本研究目的是分別探討街道招牌景觀元素給予人們的情緒體驗反應及景觀偏好程度，以及情緒體驗與景觀偏好的關係，最後了解招牌景觀元素與情緒體驗對於景觀偏好的影響。以國內的20條招牌統一化之街道作為樣區進行實證研究，共計80張景觀照片，透過招牌尺寸、懸掛型式、位置及材質等招牌景觀元素及4個情緒體驗因子，探測影響情緒體驗及偏好形成之因子。研究結果發現，各街道之偏好排名由高至低排序前三者依序為臺中市大隆路、梧棲鎮臨港路三段及大溪鎮和平老街。各變項關係檢定結果：一、招牌景觀元素中，尺寸、位置及材質會景響人們的各項情緒體驗。二、招牌景觀元素中唯有尺寸及位置會影響景觀偏好。三、情緒體驗會影響景觀偏好，也就是偏好會受到正向愉悅、負向愉悅及低度喚起等三個因素的共同作用影響。四、由招牌景觀偏好的因果關係模式來看，只有正向愉悅、負向愉悅因子會影響景觀偏好。

The purposes of this research are to discuss the reactions of people’s emotional experience and landscape preference on the visual effects of street signs, the relationship between emotional experience and landscape preference, and the impact of street signs and emotional experience on landscape preference. There are 80 streetscape pictures based on 20 unified sign streets. Independent variables such as sizes, styles, positions and materials of street sign, along with 4 emotional factors are selected to understand the relationship with streetscape preference. The result of this research refers the followings. The three most preferred streets are Da-lung Road in Taichung City, Sec. 3 of Lin-kang Road in Wuchi Town, and the old Hoping Street in Da-hsih Town. Other research results find that 1.Size, position, and material of street sign had significant influences on people’s emotional experiences. 2.Only size and position of street sign had impacts on observers’ preferences. 3.Positive pleasure, negative e pleasure and low arousal factors worked together to play a significant role on influencing preference. 4.Combined both physical and psychological factors. Only positive pleasure and negative pleasure had significant influences on people’s landscape preference.