近年來電子商務日益發達，網路拍賣逐漸成熟，而制式的拍賣介面使得商品圖片成為吸引買家目光的重點。在色彩行銷學中，視覺體驗為影響消費者購買行為的主要因素，顏色更是消費者購買產品的主因。本研究主要為探討產品照片中，背景顏色與光線對於購買慾望之間的影響。商品以白色或黑色的產品為主，背景顏色為黃色、藍色、綠色、紅色四種顏色，光線則分為二種，白光與黃光，共有八種組合。此外本研究還加入美感與觀賞時間為中介變數，進而了解各變數之間的關係。以迴歸模型分析，建立購買慾望迴歸式、觀賞時間迴歸式、美感迴歸式，來了解各變數之間的關係。研究結果可歸納為三部分：(1)產品照片中以白光、黃色、美感對購買慾望有顯著的影響。(2)而白光對觀賞時間有顯著的影響。(3)美感則受到白光、黃色、綠色、藍色的顯著影響。最後，根據研究結果提出建議，以做為網路拍賣業者、網路行銷業者及未來學術研究者參考。 In recent years, e-commerce is increasingly developed, and internet auction is also gradually mature. Standard auction interface makes sellers focus on product photos to attract attention form buyers. In Color Marketing, the visual experience is the major factor that affects buying behavior of consumer, and color is the main reason for people to choose and buy products. The study is to explore how the background colors and light of product photos affect purchase intention. The product colors of photo are white and black. The background colors are yellow, blue, green and red, and the two types of light are white and yellow. In total, there are eight combinations. In addition, this study added aesthetics and time spent to be mediators in order to discover the relation between variables. The regression models of purchasing intention, time spent and aesthetics are structured. By regression analysis, the results of the study can be summarized as: (1)Background color, light and aesthetics have a significant impact on purchase intention. (2)Light has a significant impact on time spent. (3)Background color and light have a significant impact on aesthetics. Based on the results, we provide some practical suggestions for sellers in internet auctions or network marketing industry, and possible direction for academic research in the future.
