視覺行銷對消費者注意力與購買意願的影響

Abstract

商店擁有好的氣氛能引起消費者的注意力，進而吸引他們進入此商店購物。一般來說，商店氣氛包含視覺行銷。商店藉由視覺行銷來和消費者溝通，確保商店的整體形象能符合消費者的期望，進而提高他們進入店裡購買商品的意願。視覺推銷不只關心產品和品牌如何在視覺上和消費者溝通，也關心這訊息能否適當的被解碼、能影響產生正面的心裡或行為的結果，導致最後的購買。此篇論文旨在了解視覺行銷（包括燈光色調、商品顏色及燈光色調與商品顏色的交互作用）是否能對消費者的注意力產生正面的影響，以及去衡量當消費者的注意力愈高，是否購買意願相對也會愈高。另外，本論文將探索是否消費者偏好能調節消費者的注意力與購買意願之間的關係。 此論文有以下四個研究假設： （1）明亮的燈光比柔和的燈光較能吸引消費者的注意力 （2）暖色系的商品比冷色系的商品較能引起消費者的注意力 （3）在明亮的燈光與暖色系商品的環境中消費者的注意力較高 （4）消費者偏好能調節消費者注意力與購買意願之間的關係。 實驗設計兩家虛擬服飾店，從交通大學中收集120個人作為研究樣本，讓他們操作兩家虛擬服飾店，並藉由變異數分析與敘述統計來分析實驗的結果。實驗結果無法證實視覺行銷對消費者的注意力與購買意願有影響，也無法證明消費者的偏好能調節消費者注意力與購買意願之間的關係，但是，針對研究結果與發現，本論文提出了許多建議與研究方向供給零售商和未來研究者參考與改進。

A store with a nice atmosphere can attract a consumer’s attention and decide to enter or not. In general, store atmospherics contains visual merchandising. Visual merchandising is a kind of consumer communication by ensuring that the total message is compatible with the customers’ expectations and can decide consumer purchase. This study intends to understand whether visual merchandising (including lighting tones, merchandise colors and lighting-color) have significant effects on consumer’s attention. Furthermore, it wants to measure whether consumer’s attention has a positive effect on purchase intention. Besides, the study represents an attempt to understand if consumer preference can moderate the relationship between consumer’s attention and purchase intention. Therefore, the research investigates the following issues: (1) the effect of bright lighting on consumer’s attention will be more positively than the effect of soft lighting on consumer’s attention; (2) warm colors of merchandise will have more positive effects on consumer’s attention than cool colors of merchandise; (3) the impact of combined bright lighting with warm colors on consumer’s attention will be more positively than other situation; (4) consumer preference will moderate the relationship between consumer’s attention and purchase intention. The 120 subjects in this experiment are selected from Chiao Tung University to manipulate the virtual clothes store. Two-way ANOVA and descriptive statistics containing frequencies and percentages were also used to show the results. The results, however, failed to support the expected influence of visual merchandising on consumer’s attention and purchase intention, and failed to support moderating role of consumer preference on the relationship between consumer’s attention and purchase intention. Finally, based on the findings of this study, some suggestions are provided for retailers and future researchers as well.