An Exploration of How Color Affects Customers' Purchase Intention in the View of Utilitarian/Hedonic Product

Thesis

Liao, Kuo-Liang

Masters, 國立清華大學, 科技管理研究所

2012

Abstract

享樂品

功能品

購買意願

顏色

Utilitarian

Hedonic

Purchase Intention

Color

An Exploration of How Color Affects Customers' Purchase Intention in the View of Utilitarian/Hedonic Product

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Title: An Exploration of How Color Affects Customers' Purchase Intention in the View of Utilitarian/Hedonic Product
Translated title: An Exploration of How Color Affects Customers' Purchase Intention in the View of Utilitarian/Hedonic Product
Creators: Liao, Kuo-Liang
Contributors: Chiu, Hung-Chang (Advisor)
Awarding Institution: 國立清華大學, 科技管理研究所; Masters
Theses and Dissertations: Masters, 國立清華大學, 科技管理研究所
Language: English
Resource Type: Thesis
Date published: 2013