| Summary: | 碩士 === 中國文化大學 === 企業實務管理數位學習碩士在職專班 === 100 === Today's environment can be said that the multi-media, multi-channel, multi-perception, pluralistic era, innovation, design, aesthetics as an important element of the product. Civilization and standard of living to enhance the aesthetic requirements of the consumer marketing activities for the total has been increasing, and the advent of the era of the aesthetic economy, means that the people-oriented aesthetic marketing, change people's consumption patterns, but also to reshape the aesthetic values of the people .
This study was to explore the aesthetic marketing, the relationship between per-ceived quality and purchase intention by reference to the literature and logical reasoning, has considerable influence in each other. The purpose of this study to explore the impact of aesthetic marketing on consumer purchase intention, and to further explore whether the perceived quality mediated the relationship between two variables. Research em-ployed the survey method, and research through a questionnaire to collect information. Home accessories retail consumers in this study. Issued a total of 450 questionnaires, a total of valid questionnaires was 423. The results show that, under the control variables such as age, disposable income, the aesthetics of style, sensibility, innovative marketing and perceived quality have a significant positive effect on a significant positive impact on consumer purchase intention. Also. In addition, aesthetic marketing through the in-termediary of the perceived quality relationship for consumer purchase intention is also a significant positive impact. Finally, according to the results of this study, the meaning of practical and theoretical strategies and follow-up academic research proposal.
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