The Relationships among Centrality of Visual Product Aesthetics, Consumer Innovativeness, Product Involvement and Experiential Value -The Case of Bridal Photography Industry

• Main Authors: Pao-Hsiu Sun, 孫寶秀
• Other Authors: Yao-Nan Lin
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/83046700368472992489

碩士 === 輔仁大學 === 企業管理學系管理學碩士在職專班 === 103 === Bridal photography Industry is minority of the service industries that can guide international trend in Taiwan, it is also matrimony consumptions of necessity which still hard to be removed in Chinese community. Due to improvement of living environment and GDP growth, people are more importance the aesthetic perception of Bridal Photography which can symbolize the extent of self-worth. The characteristic of Bridal photography consumer usually values the visual product aesthetics and subsequently reflects the consumption behavior of innovation. However, previous researches have not discussed in depth, Therefore, well-designed experience value, in order to promote consumer emotions, and thus enhance on customer satisfaction, it will be the key to success for bridal photography industry. The purpose of this study is to investigate the relationships among centrality of visual product aesthetics, consumer innovativeness, product Involvement, and experiential value. The valid sample is 402. SEM with LISREL computer program was used to analysis of each association. This study finding are:(1) higher visual product aesthetics has higher consumer innovativeness; (2) higher visual product aesthetics has higher experience value; (3) higher visual product aesthetics has higher product involvement; (4) higher consumer innovativeness has higher experience value; (5) higher product involvement has higher experience value. Finally, the above findings provided some suggestions as a reference to improve service quality, and thus enhance competitiveness in the practical fields.