Influence of visual sensitivities to consumer purchase motivation, and its cross-culture comparison

视觉敏感度对消费者购买动机的影响及其跨文化比较

• 批准号: 21240065
• 负责人: SATO Tetsuya
• 金额: $ 24.29万
• 依托单位: Kyoto Institute of Technology
• 依托单位国家: 日本
• 项目类别: Grant-in-Aid for Scientific Research (A)
• 财政年份: 2009
• 资助国家: 日本
• 起止时间: 2009 至 2011
• 项目状态: 已结题
• 来源: https://kaken.nii.ac.jp/en/grant/KAKENHI-PROJECT-21240065/
• 关键词: 視感覚; 色彩; 消費購買活動; メディア; 国際比較

In this research, it was quantitatively investigated what kinds of texture, impression and emotion given by human's visual sensitivity are, and how much would have contributed to consumer purchase activities. While studying the texture, impression and emotion, we found that we can objectively measure the impression induced by colours, gloss and etc., through instrumental and statistical techniques. With the evaluation of the measuring method, we found the sensuous characteristics of the things used in our daily life and living environments. For example, we found that the appearances of cloths are changed with viewing angles and can be evaluated using reflectance and lightness measured by a multi-angle spectrophotometer. Moreover, in the study of purchase activities, we conducted some experiments and questionnaire surveys for knowing the influence of visual sensitivity to consumer purchase activities. The visual sensitivities for shape and colour affect consumer purchase activities.

本研究以定量的方式，探讨人类视觉敏感度所给予的质感、印象与情感，以及对消费者购买行为的贡献程度。在研究质感、印象和情感时，我们发现可以客观地衡量颜色、光泽等因素给人的印象，通过仪器和统计技术。通过对测量方法的评价，我们发现了我们日常生活和生活环境中使用的事物的感官特征。例如，我们发现布料的外观随视角而改变，并且可以使用由多角度分光光度计测量的反射率和亮度来评估。此外，在购买行为的研究中，我们进行了一些实验和问卷调查，了解视觉敏感度对消费者购买行为的影响。对形状和颜色的视觉敏感度影响消费者的购买行为。

项目成果

A comparison of visual and haptic size perception of stimulus length area, and volume

刺激长度面积和体积的视觉和触觉尺寸感知的比较

• 发表时间: 2012
• 作者: Shoko Doi;Shigeko Takahashi;Yoshio Ohtani
• 通讯作者: Yoshio Ohtani

Textile Colour : -Appearance, Impression, and Buying Motivation-

纺织品颜色：-外观、印象和购买动机-

• 发表时间: 2011
• 作者: Tetsuya Sato;Kanji Kajiwara
• 通讯作者: Kanji Kajiwara

A Cross-Cultural Study

跨文化研究

• 发表时间: 2009
• 期刊: Proceedings of The 11th Congress of The International Colour Association 2009
• 作者: Li-Chen Ou;Wenwen Song;Guihua Cui;M. Ronnier Luo;Tetsushi Morimoto;Saori Kitaguchi;Tetsuya Sato;Logo Colour and Commercial Sector
• 通讯作者: Logo Colour and Commercial Sector

Comparison about Color Taste of the Product Design in East Asia

东亚地区产品设计色彩品味比较

• 发表时间: 2011
• 作者: 北岡祐;遠藤友香里;向井和隆;間弘子;武政徹;八田秀雄;Kazuko Sakamoto
• 通讯作者: Kazuko Sakamoto

スポーツウエアの色彩が着用意欲に及ぼす影響

运动服颜色对穿着欲望的影响

• 发表时间: 2011
• 作者: 北田成宏;大崎洋輔;北口紗織;佐藤哲也
• 通讯作者: 佐藤哲也