氣味與具象產品之情緒作用的認知探討 / The Study of Emotion between Scents and Representational Character of Product Design
摘要
過去研究指出不同感官之中,氣味是創造與影響情感的重要因素。雖然氣味在情 感、市場行銷、品牌記憶、消費者行為等領域皆有完整的定義與證據來顯示其 重要性,但在產品設計與感性工學的範疇裡,鮮少有人探討氣味與使用者在產品評 價及情緒反應的關聯性,故本研究將以「愉悅」、「激發」、「支配」三個情緒構 面之量表(PAD 情緒量表),針對產品意象與氣味情緒進行評量,以期掌握兩者的 交互關聯。
本研究分兩階段來進行實驗,第一階段探討受測者的「單一感性」與「情緒作用」 之關聯性,並利用 PAD 情緒量表,來分析受測者對於產品的特徵屬性(視覺)和氣 味的特徵屬性(嗅覺)與情緒三構面的關聯性,並利用 One-way ANOVA 來找出對 氣味有顯著情緒差異的產品樣本;第二階段實驗利用前階段得到的代表性產品及氣 味,利用實體產品樣本與氣味的組合構成實驗組與對照組,透過 PAD 情緒量表評量 與 Two-way ANOVA 分析實驗數據。期望探討出產品意象與產品附加氣味對使用者 情緒作用之關聯性。
研究結果發現,(1) 視覺方面:具象產品與正向情緒反應兩者呈現高度正相關。(2) 嗅 覺方面:氣味與情緒三構面 (PAD) 兩者呈現連動關係,代表氣味特性與情緒反應具 高度關聯性。 (3) 視嗅覺方面:具象產品會因為產品意象與氣味合適度與否,而造成 情緒上的落差,並根據氣味特質的影響,產生情緒三構面之串連,其中愉悅度與支 配度由視嗅覺主導,激發度則是由嗅覺所主導。此外,非具象產品加上合適的氣味 皆會產生正向情緒反應,但此反應較無情緒三構面之串連,代表嗅覺對視覺感官刺 激較低之產品,會輔助與提升受測者正向的情緒反應。根據研究成果,能更加瞭解 產品氣味與產品意象在情緒作用上的影響,以提供跨感官情緒作用研究的基礎,同 時,並可提供給設計師,做為開發嗅覺感官的產品設計之參考準則。
Researchers found scent is an important factor that can create and affect human emotions. However, only few studies focus on the effect of applying scent to products in Industrial Design or KANSEI Engineering. Hence, this study uses Pleasure-Arousal-Dominance (PAD) Emotion Scales to investigate the correlation between product image (visual sense) and scent (olfactory sense). There are two stages of experiment in this research. The first stage focuses on how visual and olfactory sense are correlated with emotion separately. In the second stage, we apply the distinct scent samples to those distinct products found in the previous stage to discuss the multi-sense KANSEI values of the products. The results show (1) Visual sense: there are highly positive correlations between product character and users’ emotion. (2) Olfactory sense: the scents’ characteristics correlate deeply with users’ emotion state. (3) Multi-senses: the ratings of products with vivid characters are influenced by congruent odors, while adding appropriate scents to products without vivid characters would mostly cause positive emotional responses.
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