建築空間色彩對消費者購買意願之影響

文化大學機構典藏 CCUR > 環境規劃暨生物資源學院 > 環境設計學院 > 建築及都市設計學系所 > 博碩士論文 > Item 987654321/30053

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題名:	建築空間色彩對消費者購買意願之影響 Influence of Architectural Space Color on Consumers' Purchasing Intentions
作者:	柯宜榕 Ko, Yi-Jung
貢獻者:	建築及都市設計學系碩士在職專班
關鍵詞:	色彩體系心理感知色彩意象購買意願 Color System Psychological perception Color image Purchase Intention
日期:	2015-07
上傳時間:	2015-08-03 15:26:52 (UTC+8)
摘要:	房屋銷售之成功與否關鍵於消費者之喜好，尤其在銷售雙向討論的過程中，消費者的喜好亦會對產品之了解與認同而改變，購買優質的房屋對大多數消費者來說是不可或缺的條件。房屋銷售量的成長是經濟成長的指標之一。建設產業的業務，除了自身的能力培養外，更會將注意力集中在顧客身上。如何揣摩消費者心中喜好，本研究採用消費裝潢能力較高的台北市住宅為例，因色彩是我們辨識是外界事物最重要的憑藉，利用其中色彩了解消費者心中喜好之意象，進而研討對其購買欲望。本論文研究理論為色彩語意分析、電腦模擬及問卷調查。色彩語意分析了解消費者對色彩的感覺，利用電腦模擬空間之色彩來了解消費者對色彩之喜好程度，以及使用問卷調查瞭解空間色彩與消費者購買意願、喜好的關聯性。透過了解消費者對色彩的與空間的喜好關聯性，進行歸納分析，做為研究空間色彩對於影響購買意願之参考。從文獻資料蒐集開始，對空間色彩概念及相關文獻的回顧，整理出對色彩意象認知之論述，作為檢視人們對於空間配色意象之偏好的基礎。使用語意量表的評斷上做分析，透過電腦模擬色彩空間樣本進行問卷調查，以調查空間色彩和語意量表間及購買意願程度的關聯性，進行歸納分析後提出結論與建議。本研究成果為建構了消費者空間色彩喜好與感知資料庫，推導了消費及市場需求的色調意象語彙模型，提供最佳化色彩搭配建議，如此不但拉近消費者與產品的距離、促進空間色彩應用多元化，更可以輔助業務行銷了解消費者的需求。 The key to the success of real estate selling is the consumer’s preference. In particular, during the mutual discussion between the seller and buyer, the consumer’s preference will change with their understanding and identification with the product. For most of the consumers, it is essential to purchase a house of excellent quality. The growth of real estate selling is one of the indicators of economic growth. Sales of estate development not only cultivate their own abilities, but also focus their attention on the customers. This study takes the residence in Taipei City where the consumers can afford more expensive interior design to explore the consumer’s preference. Since colors are the most important way for us to identify the world, this study highlights colors to understand the images of the consumer’s preference so as to figure out their purchase intention. The study is based on the theories of color semantic analysis, computer simulation, and questionnaire survey. We can understand how the consumer feels about colors in terms of color semantic analysis; the level of their preference to colors through the colors in a computer simulated space; the correlation between space colors and the consumer’s purchase intention and preference through questionnaires. The deduction of and analysis on the correlation of the consumer’s preference to colors and space will serve as reference to the study of the impact of space color on purchase intention. Starting from document literature, with a retrospect on the space color concepts and relevant literatures, we sort out the discourse about perception of color image as the basis to view people's preference in space color matching. We made the analysis based on the semantic representation, and simulated the color space samples on computer and developed questionnaires to find out the correlation among the space color and semantic scale and purchase intention, and thus put forward the conclusions and suggestions. The results of this study constructs the consumer space color preference and perception database, deduces the semantic models of main tones in consumption and market demands, provides the optimal color matching advices. In this way, this paper does not only close the distance between consumers and products, promotes diversity of space color application, but also helps the salespersons to understand the consumers' demand.
顯示於類別:	[建築及都市設計學系所] 博碩士論文

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