菲利普科特勒给消费者的需求进行了分层，他将其分为三个阶段，首先是对数量的满足，其次是对质量的满足，最后是情感上的满足。现在人们在保证了物质需求之后，逐渐开始加强对精神情感上的享受，这在消费方面体现的尤为明显，人们不仅仅只注重产品的功能特性，也更加注重购物中背景颜色的带给自己的体验。而环境中极具吸引力的色彩要素，具有低成本、高附加值的特性，近年来运用何种背景色彩是很多零售商在思考的问题。产品的分类也有很多种，其中功能型与享乐型产品的分类方式被广泛应用，人们购买享乐型产品时更容易受到周围环境的影响，因此本文将研究的商品定义为享乐型商品。 本文通过文献梳理，发现背景颜色可以通过影响情绪认知进而对消费者购买意愿产生影响。以S-O-R模型为理论框架，环境刺激因素（S）选择为背景色彩、机体变量（O）选择情绪和认知因素、反应变量（R）选择购买意愿，基于构建的S-O-R理论框架，提出假设，构建出假设模型。根据以往的文献，选择最具代表性的红色和蓝色作为背景颜色变量，通过设计两份背景颜色不同但内容完全相同的问卷进行调查，问卷的量表设计采用前人的成熟量表，问卷发放后，共收集到160份有效问卷。收集到的数据经过信度、效度和因子分子检验，确保数据品质，之后主要运用了结构方程模型分析和相关性分析对提出的8个假设进行了检验，探讨了蓝色和红色背景色彩对消费者购买意愿的影响。有假设检验结果对假设模型进行了修正，主要得到以下结论： （1）蓝色背景能够使消费者获得较高的情绪愉悦度，红色背景下消费者获得的愉悦度较低。（2）情绪愉悦度能够正向显著影响消费者的感知价值。（3）感知价值能够负向显著影响消费者的感知风险。（4）感知价值、感知风险均显著影响购买意愿。（5）蓝色背景下消费者对于享乐型产品的购买意愿高于红色背景下消费者对于享乐型产品的购买意愿。 本研究基于S-O-R模型研究背景色彩对购买意愿的影响，从前人的研究可知这个模型是可行的，可以考察环境中的刺激因素对购买意愿的影响。同时结论可以为相关享乐型产品在营销时采用的背景色彩提供理论依据，期望能够对零售商的营销策略提供些许帮助。

Philip kotler once suggested that "the three stages of consumer demand are quantity satisfaction, quality satisfaction and emotional satisfaction". With the development and progress of social economy, people's living standards has been gradually improved, disposable spending increases, consumer demand for product quality and the emotional satisfaction reached a new height. When people want to buy a kind of new product, people not only pay attention to product features, but also pay more attention to the background environment. What’s more, color elements, as an extremely attractive expression tool in the environment, have the characteristics of low cost and high added value. In recent years, using which background color is a question for many retailers. The classification of the products also has a lot of kinds, the classification of functional products and hedonic products has been widely used. When people buy hedonic products, they are more susceptible to the influence of the environment, so this article will focus on the hedonic products. Through literature review, this article finds that background color can influence consumers' purchase intention by influencing emotional cognition. Since this study based on the S - O - R model, We choose the background color as stimuli(S), choose the emotional and cognitive factors as organism (O), and choose consumers’ purchase intention as response (R), based on the S-O-R theory framework, a hypothesis model was built. Based on previous literature, the most representative color-- red and blue were selected as the stimuli. By designing two different questionnaires whose but content exactly the same but the background colors were different, the study was carried on, after questionnaire distributed, a total of 160 valid questionnaires had been collected. We examined the data’s quality through reliability analysis, validity analysis and factor analysis. We use SPSS20.0 and AMOS20.0 to prove the eight hypothesis. The main conclusions are stated as following: (1) The blue background can give consumers higher emotional pleasure, and consumers enjoy lower levels of pleasure in the red background. (2) Emotional pleasure can significantly affect the perceived value of consumers. (3) Perceived value can negatively affect the perceived risk of consumers. (4) Perceived value and perceived risk significantly affect purchase intention. (5) Under the blue background, consumers' willingness to purchase hedonic products is higher than that of consumers in the red background. This study is based on the influence of background color of S-O-R model on purchase intention. This model has certain feasibility, which can be used as the basic model to investigate other similar environmental stimuli. At the same time, the conclusion can provide a theoretical basis for the background color of the related hedonic products in marketing, and hope to provide some help to the retailer's marketing strategy.