การใช้สีในการออกแบบเว็บไซต์พาณิชย์อิเล็กทรอนิกส์สำหรับบริการท่องเที่ยวทางทะเลตามบุคลิกต่างๆ ของนักท่องเที่ยวในช่วงอายุ 31-40 ปี / ปรีชา ทองเหลือง = The use of color in designing electronic commercial websites for sea tourism acording to various personalities of tourists between the ages of 31-40 / Preecha Thongluang
The objectives of this research include: 1) to study the differences of colors used in website designs for different categories, 2) to study the different characteristics of tourists and factors for classifying tourists between the ages of 31 - 40 and 3) to classify and develop a color system for commercial websites for sea tourism according to personality characteristics of tourists between the ages of 31 - 40. The research followed a qualitative method to determine the differences in standard colors and those used in website design and to collect data concerning the characteristics, or personalities of tourists to classify them into different groups. A qualitative method was conducted by administering a questionnaire to establish an order of importance of the characteristics of the different tourist groups as well as for thee colors they select. Research results showed that colors used in website designs differ from other colors used in design are that website colors are 16 digits found in the 216 web safe color chart. Characteristics classified for the different tourists target groups .between the ages of 31 – 40 were determined under a 2-level classification system, social classes, low, medium and high determined by annual income and the importance of two different areas of interests, the group interested in culture and study and that group interested in fun and diversion. During analysis to determine the colors to be used in website designs, 6 different target groups were revealed. Members of the low-income tourist group chose bright colors that were close in color for different areas of interest. The mid income level group also chose bright colors, but different one for different areas of interest. The high income group chose soft colors, or pastels that would be clearly different for different areas of interest.
