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研究生:林琳蓁
研究生(外文):Lin-ChenLin
論文名稱:色彩命名方式對色彩喜好程度之影響
論文名稱(外文):The Influence of Color Nomenclatures on Preferences towards Colors
指導教授:何俊亨何俊亨引用關係
指導教授(外文):Chun-Heng Ho
學位類別:碩士
校院名稱:國立成功大學
系所名稱:工業設計學系
學門:設計學門
學類:產品設計學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:英文
論文頁數:82
中文關鍵詞:色彩命名法色彩喜好度
外文關鍵詞:ColorNomenclatureColor preference
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在現今競爭激烈的市場之中,產品外觀是十分重要的決定購買因素;而比起造型,色彩更是影響消費者是否購買商品的最主要原因。除了外觀之外,產品的命名對消費者而言亦是最直接的產品訊息以及行銷資訊。近年來,愈來愈多的商品喜歡以另類的命名方式,將一般性敘述功能、效果或色彩的名稱以更具巧思、提供較少商品訊息的方式命名,以吸引消費者目光。然而,太過普遍或奇特的命名方式都可能使商品乏人問津,如何適切地命名產品還有待研究。
本研究欲探討當同項產品之同一色彩選項以不同方式命名時,影響消費者對該色彩的喜好變化之程度。使用之命名分類方式參考Miller and Kahn (2005) 之研究,將名稱依其具有之典型與具體特質程度區分為一般性描述(典型且具體的)、非預期性描述(非典型但具體的)、模糊型(非典型且抽象的)及一般型(典型但抽象的)四個類別。本研究以問卷調查以及三因子ANOVA分析後,進一步得到以下結果:
(1) 色名喜好度以一般性描述為最受歡迎之命名法
(2) 配對喜好度以與一般性描述之配對最受歡迎
(3) 一般性描述命名提升色彩喜好度之程度最大;模糊型命名提升之程度最小
(4) 模糊型、非預期性描述命名影響喜好之程度最大;一般型命名影響之程度最小
由以上結果,本研究期望能提供產品色彩命名之新方針,引發消費者對產品色彩之興趣,進而增進其購買意願。
In today’s market, the appearances of products are important factors influencing consumers’ purchase decision; and generally speaking, colors have a greater impact on people’s feeling than forms do. Apart from appearances, product names are also important. Many merchandise nowadays are named by special nomenclatures to draw customers’ attention, replacing common names with fancier ones. According to above phenomena, this research focused on whether people differ their preference towards a same product color while it is named differently. Color nomenclatures in this paper followed Miller and Kahn’s classification (2005): “Common Descriptive (typical and specific),” “Unexpected Descriptive (atypical but specific),” “Ambiguous (atypical and abstract)” and “Common (typical but abstract).” From the results of three-way ANOVA analysis, conclusions are listed as follows: (1) Common Descriptive is the most popular nomenclature; (2) colors matched with Common Descriptive names are the most popular pairs; (3) Common Descriptive raised preference value the most; Ambiguous raised preference value the least; and (4) Ambiguous and Unexpected Descriptive made the greatest impact on color preference; Common made the least impact on color preference. From above results, the expected contribution of this research is to provide a new standard of naming product colors to trigger consumers’ interest into product colors, and further boost their purchase intention.
摘要 i
SUMMARY ii
ACKNOWLEDGEMENTS iii
TABLE OF CONTENTS iv
LIST OF TABLES vii
LIST OF FIGURES viii
CHAPTER 1 INTRODUCTION 1
1.1 Background and Motivation 1
1.2 Purpose of the Study 3
1.3 Limitations of the Study 3
1.4 Hypotheses of the Study 4
CHAPTER 2 LITERATURE REVIEW 5
2.1 Theories of Colors 5
2.1.1 Nature of Colors 5
2.1.2 Color Psychophysics 8
2.1.3 Color Trend and Fashion Color 11
2.1.4 Brief Summary 12
2.2 Naming of Colors 13
2.2.1 Color Names 13
2.2.2 Color Nomenclatures 14
2.2.3 Brief Summary 16
2.3 Naming of Products 16
2.3.1 Importance of Product Names 16
2.3.2 Naming of Product Colors 17
2.3.3 Brief Summary 18
CHAPTER 3 EXPERIMENT 19
3.1 Framework of Experiment 19
3.2 Content of Experiment 21
3.2.1 Collection of Color Samples and Color Names 21
3.2.2 Pre-experiment 22
3.2.3 Experiment 23
CHAPTER 4 RESULTS 25
4.1 Descriptive Statistics of Participants 25
4.2 Analysis of Preferences 26
4.2.1 Preference towards Color Names 26
4.2.2 Preference towards Colors 33
4.2.3 Preference towards Matched Pairs 36
4.3 Analysis of Preference Variations 44
4.3.1 Raised Preference Value 44
4.3.2 Absolute Value of Variation 49
CHAPTER 5 DISCUSSIONS 55
5.1 Preference Differences among Nomenclatures 55
5.2 Preference towards Matched Pairs 56
5.2.1 Preference Differences between 4 Nomenclatures 56
5.2.2 Preference Differences within 4 Nomenclatures 57
5.3 Variation Influenced by Nomenclatures 59
5.3.1 Raised Value of Preference 59
5.3.2 Absolute Value of Variation 60
5.4 Differences between of Participants with and without Design Backgrounds 61
5.4.1 Preference Differences among Nomenclatures 61
5.4.2 Differences of Preference Variations 63
5.5 Differences between Female and Male Participants 64
5.5.1 Preference Differences among Nomenclatures 64
5.5.2 Preference Differences among Matched Pairs 65
5.5.3 Differences of Preference Variations 67
CHAPTER 6 CONCLUSIONS 68
6.1 Research Conclusions 68
6.1.1 The Influences of Different Nomenclatures on Preference 68
6.1.2 The Influences of Different Backgrounds of Participants on Preference 70
6.1.3 The Possible Applications of Research Conclusions 73
6.2 Suggestions for Prospective Research 73
REFERENCES 75
Appendix A Questionnaire 77
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Huang, H.C. (2003). 現代色彩學 (Author: Toshio Yamanaka). Taipei: Liuo-ho Publishing Co.
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Lee, Y. (2000). Color Magic顏色魔法書(Author: Junichi Nomura). Taipei: Fang-chi Publishing Co.
Lin, C.H. (2007). 消費者行為. Taoyuan: Hwa-Tai Culture Publishing Co.
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Lin, Y. C., Kuan, H. S. (2000). 產品色彩與造型搭配相關性之研究. Journal of Industrial Design 28(2), 148-153.
Miller E.G., Kahn, B.E. (2005). Shades of Meaning: The Effect of Color and Flavor Names on Consumer Choice. Journal of Consumer Research, 2(1), 86-92.
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Shen, Y.F., Tsai, H.W. (2013). 認識色彩:專為設計師寫的基礎理論(第四版)(Author: Linda Holtschue). Taipei: Liuo-ho Publishing Co.
Wang, C.C. (1993). 色彩與配色 (Authors: Akio Ota, Eisuke Kawahara). Taipei: New Image Publishing Co.
Wong, H.Y. (1997). 命名創品牌 (Author: Susanne Latour). Taipei: Future Enterprise Management Co., Ltd.
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