零售環境中顏色和視覺元素對消費者行為的作用： 感官行銷的機制

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鄭辰明(PUBALI CHATTERJEE) 查詢紙本館藏

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論文名稱

零售環境中顏色和視覺元素對消費者行為的作用：感官行銷的機制
(BEHAVIORAL IMPLICATIONS OF COLOR AND VISUAL ELEMENTS IN RETAIL ATMOSPHERICS: A SENSORY MARKETING APPROACH)

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至系統瀏覽論文 (2025-4-26以後開放)

摘要(中)

感官行銷，通過瞄准人類五種感官中的某一種或多種，為行銷者提供許多機會。其中，視覺被吹捧為最重要的感官渠道, 而顏色被認為是所有視覺感知線索中最具影響力的。顏色近年來越來越受到學者們的關注。先前的研究已經對不同顏色的屬性及其對消費者感知的影響進行了調查。不過，針對顏色對消費者行為的影響以及顏色與其它視覺元素的相互作用的實證和理論經的理解是有限而缺乏的，並且很少關注顏色的跨文化含義。本研究，通過一系列對九個受試者之間的實驗，試圖從實證和理論上證明色溫（分為暖色和冷色）如何影響消費者在不同零售環境中的一系列消費場景中的放縱性行為。研究一確立了這項研究的主要假設，即相比之下暖色比冷色更加促使消費者的放縱性消費行為。研究二以排除對色溫效應的相互競爭的解釋，支持研究一。研究三在非食物放縱性消費的背景下所提出的色溫--放縱性消費關係的假設。研究四實證，色溫與放縱型消費中消費者激發及注重自我獎勵所扮演的一系列中介作用。研究五通過建模和對相互競爭的中介作用機制進行測試來增強研究四的成果。研究六確立啞光／光亮表面對主題效應的調節作用。研究七調查反射率的條件性效應，試圖揭示在在顏色--消費者激發--注重自我獎勵途徑上反射率所起的條件性作用。研究八增加了另一個視覺線索，即形狀的自主性、並調查色溫、反射率、和放縱性消費的形狀自主之間的三方相互作用。研究九檢驗了顏色--消費者激發--放縱性消費途徑中男性性質／女性性質的條件性作用。總而言之，本研究進一步增加對色溫和其對放縱性消費行為的影響的現有的理論和實證知識。這項研究提供了對色溫影響消費者的放縱行為、它如何與其他視覺元素相互作用，以及顏色作用如何在跨文化背景下影響消費者心理。本研究還探索色溫以及反射率和形狀自主性，在零售環境中的有效實際應用。

摘要(英)

Sensory marketing, through targeting one or more of the five human senses, offers marketers a host of opportunities. Among others, vision is touted to be the most vital sensory channel, and color is considered the most impactful of all visual perception cues. Color has garnered increasing attention from scholars in recent years. Previous research has investigated the nature and attributes of different colors and their effect on consumer perception. However, theoretical and empirical understanding of the effects of color on behavior and its interaction with other visual elements is limited, with little attention paid to the cross-cultural implications of color. The current research, through a series of nine between-subjects experiments, attempts to theoretically and empirically demonstrate how color temperature, categorized into warm and cool, affects consumer indulgence in a host of consumption scenarios in retail environments. Study 1 establishes the principal hypothesis of this research that warm colors, in comparison with cool colors, push consumers towards greater indulgence, whereas Study 2 supports the findings of Study 1 by ruling out competing explanations of the color temperature effect. Study 3 tests the proposed color temperature—indulgence hypothesis in a non-food indulgence context. Study 4 establishes the sequential mediating effect of arousal and self-reward focus, whereas Study 5 extrapolates the findings of Study 4 in a field study and adds to its robustness by modeling and testing competing mediation mechanisms. Study 6 establishes the moderating effect of (matte/glossy) reflectance on the main effect, while Study 7 tests the conditional effect of reflectance, revealing where the conditional moderation takes place in the color—arousal—self-reward—indulgence path. Study 8 adds another visual cue of autonomy of shape and tests the three-way interaction between color temperature, reflectance, and autonomy of shape on indulgence. Study 9 tests the conditional effect of masculinity/femininity in the color—arousal—indulgence relationship. Overall, this research extends and adds to the existing theoretical and empirical knowledge on color temperature and its effect on indulgence. The research provides a better theoretical understanding of how color temperature influences consumer indulgence, how it interacts with other visual elements, and how the color effect is enabled through the psychological processes across cultures. The practical and effective applications of color temperature, along with reflectance and autonomy of shape in retail atmospherics are also discussed.

