互補色彩對社群媒體圖片的溝通效果影響—以受測者背景、產品顏色喜好、產品使用頻率做為干擾要素

生活中處處充滿色彩，在行銷方面更是如此，無論是網路線上的廣告、產品的包裝、甚至是產品本身的顏色，他們跟色彩息息相關，在消費者行為的研究領域，色彩相關問題也越來越引起學術界的重視，現今許多廣告在社群媒體中層出不窮，而許多廣告的運用與色彩有很大的相關性，在Instagram中尤其強調每篇貼文都須加上一張圖片，而圖片中充滿不同色彩，因此更增加了色彩在廣告、行銷中的重要性。本研究以背景色、護唇膏包裝顏色進行實驗，進一步透過圖片了解護唇膏不同的包裝顏色，當背景色為互補色是否會對溝通效果產生較大的差異，受測者背景、產品使用頻率、顏色偏好則作為干擾要素。本研究採用實驗設計的方式，透過變異數分析去探討圖片特徵對於溝通效果的影響，而檢定干擾要素：受測者背景、產品使用頻率、顏色喜好則使用雙因子變異數分析，實驗採用線上的問卷發放，問卷總計534份有效問卷。研究結果發現； 1. 圖片特徵對溝通效果會產生影響 2. 性別在圖片特徵對溝通效果情感、行為意圖回應會產生干擾影響 3. 產品使用頻率在圖片特徵對溝通效果情感回應會產生干擾影響 4. 產品顏色喜好中紅色、綠色、藍色、黃色偏好在圖片特徵對溝通效果皆產生干擾影響

關鍵字

色彩行銷；溝通效果；互補色

並列摘要

Life is full of color, especially in marketing, whether it is online advertising, product packaging, and even the color of the product itself, they are closely related to color. In the field of Consumer Behavior research, color-related issues have attracted more and more attention from academia. In today, there are many advertisements on social media. On top of that, The use of advertising correlates with color. Instagram emphasizes the need to add an image to each post, which fills with different colors, increasing the importance of color in advertising and marketing. This study conducted experiments on the background color and lip balm packaging color to further understand through the pictures whether when the lip balm is a different packaging color and the background color is a Complementary Color, will there be a big difference in the Communication Effect, and Moderating Effect is the Background of the Testees, Color Preference, and Frequency of Using Products. This study uses an experimental design method to analyze the influence of Picture features in the Communication Effects through one-way analysis of variance. the Moderating Effect of the Background of the Testees, Color Preference, and Frequency of Using Products use two-way analysis of variance. The experiment uses online questionnaires. There are 534 valid questionnaires in total. The results of the study found that; 1. Picture features have an impact in the Communication Effect. 2. Picture features will have the Moderating Effect in the Communication Effect's Affective and Conative. 3. Frequency of Using Products will have the Moderating Effect in the Communication Effect's Affective. 4. Color Preference of red, green, blue, and yellow in the product color preference has Moderating Effect in the Communication Effect due to the Picture features.