查詢結果分析
相關文獻
- 色彩和產品功能連接之研究
- 行業意象與色彩意象對應關係之研究
- 財務指標之監控策略
- 形態意象、色彩意象與其對應關係之認知研究
- 門診病患對醫院滿意度與重視度之調查以臺灣地區區域醫院為例
- 從海難事件的發生論船員與船舶間互動效能的提昇
- WWW的使用瓶頸因素及使用者區隔探討--以北區大學傳播相關學系學生為例
- 戲劇性光線在繪畫表現的探討
- The Application of Color Selection Knowledge-Based Expert System in Screen Design
- Maximum Likelihood Estimation of Factor Analysis Using the ECME Algorithm with Complete and Incomplete Data
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; | 書刊名 | 德霖學報 |
卷 期 | 22 2008.06[民97.06] |
頁 次 | 頁299-308 |
分類號 | 496.34 |
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; |
語 文 | 中文(Chinese) |
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. |
本系統中英文摘要資訊取自各篇刊載內容。