美感體驗、流行意識對購買意願影響之研究

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Title:	美感體驗、流行意識對購買意願影響之研究
Authors:	李博呈
Contributors:	國際企業管理學系
Keywords:	美感體驗 aesthetic experience 流行意識 fashion consciousness 購買意願 purchase intention
Date:	2012
Issue Date:	2012-11-01 10:18:20 (UTC+8)
Abstract:	隨著全球就業率上升以及國民所得提高，民眾開始關注物質的無形價值，對於商品不再強調功能性，而是著重在商品的美感價值以及帶給消費者的心理反應。崇尚美感體驗的消費者往往不在乎物質的實用性，價格以及功能不是最重要的選擇條件，好不好看才是購買與否的第一條件，因此他們對於商品設計與流行具有高度敏感性。然而並非所有重視美感體驗的消費者對於流行的看法和態度一致，因此可因為流行意識的不同造成購買行為的差異產生。本研究採取問卷調查模式，並且蒐集了431份樣本，有效樣本數為397份，整體有效問卷達92.11%，經過SPSS程式分析之後發現：美感體驗對於購買意願具有正向影響關係；流行意識對於美感體驗影響購買意願之間具有部分干擾效果，意即消費者的美感體驗越高，越有可能產生購買行為，而流行意識的高低將對兩者之間產生影響效果。 With the rise of national Gross Domestic Product, the mass start to focus on the in-tangible value of product rather than the substantial function that the price and practica-bility are not important, so they are sensitive to product design and fashion. Firms need to consider the design of product to attract the consumers in order to create sales. The purpose of this study is to find the relations among aesthetic experience, fashion consciousness, and purchase intention. This study collected the data via questionnaire method. The valid sample is 397. The results shows that the aesthetic experience has an significant and positive influence on purchase intention. Fashion consciousness causes a moderating effect on aesthetic experience and purchase intention.
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