| 摘要: | 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。;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. |
