在日常生活中的任何人、事、物，皆需憑藉五種感官去體驗與儲存記憶，但目前企業在傳遞其品牌形象時，大多只用五種感官中的視覺與聽覺來與消費者溝通。本研究的目的為瞭解企業傳遞給消費者何種味覺感知，透過關聯規則法與味覺地圖模型的互相配合，挖掘出各產品本身的味覺特性，並了解此產品味覺特性如何去強化品牌形象。本研究以學生為受測對象，有效樣本數共計246名，受測產品為卡布奇諾口味的咖啡，受測品牌為五個在台灣具代表性的咖啡品牌，分別是星巴克、85度C、伯朗咖啡、CITY CAFE，以及麥當勞，受測對象分別接受盲眼與揭露品牌兩階段味覺測試，藉由勾選從咖啡中感知到的味覺形容詞，評比各品牌咖啡內涵的味覺特質。
　　根據本研究結果顯示，85度C在兩階段味覺測試中皆得到最高的評價，星巴克與CITY CAFE此兩個品牌形象較高者，其咖啡在揭露品牌後的評價都有所提高，而各品牌咖啡都擁有相同的味覺關聯規則「微酸的 -> 微苦的」，顯示咖啡擁有「微酸中帶點些微的苦味」此一味覺特質，此外，在受測者普遍偏好甜味與鮮味的情況下，當產品品牌擁有的甜味與鮮味形容詞關聯規則強度越高時，會得到越高的味道評價，且當受測者在知曉產品品牌為品牌形象較高者時，會提高對於偏好味道的味覺感知。

Human beings usually use five senses to experience and memorize things in their daily life. However, most companies use only sight and hearing to transmit their brand image nowadays. This research aims to investigate what taste perception that product brands delivered to their customers. By combining association rule and taste model, this study attempts to discover taste characteristics of the product brand, as well as how these taste characteristics can help companies improve and enhance brand image. This study tested 246 student participants for five famous coffee brands in Taiwan, which are Starbucks, 85°C, Mr. Brown, CITY CAFE, and McDonald. Each participant took blind and non-blind tests separately. By choosing the adjective sensed from coffee, this research collected the taste characteristics of each brand from participants.
The results reveal that 85°C has high evaluation in both blind and non-blind tests and prove brand image apparently increases the evaluation of coffee  with a famous brand (e.g., Starbucks and CITY CAFE). This study discovered all coffee brands have a same rule “Sourish -> Bitterish”, which means coffee is normally tasted a little sour and bitter. Besides, participants prefer sweet and umami have higher evaluation of a product brand. Participants gave higher evaluation when they knew the coffee is a famous brand.

目錄	I
圖目錄	II
表目錄	III
第一章　緒論	1
第一節　研究背景	1
第二節　研究動機	3
第三節　研究問題與目的	6
第二章　味覺地圖架構	10
第一節　味覺模型演進	10
第二節　味覺感知與品牌聯想	15
第三節　味覺地圖模型	21
第三章　研究方法	25
第一節　關聯規則法	25
第二節　研究架構	30
第三節　研究流程	32
第四章　實驗設計與資料分析	40
第一節　受測品牌與實驗流程	40
第二節　樣本資料分析	44
第三節　關聯規則分析	48
第五章　結論	61
第一節　交叉分析	61
第二節　結論	73
第三節　學術與實務意涵	77
第四節　研究限制及未來研究	79
參考文獻	82
附錄:問卷	91

圖目錄

圖1-1感官的重要性排列圖  2
圖1-2味蕾概念圖7
圖2-1圓形味覺模型 12
圖2-2方形味覺模型  12
圖2-3四角錐味覺模型 13
圖2-4球形味覺模型  14
圖2-5味覺地圖模型  22
圖3-1 Apriori演算法流程圖(當最小支持個數為2)  28
圖3-2 Apriori演算法示意圖  28
圖3-3研究架構  31
圖3-4研究流程  32
圖4-1受測者基本味道權重 45
圖4-2受測者品牌形象排序  47
圖4-3購買喜好比較圖  47
圖5-1綜合品牌味覺地圖  65

表目錄
表1-1不同品牌可樂味覺測試  5
表2-1品牌味覺測試文獻比較表 19
表3-1資料庫D27
表3-2味覺形容詞變數  33
表3-2味覺形容詞變數(續)  34
表3-3變數之定義與表示法 34
表3-3變數之定義與表示法(續)  35
表3-4指標之定義與表示法  35
表3-4指標之定義與表示法(續)  36
表4-1各場次問卷發放整理表  43
表4-2各場次產品品牌代號對照表  44
表4-3問卷回收統計表  44
表4-4人口統計表 45
表4-5星巴克味覺形容詞關聯規則  49
表4-6 85度C味覺形容詞關聯規則  50
表4-6 85度C味覺形容詞關聯規則(續)  51
表4-7伯朗咖啡味覺形容詞關聯規則 52
表4-7伯朗咖啡味覺形容詞關聯規則(續)  53
表4-8 CITY CAFE味覺形容詞關聯規則  54
表4-9麥當勞味覺形容詞關聯規則 56
表4-10各品牌關聯規則對照表  59
表4-10各品牌關聯規則對照表(續)  60
表5-1各品牌味覺形容詞勾選數(盲眼)  62
表5-2各品牌味覺形容詞勾選數(揭露品牌) 63
表5-3品牌味覺與購買喜好74
表5-4綜合咖啡品牌味覺形容詞關聯規則 75

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