지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2019.11
- 수록면
- 67 - 79 (13page)
- DOI
- 10.17289/jkscs.33.4.201911.67
이용수
초록· 키워드
오류제보하기
This study investigated how various types of value affect consumer attitude toward 10 basic colors as well as receptiveness to color typicality of a product. In this vein, Schwartz value system was adopted as a testing framework for the research. An on-line survey was conducted among 500 males and females in their age range of 20-29 and the participants were asked to indicate their values, color attitudes, and purchase intention toward a tissue brand with disparate color typicality. Key findings show that attitude toward red color was positively influenced by self-enhancement value and negatively affected by self-transcendence and conservation values. A similar pattern of the relationship was also observed for attitude toward black color. By contrast, attitudes toward green and brown colors were negatively affected by self-enhancement value and positively affected by self-transcendence value. Interestingly, gender difference was found in the attitude toward yellow color where it was positively affected by conservation value among females and negatively affected by self-enhancement value among males. Secondly, value was found to moderate the effect of color typicality of a product on purchase intention such that self-enhancement value dimension increased the positive impact of color typicality on purchase intention mainly via power, whereas the opposite was observed for openness-to-change value dimension mainly via hedonism and stimulation. Both theoretical and managerial implications of the study were further discussed.
목차
Abstract
1. Introduction
2. Research Problems
3. Research Methodology
4. Data Analysis
5. Discussion and Conclusion
References
참고문헌 (44)
참고문헌 신청
Bagchi, R. & Cheema, A. (2012). The effect of red background color on willingness-to-pay: The moderating role of selling mechanism. Journal of Consumer Research, 39(5), 947-960.
Batchelor, J. H. & Miao, C. (2016). Extreme response style: A meta-analysis. Journal of Organizational Psychology, 16(2), 51-62.
Bertrams, A., Baumeister, R. F., Englert, C., & Furley, P. (2015). Ego depletion in color priming research: Self-control strength moderates the detrimental effect of red on cognitive test performance. Personality and Social Psychology Bulletin, 41(3), 311-322.
Cho, J. S. (2016). Effects of conceptual congruity of meanings and contents about background color and of the print public service ads on the intention of acceptability. Korean Journal of Advertising, 18(2), 274-299.
Choi, I. H., Park J. Y., & Kim, E. K. (2001). Effects of Design Prototypicality on the Evaluation of Product Design. Journal or Consumer Studies, 12(3), 147-169.
Batchelor, J. H. & Miao, C. (2016). Extreme response style: A meta-analysis. Journal of Organizational Psychology, 16(2), 51-62.
Bertrams, A., Baumeister, R. F., Englert, C., & Furley, P. (2015). Ego depletion in color priming research: Self-control strength moderates the detrimental effect of red on cognitive test performance. Personality and Social Psychology Bulletin, 41(3), 311-322.
Cho, J. S. (2016). Effects of conceptual congruity of meanings and contents about background color and of the print public service ads on the intention of acceptability. Korean Journal of Advertising, 18(2), 274-299.
Choi, I. H., Park J. Y., & Kim, E. K. (2001). Effects of Design Prototypicality on the Evaluation of Product Design. Journal or Consumer Studies, 12(3), 147-169.
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