色彩色調、形狀與音樂曲風對消費者知覺傾倒量之影響

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彭慶懷(Ching-huai Peng) 查詢紙本館藏

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論文名稱

色彩色調、形狀與音樂曲風對消費者知覺傾倒量之影響
(The Effects of Color Hue, Shape and Music Style on Consumers’ Perceived Pouring Volume)

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摘要(中)

本論文採用實驗法研究得知色彩色調對於消費者知覺量有重要顯著之影響。此實驗結合了色彩色調、容器形狀變化與杯子形狀垂直延伸、品牌形象和音樂型態等變數進行相關研究假設檢驗。有關色彩色調之影響，設計了商業情境實驗來增強本研究結果之外部效度。
由STUDY 1結果發現寒暖色影響傾倒者的心理反應，傾倒藍色杯子的知覺傾倒量平均較傾倒紅色杯子為多；而在STUDY 2環境背景顏色的不同對知覺傾倒量(perceived pouring volume)沒有顯著影響；STUDY 3得知不同音樂曲風對知覺傾倒量有顯著影響；STUDY 5和STUDY 7發現液體和固體色調的不同並未對知覺傾倒量有顯著影響；STUDY 9結果得知杯子形狀高度的不同對知覺傾倒量有顯著影響。在單因子影響效果下，僅有杯子色調變化、音樂曲風和容器形狀變化會顯著影響消費者傾倒的知覺量。由STUDY 4、STUDY 6, STUDY 8和STUDY 10研究結果得知，其中環境背景顏色、音樂曲風、液（固）體色調和杯子形狀高度的不同等變數只會干擾(moderate) 杯子色調變化對消費者傾倒的知覺量。在STUDY 11包裝容器形狀、品牌形象和液體色調不同商業實驗環境交互作用下，得知情緒飲料產品透過包裝所用容器形狀、飲料色調和色調插圖品牌形象等整合企劃，可以改進產品外觀，提高視覺興趣產生色彩聯想，向消費者傳遞產品品牌形象一致性資訊，從而引起消費者的知覺量注意，進而激發消費者購買欲望和行為。本研究最後根據研究結果進行理論及實務意涵的系統化討論。

摘要(英)

This research adopted an experimental method to demonstrate that color hue has an important effect on consumers’ perceived pouring volume. This research conceptualized a particular combination of color hue, shape extension, container shape, brand image and music style. The commercial context was designed for examining the color effect for further enhancing the generalizability.
Study 1 indicated that cool/warm color affects respondent’s psychological responses. The perceived pouring volume of a blue glass exceeds that of a red glass, whereas no significant effect of context color on perceived pouring volume was found in Study 2. Study 3 showed music style differentially affect the perceived pouring volume. Both Study 5 and Study 7 demonstrated that liquid color hue and object color hue does not differentially affect the perceived pouring volume, respectively. Study 9 demonstrated that glass shape affect the perceived pouring volume. The one-way ANOVA indicated that only color hue change for the glass, music style and container shape change does affect consumers’ perceived pouring volume. The results of Study 4, 6, 8 and 10 indicated that context color hue, music style, liquid(object) color hue, and glass shape only moderate the effect of glass color on consumers’ perceived pouring volume. The interaction of container shape, brand image, and liquid color in Study 11 implied that emotion-raising drinks can be commercialized more successfully by taking advantages of container shape, color of drinks, and color hue picturing of brand image for improving the product appearance, reinforcing consumers’ visual interests, creating color association, delivering consistent information of product brand image, and subsequently drawing consumer’s perceptive attention to prompt consumers’ purchasing desires and behavior. This research also included discussions regarding theoretical and managerial implications.

