颜色对手机销量的影响的实证研究  

An Empirical Study on the Influence of Color on Mobile Phone Sales

作　　者：吴西子 Wu Xizi(Macao University of Science and Technology,China Macao)

机构地区：[1]澳门科技大学,中国澳门

出　　处：《色彩》2023年第11期10-12,共3页Fashion Color

摘　　要：本文旨在探讨在智能产品外观设计中色彩情感的运用及不同颜色对智能手机产品销量的实证研究。随着社会科技的不断更新迭代,手机外观实现差异化越来越难,也已由复杂化趋向于简约化,因此不同色彩在一定程度上直接影响了用户感知。色彩与消费者的视觉发生碰撞后能对消费者产生心理刺激,对消费者的购买情绪和行为产生影响,从而被赋予情感。探讨了颜色对手机销量的影响的比重,颜色如何影响消费者的情绪和行为,从而影响他们的购买决定。从颜色出发,颜色词是怎样影响消费者的购买行为。最后,反思在颜色当道的时代,手机厂商如何进行产品创新。This paper aims to explore the application of color emotion in the appearance design of smart products and the empirical study of different colors on the sales of smart phone products.With the continuous update and iteration of social science and technology,it is more and more difficult to achieve differentiation in the appearance of mobile phones,and it has also tended to be simple from complex,so different colors directly affect user perception to a certain extent.After the collision of color and consumer's vision,it can produce psychological stimulation to consumers,affect consumers'purchasing emotions and behaviors,and thus be endowed with emotions.This paper discusses the proportion of influence of color on mobile phone sales and how color affects consumers'emotions and behaviors,thus influencing their purchase decisions.Starting from color,how do color words affect consumers'purchasing behavior?Finally,reflect on the era of color,mobile phone manufacturers how to carry out product innovation.

关 键 词：手机外观 色彩情感 用户销量 

分 类 号：F426.63[经济管理—产业经济] F713.55[电子电信—通信与信息系统] TN929.53[电子电信—信息与通信工程]