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姓名 江郁涵(Yu-han Chiang) 電子郵件信箱 E-mail 資料不公開
畢業系所 企業管理學系研究所(Business Management)
畢業學位 碩士(Master) 畢業時期 105學年第1學期
論文名稱(中) 巧立「名」「色」:顏色命名方式對消費者態度反應之影響
論文名稱(英) Strategically Name the Colors: The Influence of Color-Naming on Consumers’ Attitude and Responses
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    紙本論文:5 年後公開 (2022-02-13 公開)

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    摘要(中) 不少業者會使用獨特的顏色名稱來創造產品差異化,欲藉此引發討論熱潮、提升產品銷量。然而在行銷領域上,顏色相關的研究多著重在平面廣告的設計、品牌標誌的用色與購物環境的營造上,鮮少學者著墨於顏色名稱之命名方式,探討不同顏色名稱命名的意義與其效果為何。
    過去學者曾依照典型程度(名稱獨特性)及具體程度(顏色資訊量之揭露程度)兩項標準,將顏色名稱分成四種類型。相關研究考量在不同的購買動機(理性 vs. 感性)和產品利益(效用 vs. 享樂)情境下,比較「具體-典型」與「具體-非典型」兩種顏色名稱之效果差異。然而,在顏色名稱透露的顏色資訊量不足的情況下,顏色名稱的字面意義會取代顏色本身,成為選擇判斷之依據。因此,顏色資訊量缺乏時,將更加突顯顏色命名之重要性,故本研究著重討論「非具體」顏色名稱之效果,以填補過去學者只聚焦於「具體」名稱情境下之研究缺口。
    本研究共規劃三個實驗,運用會話含意、基模不一致與情感調節理論的觀點探討「典型-普通」、「非典型-低模糊」與「非典型-高模糊」顏色名稱在不同的廣告標題型態(功能導向 vs. 畫面導向)、名稱價性(正向 vs. 負向),以及顏色屬性在產品中扮演不同重要性的情況下(首要 vs. 次要),如何透過知覺產品獨特性或產品知覺趣味,改變消費者的態度反應。研究結果發現,相較於「典型-普通」與「非典型-高模糊」顏色名稱,「非典型-低模糊」名稱將產生較佳的效果;顏色名稱的效果會受顏色屬性重要性、顏色名稱價性所干擾,且知覺產品獨特性與產品知覺趣味扮演重要中介角色;另外,畫面導向標題 (vs. 功能導向) 則會縮減「典型─普通」和「非典型─低模糊」的效果差距。
    摘要(英) Many enterprises use unique color names to reach the goal of product differentiation, trigger a heated discussion, and to boost sales. Abundant research in the marketing literature pertaining to color focused on the design of advertisements, brand logos, and store atmospherics, but only a few researchers explored the effects of color-naming on consumers.
    Researchers have divided color names into four categories based on the name’s typicality (uniqueness degree) and specification (disclosure degree of color information). Previous research compared the relative effects between “specific-typical” and “specific-atypical” names under different decision approach (cognitive vs. affective) and product attribute (utilitarian vs. hedonic) conditions. However, color name would replace color itself and become the decision criteria in the first place when color information is insufficient. Therefore, the present study focused on the effects of “unspecific”names, and applied the perspectives of conversation implicature, schema incongruity, and affect regulation theory to investigate the effects of “typical-common,” “atypical-low ambiguity,” and “atypical-high ambiguity” names on consumers’ attitudinal responses through perceived uniqueness and perceived playfulness. Additionally, the moderating effects of advertising headline types (function-oriented vs. image-oriented), the valence of color names (positive vs. negative), and color attribute importance (primary vs. secondary) were examined. Experimental results revealed that “atypical-low ambiguity” yielded better advertising effects compares to the other two names. Color attribute importance and name valence moderated the effects of color names on consumers’ responses. Color name effects were mediated by perceived uniqueness and perceived playfulness. Image-oriented (vs. function-oriented) advertising headlines also reduced the discrepancy in color name effects between “typical-common” and “atypical-low ambiguity.”
    關鍵字(中)
  • 顏色名稱
  • 屬性重要性
  • 產品知覺趣味
  • 知覺產品獨特性
  • 基模不一致
  • 情感調節
  • 關鍵字(英)
  • color name
  • perceived uniqueness
  • schema incongruity
  • affect regulation
  • attribute importance
  • perceived playfulness
  • 論文目次 論文審定書………………………………………………………….................. i
    誌謝………………………………………………………….............................ii
    摘要………………………………………………………….............................iii
    Abstract………………………………………………………….......................iv
    目錄………………………………………………………….............................vi
    圖次…………………………………………………………............................viii
    表次………………………………………………………….............................ix
    第壹章 緒論………………………………………………………….................1
    第一節 研究背景…………………………………………………………...........1
    第二節 研究動機…………………………………………………………...........2
    第三節 研究目的與問題…………………………………………………….......7
    第貳章 文獻回顧…………………………………………………………...........9
    第一節 顏色名稱與相關研究…………………………………………………....9
    第二節 廣告標題型態…………………………………………………………..14
    第三節 顏色屬性重要性………………………………………………………..17
    第四節 知覺產品獨特性………………………………………………………..19
    第五節 產品知覺趣味…………………………………………………………..21
    第六節 顏色名稱價性與情感調節理論………………………………………..24
    第七節 會話含意理論…………………………………………………………..27
    第八節 基模不一致理論………………………………………………………..29
    第參章 研究架構與假說推論………………………………………………….31
    第一節 研究架構圖…………………………………………………………......31
    第二節 假說推論………………………………………………………….........33
    第肆章 實驗規劃與前測……………………………………………………….41
    第一節 前測一設計與分析結果………………………………………………..41
    第二節 前測二設計與分析結果………………………………………………..44
    第三節 前測三設計與分析結果………………………………………………..52
    第伍章 實驗一…………………………………………………………............54
    第一節 研究方法………………………………………………………….........54
    第二節 分析結果………………………………………………………….........62
    第陸章 實驗二………………………………………………………….............68
    第一節 研究方法………………………………………………………….........68
    第二節 分析結果………………………………………………………….........75
    第柒章 實驗三…………………………………………………………............104
    第一節 研究方法………………………………………………………….........104
    第二節 分析結果………………………………………………………….........110
    第捌章 結論與建議………………………………………………………….....123
    第一節 研究結果討論…………………………………………………………..123
    第二節 研究貢獻………………………………………………………………..127
    第三節 研究限制與未來研究方向……………………………………………..133
    參考文獻………………………………………………………………………...137
    附 錄…………………………………………………………………………….161
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