| 摘要: | 本研究證明的顏⾊三元素在交互作⽤的產⽣下對消費者會產⽣顯著影響，
本研究分別是消費者認知五個構⾯來探討，分別是產品質感、產品外觀時尚、
產品耐⽤性、產品態度、產品購買意願。
在不同⾊相、明度、飽和度的交互影響下，對消費者認知有顯著的影響。
在消費者所有構⾯，暖⾊系產品明度低與飽和度低的設定下，更能影響消費者
對於產品的看法。
⽽在消費者認知「質感」構⾯、「外觀時尚」、「購買意願」構⾯，在冷
⾊系、明度⾼與飽和度低的設定，更能影響消費者對於產品的看法。對於消費
者的「耐⽤性」、「產品態度」構⾯產品在冷⾊系、明度低與飽和度⾼的設定
下，更能影響消費者對於產品的看法。
那在產品類別的操弄變數影響下，發現產品類別與顏⾊三元素中的明度有
交互作⽤，⽽消費者認知「質感」、「購買意願」構⾯與功能性產品有顯著交
互作⽤。;The present study demonstrates that the three elements of color, under the
influence of interaction, have a significant impact on consumers. The study explores
consumer perceptions across five dimensions: product texture, product aesthetic,
product durability, product attitude, and product purchase intention.
Under the interactive influence of different hues, brightness levels, and saturation
levels, there is a significant effect on consumer perception. Among all the dimensions,
warm-toned products with low brightness and low saturation settings have a greater
influence on consumers′ views of the product.
In terms of consumer perception dimensions such as "texture," "aesthetic " and
"purchase intention," cold-toned products with high brightness and low saturation
settings have a stronger impact on consumers′ views of the product. For consumer
dimensions of "durability" and "product attitude," products with low brightness and
high saturation settings in the cold-toned range have a greater influence on consumers′
views of the product.
Furthermore, under the manipulation of variables related to product categories, it
was found that there is an interaction between product category and the brightness
element of color. Additionally, there is a significant interaction between consumer
perceptions of "texture," "purchase intention," and functional products. |
