Abstract
This study proposes important factors in service dimensions for consumer emotions and conducts a survey by questionnaire. We present three findings. (1) The orders of the survey results in the percentage of sample number with “hue angle” of beverage packaging, emotions, and impulse buying desire all showing “analogous > contrasting > complementary.” (2) In the questionnaire survey of emotions and impulse buying desire, “medium color temperature,” yellow green/green “analogous,” and the combination of these best aroused positive valence and desire. (3) Positive emotion dimensions can better arouse consumers’ impulse buying desire compared with negative emotion dimensions. We hope the proposals for classifications of service dimensions for consumer emotions made in this article will make a contribution to both improving service quality and the research progress on consumer emotion-oriented design and service.
本研究提出消費者心動之服務維度重要因素 , 並進行問卷調查。 研究發現 : (a) 「色相角度」 實體通路樣本數量百分比、 情緒及衝動性購買慾望之調查結果 , 排序皆為 「類似>對比>互補」 ; (b) 情緒及衝動性購買慾望問卷調查結果 , 「中色溫(4800 K)」 、 黃綠/綠 「類似(90-30 度)」, 及兩者的搭配組合 , 是最能產生消費者正效價情緒與衝動性購買慾望 ; (c) 正效價情緒較負效價情緒 , 更能喚起消費者的衝動性購買慾望。 本研究提出消費者心動之服務維度分類原則與建議 , 願能提升服務品質 , 並對消費者情緒導向設計與服務研究有所貢獻。
(*聯絡人: [email protected])
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(*聯絡人: [email protected])