關鍵字(中)

★ 色彩色調
★ 形狀
★ 音樂曲風
★ 知覺傾倒量

關鍵字(英)

★ Color Hue
★ Shape
★ Music Style
★ Perceived Pouring Volume

論文目次

ABSTRACT iii
TABLE OF CONTENTS v
LIST OF TABLESx
"LIST OF FIGURESxii
"
CHAPTER 1 INTRODUCTION 1
1.1 RESEARCH MOTIVATION 1
1.2 IMPORTANCE OF THE CURRENT RESEARCH 6
1.3 PURPOSE OF THE STUDY 6
CHAPTER 2 THEORETICAL BACKGROUND AND HYPOTHESES 8
2.1 THE PSYCHOLOGICAL AND PHYSIOLOGICAL EFFECTS OF COLOR 8
2.2 CONTEXT COLOR AND COLOR MIXING 11
2.3 MUSIC, CHROMAESTHESIA AND COLOR ASSOCIATION16
2.4 COLOR ASSIMILATION AND COLOR CONTRAST28
2.5 COLOR AND ELONGATION EFFECT 33
2.6 CONTAINER SHAPE, BRAND IMAGE AND COLOR ASSOCIATION36
2.7 RESEARCH CONCEPTUAL FRAMEWORK44
CHAPTER 3
STUDY 1： COLOR AND PERCEIVED POURING VOLUME46
1.1 METHODOLOGY 46
1.2 RESULTS47
STUDY 2: CONTEXT COLOR AND PERCEIVED POURING VOLUME49
2.1 METHDOLOGY49
2.2 RESULTS50
STUDY 3: MUSIC STYLE AND PERCEIVED POURING VOLUME53
3.1 METHODOLOGY53
3.2 RESULTS56
STUDY 4: CONTEXT COLOR, MUSIC STYLE, GLASS COLOR & PERCEIVED POURING VOLUME 58
4.1 METHODOLOGY58
4.2 RESULTS 59
STUDY 5: LIQUID COLOR AND PERCEIVED POURING VOLUME 65
5.1 METHODOLOGY65
5.2 RESULTS66
STUDY 6: GLASS COLOR , LIQUID COLOR & PERCEIVED POURING VOLUME68
6.1 METHODOLOGY68
6.2 RESULTS69
STUDY 7: SOLID COLOR AND PERCEIVED POURING VOLUME72
7.1 METHODOLOGY 72
7.2 RESULTS773
STUDY 8: GLASS COLOR , SOLID COLOR & PERCEIVED POURING VOLUME75
8.1 METHODOLOGY75
8.2 RESULTS76
STUDY 9: GLASS SHAPE AND PERCEIVED POURING VOLUME 78
9.1 METHODOLOGY78
9.2 RESULTS79
STUDY 10: GLASS SHAPE，GLASS COLOR AND PERCEIVED POURING VOLUME81
10.1 METHODOLOGY82
10.2 RESULTS83
STUDY 11: CONTAINER SHAPE, LIQUID COLOR, BRAND IMAGE AND PERCEIVED VOLUME85
11.1 METHODOLOGY85
11.2 RESULTS AND DISCUSSION86
CHAPTER 4 GENERAL DISCUSSIONS95
4.1 OVERVIEW OF HYPOTHESES TESTING95
4.2 SUMMARY OF RESEARCH RESULT 96
4.3 THEORETICAL CONTRIBUTIONS97
4.4 PRACTICAL IMPLICATIONS103
4.5 LIMITATIONS AND FUTURE RESEARCH105
REFERENCES107
APPENDIX A: DESIGNING THE GLASS COLOR126
APPENDIX B: DESIGNING CONTEXT COLOR127
APPENDIX C: PRETESTING QUESTIONNAIRES OF MUSIC WITHOUT VOCALS 128
APPENDIX D: DESIGNING LIQUID COLOR 131
APPENDIX E: DESIGNINING SOLID COLOR132
APPENDIX F: DESIGNINING SHAPE ELONGATION OF GLASSES 133
APPENDIXG:DESIGNING CONTAINER SHAPE & BRAND IMAGE135

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2009-1-13

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