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研究生:詹巧如
研究生(外文):CHAN, CHIAO-JU
論文名稱:人格特質對色彩認知偏好與購買行為 之影響
論文名稱(外文):The influence of personality traits on perception of color preferences and buying behavior.
指導教授:沈聰益沈聰益引用關係
指導教授(外文):Shen, Tsung-Yi
口試委員:王賢崙黃俊閎
口試委員(外文):WANG,SHIAN-LUENHUANG,JIUN-HUNG
口試日期:2013-06-21
學位類別:碩士
校院名稱:明新科技大學
系所名稱:管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:85
中文關鍵詞:色彩意象人格特質購買行為色彩偏好
外文關鍵詞:Color Imagepersonality traitspurchase behaviorcolor preferences
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在商品種類眾多的現代,形形色色的商品吸引著消費者去購買,伴隨著每人成長背景、思想不同,對色彩意象認知不同。消費者利用不同顏色的服飾、飾品,展現出個人特質,但他們究竟想表達的是什麼?可能因為認知不同,想表達的方式錯誤,而造成一些困擾。本文旨在探討消費者是否因人格特質不同對色彩認知偏好與購買商品的選擇上,有不同的影響。
研究利用問卷調查方式進行,採用五大人格量表(NEO PI-R)與李斯特量表進行人格分析、色彩意象、購買行為、色彩偏好之量測,針對不同的消費者進行問卷調查。
研究結果顯示,不同的人格特質,在購買商品的選擇上,色彩偏好的顏色不同,購買行為也亦不相同。色彩意象可分熱情活躍、謙遜、嚴謹要求的、躁鬱、感性唯美五大類,根據屬性不同,消費者注重程度會隨著顏色不同,而有明顯差異。
最後,對於對商品行銷實務、商品設計方向和市場的區隔定位給予建議,並於後續研究給予建議。

In numerous modern types of goods, accompanies with everybody growth background and thoughts different, cognize to the color idea different. Consumers use different colors of clothing, decoration to makes a show of personal characteristic, but they really want to express what? Probably because the cognition is different, wants to express the way is wrong, and causing some confusion. This article is different influence in inquiring into if the consumer is different because of personality characteristic to the choices that the colors cognize hobby and purchase a merchandise.
The research carries on using the questionnaire survey way, uses five Personality Inventory (NEO PI-R) and Liszt meter to carry on personality analysis, color image, purchase the measurement of behavior, measurement of color preference, for different consumer survey. The research suggests as a result that different personality characteristic, in the purchase commodity choice, color by chance color is different; purchases behavior also is not also same. Color image can be divided into its gregariousness activity, compliance modesty, achievement striving self-discipline, anxiety, angry hostility, feelings fantasy of the five major types, according to attribute different, the consumer pays attention to degree will along with color different, and is obvious difference.
Finally, regarding to the commodity marketing practice, the commodity design direction and the market give suggestion, and gives advice on the following research.

目 錄
中文摘要 i
英文摘要 ii
致謝 iii
目錄 iv
表目錄 vii
圖目錄 ix
第一章 緒論
1.1研究背景與動機 1
1.2研究問題與目的 2
1.3 研究步驟 3
第二章 文獻探討
2.1色彩意象 4
2.1.1 色彩的聯想與象徵 5
2.1.2 色彩偏好 9
2.1.3色彩與個性 10
2.2人格特質 12
2.3 顧客滿意度 14
2.4 購買意圖 16
第三章 研究方法與步驟
3.1研究架構 17
3.2 研究假設 18
3.3研究變數 19
3.4 問卷設計 20
3.5研究對象 24
3.6 研究統計方法
3.6.1 描述性統計 24
3.6.2獨立樣本t檢定與單因子變異數分析 24
3.6.3多元迴歸分析 24
第四章 調查結果分析
4.1 描述性統計分析 25
4.1.1 樣本結構分析 25
4.1.2服飾及沙發樣本顏色偏好統計分析 26
4.2 色彩認知之分析 27
4.3 單因子變異數分析
4.3.1服飾色彩認知之變異數分析 30
4.3.2沙發色彩認知變異數分析 34
4.3.3 服飾顏色偏好與人格特質變異數分析 39
4.3.4 沙發喜歡顏色變異數分析 42
4.4 迴歸分析
4.4.1顏色意象影響服飾喜歡程度之迴歸分析 46
4.4.2顏色意象影響沙發顏色喜歡程度之迴歸分析 47
4.4.3顏色意象影響服飾顏色購買程度之迴歸分析 49
4.4.4 顏色意象影響沙發顏色購買程度之迴歸分析 50
4.4.5人格特質影響服飾喜歡程度之迴歸分析 52
4.4.6人格特質影響沙發顏色喜歡程度之迴歸分析 53
4.4.7人格特質影響服飾顏色購買程度之迴歸分析 54
4.4.8 人格特質影響沙發顏色購買程度之迴歸分析 56

第五章 結論與建議
5.1結論 59
5.1.1 色彩意象認知 59
5.1.2 色彩認知與色彩偏好之關係 59
5.1.3 色彩認知與購買行為之關係 59
5.1.4 人格特質和背景因素與色彩偏好之關係 60
5.1.5 人格特質和背景因素與購買行為之關係 60
5.2建議
一、 實務應用建議 60
二、 後續研究建議 61
參考文獻 62
附錄
問卷調查 71







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