| dc.description.abstract | Many companies employ color to attempt to influence consumers’ behaviors in order to attract consumers to click web advertising, even though the options lead them to same websites or results. If employing the options with different, it will affect consumers’ preferences. The purpose of this study is to investigate how the different product types (utilitarian products / hedonic products), product price (high / low) and emotion (tension / relaxation) influence on the consumers’ preference towards the options with different colors. Furthermore, people will employ rational decision-making or emotional decision-making when they evaluate different product types. They are inclined to employ self-control decision or self-indulgent decision, and hopefulness and gender also affect their self-control, and further influence self-control decision or self-indulgent decision. Therefore, this study also investigates how the different product types, hopefulness and gender influence on the consumers’ preference with different levels of self-control, namely, the study investigates consumers’ decision making between self-control decision and self-indulgent decision. According to logistic regression analysis, the results are as follows: (1) The product type has a significant effect on the options with different colors. (2) The emotional type has a significant effect on the options with different colors. (3) The product price has a significant effect on the options with different colors. (4) The product type and product price have a significant interaction effect on the options with different colors. (5) The product type has a significant effect on the options with different levels of self-control. (6) The hopefulness has a significant effect on the options with different levels of self-control. (7) The gender has a significant effect on the options with different levels of self-control. (8) The product type and gender have a significant interaction effect on the options with different levels of self-control. | en_US |