周圍香氣、背景音樂與背景圖片對品牌記憶的影響

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謝逸瑩(Yi-Ying Hsieh) 查詢紙本館藏

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企業管理學系

論文名稱

周圍香氣、背景音樂與背景圖片對品牌記憶的影響
(The effect on brand memory of ambient odor, background music and background picture.)

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摘要(中)

近年來有許多學者逐漸研究環境的氣氛對品牌記憶的影響，而人們最重要的五種感官功能在感受到環境的刺激時是否會改變原本對品牌記憶的程度？本研究主要探討嗅覺、視覺、聽覺三種感官刺激對品牌記憶的影響。分別以自變數周圍香氣(好聞與難聞)、背景音樂(有歌詞與無歌詞)與背景圖片(快樂與噁心)探討其單因子與雙因子交互作用下對應變數品牌回想、品牌辨識與品牌熟悉度的影響效果。
本研究以實驗室實驗法進行，分為三個實驗組加上一組對照組。在資料分析方法上採用Anova變異數分析驗證上述單因子與雙因子對應變數的影響效果，並針對實驗組與對照組效果做進一步說明。樣本主要為中央大學的研究生與大學生，整個實驗均在管學院一間固定研究室進行。研究結果顯示：「周圍香氣」對品牌回想、品牌辨識與品牌熟悉度的效果，在好聞的周圍香氣較難聞的周圍香氣中對受測者有顯著影響。「背景音樂」對品牌回想、品牌辨識與品牌熟悉度的效果，則有歌詞的背景音樂較無歌詞的背景音樂在品牌回想與品牌辨識上對受測者有顯著影響，但是，對品牌熟悉度無顯著影響。「背景圖片」對品牌回想、品牌辨識與品牌熟悉度的效果，則快樂的背景圖片較噁心的背景圖片對受測者有顯著影響。此外，「周圍香氣與背景音樂」之交互作用對應變數的影響效果，在品牌回想與品牌辨識的結果上此兩因子的交互作用有顯著影響、在品牌熟悉度方面周圍香氣與背景音樂之交互作用沒有顯著的影響效果。「周圍香氣與背景圖片」之交互作用對應變數的影響效果，在品牌回想與品牌辨識的結果上此兩因子的交互作用有顯著影響、在品牌熟悉度方面周圍香氣與背景圖片之交互作用沒有顯著的影響效果。「背景音樂與背景圖片」之交互作用對應變數的影響效果，在品牌回想與品牌辨識的結果上此兩因子的交互作用有顯著影響、在品牌熟悉度方面背景音樂與背景圖片之交互作用沒有顯著的影響結果。

摘要(英)

There are lots of scholar’s studies interested in the effect on atmosphere of the environment to brand memory gradually in recent years. Do people change the degree of brand memory when their five main sense functions affected by stimuli from the environment?
This research discusses the effect on brand memory of three kinds of stimulus which include the sense of olfactory, visual, and aural. We talk about the ambient odor by independent variables (the good and bad smell), the background music (lyrics and no lyrics music), and the background picture (happy and disgusting pictures) affect brand recall, brand recognition, and brand familiarity by dependent variables. The data adopt anova variation analysis and also explain the result of experiment group and contrast group. The subjects are mainly graduated students and university students of national central university. The whole experiment proceeds in a fixed room in the management institute.
The result shows that the ambient odor is statistically significant on brand recall, brand recognition, and brand familiarity.The outcome in the good smell is better than bad. The background music is statistically significant on brand recall and brand recognition, but not statistically significant on brand familiarity. However the outcome in background music with words is better than background music with no words. The background picture is statistically significant on brand recall, brand recognition, and brand familiarity. The result in the happy pictures is better than disgusting.
In addition, the interaction of ambient odor and background music is statistically significant on brand recall and brand recognition. But the interaction outcome is not statistically significant on brand familiarity. The interaction of ambient odor and background picture is statistically significant on brand recall and brand recognition. But the interaction result is not statistically significant on brand familiarity. The interaction of background music and background picture is statistically significant on brand recall and brand recognition. But the interaction result is not statistically significant on brand familiarity.

關鍵字(中)

★ 背景圖片
★ 品牌回想
★ 品牌辨識
★ 品牌熟悉
★ 周圍香氣
★ 背景音樂

關鍵字(英)

★ brand familiarity
★ ambient odor
★ brand recognition
★ brand recall
★ background picture
★ background music

論文目次

第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 2
第三節研究流程 3
第二章文獻探討 5
第一節環境構面 5
第二節視覺構面 8
第三節聽覺構面 11
第四節嗅覺構面 14
第五節感覺間的偏誤現象 16
第六節品牌記憶 17
第七節品牌回想和品牌辨識 22
第八節品牌熟悉度 26
第三章研究方法 29
第一節研究架構 29
第二節變數之操作性定義與衡量30
第三節研究假設 31
第四節研究前側 35
第五節正式實驗設計 41
第四章研究結果 44
第一節樣本結構 45
第二節操弄檢定 46
第三節假設驗證 47
第四節對照組與實驗組驗證 61
第五節研究結果整理 66
第五章結論與建議 68
第一節研究結論 68
第二節管理意涵與實務建議 72
第三節研究限制 73
第四節未來研究方向 74
參考文獻 76
中文文獻 76
英文文獻 78
附錄 86
附錄一香氣前測問卷 86
附錄二快樂的圖片前測問卷 87
附錄三噁心的圖片前測問卷 88
附錄四正式實驗投影片 89
附錄五正式實驗問卷 91
附錄六操弄檢定：香氣組與音樂組 94
附錄七操弄檢定：香氣組與圖片組 95
附錄八操弄檢定：音樂組與圖片組 96

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2007-7-3

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