A Study of Consumer’s Color Preference: The Window Display of Different Colors and Color Preferences of Different Personality Traits to the Influences of Consumer Emotions, Perceived Values, Consumer Behavior

[[abstract]]現今的生活中，購物已成為大多數人的休閒活動，因此要吸引顧客進入，關鍵在於商店的櫥窗。本研究是透過櫥窗布置的背景顏色，去了解不同顧客的人格特質是否會對色彩偏好有不同之影響，再藉由色彩偏好（紅、藍、綠）影響消費者情緒、認知價值以及消費者行為反應（如願意花時間與精神進入商店，並產生購買意願）。 本研究是以情境實驗法，在問卷的櫥窗背景之顏色（紅、藍、綠）去探討人格特質、消費者情緒、認知價值與消費者行為反應之間的關聯性。研究發現，人格特質中的「敏感型」、「親和型」、「認真謹慎型」會對色彩（紅、藍、綠）產生差異性，以及色彩偏好（紅、藍、綠）會對消費者情緒（如感到心情興奮、刺激）、認知價值（如有愉快體驗）以及消費者行為反應產生顯著影響。 The window display of a store is an important factor which influences customer decision of going into this store and making purchase. Among the various elements of window display, color can make deeply impression on customers. Thus this research focuses on discussing the topic of different color of window display and customer behavior. This study explores the impact of different color (blue, red and green) of window display to consumer emotions,perceived values and consumer behavior (such as the willing to go into store or purchase intention). We also investigate the relations between different color (blue, red and green) of window display and personality traits. The experiment is conducted by randomly assigning 300 subjects into three manipulated scenarios (window display: blue, red and green color). The results indicate that it is significant different between window display and personality traits (Neuroticism, Agreeableness and Conscientiousness). The blue color of window display shows higher customer emotion(such as feeling happy, relax or satisfaction) and perceived values than which in the red color of window display. Finally, the customer emotion and perceived values will influence the customer behavior