نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه روانشناسی، دانشکده علوم تربیتی و روانشناسی، دانشگاه اصفهان، اصفهان، ایران
2 گروه طراحی صنعتی، دانشکده معماری و شهرسازی، دانشگاه هنر اصفهان، اصفهان، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The present study aimed to investigate the interaction between academic field of study and the affective design of color semiotics in product packaging with consumers’ preferences and general product evaluation. This research constituted part of a broader applied study and employed a quasi-experimental methodology. The statistical population consisted of students from four major universities in Isfahan, from whom 102 participants (55 female and 47 male) were selected through cluster random sampling. Research instruments included researcher-designed packaging presented in various color versions and two researcher-developed questionnaires assessing 25 positive emotions arising from human–product interaction and factors influencing consumer preferences. Data analysis was conducted using stepwise regression analysis and analysis of variance (ANOVA) through SPSS-26. The findings indicated that the color components of the CIELAB color space (L*, a*, and b*) and academic field of study interacted with consumer preferences (p ≤ 0.05). In addition, the results of mean comparison tests across questionnaire items revealed that several variables differed significantly among different academic fields of study (p ≤ 0.05). The findings indicate an interaction between academic fields of study and the color components of the CIELAB color space with consumer preferences, resulting in distinct consumer choices and preferences. These results can be practically applied by specialists and business managers in market segmentation and targeted packaging design.
کلیدواژهها [English]
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