| Summary: | 碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 107 === With the development of technology, the Internet shopping has been flourished. As long as the browser is opened, the shopping auctions can be seen everywhere. Even around the our life, you can see that various manufacturers are advertising online shopping malls. The standardized online shopping platform interface makes the product image is very important to attract consumers.
Consumers are shopping online, most tend to have product images and price labels as the basis for reference. Under the product picture and price label, visual contact is the main factor affecting buyer's purchase action.
The background color matching in the product picture can be build the overall feeling of the product, change the background color in the picture, it will be able to change the characteristics of the merchandise, which is more attractive, and triggers the buyer's senses through color, instant messaging, product and price impact on each other, and then decide whether to buy, if the product in the buyer's heart of the perceived price is higher than the actual price indicated by the product, consumer purchase will increase.
Therefore, the main purpose of this study is to explore the background color of consumer packaged goods pictures, whether it will affect consumers' perception of price at the time of purchase. Product images are mainly in cold and warm product color, the background color is black and white with light contrast, and RGB (red, green, blue), in terms of consumer characteristics, add gender, product involvement, aesthetic centrality and color preferences as mediator variables, explore the association between variables.
The research results are:
(1)Background color has a significant impact on perceived price of consumer packaged goods at online shopping.
(2)Background color has a significant impact on perceived price of consumer packaged goods at online shopping due to gender differences.
(3)Background color has a significant impact on perceived price of consumer packaged goods at online shopping due to product involvement degree differences.
(4)Background color has a significant impact on perceived price of consumer packaged goods at online shopping due to aesthetically central differences.
(5)Background color has a significant impact on perceived price of consumer packaged goods at online shopping due to color preference differences.
The research results can be applied in practice to the internet sellers on the consumer packaged goods picture with different background color recommendations and future research related references.
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