跳到主要內容

臺灣博碩士論文加值系統

(100.28.227.63) 您好!臺灣時間:2024/06/22 02:50
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:廖國良
研究生(外文):Liao, Kuo-Liang
論文名稱:由功能性和享樂性產品的角度從事顏色對於消費者在網路商店購買決策影響之研究
論文名稱(外文):An Exploration of How Color Affects Customers' Purchase Intention in the View of Utilitarian/Hedonic Product
指導教授:丘宏昌丘宏昌引用關係
指導教授(外文):Chiu, Hung-Chang
學位類別:碩士
校院名稱:國立清華大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:英文
論文頁數:45
中文關鍵詞:享樂品功能品購買意願顏色
外文關鍵詞:UtilitarianHedonicPurchase IntentionColor
相關次數:
  • 被引用被引用:2
  • 點閱點閱:760
  • 評分評分:
  • 下載下載:108
  • 收藏至我的研究室書目清單書目收藏:0
電子商務在近年來快速成長與發展,隨著Web3.0時代的到來,可預期其成長將會更將迅速。面對龐大的電子商務商機,企業開始重視網站設計對於消費者購買意願的影響。而本研究根據刺激、內在感受、反應為架構,了解網站背景顏色(亮度、彩度與色調)對於消費者在購買「享樂性與功能性」商品的影響。而研究之結果顯示,高亮度、高彩度和紅色背景的情況下,能使消費者對於享樂性商品產生更高的購買意願和感知價值;相反的,低亮度、低彩度和藍色背景能讓消費者對於功能性商品產生更高的購買意願和感知價值。
An Exploration of How Color Affects Customers' Purchase Intention in the View of Utilitarian/Hedonic Product
Contents
1. Introduction
2. Theoretical Issues
2.1 Utilitarian and Hedonic product
2.2 Color
2.2.1 Hue
2.2.2 Chroma
2.2.3 Value
2.3 Emotion
2.4 Perceived Value
3. Research Methods
3.1 Experimental Design
3.1.1 Pretest
3.1.2 Procedure
3.2 Measures
3.3 Stimulus Materials
3.4 Theoretical Framework
4. Analysis
4.1 Manipulation Checks
4.2 Hypotheses Tests
4.2.1 Effects of hue, product on emotion and perceived value
4.2.2 Effects of chroma, product on emotion and perceived value
4.2.3 Effects of value, product on emotion and perceived value
4.2.4 Tables and Figures
5. Conclusion
5.1 Discussion
5.2 Managerial Implications
5.3 Limitation and Future directions
References

References
Aaker, J. L. and J. Sengupta (2000). "Additivity Versus Attenuation: The Role of Culture in the Resolution of Information Incongruity." Journal of Consumer Psychology 9(2): 67-82.

Alba, J. and J. Lynch (1997). "Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces." Journal of Marketing Communications 61(3): 38-53.

Anderson, J. C. and J. A. Narus (1998). "Business Marketing: Understand What Customers Value." Harvard Business Review 76(6): 53-65.

Aslam, M. M. (2006). "Are You Selling the Right Colour? A Cross‐cultural Review of Colour as a Marketing Cue." Journal of Marketing Communications 12(1): 15-30.

Babin, B. J., et al. (1994). "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value." Journal of Consumer Research 20(4): 644-656.

Babin, B. J., et al. (2003). "Color and shopping intentions: The intervening effect of price fairness and perceived affect." Journal of Business Research 56(7): 541.

Bagchi, R. and A. Cheema (2013). "The Effect of Red Background Color on Willingness-to-Pay: The Moderating Role of Selling Mechanism." Journal of Consumer Research 39(5): 947-960.

Baker, J., et al. (1992). "An Experimental Approach to Making Retail Store Environmental Decisions." Journal of Retailing 68(4): 445.

Bhatnagar, A. and S. Ghose (2004). "Online information search termination patterns across product categories and consumer demographics." Journal of Retailing 80(3): 221-228.

Biers, K. and L. Richards (2011). "Color as a factor of product choice in e-commerce." Review of Business Information Systems 9(4).

Cai, S. and Y. Xu (2011). "Designing Not Just for Pleasure: Effects of Web Site Aesthetics on Consumer Shopping Value." International Journal of Electronic Commerce 15(4): 159-188.

Chang, C. and S. Dibb (2012). "Reviewing and conceptualising customer-perceived value." Marketing Review 12(3): 253-274.

Chen, Z. and A. J. Dubinsky (2003). "A Conceptual Model of Perceived Customer Value in E-Commerce: A Preliminary Investigation." Psychology & Marketing 20(4): 323-347.

Cheng, F.-F., et al. (2009). "The effect of online store atmosphere on consumer's emotional responses - an experimental study of music and colour." Behaviour & Information Technology 28(4): 323-334.

Cheng, F.-F., et al. (2009). "The effect of online store atmosphere on consumer’s emotional responses – an experimentalstudy of music and colour." Behaviour & Information Technology 28(4): 323-334.

