Martin Lindstrom (2005a) 指出除了視覺，嗅覺其實才是人類五官中最重要的，然而目前國內嗅覺相關之研究仍相當稀少。本研究由消費者之觀點出發，主要探討嗅覺線索與標的產品之一致性與否對消費者態度與購買意願的影響，並分析在「涉入程度」及「品牌概念」的調節作用下，對上述關係有何影響。 本研究經由前測，選擇手錶與運動鞋兩產品類別進入正式實驗，手錶產品類別中，以Swatch為象徵型品牌，CASIO為功能型品牌；運動鞋產品類別則以Puma為象徵型品牌，New Balance為功能型品牌。並以模擬的8張彩色平面廣告，施測於530位政大大學部之學生，進行2 (產品類別：手錶/運動鞋) x 2 (嗅覺線索：一致/不一致) x 2 (涉入程度：高/低) x 2 (品牌概念：象徵型品牌/功能型品牌) 的正式實驗。 研究結果顯示：一、就嗅覺線索主效果而言，與標的產品不一致的嗅覺線索比一致性之嗅覺線索更能提高消費者對產品的評價。二、在品牌概念的調節作用下，與標的產品不一致的嗅覺線索比一致性的嗅覺線索更能提升消費者對產品的評價，此情況在消費者面對功能型品牌時比象徵型品牌還要明顯。 整體而言，嗅覺線索的確會影響消費者對產品之評價。本研究提供行銷人員未來在採用嗅覺線索時，可考量的更多因素，以選擇合適的嗅覺線索加以應用。 / Martin Lindstrom (2005a) pointed out that other than sight, smell is the most important sense in the human anatomy. However, research on smell is still rare. This research sets out from the consumer perspective to discuss the effects that consistency between olfactory cues and target products have on purchase intention. Moderating effects of involvement and brand concept are also studied for their effects on the study. Watches and sport shoes were selected as the target products for this study. The symbolic brand in the watch category is Swatch, whereas the functional brand is CASIO; in terms of sport shoes, the symbolic brand is Puma, while the functional brand is New Balance. A2 (product category: watch / sport shoes) x 2 (olfactory cues: congruity / incongruity)x 2 (involvement: high / low) x 2 (brand concept: symbolic brand /functional brand) experimental design collected data from 530 Chengchi university students through 8 color printed advertisements. Research findings indicate the following. (1) In terms of the main olfactory cue effect, olfactory cues that are incongruent with the target product can better increase consumers’ evaluation of the product than congruent olfactory cues. (2) In terms of the brand concept moderating effect, olfactory cues that are incongruent with the target product can better increase consumers’ evaluation of the product than congruent olfactory cues. This is more evident when consumers deal with functional brands than when dealing with symbolic brands. To sum up, olfactory cues do in fact influence consumers’ evaluations of products. This study provides marketers with numerous factors that should be considered when selecting the adequate olfactory cues.

面對大量習慣用嘗試錯誤方式去學習使用複雜線上遊戲功能的使用者，如果沒有一個好的網頁佈局設計，會妨礙讓使用者易於上手。本研究試圖綜合以往在電腦學習認知方面的模板比對理論、CoLiDeS Model、及資訊氣味等相關研究，增強對線上遊戲介面設計的了解。本研究設計一個線上遊戲介面認知的實驗，用「仙劍Online」多人線上遊戲的介面為實驗工具，運用眼動儀去觀察受試者的瀏覽行為。「功能的群組位置」(Location)與圖像(Icon)皆為介面設計的重要因素；這兩項因素可能會影響受試者對任務難易的知覺判斷與瀏覽行為的Pattern。這些差異會顯示在任務的「間隔多久時間看到正確區域位置」、「凝視次數」、「凝視正確區域佔全部的比例」、任務的「完成率」與任務的「使用時間」等資料上。經過本研究驗證可以明確的知道「功能的群組位置」(Location)與圖像(Icon)何者為設計者首要考量之因素，在學術上能加強對CoLiDeS Model的了解，提出兩階段修正的認知模式；在實務上幫助介面設計師進行更有效的頁面設計和實用的建議。 / A large amount of users practice the trial and error approach to learn to use complicated online games. This leads to low user perception of "easy to use" when the game lacks good webpage layout design. This study attempts to integrate previous studies on cognitive learning through computer including Template Matching, Information Scent, and Comprehension-based Linked model of Deliberate Search Model ( CoLiDes Model), to enhance the understanding on online game interface design. A cognitive experiment of online game interface was designed utilizing the multiplayer simulation game "Chinese Paladin Online" in an attempt to observe and record user’s browsing behaviors through the eye tracker. "Location of functional group " and "Icon" are important factor of interface design and affect user’s browse behavior pattern . These differences will appear in "Time spent", "Accuracy", "Frequency of fixation ", “ and "Time spent before first fixation on the correct position" of the tasks. We expect the results extended the CoLiDeS Model, enhanced understanding of the interface layout user cognition, and provided fruitful suggestions in how to further design on effective WebPages.