| Summary: | 碩士 === 明新科技大學 === 管理研究所 === 101 === In numerous modern types of goods, accompanies with everybody growth background and thoughts different, cognize to the color idea different. Consumers use different colors of clothing, decoration to makes a show of personal characteristic, but they really want to express what? Probably because the cognition is different, wants to express the way is wrong, and causing some confusion. This article is different influence in inquiring into if the consumer is different because of personality characteristic to the choices that the colors cognize hobby and purchase a merchandise.
The research carries on using the questionnaire survey way, uses five Personality Inventory (NEO PI-R) and Liszt meter to carry on personality analysis, color image, purchase the measurement of behavior, measurement of color preference, for different consumer survey. The research suggests as a result that different personality characteristic, in the purchase commodity choice, color by chance color is different; purchases behavior also is not also same. Color image can be divided into its gregariousness activity, compliance modesty, achievement striving self-discipline, anxiety, angry hostility, feelings fantasy of the five major types, according to attribute different, the consumer pays attention to degree will along with color different, and is obvious difference.
Finally, regarding to the commodity marketing practice, the commodity design direction and the market give suggestion, and gives advice on the following research.
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