婚宴是充滿幸福與愉悅情緒的場合，傳統的婚禮色彩用色較為統一，偏好使用象徵喜氣與吉利的紅、金色系，現今婚禮主色調使用範圍從最初飽合度高的大紅色系擴展至其他色系。婚宴形態提供顧客多樣性的選擇，不同人格特質的決策者在面臨同一決策情境時，會產生不同的心理狀態與行為反應，本研究以色彩為研究主軸，探討不同人格特質的女性婚禮潛在顧客對婚禮色彩偏好與行為意圖之關聯。
A wedding is a ceremony with happiness and pleasure. Traditional Chinese wedding ceremonies tend to use red and gold colors in celebrating happiness in marriage. With increases in theme wedding in recent years, many of different colors are applied in weddings. Wedding planners provide diverse choices of themes and colors for consumers. Personality traits influence how individuals make decisions. This study aims to investigate the associations on potential female wedding customers’ personality traits toward wedding color preferences and behavioral intentions.
This study surveyed 302 single female aged 20 to 40 for examining potential wedding customers’color preferences and behavioral intentions. DISC Personality Scale, Color Preferences Scale, and Behavior Intentions Scale were applied in this study. Research results show that red color is still the priority choice for weddings, followed by blue color. There are significant differences among age and monthly incomes on wedding color preferences; In addition, there are significant differences among personality traits on wedding color preferences.
Results suggest wedding planners provide a series of red and blue color choices for customers. Chinese traditional culture values collectivist personality, therefore, wedding color choice might be still influenced by parents and older relatives. Future wedding color preference research might be able to focus on not only brides and grooms but also their parents.
