Aesthetic Style and Purchase Intention

• Main Authors: Yu-Tzu, Huang, 黃昱慈
• Other Authors: Bin-Tsann, Yang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/15263318219714966784

碩士 === 中國文化大學 === 國際企業管理研究所 === 97 === Seeking a product with styles and functions has become a trend. The research uses aesthetic style as independent variable, purchase intention as dependent variable to explore the relationships between them. Through the intervening function on perceived quality, perceived value, perceived price, pleasure and aesthetic, we can clarify further the relationships on these variables. This research uses A-DATA, Acer, ASUS, BenQ, D-Link, Foxconn, GIANT, Inventec, Jasper Huang, LiteOn, NOVA, PEGA Design, Pingoal Design Center, Qis-da and U.I.Design as the represented samples, and uses convenience sampling for consumers as samples. The results come to 306 effective samples and support the hypotheses by the path analysis. The results reveal that aesthetic style actually affect purchase intention, and perceived quality, perceived value, price, pleasure and aesthetic will affect the relationship. Finally, the research provides several suggestions for management and academic research.