超商燈光及商品包裝之色彩對銷售之影響

The Impact of Convenience Store Lighting and Product Packing Colors on Sales

林易君；邱振瑋；劉胤夆；蕭凱元

超商光源 ； 購買慾望 ； 注目性 ； 明視度 ； 引起食慾程度 ； convenience store lighting ； purchase desire ； attention-grabbing ； visibility ； appetite arousal

圖文傳播藝術學報

2024（2024 / 04 / 01）

56 - 67

繁體中文;英文

近年來，隨著超商分店林立、生活步調的加快、對於「銅板價」性價比的要求，超商外食族的成長比例也是日漸增加，因此，超商環境所提供的體驗也會很直接地影響到消費者，究竟商品本身是依靠什麼刺激值去影響到消費者，是吸睛程度或是商品給人的感受？本研究將以（1）性別（2）注目性（3）明視度（4）喜好度（5）引起食慾程度之五種變項探討人們在超商選購食品時，會因為光源給予商品反射後的何種刺激感受作為影響購買慾望的變因。結果發現商品是否引起食慾才是消費者最主要的購買原因，其餘性別是最無關是否選購超商食品的變因（未達統計顯著性），有趣的是，在所有變項同時回歸統計時，發現到注目性越高的商品反而購買慾望更低，消費者更願意選購能引起食慾的商品。

In recent years, with the proliferation of convenience stores, the accelerated pace of life, and the demand for cost-effectiveness, the growth rate of convenience store fast-food consumers has been steadily increasing. Therefore, the experience provided by the convenience store environment directly influences consumers. What stimulates consumers regarding products, whether it's the attractiveness or the overall impression of the products? This study explores the factors influencing people's desire to purchase food in convenience stores based on five variables: (1) gender, (2) attention-grabbing, (3) visibility, (4) preference, and (5) appetite arousal. The research examines the impact of the light source reflecting on the products. The results reveal that the primary factor influencing consumers' purchase desire is whether the product arouses appetite. Gender is found to be the least significant variable in determining the choice to purchase food at convenience stores (not statistically significant). Interestingly, when all variables are simultaneously regressed, it is found that higher attention-grabbing products result in lower purchase desires. Consumers are more willing to choose products that stimulate their appetite.