香水情成意象與愉悅因子關祥之研究

Analyzing the Relationship between Perfume Emotional Images and Pleasure Factors

本研究以高涉入、戚性思考的女性香水為樣本，探討愉悅因子對情戚意象的影響。本研究共分三階段，第一階段，以專家問卷及文獻彙整，提出五個香水愉悅因子。第二階段，由受測者針對91張女性香水樣本，進行情戚意象分堆及放聲思考，並以MDS及口語分析檢視情戚意象的訊息傳遞。第三階段，進行香水愉悅因子的問卷評量，探討於不同的情戚意象，女性香水愉悅因子的相對重要性分析。研究結果顯示：愉悅特性愈明顯之女性香水，消費者對其喜好度愈高﹔因此，當今香水之設計趨勢，應適時納入香水愉悅因子的考量。不同情戚意象類型的女性香水，各香水愉悅因子扮演不同的重要性。建議女性香水產品設計者以香水的情戚意象為基礎，先處理較重要的愉悅因子。

The study sampled perfume with high product involvement and with the metaphor of perceptual thinking. The pleasure factors with an influence on emotional images in perfume were explored. Therefore, this study attempted to explore factors which influence preference on perfume pleasure choices. The study used five perfume pleasure factors which were selected based on expert question- naires and reference review. Then, participants classified the perfume samples based on their emotion- al images; the classification process involved the participants thinking aloud during the test. Mean- while, Multidimensional Scale and oral analysis were utilized to investigate the messages expressed about emotional images from perfume. Finally, this study found that perfume designers should take perfume emotional images as fundamental design ideas and deal with more critical pleasure factors first.