论文题目： 产品原色与包装颜色的适配效果：品名颜色 - 崇越论文大赏.PDF

TOPCO 崇越論文大賞 論文題目 ： 產品原色與包裝顏色的適配效果：品名顏 色意涵及健康資訊之干擾 報名編號： M0110 1 產品原色與包裝 顏色的 適配效果品名顏色意涵及健康： 資訊之干擾 The Effect of Appropriateness between Product Primary Color and Package Color: The Moderating Role of Implication of Product Name Color and Healthy Information 摘要 本研究目的在於探討顏色適配性對購買意圖之影響。共進行三個實驗，實驗 一分析顏色適配性的主要效果，結果發現高顏色適配性比低顏色適配性有較高的 購買意圖。實驗二加入品名顏色意涵為干擾變數，探討顏色適配性與購買意圖之 影響變化，結果不支持假說二。實驗三則分析健康資訊對顏色適配性與購買意圖 之調節效果，資料顯示顏色適配性與健康資訊的主效果達顯著水準，兩者之間的 交互效果也達邊際顯著，驗證健康資訊確實對顏色適配性的購買意圖具有干擾作 用。最後，本研究提出理論與實務意涵，供未來研究與業界應用之參考。 關鍵字： 顏色適配性、品名顏色意涵、健康資訊、購買意圖 Abstract The study aims to investigate the relationship between color appropriateness and purchase intention through three experiments. The first experiment analyzed the main effect of color appropriateness, and the result showed that high-color appropriateness has more impact on purchase intention than low-color appropriateness. In the second experiment, we added the implication of colored product name, to investigate the impact of color appropriateness on purchase intention. The results showed that hypothesis two has been denied. In the third experiment, we added the healthy information to analyze its moderating effect on color appropriateness and purchase intention. The results showed that the main effect of color appropriateness and health information is significant, the interaction effect of both variables is marginal significant, and finally, the moderating effect of health information on color appropriateness and purchase intention is confirmed. Finally, this study presents the theory and managerial implications, for refere