隨著社會經濟的進步，CI理論也在不斷的完善，伴隨著經濟結構的變化和資訊時代的到來，企業形象和品牌的運作也變得越發重要，近年來也有許多企業利用旋律節奏的方式，打造專屬於品牌的聽覺識別音效。根據North&Hargreaves在2008年的一則研究中表明，有使用音樂的品牌相對於完全不使用的品牌，被消費者記住的可能性要高96%。時至今日廣告中的音樂不僅僅是只是的普通的旋律節奏，它更多的是為企業創建一個獨特的音頻識別身份，將消費者與品牌緊密的聯繫起來，透過音頻所傳達的感性因子與消費者產生共鳴。本研究將以感性工學為觀點，深度解析一般民眾對於企業聽覺識別的感性評價，理解並掌握其帶給人們的感受，因此，本研究旨在探討企業聽覺識別與其感性語彙構成要素之間的對應關係，幫助後續開發者能針對企業形象，設計出相關識別音頻。
本研究方式主要可分為前半部分量化研究，以及後半部分質性資料分析，前半部分將會透過焦點團體法以及KJ法蒐集並歸納統整出專屬於企業聽覺識別的感性語彙，並且利用Ward’s法集群分析以及對應分析中的二維散點圖，挑選出各感性語彙與之對應樣本，後半部分則是將專家訪談，透過編碼的方始捕捉出具體構成要素。研究發現不同的感性語彙存在著截然不同的構成要素，經過多種排列組合，產生各式感性結果，例如在興奮感的營造中，主要是透過音色、樂曲的感覺以及後續聲音處理等因素控制。本研究開創了全新的參照方式，企業在開發聽覺識別音頻時，可針對企業形象，挑選出符合消費者感性特徵的設計準則，降低前期調查研究時所造成的成本浪費，為企業帶來更高的價值。

With the advancement of socio-economic progress, Corporate Identity (CI) theory is continuously improving. Accompanying changes in economic structures and the advent of the information age, the operation of corporate image and brand have become increasingly important. In recent years, many corporations have utilized rhythm and melody to create auditory identity unique to their brand. According to a study by North & Hargreaves in 2008, brands that use music are 96% more likely to be remembered by consumers than those that do not. In today's advertising, music is not merely a standard melody. Instead, it serves as a unique audio identity for a corporation, closely connecting consumers with the brand and resonating with consumers through the emotional elements conveyed by the audio. This research adopts the viewpoint of Kansei Engineering, deeply analyzing the public's Kansei evaluation of corporate auditory identity, understanding and grasping the feelings they evoke. Therefore, this study aims to explore the corresponding relationships between corporate auditory identity and their Kansei lexical elements, aiding subsequent developers in designing relevant audio identity in line with the corporate image.
The methodology of this study can be primarily divided into two parts: a quantitative research phase in the first half, followed by qualitative data analysis in the latter half. In the initial stage, the study will utilize focus group discussions and the KJ method to collect, synthesize, and compile Kansei vocabulary that is specifically tailored for corporate auditory identity. Ward’s clustering analysis and two-dimensional scatter plots from correspondence analysis will be employed to select corresponding samples for each Kansei vocabulary. The latter phase will involve expert interviews, enabling the capture of specific constituent elements through coding.
The study has uncovered that different Kansei vocabularies encompass distinctly different constituent elements. Through various combinations and arrangements, these elements generate diverse Kansei outcomes. For instance, in cultivating a sense of excitement, factors like timbre, musical sensations, and subsequent sound processing play pivotal roles in control. This research introduces a completely new referencing approach. When enterprises develop auditory identity audio, they can now select design criteria that resonate with consumer Kansei characteristics based on their corporate image. This approach minimizes the wastage of resources caused by preliminary investigative research, ultimately delivering heightened value to enterprises.

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