隨著現代生活信息消費的增加，人們接觸到更多的療癒議題。其中，使用香水來提振心情和審美愉悅，已經成為許多人日常生活中密不可分的一部分。香水不僅僅是一種自我表達的工具，它也影響著使用者的心情。選擇一款自己真正喜歡並感到快樂的香水，就像穿上漂亮的衣服或化上精緻的妝容，也能讓人感到快樂。通過初步研究中對使用者體驗的實地觀察和利益相關者的訪談，本研究發現當今的香水推廣受香水特性影響，導致消費者體驗有限。針對此一缺口，如何解決現有香水推廣上的困難成為提升香水消費體驗的關鍵問題。為此，本研究的目的是希望在製定香水推廣策略時，能確定更合適的氣味體驗，從而改善消費者對香水的體驗。

本研究以探索性研究作為第一階段研究，透過文獻分析法從香水的特性出發，旨在探討香水推廣的困難以及現有推廣策略的效果。研究發現現有策略以跨界合作以及增加視覺線索來改善香水推廣上的困難，本研究進而以這兩個因素為優化目標，並作為下一階段之研究基礎。第二階段的研究為驗證性研究，透過實驗設計法來驗證本研究提出的假設，共招募32位香水消費者參與實地場景的現場實驗。本研究採取二因子實驗設計，以「跨界主題性」與「視覺線索」為實驗變數，並以「香水察覺性」、「香水辨識性」、「香水購買意願」三個依變項作為預測消費者體驗價值的指標。最後通過問卷調查進行分析，以及受試者訪談，然後就如何優化消費者的香水消費體驗提出未來建議。

研究結果顯示香水品牌透過推出主題一致的跨界體驗，能夠協助消費者更好察覺香水。另外視覺性線索的提供不只能夠協助消費者更好察覺香水，在提升消費者辨識香水的部分也有正向且顯著的效果。最後在購買意願的部分，研究顯示消費者的購買決策主要受氣味偏好所影響，其次為價格以及包裝。

這項研究的意義和貢獻提供了對香水消費者行為的更深入了解，並協助品牌在製定香水推廣策略時以香水特性為出發點，並導入「主題一致的跨界體驗」、「增加視覺性線索」的概念以執行推廣行銷之規劃，以助於優化日後的香水消費體驗。

With the increasing information consumption of modern life, people are exposed to more healing issues. Among them, using perfume to boost mood and aesthetic pleasure has become an unseparated part of many people's daily lives. Perfume is not just a tool for self-expression, it also affects the mood of the user. Choosing a perfume that you really like and feel happy about is like putting on nice clothes or wearing delicate makeup, which can also make people feel happy. Drawing on field observation of users’ experiences and stakeholders’ interviews in a preliminary study, this study identified that today's fragrance promotion is influenced by fragrance characteristics, resulting in limited consumer experiences. For this gap, improving the perfume consumption experience requires resolving the difficulties in promoting perfumes. To this end, this study aims to identify more appropriate scent experiences for perfume promotion strategies, thus improving consumers' perfume experiences.

The study begins with exploratory research, analyzing the literature to examine the characteristics of perfume and the effect of existing strategies on perfume promotion. The study found crossover experience and visual cues can be used to improve the difficulties in perfume promotion. These two factors then serve as the optimization target for the next stage of the study. A confirmatory experiment is conducted to verify the proposed hypothesis, which recruited 32 perfume consumers to participate field experiment with a physical scenario. The experiment design is “Crossover theme” and “Visual cues” as the experimental variables, and three dependent variables are “perfume perception”, “perfume identification”, and “perfume purchase intention” as predictions, measuring consumer experience value. Then the researcher analyzed through questionnaire surveys and interviews. Finally, provide future suggestions on how to optimize consumers' experience of perfume consumption.

The research results show that perfume brands can help consumers better perceive perfume by launching crossover experiences with consistent themes. In addition, adding visual cues can not only help consumers better perceive perfume but also have a positive and significant effect on improving consumers' recognition of fragrances. Finally, according to research, consumers' purchase decisions are influenced primarily by scent preferences, followed by price and packaging.

The implications and contribution of this study provide a deeper understanding of the consumption behavior of perfume consumers, assist the brand in formulating perfume promotion strategies based on perfume's characteristics, and import the concepts of “theme-consistent crossover experience” and “visual cues” in order to implement promotion plans, so as to improve future perfume consumption experiences.

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