全球高齡人口比例急劇增加，且社會人口的結構逐漸朝向少子化和老齡化社會發展。不過，隨著先進的資訊科技術增長的同時，高齡者使用購物網站的頻率及金額明顯提升，並被認為是相當有潛力的消費市場；另外，當造訪購物網時，色彩配置為使用者建立了第一印象，並成為情感交流媒介中的重要元素，也間接喚起了人類對與色彩感受上之差異性。因此本研究藉由購物網站色彩架構數據分析，制定了統一框架，最後以廣告色彩為出發點進行探討。
本研究經由收集購物網站色彩相關語彙，並與專家討論與問卷分析，篩選至 18組適合形容目前購物網站色彩帶來的感受；另一方面，對現有的三十個購物網站進行量測，統整出七個購物網站在RWD網頁的色彩要素，分別為「頂幅」、「頂主幅」、「搜索欄」、「上幅」、「中幅」、「底幅」、「廣告特殊要素」進而制定新樣本。透過前置問卷的因素分析調查後，得到四組代表性語彙，依序命名為「潛在喚起：期盼的-失望的」、「版面價值：濃豔的-淡雅的」、「風格價值：大眾化的-個性化的」、「情緒喚起：無聊的-有趣的」。後續為探討廣告色彩的納入是否會影響原有感受，由分析得知，對於先前的色彩要素中，顯著影響平均數的語彙為「濃艷的-淡雅的」。更深入比較單一樣本，無廣告的暖色調對高齡者正面感受較高，無彩色則朝向負面、冷色調與無彩色中，在無廣告時偏向淡雅與期盼，最終在不同廣告色調與同色調樣本搭配而言，暖色調在沌與鮮色調、冷色調在鮮與深色調皆比其他色調感受更為「失望」、「無聊」，無彩色則是在明度越高感受強烈。
依據上述之研究成果，期許能在架設購物網站版面或色彩配置時，幫助高齡者建立完善的視覺與感受空間。

The proportion of the global elderly population has increased sharply, and the structure of the social population has gradually moved towards a declining and aging society. However, with the growth of advanced information technology, the frequency and amount of shopping sites used by senior citizens has increased significantly and is considered to be a potential consumer market. In addition, when visiting the shopping network, color configuration is established for users. The first impression and become an important element in the emotional communication medium, also indirectly evokes the difference between human and color perception.
This study collects color-related vocabulary from shopping websites and discusses with experts and questionnaires to select 18 groups to describe the feelings of the current shopping website. The color elements of the seven shopping websites on the RWD website are "Top Frame", "Top Main Frame", "Search Bar", "Upper Frame", "Medium Frame", "Bottom Frame" and "Advertising". Then develop a new sample. After analyzing the factors of the pre-questionnaire, four representative vocabularies were obtained, which were named as "potential arousal: expectation-disappointment", "version value: rich-fat", "style value: popular" - Personalized, "Emotional arousal: boring - interesting." The follow-up is to explore whether the inclusion of advertising color will affect the original feeling. According to the analysis, for the previous color elements, the vocabulary that significantly affects the average is “rich-elegant”. A more in-depth comparison of a single sample, the warm color of no advertisements has positive for the elderly, and the achromatic color is towards negative, cold and achromatic, biased towards elegance and expectation in the absence of advertising, and finally in different advertising tones and tones. For the sample, the warm colors are chaotic and fresh, the cool and dark tones have more "disappointed" and "bored" than other tones. In addition, the achromatic is stronger than higher brightness.

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