地方色彩行銷 地方色彩對地方品牌聯想和消費者選擇之影響探討

Color Place Marketing The Influence of Place Colors on Place Brand Association and Consumer Choices

黃瑋中(Wei-Chung Huang)

指導教授 ： 任立中

國立臺灣大學/管理學院/國際企業學研究所/博士(2021年)

https://doi.org/10.6342/NTU202100074

摘要

近年來，旅遊技術和服務的發展帶動旅遊產業，而地方品牌研究領域亦隨之快速地成長。但是，目前地方品牌相關研究主要仍集中在地方特色的推廣與形象塑造。本研究主要目的是回顧與分析現有的地方行銷研究，並解決目前地方品牌領域所缺乏的地方-產品組合研究，再帶入地方特色的萃取與產品應用，如色彩。本研究探討地方色彩與產品的應用如何透過促發(priming)效果影響消費者的購買決策。此外，本研究也探討地方色彩與消費者購買決策之間的的調節變數，如生產力取向(productivity orientation)。本研究首先將回顧與分析現有的地方品牌和色彩行銷的文獻提出相關概念的研究命題，探討其對於市場上的意義，並進一步提出相關研究問題。本研究將透過四個研究來檢驗本研究建立的假設。

關鍵字

地方品牌 ； 色彩行銷 ； 促發效應 ； 消費者決策 ； 生產力取向

並列摘要

Place branding has become a fast-growing area of research in recent years due to the proliferation of technology and services facilitating travel. However, place-branding research has primarily focused on place promotion and image orchestration. The main purpose of this paper is to review current place marketing research domain and address the lack of place–product combination research and introduce a novel approach to extract and commercialize distinctive place elements such as colors. We examine the extent to which place atmospheric colors influence consumer decisions through priming. In addition, we look into the moderating role of a consumer characteristic, productivity orientation (PO), on atmospheric color to consumer decisions. We aim to first conduct a meta-analysis place branding and marketing studies on proposing research directions for the domain. We then will conduct 4 studies in examining our established hypotheses. Finally, drawing from a dynamic view of place branding, we aim to provide a unique approach for scholars and practitioners to grasp the concepts of place marketing.

並列關鍵字

Place Branding ； Priming ； Color Marketing ； Consumer Mindset ； Productivity Orientation

參考文獻

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