnaires to collect data. Two experiments involving a total of 262 participants were conducted. The research findings revealed that the consistency of background colors and smells had a positive impact on product attitudes and purchase intentions. Under conditions where background colors and smells were consistent, the degree of influence on product attitudes and purchase intentions varied depending on the depth of the background color. When the product’s scent was strong, it was more suitable to use a darker background, while a lighter background was more suitable when the product’s scent was subtle or elegant.
