| 摘要: | 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。 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. |
