顏色三元素對消費者認知的影響：產品類別的干擾效果

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Title:	顏色三元素對消費者認知的影響：產品類別的干擾效果
Authors:	鄧力仁;Teng, Li-Jen
Contributors:	企業管理學系在職專班
Keywords:	顏⾊三元素;產品類別;消費者認知;Three elements of color;Product Category;Consumer Perceptions
Date:	2023-07-14
Issue Date:	2024-09-19 15:25:20 (UTC+8)
Publisher:	國立中央大學
Abstract:	本研究證明的顏⾊三元素在交互作⽤的產⽣下對消費者會產⽣顯著影響，本研究分別是消費者認知五個構⾯來探討，分別是產品質感、產品外觀時尚、產品耐⽤性、產品態度、產品購買意願。在不同⾊相、明度、飽和度的交互影響下，對消費者認知有顯著的影響。在消費者所有構⾯，暖⾊系產品明度低與飽和度低的設定下，更能影響消費者對於產品的看法。⽽在消費者認知「質感」構⾯、「外觀時尚」、「購買意願」構⾯，在冷⾊系、明度⾼與飽和度低的設定，更能影響消費者對於產品的看法。對於消費者的「耐⽤性」、「產品態度」構⾯產品在冷⾊系、明度低與飽和度⾼的設定下，更能影響消費者對於產品的看法。那在產品類別的操弄變數影響下，發現產品類別與顏⾊三元素中的明度有交互作⽤，⽽消費者認知「質感」、「購買意願」構⾯與功能性產品有顯著交互作⽤。;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.
Appears in Collections:	[Executive Master of Business Administration] Electronic Thesis & Dissertation

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