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    Title: 平面廣告中背景留白大小與背景色彩對產品知覺品質與價格之效果
    The Impact of Ratio of White Space and Background Color of Print Advertisement on Product Perceived Quality and Perceived Price
    Authors: 葉冠銘
    Yeh, Kuan Ming
    Contributors: 張卿卿
    Chang, Ching Ching
    葉冠銘
    Yeh, Kuan Ming
    Keywords: 留白
    平面廣告
    知覺品質
    知覺價格
    一致性
    背景色彩
    White Space
    Print Advertisement
    Perceived Quality
    Perceived Price
    Congruity
    Background Color
    Date: 2017
    Issue Date: 2017-08-31 12:30:54 (UTC+8)
    Abstract: 近年隨著設計上追求簡約與極簡風格，使用留白的平面廣告經常可見，除了留白比例的大小有所不同外，留白處的背景色彩也越顯多變。本研究從過去研究為基礎，以「留白比例」為變項切入探討留白比例是否影響消費者對產品的知覺品質與知覺價格，並以一致性理論為基礎，進一步探討「背景色彩的色彩聯想與產品特性間的一致性」是否會作為調節變項影響留白廣告中產品知覺。
    本研究採二因子組間實驗設計（留白比例大／小與一致性高／低）進行實驗，研究發現留白比例影響消費者對產品知覺的效果並不顯著，但「背景色彩的色彩聯想與產品特性間的一致性」則會調節留白比例對知覺品質和知覺價格的影響，在大留白比例下，一致性高顯著提升知覺品質與知覺價格；在小留白比例下，一致性的高低則不會對知覺品質和知覺價格有影。因此，在未來廣告實務上，使用大留白廣告時應注意背景色彩的選擇，應選擇與廣告中所欲呈現的產品特性間有較高的一致性，才有助於提升產品的知覺品質與知覺價格。
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    Description: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    104464030
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0104464030
    Data Type: thesis
    Appears in Collections:[Master`s Program in Communication] Theses

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