本研究旨在揭示香水如何成為消費者連結感官、美學、故事與符號意義，成為消費者日常生活中表達自我與形塑身分的融合場域，並藉此深化對當代消費心理與文化實踐的理解。雖然香水具有悠久歷史，但在現代社會，其意義已遠超越早期的儀式用途，逐漸轉化為呈現品味、形塑風格以及表達自我認同的符號物件。
奢侈品牌與精品市場的發展，使香水成為進入品牌文化的入門產品，也使其購買行為更具象徵性、情感性與社會性。消費者在挑選香水時，經常同時考量品質、設計、情緒回饋與品牌意象，並透過氣味表達理想自我或回應社會期待，使其成為「無形卻能被感知」的個人風格延伸。
香水的氣味能迅速喚起情緒與記憶，並在視覺、觸覺與嗅覺的共同作用下，成為多層次的體驗載體；消費者在使用過程中，往往透過感官刺激獲得愉悅、放鬆與情緒支持；品牌亦透過環境氛圍及使用情境，打造可被沉浸的多感官體驗，使香水被賦予更多情感意義與想像，作為高度美學化的體現。
此外，當代消費不僅回應功能性需求，更呈現出符號與欲望的運作。消費者傾向選擇能與實際自我或理想自我相符的香水，並以此建構社會身分、展示品味或風格；香水因其高度個人化與象徵性，成為自我呈現的媒介，反映出現代人透過消費來定義自我，與形塑生活風格的文化脈絡。
在此脈絡下，本研究採用半結構式深度訪談，並以滾雪球抽樣方式蒐集具備香水使用與購買經驗的消費者，旨在理解個體如何於香水中表達自我、賦予意義，並如何在消費過程中形塑身分與生活風格。研究期望透過受訪者的經驗細節，揭示香水在當代社會不僅具有感官與審美價值，更是象徵、敘事與自我建構交織的文化媒介。

This study aims to explore how perfume functions as a medium through which consumers connect sensory perception, aesthetics, storytelling, and symbolic meanings, ultimately becoming an integrated space for self-expression and identity construction in everyday life. Although perfume has a long history, its significance in contemporary society has extended far beyond its original ritualistic functions. It has gradually transformed into a symbolic object used to express taste, construct personal style, and articulate self-identity.
The development of luxury brands and the premium market has positioned perfume as an entry-level product within brand culture, making perfume consumption increasingly symbolic, emotional, and social. When selecting perfumes, consumers often consider not only quality and design, but also emotional responses and brand imagery. Through scent, individuals express their ideal selves or respond to social expectations, allowing perfume to become an “invisible but perceivable” extension of personal style.
Moreover, perfume scents can rapidly evoke emotions and memories. Through the interaction of visual, tactile, and olfactory sensations, perfume becomes a multi-layered experiential medium. Consumers frequently gain pleasure, relaxation, and emotional support from sensory stimulation during use. At the same time, brands create immersive multi-sensory experiences through environmental atmosphere and usage contexts, endowing perfume with richer emotional meanings and imaginative associations, thereby embodying a highly aestheticized form of consumption.
In addition, contemporary consumption no longer merely satisfies functional needs, but increasingly reflects the operation of symbols and desires. Consumers tend to choose perfumes that align with either their actual self or ideal self, using them to construct social identity, display taste, and express personal style. Due to its highly personalized and symbolic nature, perfume has become a medium for self-presentation, reflecting the cultural context in which modern individuals define themselves and shape their lifestyles through consumption.
Within this context, this study adopts semi-structured interviews and utilizes snowball sampling to recruit consumers with perfume usage and purchasing experience. The study seeks to understand how individuals express themselves and construct meanings through perfume, as well as how identities and lifestyles are shaped through the consumption process. By examining the detailed experiences of participants, this study aims to reveal that perfume in contemporary society not only possesses sensory and aesthetic value, but also serves as a cultural medium where symbolism, narrative, and self-construction intersect.

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