| 摘要: | 現今的環境可說是多媒體、多管道、多感知、多元化的時代，創新、設計、美學視為產品之重要元素。隨著文明及生活水準的提升，消費者對於商品整體行銷活動的美學要求也日益增高，美學經濟時代的來臨，意味著以人為本的美學行銷，已改變人們的消費模式，更重塑人們的美學價值觀。
本研究問題是探討美學行銷、知覺品質與購買意願之關係，藉由文獻之引用及邏輯之推理，發現其彼此間具有相當之影響力。本研究目的主要在探討美學行銷對消費者購買意願的影響，並進一步探討知覺品質是否為兩變數間中介的關係。本研究方法採調查法，並透過問卷收集資料進行研究。針對家飾品零售店之消費者為研究對象。總共發放450份問卷，總計回收有效問卷為423份。研究結果顯示，在年齡、可支配所得等控制變數下，風格、感性、創新之美學行銷與知覺品質有顯著正向影響，對於消費者購買意願之關係亦有顯著正向影響。此外，美學行銷透過知覺品質的中介關係，對於消費者購買意願也同樣有顯著正向影響。最後，依據本研究結果，提出實務和理論策略意涵及後續學術研究的建議。
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. |
