| Abstract: | 本研究調查臺灣北部都會地區與中部偏鄉地區的民眾色彩嗜好情形，探究在抽象個人色彩嗜好與實物家電器色彩嗜好之間有無差異性，調查與統計分析其中的關聯性為何，並驗證色彩嗜好的相關理論。研究調查分為兩部分，第一部分是個人的色彩嗜好，第二部分家電器的色彩嗜好；利用色票選擇法、問卷調查法，對北部都會地區（臺北市、新北市）民眾與中部偏鄉地區（苗栗縣、臺中市、南投縣）民眾進行調查。問卷工具採用抽象性的色票（日本色研PCCS）與具體性的實物（電視、冰箱、吹風機、熱水瓶）；調查結果透過SPSS統計軟體，統計資料和交叉比對分析，驗證其結果的差異性，並歸納客觀研究結果提供設計領域，在色彩計劃實踐與學術上參考與應用。其主要的研究結果摘述如下：1、國人嗜好鮮色調、淺色調的色彩，較厭惡暗色調色彩。2、男性喜愛鮮色調的色彩，特別青色系，女性則偏好淺色調的色彩，尤其紅色系；皆厭惡暗色調色彩，證實男女性的嗜好率與厭惡率具有顯著差異，說明臺灣的色彩嗜好有性別差異。3、北部都會地區與中部偏鄉地區皆以鮮色調的色彩最受民眾喜愛，相對皆厭惡暗色調的色彩，證實兩地區的嗜好率與厭惡率不具有顯著差異，說明臺灣的色彩嗜好沒有城鄉差異，與色彩嗜好地域說理論不吻合。4、家電器色彩嗜好結果顯示，民眾對於電視色彩偏好黑色、暗色調；冰箱色彩偏愛白色、灰色調；吹風機色彩喜愛白色、鮮色調；熱水瓶色彩偏愛白色、灰色調。5、家電器色彩嗜好在性別和地區變項上，雖然排序順位共同性高差異不明顯，但少數相同色彩具有顯著差異，整體來說共同性頗高差異不大。6、將抽象個人色彩嗜好與實物家電器色彩嗜好交叉比對結果發現，在選擇家電器色彩時，個人所喜愛的色彩大都互不干擾影響選擇，證實兩者所選擇的相同色彩具有顯著差異，說明民眾會因為產品屬性的不同或產品本身慣用色（固有色），影響選擇結果；與色彩嗜好產品說理論相呼應。
This research investigates the personal color preferences between people who live in the northern metropolis area of Taiwan and the remote rural areas of central Taiwan. Further, it studies whether there was a significant difference between the color preferences of abstract personal colors and the color preferences of physical appliances when it comes to select the household appliances. The research survey was designed into two sessions, including personal color preferences and color preferences of household appliances. The research was conducted by using color chips selection method and questionnaire survey method. Chi-square and crosstabulation were used in data analysis. The people who live in the northern metropolitan area (Taipei city and New Taipei City) and the central remote rural areas (Miaoli County, Taichung City, Nantou County) were recruited for the survey as approached to be participants. The questionnaire includes abstract color chips (Practical Color Co-odinate System) and concrete objects, such as TV, refrigerators, hair dryers and water boiler. The finding reveled as follows:1、Taiwanese favorites vivid color and dislike dark colors.2、Male Taiwanese favors vivid colors, especially cyan colors, while female Taiwanese prefers light colors, especially red colors. Although the results had shown that both genders largely dislike dark colors, the study indicated that there was significant difference between the gender and color preference among Taiwanese. 3、Taiwanese who live in the northern metropolis areas and the central remote rural areas both favor vivid colors and dislike dark colors. Therefore, the result revealed that there was no significant difference about color preferences in the personal color preference and geographical factor. In other words, according to the results, current study does not support the theory of regional color preference. 4、The data demonstrated that people tend to favor black and dark tone for TV colors, whereas people tend to choose refrigerators in white and gray tone. In addition, people frequently choose hair dryers in white and bright tone, favorite white and gray tone for water boilers. The finding indicated that Taiwanese commonly selects the color for household appliances based on naturally inherent color of the product rather than their personal color preference. 5、Overall, there was no evidence showed that the association between regional color preference and gender color preference toward home appliances. Consistent with previous findings stated that the color sorting on household appliance shows high commonality and it was difficult to distinguish the difference between two factors.6、Finally, the study suggested that Taiwanese determines the color on household appliances regularly relates to intrinsic color (local color) on the product itself rather than the personal preference of colors. |
