| Summary: | 碩士 === 亞東技術學院 === 應用科技研究所 === 101 ===
With the universal internet, the possibilities of purchaser to e-shop increase dramatically. However, the e-shopping is unlike the physical retail store, purchasers could only surf the internet without touching the physical products, which might generate some products-risky problems. Among all of them, the different cognition of the colors is the most controversial issue. The current study utilized the experimental method to investigate on color discrimination of on-line purchasers. The experimental results showed:
1.On-line purchasers hold the similar color cognition between retouched products pictures and physical products picture, and generally outperformed the original products picture provided by the e-shop platform. Moreover, the different ability to discriminate the color under the various saturate Hue. Hues with high saturation would easily generate confusion.
2.Hue (0˚red / 240˚blue) for “on-line product picture” is more closer to the correct products color e-shopping platform originally tried to convey. While Hue (120˚green) for “physical products” is more closer to the correct products color e-shopping platform originally tried to convey.
3.No matter what Hue (0˚red / 120˚green / 240˚blue) it is, on-line purchasers generally hold the better color discrimination in higher saturate products rather than the lower saturate product. Moreover, there is no significant difference of physical products color cognition for on-line purchases between the “colour box” and “on-line products picture.”
The results of this current study proposed some suggestions for e-shopping platforms. If e-shopping platforms intend to reduce the problems related to the color cognition between the on-line products and physical products, higher saturate products are recommended, especially with the cautious dealing with the on-line products’ color in order to reduce the controversial issues resulting from the color cognition.
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