Research On The Influence Mechanism Of Service Environment Theme Color On Consumers' Purchase Intention

In the servicescape,the color of the environment plays an important role.Service providers can convey the concept of the brand through the atmosphere theme color,and can also highlight the festival atmosphere color in festivals to attract consumers' attention and stimulate consumers' consumption.With the rapid development of economic globalization,China has become the second largest economy in the world,and the Chinese market has a great attraction to transnational capital.It is worth exploring how enterprises choose suitable colors in the Chinese market which help them reap greater commercial value.Starting from the two paths of consumer's nature and nurture responses,this paper deeply discusses the mechanism and theoretical boundary of the impact of color stimuli on Chinese consumers,and presents a more complete theoretical framework of the impact of color stimuli on Chinese consumers.Firstly,starting from the social attributes of consumers and based on the S-O-R model,this paper carried out Research 1,and established a theoretical model of the special action mechanism of color stimuli on Chinese consumers.Previous studies on the impact of color on consumers by marketing scholars agreed that blue is a more positive color than red,which can evoke consumers' positive emotion and behavioral response.This conclusion is mainly based on consumer learning theory under the Western cultural background,taking western consumers as the research object.In Chinese culture,red has a positive meaning and plays a positive role,which is different from western culture.Similarly,based on the consumer learning theory,the results of Chinese consumers' learning under the influence of Chinese culture will be different.This paper designs and implements three experiments to demonstrate the impact of red and blue on Chinese consumers under the influence of Chinese cultural background.Study 1 and 2 demonstrated the compatibility of red and blue with concept words such as "pleasure","annoyed","safety" and "danger" through implicit association test.It was found that red is compatible with pleasure,blue is compatible with annoyed,red is compatible with safety,and blue is compatible with danger.In Study 3,the explicit experimental method used the simulate of the hotel servicescape to demonstrate the impact of color on consumers' perception,pleasant emotion and behavior intention.The results show that red can make Chinese consumers feel safer,happier and more willing to buy than blue.Perceived security mediates the impact of color on pleasure.Perceived security and pleasure play a continuous intermediary role in the impact of color on consumers' purchase intention.The research conclusion enriches and expands the S-O-R theoretical model,and reflects the particularity of Chinese consumers' response to color stimuli under the influence of Chinese culture.Secondly,based on the study of the theoretical model in Research 1,in order to further explore the boundary of the theory,this paper carried out Research 2.This research continued the research idea of Research 1,and continued to explore when did the positive or negative effects of red and blue on consumers would work.Research 2 designed and implemented Study 4.By simulating the service situation of banks,using the theoretical model of Research 1 and introducing the moderating variable of consumer animosity,the United States and Switzerland are determined as the representatives of high and low consumer animosity respectively through the friendliness of international relations with China.The study found that when consumer animosity is high(the United States),the positive effect of red on Chinese consumers is not significant,and when consumer animosity is low(Switzerland),the positive effect of red on Chinese consumers is significant.This shows that red will not help enterprises from hostile countries to bring positive effects,while enterprises from non hostile countries can get positive effects from the use of red.Thirdly,starting from the biological attributes of consumers,this paper carries out Research 3 and establishes a theoretical model of the consistency of the effect of color stimuli on Chinese consumers and Western consumers.Consumers' response to color stimuli may come from biological characteristics.Different wavelengths of light have different imaging methods in human eyes,which will affect consumers' distance judgment of objects with different colors.These responses of consumers are derived from biological attributes and should have cross-cultural consistency.Western scholars' research on color stimulation found that due to consumers' positive reactions in blue environment and negative reactions in red environment,blue will bring more positive emotional and behavioral results to consumers,while red is just the opposite.This paper carries out Research 3.From the perspective of the physical properties of color and the biological properties of consumers,this paper aims to reveal the effect of Chinese consumers' response to color stimuli consistent with that studied by western scholars.Three experiments were designed and implemented in Research 3.Study 5 was an implicit association test to study the compatibility of red and blue with the concept words "distant" and "near".The results showed that red was compatible with "near" and blue was compatible with "far".In Study 6,the explicit research method was used to simulate the servicescape of banks.It was found that Chinese consumers thought that the space of blue wall was more spacious than that of red wall.In Study 7,the explicit research method was also used to simulate the servicescape of restaurant.The results show that the environment of blue wall decoration makes consumers feel more spacious and have stronger purchase intention than that of red.Perceived spacious plays an intermediary role between color stimulation and purchase intention.Therefore,it is concluded that the impact of color on consumers' purchase intention is consistent with that of western scholars.Based on the two paths of consumer acquisition response and biological response,this paper discusses the response of color to Chinese consumers,finds the complex characteristics of the impact of color on Chinese consumers,designs and implements seven studys through the two paths,and forms a theoretical framework of Chinese consumers' particularity and cross-cultural consistency,It completely presents the mechanism of the impact of color stimulation on Chinese consumers,which provides a theoretical basis for future research.The conclusion would be persuasive,because this paper uses a combination of implicit and explicit experimental methods for experimental research,and selects student and non student samples.In this paper,the service industry is selected for scenario simulation,and the service scenarios of hotels,banks,restaurants and other formats are transformed.The conclusion has certain universal significance.This paper enriches the relevant theoretical research of color in the field of marketing,verifies the action mechanism of color with empirical methods,and provides a reference basis for service providers,especially multinational corporations,to use color in the Chinese market.