溫度的表現除了冷熱，尚有顏色、材質、心情…等象徵，不同溫度象徵之間的冷熱搭配，可能會對消費者對於產品的喜好程度和購買意願產生影響。 本研究設計三個實驗探討在產品溫度（冷/熱）、顏色冷暖（冷色/暖色）與包裝材質（塑膠/紙製）的搭配並加入心情當作干擾變數之下，消費者對於產品喜好程度和購買意願的影響。研究結果如下： 1.產品溫度與消費者自我評價心情會對消費者對於產品的喜好程度產生交互作用。 2.產品溫度與消費者自我評價心情會對消費者對於產品的購買意願產生交互作用。 3.產品溫度與容器顏色冷暖會對消費者對於產品的喜好程度產生交互作用。 4.容器顏色冷暖與消費者自我評價心情會對消費者對於產品的喜好程度產生交互作用。 5.店?顏色冷暖與產品溫度會對消費者對於產品的喜好程度產生交互作用。 6.店?顏色冷暖與產品溫度會對消費者對於產品的購買意願產生交互作用。 7.包裝材質與消費者緊張放鬆心情會對消費者對於產品的喜好程度產生交互作用。 8.包裝材質與消費者緊張放鬆心情會對消費者對於產品的購買意願產生交互作用。 9.產品溫度與包裝材質對會對消費者對於產品的購買意願產生交互作用。 10.產品溫度與緊張放鬆心情會對消費者對於產品的購買意願產生交互作用。;Besides heat and cold, there are symbols of temperature which are color, packaging materials, mood or emotion. The collocations of symbols of temperature might affect the preferences and purchase intention of consumers. Using the experimental method, three experiments are designed in this study: product temperature(cold/ hot), color(cool/ warm), packaging materials(plastic/ paper) as independent variables; positive and negative emotions as moderating variables; product preferences and purchase intention of consumers as dependent variables. The research results show that:
1.There is an interaction effect between product temperature and consumers’ self-evaluation emotion on the consumers’ preferences of product. 2.There is an interaction effect between product temperature and consumers’ self-evaluation emotion on the consumers’ purchase intention. 3.There is an interaction effect between product temperature and cool/warm color of a container on the consumers’ preferences of product. 4.There is an interaction effect between cool/warm color of a container and self-evaluation emotion on the consumers’ preferences of product. 5.There is an interaction effect between cool/warm color of a shop and product temperature on the consumers’ preferences of product. 6.There is an interaction effect between cool/warm color of a shop and product temperature on the consumers’ purchase intention. 7.There is an interaction effect between packaging materials and tense-relaxed emotion on the consumers’ preferences of product. 8.There is an interaction effect between packaging materials and tense-relaxed emotion on the consumers’ purchase intention. 9.There is an interaction effect between packaging materials and product temperature on the consumers’ purchase intention. 10.There is an interaction effect between product temperature and tense-relaxed emotion on the consumers’ purchase intention.
