| dc.description.abstract | In recent years, the consumption pattern has evolved into the new retail era of Omni-channel. In this era of highly connected life, a person uses the screen for about average 8 hours a day, so there will be about 240 hours of browsing and receiving a large number of different messages between different devices per month. Under the constant exposure of information, the importance of banner ads is highlighted. If the click-through rate can be increased, there is a possibility of increasing sales. 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 consumers with different personality traits and the banner ads of different product categories with different background colors affect purchase intention. It can be used for product seller to design banner ads which based on customer’s characteristics to attract valuable customers and increase the click-through rate. This study uses 9 product categories including food, 3C, beauty, books, clothing, boutiques, daily necessities, home appliances, and furniture, as well as light red, vivid red, dark red, light orange, vivid orange, dark orange, light yellow, vivid yellow, dark yellow, light green, vivid green, dark green, light blue, vivid blue, dark blue, light purple, vivid purple, dark purple 18 colors and matched with the Big Five personality test scale as the basis of the questionnaire survey. Finally, narrative statistical analysis and chi-square test are used to understand the distribution of data and test whether there are significant differences between the personality traits and the color of banner ads of different product categories. The results of the study found that light-colored banner ads can most influence purchase intention, most of which is light blue. And the Chi-square test shows that only 4 combinations have significant differences, including emotional stability and beauty, emotional stability and furniture, extraversion and furniture, and openness and boutique. | en_US |