| 摘要(英) |
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. |
| 參考文獻 |
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