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論文名稱(外文):The Effects of Aesthetic Response on Purchase Intention Based on Generic Design Factors
指導教授(外文):Tsung-Chi Liu
外文關鍵詞:Product formAesthetic responseCentrality of Visual Product Aesthetics (CVPA)
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In the past, most products only met the functional needs, but with the economic and technological progress, increasingly competitive, companies had to seek a breakthrough way. Then they gradually began to focus on product design and aesthetic, such as the Apple computer, mobile phone, MP3 player and other functional products had more and more design aesthetic. Based on the above, when we pursuit products functionality to a certain extent, the products aesthetic become more and more important.
When aesthetic products were made by product designers, marketers’ most important purpose was whether these products could be reflected in the sales. The communication process between products and consumers was difficult to understand, just like a black box. So it is a challenge to enterprises to understand consumers’ cognitive processes of aesthetic products.
The main purpose of this study is to investigate consumer response to the aesthetic and the use of a particular style of product design, in an attempt to quantify consumer response to the aesthetic of perfume products, and a better understanding of their purchase intention. This study also explored the moderating effect of gender and personal aesthetic characteristics in the aesthetic of the response. According to the CVPA degree and gender, consumers are divided into two groups to explore the differences of aesthetic response.
The results show that the nature, harmony, and elaborate design style have positive effect on the aesthetic response. Aesthetic response also has positive and significant effect on and purchase intention. In moderate effect, gender and Centrality of Visual Product Aesthetics (CVPA) didn’t have entirely significant, the results show that women are more preferred design of the perfume of exquisite design style, high CVPA consumers preference for a harmonious design.

誌謝 I
摘要 II
Abstract III
目錄 IV
表目錄 V
圖目錄 VI
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 產品外形 4
第二節 整體設計風格 6
第三節 對產品外型的心理回應 10
第四節 行為回應 11
第五節 對消費者反應的調節影響 12
第三章 研究方法 15
第一節 研究架構 15
第二節 研究假說 16
第三節 研究變項之操作性定義與衡量 19
第四節 研究設計與資料蒐集 22
第五節 資料分析方法 23
第四章 實證結果與分析 27
第一節 敘述性統計分析 27
第二節 信度與效度分析 29
第三節 相關性分析 37
第四節 結構方程模型分析 37
第五章 結論與建議 45
第一節實證結果與討論 45
第二節管理意涵 49
第三節研究限制與未來研究建議 51
參考文獻 53
附錄一 前測問卷 56
附錄二 正式問卷 59
表2-1 Henderson and Cote (1998)之Logo範例 9
表3-1自然程度之問項 21
表3-2和諧程度之問項 22
表3-3精緻程度之問項 22
表3-4美感回應問項 23
表3-5 視覺產品美感中心性 23
表3-6購買意願之問項 24
表3-7相關係數是強度大小與意義 27
表3-8線性結構關係常用指標 28
表4-1 性別分佈 29
表4-2 年齡分佈 30
表4-3 教育程度分佈 30
表4-4 專長領域分佈 31
表4-5 月收入分佈 31
表4-6 自然之信度分析 32
表4-7和諧之信度分析 32
表4-8精緻之信度分析 33
表4-9美感回應之信度分析 33
表4-10購買意願之信度分析 33
表4-11 視覺產品美感中心性(CVPA)之信度分析 34
表4-12自然程度量表驗證性因素分析 35
表4-13和諧量表驗證性因素分析 36
表4-14 精緻量表驗證性因素分析 36
表4-15 美感回應量表驗證性因素分析 37
表4-16 購買意願量表驗證性因素分析 37
表4-17視覺產品美感中心性(CVPA)量表驗證性因素分析 38
表4-18 區別效度分析整理 39
表4-19相關係數表 39
表4-20模式適配度指標 42
表4-21整體理論模式的衡量模式分析 43
表4-22理論結構模式之路徑係數與假設驗證 44
表4-23視覺產品美感中心性(CVPA)的干擾效果測試 45
表4-24性別的干擾效果測試 46
圖2-1 Bloch(1995)之消費者對產品外型回應一般性架構 6
圖3-1研究架構 17
圖4-1結構方程模式 40
圖4-2結構方程模式之結果 41

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