視覺與嗅覺判別保養品香味及影響購買意願之探討

「香味」通常被認為是影響購買的原因之一。在化粧品中香味雖佔有一席之地，但消費者對於產品的第一印象卻來自於視覺，他們對產品的認知，大部分是透過包裝設計，進而影響視覺感受；此外，在化粧品業界也經常會藉由問卷調查作為新產品添加香味的參考依據，但透過填寫問卷方式得到的數據是否真的可以代表消費者真正喜歡的香味，是需要再討論的。因此，本研究藉由化粧品中的身體乳液來探討視覺與嗅覺判斷香味的差異。本研究採用量化與質化方式進行，量化研究樣本包含大陸人和台灣人，共計492位；質化研究則以深入訪談之方式進行，其訪談對象包含業界和消費者共21位。結果表明：視覺與嗅覺對辨別香味是不一致的，且兩者對辨別香味的購買動機和意願，具有不一樣的影響。在香味的判別上，視覺較嗅覺所產生的購賣意願有較大的影響。此外，在購買化粧品時，雖然香味可以誘導消費者的購買意願，但並非決定購買與否的最大原因。就本研究之結果對化粧品業界而言，須提供保養品之香味試聞，可減少嗅覺與視覺在判斷上的差異；除此之外，消費者在購買保養品時，宜多試聞以減少錯誤的購買。關鍵字: 香味、視覺、嗅覺、購買動機、購買意願

關鍵字

香味；視覺；嗅覺；購買動機；購買意願

並列摘要

Scent is generally considered one of the major reasons that affect consumers to purchase cosmetics. The first impression for consumers when purchasing products however is by visual observation. The purpose of this study is to investigate the difference between people’s visual sense and olfactory sense when indentifying the scents of body lotion for consumers, and furthermore, how the consumers are affected to purchase. This study employs quantitative and qualitative methods. The questionnaire samples include 492 Chinese and Taiwanese. Qualitative method is used in-depth interviews. Totally 21 consumers and entrepreneurs who engaged in cosmetic industry participate. The results indicate that there is significant difference between visualization and olfaction when consumers identify scents and the difference affects consumers’ purchasing intention and purchasing motivation. Most interviewees have different scent choices by visualization and olfaction. Although scents can lead consumers to purchase, it is not the main reason for purchasing. The study proposed that the makers must be attaching importance to select product scent by visual and olfactory, then the maker need exercise caution when select scent. because customer don't even know select scent oneself or don't understand what is oneself like scent. Then consumer must repeatedly smell testing when they buy cosmetics. . It can improve that error rate of consumers’ purchasing may decrease. Keywords: Fragrance, Visual sense, Olfactory sense, Purchase motivation, Purchase intention.