Chernev, A. (2004). "Goal-Attribute Compatibility in Consumer Choice." Journal of Consumer Psychology 14(1/2): 141-150.

Chitturi, R., et al. (2007). "Form Versus Function:How the Intensities of Specific Emotions Evoked in Functional Versus Hedonic Trade-Offs Mediate Product Preferences." Journal of Marketing Research 44(4): 702-714.

Choi, D. and J. Kim (2004). "Why People Continue to Play Online Games: In Search of Critical Design Factors to Increase Customer Loyalty to Online Contents." CyberPsychology & Behavior 7(1): 11-24.

Crowley, A. E. (1993). "The Two-Dimensional Impact of Color on Shopping." Marketing Letters 4(1): 59-69.

Elliot, A. J., et al. (2007). "Color and Psychological Functioning: The Effect of Red on Performance Attainment." Journal of Experimental Psychology: General 136(1): 154-168.

Elliot, S. and S. Fowell (2000). "Expectations versus reality: a snapshot of consumer experiences with Internet retailing." International Journal of Information Management 20(5): 323.

Eroglu, S. A., et al. (2001). "Atmospheric qualities of online retailing A conceptual model and implications." Journal of Business Research 54(2): 177-184.

Eroglu, S. A., et al. (2003). "Empirical Testing of a Model of Online Store Atmospherics and Shopper Responses." Psychology & Marketing 20(2): 139-150.

Fiore, A. M., et al. (2005). "For fun and profit: Hedonic value from image interactivity and responses toward an online store." Psychology & Marketing 22(8): 669-694.

Forgas, J. E. (1998). "On Being Happy and Mistaken: Mood Effects on the Fundamental Attribution Error." Journal of Personality & Social Psychology 75(2): 318-331.

Fuljahn, A. and D. C. Moosmayer (2011). "THE MYTH OF GUILT: A REPLICATION STUDY ON THE SUITABILITY OF HEDONIC AND UTILITARIAN PRODUCTS FOR CAUSE RELATED MARKETING CAMPAIGNS IN GERMANY." International Journal of Business Research 11(1): 85-92.

Garber Jr., L. L., et al. (2000). "The effects of food color on perceived flavor." Journal of Marketing Theory & Practice 8(4): 59.

Gorn, G. J., et al. (2004). "Waiting for the Web: How Screen Color Affects Time Perception." Journal of Marketing Research 41(2): 215-225.

Gorn, G. J., et al. (1997). "Effects of Color as an Executional Cue in Advertising: they're in the Shade." Management Science 43(10): 1387-1400.

Ha, Y. and S. J. Lennon (2010). "Online visual merchandising (VMD) cues and consumer pleasure and arousal: Purchasing versus browsing situation." Psychology & Marketing 27(2): 141-165.

Harrison-Walker and L. Jean (2002). "If You Build It, Will They Come? Barriers to International E-Marketing." Journal of Marketing Theory & Practice 10(2): 12.

He, H. and Y. Li (2011). "Key service drivers for high-tech service brand equity: The mediating role of overall service quality and perceived value." Journal of Marketing Management 27(1/2): 77-99.

He, H. and A. Mukherjee (2007). "I am, ergo I shop: does store image congruity explain shopping behaviour of Chinese consumers?" Journal of Marketing Management 23(5/6): 443-460.

Heijden, H. v. d. (2004). "User Acceptance of Hedonic Information Systems." MIS Quarterly 28(4): 695-704.

Hightower, R., et al. (2002). "Investigating the role of the physical environment in hedonic service consumption: an exploratory study of sporting events." Journal of Business Research 55(9): 697-707.

Hirschman, E. C. and M. B. Holbrook (1982). "Hedonic Consumption: Emerging Concepts, Methods and Propositions." Journal of Marketing 46(3): 92-101.

Huang, M.-H. (2003). "Modeling virtual exploratory and shopping dynamics: an environmental psychology approach." Information & Management 41(1): 39.

Jahng, J., et al. (2006). "An Empirical Study of the Impact of Product Characteristics and Electronic Commerce Interface Richness on Consumer Attitude and Purchase Intentions." IEEE Transactions on Systems 36(6): 1185-1201.

Kaya, N. and H. H. Epps (2004). "Relationship between Color and Emotion: A Study of College Students." College Student Journal 38(3): 396.

Kim, H.-W., et al. (2007). "A balanced thinking-feelings model of information systems continuance." International Journal of Human-Computer Studies 65(6): 515-525.

Kim, J., et al. (2003). "Designing emotionally evocative homepages: an empirical study of the quantitative relations between design factors and emotional dimensions." International Journal of Human-Computer Studies 59(6): 899.

Kleiber, D. A. (2000). "The Neglect of Relaxation." Journal of Leisure Research 32(1): 82-86.

