顏色應用於廣告領域甚久，惟以顏色為圖片背景探討其對於網站網頁廣告溝通效果之研 究至今仍鮮。而在網站購買實體商品，會有消費前後顏色不一致之色誤狀況，引發消費者負 面反應之情事，但在無形服務方面，是否亦有相同色誤狀況，學者仍未深入探討。因此，本 研究擬欲探討不同顏色運用於服務網站網頁之廣告溝通效果以及了解色誤問題於服務是否 存在？本研究之研究對象，擬以旅遊網站為主，研究方法以實驗法進行。預期研究貢獻可補 強顏色、消費者行為、服務品質與廣告之相關理論。
Color has been widely used in advertisement. However, the effect of background color on website advertising is still rarely been concern. Furthermore, for physical goods buying, research shows that there are many negative reactions from customer because of color inaccuracy. And the situation happens all the time. For the intangible service providing, however, few researches had ever discussing about the effect of color inaccuracy on service advertisement. This research will try to find out the effect of different color on service advertisement on website. The research applies experimental method to examining the website of travel industry
