The Relationship between Color Preferences and Consumption Behaviors: Investigation of Afternoon Tea Consumers

ABSTRACT With the improvement of living standards, afternoon tea culture has developed into a popular lifestyle; and it is also a derivative of a new way of cultural meaning and life-style in Taiwan. In recent years, more and more consumers pay high attention to dining atmosphere of afternoon tea restaurants. This study amends the M-R environmental psychology model to explore the influences of color preference on consumption emotions and consumer behavior of afternoon-tea consumers. After empirical investigation, it was found that consumers preferred colors of afternoon tea restaurants have significant impact on both positive and negative emotions, and emotions can have positive correlation with consumption behaviors. Therefore, recommendations for restaurateurs are as follows: different color tones can be target-designed for different afternoon-tea restaurant segmentations, different color combinations can be added into design considerations, and further understanding of establishment of color preference rankings in terms of different residential areas can be important.