系統識別號 U0026-2701201508252800
論文名稱(中文) 感官體驗順序決定偏好及購買決策--以嗅覺偏好為例
論文名稱(英文) Order Effects make Preferences and Purchasing Decision--Using Olfactory as an Example
校院名稱 成功大學
系所名稱(中) 經營管理碩士學位學程(AMBA)
系所名稱(英) Advanced Master of Business Administration (AMBA)
學年度 103
學期 1
出版年 104
研究生(中文) 吳坤芳
研究生(英文) Kun-Fang Wu
學號 RD6021057
學位類別 碩士
語文別 中文
論文頁數 72頁
口試委員 指導教授-蔡惠婷
中文關鍵字 順序效應  熟悉定律  認知反應  嗅覺感官 
英文關鍵字 order effects  familiarity principle  cognitive responses  olfactory 
中文摘要 商品體驗在行銷策略上地位日趨重要,尤其是針對具感官刺激的產品,例如食品、香氛……等,廠商更是鼓勵消費者試吃、試聞後再下購買決策,使購買風險降低。香氛產業的行銷中,試聞更是購買決策之鑰,因嗅覺是人類感官中直覺偏好反應之首,需聞過才知偏好。
英文摘要 Marketers are increasingly encouraging consumers to sample sequence of sensory-rich experiential products before making purchase decisions, fragrance industry especially. Experiential products such as perfume and essential oil incline to be rich on olfactory which is link to intuitive responses most directly.
Despite the existence of such research about order effects, it is not clear as to how the interruptions in this study the familiarity principle and cognitive responses influence order effects. Interestingly, this study report different result in terms of order effects of sampling experiential olfactory product. For instance, Biswas et al(2014) found recency effect ,whereby consumer indicated stronger preference for the experiential product sampled last with dissimilar sensory cues, but in this research we found primacy effect with dissimilar sensory cues in absence of interruptions such as familiarity principle and cognitive responses.
We test our hypotheses with the help of three experimental studies. We use fragrant products (essential oil) because these products are high on olfactory aspects. Study 1 shows the existence of familiarity principle and its influences on order effects. Study 2 examines order effects in absence of interruptions and show the primacy effects with dissimilar sensory cues, consumer indicated stronger preference for the experiential product sampled first which contrast sharply with prior researches,. Study 3 shows the existence of cognitive responses and its influences on order effects. In conclusion, in absence of interruptions, when the sensory cues are alien, the primacy effect is stronger than recency effect in olfactory aspect.
A key theoretical contribution of this research is that it prove interruption on order effects and shows a reverse of recent researching finding when we eliminate it. This research also has implication, especially in the field of product testing. Marketers can have more guides and ideas to set up a sequential model of sampling when the product goes to market.
論文目次 目錄
摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍 6
第四節 研究流程 7
第二章 文獻回顧與探討 9
第三章 研究方法 18
第一節 研究架構與研究假設 18
第二節 研究變項之操作性定義與衡量 21
第三節 問卷設計與研究對象 23
第四節 實驗設計 25
第五節 資料蒐集方法 31
第六節 資料分析方法 32
第四章 研究結果 34
第一節 受測者人數及問卷回收狀況 34
第二節 前測問卷分析結果 35
第三節 主實驗研究結果 36
第五章 結論與建議 54
第一節 研究結論 54
第二節 研究貢獻 57
第三節 研究限制 60
第四節 後續研究建議 61
參考文獻 63
附錄:實驗問卷 69
參考文獻 西文部分
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