關鍵字(中)

★ 感觀行銷
★ 視覺感知
★ 顏色
★ 反射率
★ 形狀的自主性
★ 放縱型消費
★ 激發
★ 注重自我獎勵
★ 男性性質／女性性質

關鍵字(英)

★ Sensory marketing
★ Visual Perception
★ Color
★ Reflectance
★ Autonomy of Shape
★ Indulgence
★ Arousal
★ Self-reward Focus
★ Masculinity/Femininity

論文目次

TABLE OF CONTENTS

Chinese Abstract ………………………………… i
English Abstract ………………………………… iii
Table of Contents ………………………………… v
List of Tables ………………………………… xiii
List of Figures ………………………………… xiv
CHAPTER I: INTRODUCTION ………………………………… 1
1.1. Background ………………………………… 1
1.2. Research Gap ………………………………… 3
1.3. Objectives of the Research ………………………………… 5
1.4. Conceptual Framework Development ………………………………… 6
1.5. Significance of the Research ………………………………… 8
1.6. Research Hypotheses ………………………………… 9
1.7. Scope of the Research ………………………………… 10
1.8. Organization of the Thesis ………………………………… 11
CHAPTER II: LITERATURE REVIEW ………………………………… 14
2.1. Sensory Marketing ………………………………… 14
2.2. Color Theory ………………………………… 16
2.3. Consumer Indulgence ………………………………… 19
2.4. Arousal ………………………………… 22
2.5. Self-reward Focus ………………………………… 25
2.6. Reflectance ………………………………… 27
2.7. Autonomy of Shape ………………………………… 29
2.8. Femininity and Masculinity ………………………………… 31
CHAPTER III:HYPOTHESES DEVELOPMENT ………………………………… 34
3.1. Color and Indulgent Consumption ………………………………… 34
3.2. Sequential Mediating Effect ………………………………… 36
3.3. Moderating Effect of Reflectance ………………………………… 38
3.4. Moderating Effect of Reflectance and Autonomy of Shape ………………………………… 41
3.5. Moderating Effect of Culture (Femininity/Masculinity) ………………………………… 43
Chapter IV: METHODOLOGY AND RESULTS ………………………………… 46
4.1. Empirical Overview ………………………………… 46
4.1.1. The Studies ………………………………… 46
4.1.2. Covariates and Control Variables ………………………………… 50
4.1.3. Warm and Cool Colors ………………………………… 50
4.1.4. Color Manipulation Test ………………………………… 51
4.1.5. Questionnaire Design ………………………………… 52
4.1.6. Reliability and Validity of Measures ………………………………… 52
4.2. Research Studies ………………………………… 53
4.2.1. Study 1 ………………………………… 53
4.2.1.1. Purpose, Design, Participants, and Procedure ………………………………… 53
4.2.1.2. Results ………………………………… 54
4.2.1.3. Discussion ………………………………… 54
4.2.2. Study 2 ………………………………… 55
4.2.2.1. Purpose, Design, Participants, and Procedure ………………………………… 55
4.2.2.2. Results ………………………………… 56
4.2.2.3. Discussion ………………………………… 57
4.2.3. Study 3 ………………………………… 57
4.2.3.1. Purpose, Design, Participants, and Procedure ………………………………… 57
4.2.3.2. Results ………………………………… 58
4.2.3.3. Discussion ………………………………… 59
4.2.4. Study 4 ………………………………… 59
4.2.4.1. Purpose, Design, Participants, and Procedure ………………………………… 59
4.2.4.2. Results and Discussion ………………………………… 60
4.2.5. Study 5 ………………………………… 63
4.2.5.1. Purpose, Design, Participants, and Procedure ………………………………… 63
4.2.5.2. Results ………………………………… 64
4.2.5.3. Alternate Mediation Models ………………………………… 66
4.2.5.4. Discussion ………………………………… 68
4.2.6. Study 6 ………………………………… 68
4.2.6.1. Purpose, Design, Participants, and Procedure ………………………………… 68
4.2.6.2. Reflectance Manipulation ………………………………… 69
4.2.6.3. Results ………………………………… 69
4.2.6.4. Discussion ………………………………… 70
4.2.7. Study 7 ………………………………… 72
4.2.7.1. Purpose, Design, Participants, and Procedure ………………………………… 72
4.2.7.2. Reflectance Manipulation ………………………………… 74
4.2.7.3. Color-reflectance Fit Manipulation ………………………………… 75
4.2.7.4. Results ………………………………… 75
4.2.7.5. Discussion ………………………………… 80
4.2.8. Study 8 ………………………………… 80
4.2.8.1. Purpose, Design, and Participants ………………………………… 80
4.2.8.2. Procedure ………………………………… 81
4.2.8.3. Reflectance Manipulation ………………………………… 81
4.2.8.4. Autonomy Manipulation ………………………………… 82
4.2.8.5. Results ………………………………… 82
4.2.8.6. Discussion ………………………………… 83
4.2.9. Study 9 ………………………………… 85
4.2.9.1. Purpose, Design, Participants, and Procedure ………………………………… 85
4.2.9.2. Results and Discussion ………………………………… 86
CHAPTER V: DISCUSSION AND IMPLICATIONS ………………………………… 91
6.1. General Discussion ………………………………… 91
6.2. Theoretical Implications ………………………………… 94
6.3. Managerial Implications ………………………………… 97
6.4. Limitations and Future Research Directions ………………………………… 99
REFERENCES ………………………………… 105
Appendix A: Research Measurements ………………………………… 130
Appendix B: Serving Knives Used in Study 1 ………………………………… 1331
Appendix C: Ice Cream used in Study 2 ………………………………… 132
Appendix D: Water Bottles Used in Study 3 ………………………………… 133
Appendix E: Coupons Used in Study 4 ………………………………… 134
Appendix F: Coupons Used in Study 4 ………………………………… 135
Appendix G: Stimuli Used in Studies 6 ………………………………… 136
Appendix H: Stimuli Used in Studies 7 ………………………………… 137
Appendix I: Stimuli Used in Studies 8 ………………………………… 138
Appendix J: Stimuli Used in Studies 9 ………………………………… 139
Appendix K: Questionnaire: Study 1 ………………………………… 140
Appendix L: Questionnaire: Study 2 ………………………………… 142
Appendix M: Questionnaire: Study 3 ………………………………… 144
Appendix N: Questionnaire: Study 4 ………………………………… 145
Appendix O: Questionnaire: Study 5 ………………………………… 147
Appendix P: Questionnaire: Study 6 ………………………………… 150
Appendix Q: Questionnaire: Study 7 ………………………………… 152
Appendix R: Questionnaire: Study 8 ………………………………… 155
Appendix S: Questionnaire: Study 9 ………………………………… 158

