酒杯的形狀對葡萄酒香氣以及口感的表現具有直接而立體的影響，二十世紀初至今已有數以千計的杯型供消費者使用；但多數消費者始終不了解酒杯中的差異是來自於品牌、材質、大小與形狀等外在因素？亦或者是心理因素如像許多高級米其林星級評等餐廳的消費者所感受到的不只是餐廳本身的菜色，同時也包括了高檔餐具的體驗價值；並也成為另一個考量品飲者整體感官、生理感受及心理感知等多重元素的決定。本研究針對一般消費者並探討不同葡萄酒杯對生理與心理影響層面之關聯性。以質性訪談建立關鍵內容，與問卷後實施量化研究驗證實驗。深入研究心理因素與生理因素是否為決定酒杯選擇與葡萄酒風味的二大關係主軸；結果證明在矇眼時，品飲者更能感受較多氣味，表示曚眼能更專心品味氣味；所以視覺所接觸到的訊息與間接代表的心理因素並未扮演舉足輕重的角色；而且，水果風味較強烈的酒款表現有助於帶動整體香氣喜好感受力的提升。本研究結果提供學術界後續研究參考及業界實務運用。 The shape of the wine glass is important for appreciating the flavour and aroma of wine when it comes to the level of fine attributes of wine. The shape of wine glasses exerts a significant influence on the drinker’s olfactory perception in a blind tasting. People were also affected by visual and psychological perception when tasting a wine with glasses in different shapes. This research was initiated by the qualitative study to establish the important factors for wine appreciation regarding the selection of wine glasses. Sensory evaluation was carried out with the questionnaire established through the key attributes extracted from the qualitative study. The 3 (wine glasses) x 2 (blind or not) experimental design were designated to verify the physiological and psychological effect on the wine sensory perception. The influence of the interaction between physiological and psychological on sensory perception of the wine was found to be insignificant; however, both of the main effects, the physiological and psychological aspects, were confirmed to have significant effect on the sensory perception of white and red wine.
