口罩色彩對百貨商場銷售人員形象感知的影響

The Impact of Face Mask Colors on the Perceived Image of Sales Personnel in Department Stores

銷售人員的外貌儀容在創造顧客第一印象方面扮演重要角色。雖然COVID-19疫情期間所實施之強制口罩配戴政策已解除，但仍有許多銷售人員持續配戴口罩，以維持衛生清潔、降低飛沫傳播風險，並展現專業形象。隨著口罩色彩選擇日益多樣化，如何選擇能夠強化銷售人員專業形象之口罩色彩，已成為值得探討的重要議題。本研究旨在探討口罩色彩對消費者於銷售人員形象感知上的影響。研究採用語意差異分析法（Semantic Differential Method）與因素分析（Factor Analysis），萃取出三個主要形象因素，分別為「高雅圓融感」（sophisticated）、「親切歡迎感」（welcoming）與「時尚流行感」（fashionable）。接著透過皮爾森相關分析（Pearson Correlation Analysis），檢視上述三個形象因素與色彩三屬性——色相（hue）、彩度（chroma）與明度（lightness）——之間的關係。研究結果顯示，在彩色口罩中，「親切歡迎感」與明度呈現正相關；而在中性色口罩中，「親切歡迎感」同樣與明度呈現正相關，而「時尚流行感」則與明度呈現負相關。進一步針對不同性別受測者進行分析後，結果亦呈現一致趨勢，顯示此三個形象因素具有良好之代表性與解釋力。本研究結果可作為百貨商場銷售人員選擇適當口罩色彩，以提升其專業形象感知之實務參考依據。

The physical appearance and grooming of sales personnel play an important role in shaping customers’first impressions. Although mandatory face mask policies implemented during the COVID-19 pandemic have been lifted, many sales personnel continue wearing masks to maintain hygiene, reduce respiratory droplet transmission, and convey professionalism. With face masks now available in various colors, selecting appropriate mask colors that enhance employees’professional image has become increasingly important. This study investigated how face mask colors influence consumers’image perceptions of sales personnel. Using the semantic differential method and factor analysis, three major image factors were identified:“sophisticated”,“welcoming”, and“fashionable”. Pearson correlation analysis was conducted to examine the relationships between these image factors and the three color attributes of hue, chroma, and lightness. The results indicated that, for chromatic-colored masks,“welcoming”was positively correlated with lightness. For neutral-colored masks,“welcoming”also showed a positive correlation with lightness, whereas“Fashionable”was negatively correlated with lightness. Gender subgroup analysis revealed consistent patterns, supporting the representativeness and explanatory power of the three image factors. The findings provide practical references for selecting face mask colors that enhance the perceived professional image of sales personnel.