| 摘要: | 下午茶文化從17世紀維多利亞時代興起至今，已發展成一種流行的喝茶文化，而在台灣下午茶的文化意義，更是衍生為一種流行的生活型態。近年來，有愈來愈多的消費者更加重視用餐的氣氛，色彩會使消費者產生情緒的變化，更間接地影響消費者的判斷及刺激購買慾的最大主力，但卻鮮少有相關之研究。因此本研究旨在深入探討下午茶消費者之色彩偏好對於消費情緒及消費行為之影響。研究結果可作為業者未來在規畫下午茶餐廳的色彩基調供輔助、並依據消費者情緒轉換之數據結果，作為幫助行銷管理與改善服務品質方面參考。
研究結果顯示，消費者對於下午茶餐廳的色彩偏好是有正負面情緒之差異，以黃、藍、紫、白、黑色為主色調之下午茶餐廳對於消費者正面消費情緒上有顯著影響；而紅、綠、灰色則會引發負面消費情緒。而各色彩在性別、職業別及居住地區上均有所偏好且會影響消費情緒，因此建議業者可針對不同目標客層選定餐廳色彩；且建立口碑之介紹及網站都是不可或缺的一環。未來之研究可加入色彩之色調組合及建立各居住地區的下午茶消費者之色彩偏好排序等方面進行探討。
Since Victorian Era from the 17th century, afternoon tea culture has developed into a popular lifestyle; and it is also a derivative of a new way of cultural meaning and life-style in Taiwan. In recent years, more and more consumers pay high attention to dining atmosphere. Color can impact consumers emotionally, and it can influence consumer’s judgments indirectly as well as to stimulate their greatest desire of purchasing. But there is few relevant researches regarding color preference for restaurants; therefore, this study aimed to explore the influences of color preference on consumption emotions and consumer behavior of afternoon-tea consumers. The findings of this study can be used as future restaurants planning the color tones of afternoon-tea restaurants; and as tool to help improve service quality and marketing management.
The results showed that consumers preferred colors of afternoon tea restaurants have significant impact on both positive and negative emotions. Afternoon-tea restaurant’s color based-tone yellow, blue, purple, white and black can cause significant impact on consumer’s positive emotions; on the other hand, color based-tone of red, green and gray have significant impact on consumers’ negative emotions. Also consumers’ gender, occupations and residential area on both color preference and consumer emotions have significant affections. Therefore, recommendations for restaurateurs are as follows: different color tones can be target-designed for different afternoon-tea restaurant segmentations, different color combinations can be added into design considerations, and further understanding of establishment of color preference rankings in terms of different residential areas can be important. |