LIST OF TABLES

Table 1. Color Temperature Warmth Scores………………………………………... 51
Table 2. Research Measurements and Scales………………..………….…………… 89
Table 3. Hypothesis Testing Results………………..………….……………………. 93

LIST OF FIGURES
Figure 1. The Proposed Research Framework……......………………...……….…...... 12
Figure 2. Flowchart of Chapter 1 and 2………………………………………………... 13
Figure 3. Flowchart of Chapter 2 and 3………………………………………………... 33
Figure 4. Flowchart of Chapter 3 and 4………………………………………………... 45
Figure 5. Overview of the Studies……………………………………………………... 48
Figure 6. Direct Effects in Sequential Mediation (Study 4)……….…………..…......... 62
Figure 7. Direct Effects in Sequential Mediation (Study 5)…………………………… 67
Figure 8. Alternate Mediation and Moderated Mediation Models (Study 5)…..……… 71
Figure 9. Results of Study 6…………………................................................................ 77
Figure 10. Results of Study 7……………………………………………………...…... 79
Figure 11. Results of Moderated Mediation (Study 7)………………….……………... 88
Figure 12. Results of Study 8……………………………………………………...…... 84
Figure 13. Results of Moderated Mediation (Study 9) ………………………………... 88
Figure 14. Flowchart of Chapter 4 and 5……………..………………………………... 90

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指導教授

鄭明松(Julian Ming-Sung Cheng)

審核日期

2023-4-28

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