從跨模效應探討色彩刺激對行為意圖的影響

Abstract

資訊的發展帶來了激烈的消費競爭，迫使商品必須在視覺上更加吸引人。本研究探討在色彩刺激下對居家香氛用品的行為意圖產生的潛在影響，特別關注視覺刺激對個體的影響。透過實驗和一致性理論，我們研究了色彩刺激對情緒、認知和行為意圖的影響，並比較了顏色一致性對實驗結果的影響。研究也分析了受測者的愉悅、喚起和支配性三種情緒維度。本研究採準實驗法三因子組間設計，自變數為2 (氣味：玫瑰、海洋) x 2 (顏色：紅色、藍色) x 2 (知覺意象：標籤組、內容組)。因變量為行為意圖。研究結果顯示，顏色一致性的組合下（例如，玫瑰氣味搭配紅色顏色），受試者的愉悅度最高，且產品態度、購買意願和決策行為均較高。具體而言，玫瑰氣味搭配紅色顏色和標籤感知意象的組合對人們的產品態度和購買意願影響最大。因此，建議未來廠商在設計商品的視覺設計時，能夠注意顏色一致性與色彩感知的設計運用。The advancement of information technology has intensified competition in consumer markets, compelling products to be visually more appealing. This study explores the potential impacts of color stimuli on the behavioral intentions towards home fragrance products, with a particular focus on the influence of visual stimuli. Utilizing experiments and consistency theory, we examine the effects of color stimuli on emotions, cognition, and behavioral intentions, while also comparing the influence of color consistency on experimental outcomes. The study further analyzes participants' emotional dimensions of pleasure, arousal, and dominance. This study employed a quasi-experimental three-factor between-subjects design, with the independent variables of 2 (scent: rose, ocean) x 2 (color: red, blue) x 2 (perceived image: label group, content group). The dependent variable was behavioral intention. The results indicate that under conditions of color consistency (e.g., rose scent paired with red color), participants exhibited the highest level of pleasure, and demonstrated higher product attitudes, purchase intentions, and decision-making behaviors. Specifically, the combination of rose scent with red color and a label-based perceived image had the greatest influence on product attitudes and purchase intentions. Therefore, it is recommended that future manufacturers pay attention to the use of color consistency and color perception in the visual design of products.