不同人格特质之色彩偏好以及消费决策型态关系之研究.docVIP

[ 摘要 ] 本研究採用色票選擇法，調查18歲以上並具有獨立消費能力之一般大眾的人格特質、消費決策型態對色彩偏好的差異。調查色彩數目47色，受調查樣本數394人。研究之目的在於探討不同個人特質（人口統計變項、人格特質、消費決策型態）在色彩偏好上的差異性，並將研究結果有系統的整理出來，以提供相關設計師、研究者、設計科系師生、行銷策略企劃者，做為色彩計劃之參考。所得主要結果如下：一、一般大眾色彩偏好：一般大眾喜歡的色相為明度高的色彩如亮淺綠藍色 light greenish blue plus 、粉紅紫色 pale red purple ，以及彩度高的色彩如鮮綠藍色 vivid greenish blue 、鮮紅紫色 vivid red purple ，以及無彩色之白色 white 與黑色 black ；討厭的色相為低明度低彩度的暗黃綠色 dark yellow green 、暗紅色 dark red 以及帶有灰色調的中灰色 medium gray 、淺灰紅紫色 light grayish red purple 。在色調方面，鮮色調（vivid tone）及淺色調（light tone）的色彩最受喜愛；暗色調（dark tone）及淺灰色調（light grashish tone）的色彩最令人討厭。 二、各項特質對色彩偏好的差異顯著性結果 本次調查結果顯示，性別與成長環境以及城鄉背景對於喜好色的選擇，具有顯著差異。外向型及緒敏感型人格特質者具特定色彩偏好。時尚名牌導向、衝動購買型與決策困擾型消費者具特定色彩偏好，特別喜歡鮮豔色彩，最常使用鮮豔色彩搭配法則。各項特質者皆最常購買黑色與白色。 [ 英文摘要 ] This study used color tickets for the people who was more than 18 years old and could consume independently to investigat the differences of color preference between their personality and consumer decision-making style.　The research involves an experiment of asking 394 consumers to choose their preferred colors from forty-seven testing colors.　It aims to discover how a person’s personality and consumer decision-making style influences his color preference.　The results of this research would be presented in an organized way for designers, researchers, teachers and students, and those who work in marketing to use as a reference. The result of the studies are as follows: Ⅰ. General color preference General people prefer the high Value colors like light greenish blue plus, pale red purple and the high Chroma colors like vivid greenish blue, vivid red purple, and the achromatic color like white and black. People dislike low Value and low Chroma colors as dark yellow green and dark red, either dislike the gray tone as medium gray and light grayish red purple. The colors belong to vivid tone and light tone are popular, the colors belong to dark tone and light grashish tone are repugnant. Ⅱ. The characters of a person can influence his color preference The research