頁籤選單縮合
題名 | 色彩和產品功能連接之研究=A Study of Color and Product Function Association |
---|---|
作者 | 柯亞先; 沈勁利; 張明輝; 楊滿慧; Ko, Ya-hsien; Shen, Jine-lih; Chang, Ming-hui; Yang, Man-huei; |
期刊 | 德霖學報 |
出版日期 | 20080600 |
卷期 | 22 2008.06[民97.06] |
頁次 | 頁299-308 |
分類號 | 496.34 |
語文 | chi |
關鍵詞 | 色彩; 產品功能; 因素分析; 虛變項迴歸分析; 虛變項區別分析; Color; Function; Factor analysis; Dummy variables regression; Dummy variables discriminant; |
中文摘要 | 本研究是從廠商的角度,探討「色彩與產品功能」這兩者間的連結關係,運用實體產品調查法,從 市場上蒐集128 瓶洗髮精作為樣本,並將敘述性的質化資料,以邏輯資料方式處理來建立量化資料。研 究結果顯示,在產品色彩方面,綠色、藍色與白色是最常被用來作為洗髮精的包裝色彩。在產品功能方 面,各品牌洗髮精之主要訴求,以去頭皮屑或抗屑功能者為最高。因素分析結果顯示,藍色的包裝色彩, 最常和清涼與去頭皮屑的功能相連結,無色或透明的包裝最常和溫和配方的功能相連結。迴歸分析結果 顯示,廠商企圖以金色包裝,搭配護髮修護的功能對淑女市場作訴求,且避開透明、溫和配方、天然草 本、紅色包裝,以便對淑女洗髮精市場做區隔。區別分析結果顯示:如果廠商之市場定位為為一般大眾 時,會避開透明包裝以及溫和配方的訴求,以便和嬰兒市場定位的產品做區隔。 |
英文摘要 | This study probe association of color and product function from the viewpoint of firm. Physical product investigation was used to get 128 bottles of shampoo as a sample, and transfer qualitative data to quantitative data with logical forms. The results of the study indicate that green, blue and white is the most frequently used as package color of shampoo. Furthermore, anti-dandruff is the most regularly function of shampoo. After factor analysis indicate that blue package color usually associate with the function of anti-dandruff and refreshing, colorless and see-through package usually associate with the function of mild prescription. Dummy variables regression results indicate that a business owner design gold package associate repair function advertise to fair maiden market, and avoid see-through, mild, herbaceous, red package of the product, so as to segment fair maiden market with others. Dummy variables discriminant results indicate that a business owner avoid see-through, mild prescription advertise to the mass population market so as to segment infant market. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。