컬러마케팅에서 한국인과 중국인의 빨간색에 대한 인식도 분석 (An Analysis on Korean’s and Chinese’s Perception of Red in Color Marketing)

서지정보

· 발행기관 : 한국무역연구원
· 수록지 정보 : 무역연구 / 13권 / 5호 / 371 ~ 389페이지
· 저자명 : 이우채

초록

Color marketing is a marketing strategy that stimulates a customer’s purchasing needs through color. As manufacturing techniques of businesses became standardized, it was color that decided which product for customers to choose. The fundamental logic of this marketing strategy is that because people react emotional towards color, it is directly related to the impulse to buy. This paper has shown a comparative analysis on how the Chinese’s most favored color, red, is perceived in Korea and China. A total of 200 men and women participated in the questionnaire. The questionnaire scale consisted of interval scale, ordinal scale, and nominal scale. The questionnaire is about the various feelings of Chinese and Koreans about the red color. These includes love, hatred, power, courage, attractive, warmth, energy, irritation, pleasure, joy of life, luck, jut, noisy, extrovert, anger, aggressive, excitement, danger, prohibition, temptation, sexual, eros, immorality, dynamic and enthusiastic. The results were, most Korean tended to perceive the color red negatively, associating it with negative-meaning words whereas most Chinese to perceive it positively, associating it with positive-meaning words.

영어초록

Color marketing is a marketing strategy that stimulates a customer’s purchasing needs through color. As manufacturing techniques of businesses became standardized, it was color that decided which product for customers to choose. The fundamental logic of this marketing strategy is that because people react emotional towards color, it is directly related to the impulse to buy. This paper has shown a comparative analysis on how the Chinese’s most favored color, red, is perceived in Korea and China. A total of 200 men and women participated in the questionnaire. The questionnaire scale consisted of interval scale, ordinal scale, and nominal scale. The questionnaire is about the various feelings of Chinese and Koreans about the red color. These includes love, hatred, power, courage, attractive, warmth, energy, irritation, pleasure, joy of life, luck, jut, noisy, extrovert, anger, aggressive, excitement, danger, prohibition, temptation, sexual, eros, immorality, dynamic and enthusiastic. The results were, most Korean tended to perceive the color red negatively, associating it with negative-meaning words whereas most Chinese to perceive it positively, associating it with positive-meaning words.

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