연세대학교 경영연구소

Park, Se Bum, 신성혜,민순홍.  지각된 사회적 위험과 제품 구매상황별 색채 적합성이소비자의 유무채색 제품 선택에 미치는 영향  상품학연구  30  : 75~86

발표년도: 2012  |  분야: 마케팅/국제경영

Choice of product colors can reveal what kind of personality and values consumers have. Depending on whether or not consumer choice of product colors fits with social norms and purchase occasions, however, consumers oftentimes have to choose less-preferred product colors over their favorites. In order to investigate the effect of perceived social risk and color congruity on consumer choice of product colors, we conduct a laboratory experiment employing a 3(perceived social risk: low, high, control group)×2(color congruity: color congruent, color incongruent purchase situation) between-subjects design. The findings of our logistic regression analysis indicate that consumers under lower social risk and no risk conditions are more likely than those under high social risk to choose chromatic product colors(vs. achromatic product colors) when colorful product choices fit with their purchase occasions. Regardless of social risk, however, our findings demonstrate that consumers are likely to choose achromatic product colors more than chromatic product colors when colorful product choices do not match with their purchase occasions. Both theoretical and practical implications of the findings are discussed.

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  이전글 Young Ryeol Park.  운곡 정인영 창업회장의 한국 경제발전 기여도  경영사학

  다음글 Min, Soon Hong, 민순홍.  로지스틱스 측정시스템을 위한 가이드라인  로지스틱스연구