Koo, D.-M. and S.-H. Ju (2010). "The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention." Computers in Human Behavior 26(3): 377-388.

Korgaonkar, P. and E. Karson (2007). "The Influence of Perceived Product Risk on Consumers’ e-Tailer Shopping Preference." Journal of Business & Psychology 22(1): 55-64.

Kotler, P. (1973/1974). "Atmospherics as a Marketing Tool." Journal of Retailing 49(4): 48.

Kwallek, N., et al. (1996). "Effects of Nine Monochromatic Office Interior Colors on Clerical Tasks and Worker Mood." Color Research & Application 21(6): 448-458.

Madden, T. J., et al. (2000). "Managing Images in Different Cultures: A Cross-National Study of Color Meanings and Preferences." Journal of International Marketing 8(4): 90-107.

Mano, H. (1999). "The Influence of Pre-Existing Negative Effect on Store Purchase Intentions." Journal of Retailing 75(2): 149.

Mazaheri, E., et al. (2011). "Online consumer behavior: Comparing Canadian and Chinese website visitors." Journal of Business Research 64(9): 958-965.

Mazaheri, E., et al. (2012). "The role of emotions in online consumer behavior: a comparison of search, experience, and credence services." Journal of Services Marketing 26(7): 535-550.

Melnyk, V., et al. (2012). "The Double-Edged Sword of Foreign Brand Names for Companies from Emerging Countries." Journal of Marketing 76(6): 21-37.

Middlestandt, S. E. (1990). "The Effect of Background and Ambient Color on Product Attitudes and Beliefs." Advances in Consumer Research 17(1): 244-249.

Milliman, R. E. and D. L. Fugate (1993). "Atmospherics as an emerging influence in the design of exchange environment." Journal of Marketing Management 3(1): 66-75.

Mittal, B. (1989). "Measuring Purchase-Decision Involvement." Psychology and Marketing 6(2): 147.

Morin, S., et al. (2007). "The role of pleasant music in servicescapes: A test of the dual model of environmental perception." Journal of Retailing 83(1): 115-130.

Morris, J. D. and J. S. McMullen (1994). "Measuring Multiple Emotional Responses To a Single Television Commercial." Advances in Consumer Research 21(1): 175-180.

Mort, G. S. and T. Rose (2004). "The effect of product type on value linkages in the means-end chain: Implications for theory and method." Journal of Consumer Behaviour 3(3): 221-234.

OKADA, E. M. (2005). "Justification Effects on Consumer Choice of Hedonic and Utilitarian Goods." Journal of Marketing Research 42(1): 43-53.

Parsons, A. and D. Conroy (2006). "Sensory stimuli and e-tailers." Journal of Consumer Behaviour 5(1): 69-81.

Phau, I. and S. M. Poon (2000). "Factors influencing the types of products and services purchased over the Internet." Internet Research 10(2): 102-113.

Poels, K. and S. Dewitte (2008). "Getting a line on print ads." Journal of Advertising 37(4): 63-74.

Sautter, P., et al. (2004). "E-tail atmospherics: A critique of the literature and model extension." Journal of Electronic Commerce Research 5(1): 14-24.

Schmitt, B. H. and Y. Pan (1994). "Managing Corporate and Brand Identities in the Asia-Pacific Region." California Management Review 36(4): 32-48.

Schwarz, N. and G. L. Clore (1983). "Mood, misattribution, and judgments of well-being: Informative and directive functions of affective states." Journal of Personality and Social Psychology 45(3): 513-523.

Shaw, M. J., et al. (1997). "Research opportunities in electronic commerce." Decision Support Systems 21(3): 149-156.

Snoj, B., et al. (2004). "The relationships among perceived quality, perceived risk and perceived product value." Journal of Product & Brand Management 13(3): 156-167.

Song, K., et al. (2007). "Telepresence and fantasy in online apparel shopping experience." Journal of Fashion Marketing & Management 11(4): 553-570.

Tractinsky, N. and O. Lowengart (2007). "Web-store aesthetics in e-retailing: A conceptual framework and some theoretical implications." Academy of Marketing Science Review 11(1): 1-18.

Valdez, P. and A. Mehrabian (1994). "Effects of color on emotions." Journal of Experimental Psychology: General 123(4): 394-409.

Varadarajan, P. R. and M. S. Yadav (2002). "Marketing Strategy and the Internet: An Organizing Framework." Journal of the Academy of Marketing Science 30(4): 296-312.

Voss, K. E., et al. (2003). "Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude." Journal of Marketing Research 40(3): 310-320.

Wu, C.-S., et al. (2008). "The atmospheric factors of online storefront environment design: An empirical experiment in Taiwan." Information & Management 45(7): 493-498.



連結至畢業學校之論文網頁點我開啟連結
註: 此連結為研究生畢業學校所提供,不一定有電子全文可供下載,若連結有誤,請點選上方之〝勘誤回報〞功能,我們會盡快修正,謝謝!
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top