Impact to the Color Image of White Spirit Package by Cultural Difference
- Resource Type
- Conference
- Authors
- Regina W.Y. Wang; Yi Yuan
- Source
- 한국디자인학회 학술발표대회 논문집. 2015-10 2015(10):6-9
- Subject
- cultural difference
group
hue
- Language
- Korean
- ISSN
- 2982-9747
This paper researched on the influence to the color image of white spirit bottle by the differences from both sides (Chinese mainland/Taiwan). With the cross-strait trade becomes more and more frequent, research on the consumers’ attention value and purchase desire towards the color of white spirit bottle offers suggestion for catering cross-strait consumer groups. Research purpose: (1) be aware of the color application tendency of the white spirit bottle on market through gathering the color samples of the available packages; (2) analyze the influences to the attention value and purchase desire of the hues of white spirit bottle (light hue/dark hue/original hue) by different consumers with cultural differences. Research method: through conducting the cognition questionnaire Scale of Attention Value and Purchase Desire, this paper discovered the different feelings from crossstrait consumers with regard to the attention value on the color (hue) of the white spirit bottle. Attention degree for mainlander is “dark hue” is higher than “light hue” and “original hue”. Attention degree for Taiwanese is “original hue” is higher than “light hue” and “dark hue”. The purchase desire on “dark hue” and “light hue” for Chinese mainland people is higher than that for Taiwanese. The results show that the “attention value” towards the package from cross- strait consumers is in direct proportion or inverse proportion to the purchase desire.