| Summary: | 碩士 === 中國文化大學 === 生活應用科學系 === 105 === Based on the M-R (1980) environmental psycology model, then to investigate if different colors of plate will affect costumers’ preference and consumer’ emotions in the high-class Chinese restaurants. And finally to provide the result to the high-class Chinese restaurants as a consideration of table furnish and decorate.
Survey method, purposive sampling, and snowball sampling were used for this research. Samples were collected from high-class Chinese restaurant consumers in Taipei city. Participants are 600 consumers, valid returned are 581, which means the effective return rate is 96.83%. The instrument of this research consists of three sections: Personal Background Questionnaire, ―Plate Color Preference Scale, and ―Consumer’s Emotions Scale. The research results are analyzed by statistical software SPSS for Windows 22.0. Data is statistically analyzed by Descriptive Statistics, Chi-Square Test, Independent-Sample t Test, one-way ANOVA and Scheffé Method.
The major findings are as follows: There are significant differences between ―plate color preference and ―gender, and ―age.; Consumers’ plate color preference are gold, white, and black.; There are significant differences between ―consumer’s emotions and ―plate color preference. Especially, there are positive emotion on white and gold plates.
According to the findinds from this research, this study suggests restaurant managements enhance the visual design of restaurant environment, for instance, the white and gold plates can make consumers for positive consumers’ emotions. This consumers’ emotions can influence consumers’ behaviors. This study just research plate color, hence it suggests future researchers increase other plate elements, for example, shape, material, and pattern. It makes relarional researches about Chinese plate completely.
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