當今時代中，隨處充斥廣告、文宣品，視覺上的行銷已被大量且過度地利用，因此，採用其他感官的行銷模式上可能成為另外一種藍海。根據研究報告指出，嗅覺為人類最有潛力卻最低度開發的感官，且人們之於嗅覺有很強的記憶能力，這同時也意涵著如果透過使用氣味做為一個品牌經驗及行銷手法將會是一個好的方式。另外，嗅覺相關研究目前多以國外為主，國內較少此部份之相關研究資料，無法驗證國外經驗是否可移植及用於國內之企業。故根據研究背景及動機，本研究目的條列如下：
一、 探討環境氣味之有無之於消費者情緒、記憶、評價、購買行為的影響性
二、 探討環境氣味在不同產品屬性下是否對於消費者情緒、記憶、評價、購買行為產生不同的影響
三、 探討環境氣味在不同類型的購物者間是否對其情緒、記憶、評價、購買行為
產生不同的影響
本研究以環境氣味為自變數，產品類別及消費者類型為調節變數，此為2 (環境氣味：有/無) x 2 (產品類別：便利品/選購品) 的實驗設計，針對組間之對比，分析環境氣味有無、不同產品類別及消費者類型之於受測者之購物情緒、記憶、評價、購物行為的影響及差異性，進一步探討企業運用環境氣味之於消費者購物行為之效用及適配性。
根據分析結果，將結論整理如下：
一、 有環境氣味之於無環境的情況下，其消費者之情緒、評價及探索性行為皆較為明顯
二、 不同產品種類在有無環境氣味的情況下之於消費者行為皆無顯著差異
三、 不同消費者類型在有無環境氣味的情況下之於消費者行為會有交互作用及影響

In nowadays, advertisement and DM overwhelm our life, and visual Marketing is overused for a long time. Therefore, other marketing tools about sense organs may become new field. According previous researches pointed out, sense of smell may be most powerful but lower developed sense, and people have strong recognition and memory pattern about sense of smell as well. As a result, scent could be a good method to apply in the brand and marketing. Besides, there are plenty of foreign researches about sense of smell, but there are only few domestic papers which focus on this issue. Under this circumstances, it is hard to determine whether the foreign researches could apply in Taiwan. Therefore, the proposition of this study are as following：
(1) Analysis the influence about environment scent to emotion, recall,
evaluation and behavior about consumer.(2) Analysis the influence about environment scent under different product types to emotion, recall, evaluation, and behavior about consumer. (3) Analysis the influence about environment scent under different consumer characteristics to emotion, recall, evaluation, and behavior about consumer.
In this study, environment scent is independent variables, and product type and consumer characteristic are moderators. This research is a 2(environment scent) x 2(product type) experiment design. Comparing the result of consumer emotion, recall, evaluation, behavior between groups about using environment scent or not, product types and consumer characteristics. The conclusions are summarized as follows：
(1) Having environment scent is more obvious about consumer emotion,
recall, evaluation, and behavior. (2)There is no difference under product types
about consumer emotion, recall, evaluation, and behavior. (3) There is interaction between under consumer characteristic about consumer emotion, recall, evaluation, and behavior.

論文審定書 ………………………………………………………………………… I
中文摘要………………………………………………………………………………II
英文摘要 ……………………………………………………………………………III
表目錄 ………………………………………………………………………………VI
圖目錄………………………………………………………………………………VIII
第一章 緒論 1
第二章 文獻探討 5
第一節 環境氣味 5
第二節 產品類別 16
第三節 消費者特性 23
第三章 研究方法 28
第一節 研究設計流程 29
第二節 研究架構與假說 30
第三節 變數定義與衡量 32
第四節 前測 37
第五節 實驗設計與程序 41
第四章 研究結果 45
第一節 受測者資料輪廓 45
第二節 信度分析 46
第三節 環境氣味之影響性 50
第五章 結論與建議 89
參考文獻 96
附錄一 前測問卷一 103
附錄二 前測問卷二 105
附錄三、正式問卷一 MP3題本及問卷 109
附錄四、正式問卷二 牙膏題本及問卷 123

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