商圈色彩對消費者行為影響之研究－以臺北市信義商圈為例

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 > 都市計劃與開發管理學系所 > 博碩士論文 > Item 987654321/44400

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題名:	商圈色彩對消費者行為影響之研究－以臺北市信義商圈為例 The Impact of Commercial District Color on Consumer Behaviors-A Case Study of Taipei Xinyi Commercial District
作者:	林妤庭 (LING, YU-TING)
貢獻者:	都市計劃與開發管理學系
關鍵詞:	商圈色彩消費者情緒消費行為 commercial district color consumer emotion consumer behavior
日期:	2018
上傳時間:	2019-05-31 13:32:55 (UTC+8)
摘要:	為了吸引消費者目光及突顯特色，店家在外觀設計上通常優先選擇鮮明亮眼的色彩。但早期都市色彩的觀念尚未盛行，在缺乏規劃設計的情況下，導致招牌與建築色彩各自為政，使得商圈色彩雜亂無章。而近年來都市美學逐漸受到重視，色彩雜亂無章之問題亦成為首要解決之問題。另一方面，隨著消費型態的改變，除服務品質及內部空間外，民眾對於購物空間氛圍要求也相對提高。色彩心理學提及，不同顏色對人的情緒會產生不同影響作用，而購物空間氛圍的構成，色彩為主要的元素之一，如果購物空間的顏色能影響到消費者購物情緒進而影響消費行為，對商業活動也會有正面影響。因此，本研究以信義商圈為研究範圍，實地調查信義商圈之環境色彩了解信義商圈色彩構成，再針對信義商圈的消費者進行問卷調查，了解商圈色彩、消費者情緒與消費行為之關係，以驗證商圈色彩是否對消費者情緒與行為產生影響，提供未來都市設計制定商業空間色彩時之參考。而研究結果顯示商圈色彩雖不能有力的刺激實際消費行為，但能影響商圈對消費者之吸引程度，故在規劃商圈色彩時，可善用無彩色進行色彩調和，不僅能使商圈色彩感覺協調、舒適，亦能增加商圈色彩對消費者吸引程度，激起其正面情緒，促使消費者產生後續消費行為，使商圈空間色彩規劃能達到刺激消費與維持都市色彩美學的雙重功效。 In order to attract consumers ' attention and highlight features, store in the design of the usual priority to choose bright color. But the cogitation of early urban color has not been in vogue. In the absence of planning and design, the signs and architectural colors are in their own way, making the commercial district disorderly. In recent years, urban aesthetics has been paid more attention, the problem of color disorder has become the primary problem. On the other hand, with the change of consumption patterns, besides the service quality and internal space, people's demand for shopping space atmosphere is relatively higher. Color psychology mentions that different colors have different effects on people's emotions. The color of shopping space is one of the main elements. If the color of shopping space can affect consumers' shopping mood and affect consumption behavior, it will also have a positive impact on business activities. Therefore, this study takes Xinyi commercial district as the research area and investigates the environmental color of Xinyi commercial district to understand the color composition of Xinyi commercial district. Then surveys the consumers of the Xinyi commercial district to understand the relationship between the commercial district color, the consumer emotion and the consumer behavior, and verify whether the color of business circles affects consumer emotion and behavior. It provides reference for future urban design to make commercial space color. The results show that although the color of commercial district can not effectively stimulate the actual consumer behavior, it can affect the attraction of commercial district to consumers. Therefore, when the color of the commercial district is planned, the achromatic color can be used to harmonizing the color. It can not only coordinate and comfort the color feeling of the commercial district, but also increase the attraction of the commercial district color to the consumer, arouse the positive emotion and encourage the consumer to produce the subsequent consumer behavior. So that the spatial color planning of business circles can achieve dual effects of stimulating consumer behavior and maintaining urban color aesthetics.
顯示於類別:	[都市計劃與開發管理學系所] 博碩士論文

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