大陸觀光客對台灣伴手禮包裝色彩偏好之研究

台灣在民國九十七年七月正式開放大陸地區人民來台觀光，從開放至今人數已超過百萬人次，顯示出中國大陸的人民來台趨勢不可擋，對於台灣觀光產業注入一劑強心針，同時也能帶動台灣的經濟收益。中國大陸與台灣從民國三十八年因政治因素分隔兩岸，兩岸在文化、觀念與商品的喜好程度是否也有所不同？根據中華民國九十七年來華旅客消費及動向調查報告中，大陸觀光團費為兩百九十五美元，在台購物方面，以購買「名產或特產」占購物方面百分之二十之多，基於行銷領域中著重顧客導向的考量，本研究透過實驗研究法，分析大陸觀光客來台購買伴手禮色彩的偏好的意見。研究結果發現：色彩偏好對大陸觀光客在「色相偏好」、「彩度偏好」與「明度偏好」三個構面對於「整體偏好」皆為有顯著性，顯示出大陸觀光客來台選購伴手禮時會注意到色相、彩度、明度的不同而有所差異；只有「色相偏好」對於大陸觀光客「購買偏好」有顯著性，顯示出大陸觀光客來台購買伴手禮時會注意到色相的不同而有所差異。進一步分析大陸觀光客對色彩屬性(暖色相、中彩度、高明度)偏好，顯示出大陸觀光客對於台灣的伴手禮偏愛暖色相與中色相，中彩度與高明度為主，與市售主要的暖色相、高彩度、中明度有些微的落差，在色相方面相同，但是在彩度與明度方面卻有所不同，大陸觀光客較為喜愛中彩度、高明度的色彩，顯見台灣的伴手禮設計方面須做些微修改。

關鍵字

伴手禮；包裝色彩；大陸觀光客

並列摘要

In July 2008, Taiwan government allowed mainland tourists to visit Taiwan, and there have been more than 1 million tourists since then. It indicates that there is a big trend for Chinese tourists to visit Taiwan and this do benefit Taiwan tourism and economy. Mainland China and Taiwan have separated from each other due to political reason since 1949, and does this situation cause cross-strait have differences in culture, concepts and preference of goods? According to a report of tourism consumption in 2008, the average cost of China sightseeing tour is $295 and consuming souvenirs account for about 25% of shopping. Basing on the consideration of customer orientation in marketing field, this research analyzes mainland tourists’ attitudes toward the color preference of Taiwanese souvenirs with empirical method. The research result indicates that mainland tourists have significant variance in “hue preference”, “chroma preference” and “value preference” toward “total preference”. In other words, mainland tourists notice the differences of hue, chroma and value on Taiwanese souvenirs. Moreover, Chinese tourists only have significant variance in hue preference towards consumption preference, and this demonstrates that Chinese tourists notice the difference of hue on Taiwanese souvenirs. To be more detailed about analyzing mainland tourists’ preference of color: warm hue, middle chroma and high value, and the result indicates that mainland tourists prefer warm and middle hue, middle chroma and high value on Taiwanese souvenirs, which slightly differs from the current market. In terms of hue, the tourists’ preferences are consistent with the market. However, in terms of chroma and value, the tourists’ preferences are dissimilar to the market. Mainland tourists prefer the color of middle chroma and high value, and it shows that the design of Taiwanese souvenirs should make some slight modifications.