Abstract
Appearance design greatly affects the influence of products on consumers, and product aesthetics plays an increasingly important role in consumers’ purchasing behavior. This article constructs a model of the influence of product aesthetics on consumers’ impulsive purchase intention, and puts forward corresponding hypotheses on this basis. Finally, the model and hypotheses are tested and revised through empirical methods. The data of this research shows that the aesthetic design level of products positively affects consumers’ impulsive purchase intentions, and positive emotions play an intermediary role between the two. At the same time, through analysis, this research confirms that consumers’ CVPA levels have an impact on products. Green stands for energy saving, and consumer behaviors that are conducive to reducing consumer spending and environmentally friendly can be favored. These can make consumers think of beautiful things, thereby enhancing impulsive consumption behavior. The relationship between aesthetics and consumers’ impulsive purchase intention has a moderating effect.
Highlights
More and more scholars have turned their research attention to the field of product aesthetics
This study considers that when consumers are individuals with different levels of visual aesthetics, the positive relationship between product aesthetics and consumers' impulsive purchase intentions will result A certain influence, and the internal mechanism and boundary conditions are explored
Research and analysis show that Aesthetics of energysaving product is more likely to stimulate consumers' impulsive purchase intentions
Summary
More and more scholars have turned their research attention to the field of product aesthetics (for example, [1,2,3]). No scholar has linked product aesthetics with consumers' impulsive purchase intentions. This study considers that when consumers are individuals with different levels of visual aesthetics (that is, when consumers have different levels of CVPA), the positive relationship between product aesthetics and consumers' impulsive purchase intentions will result A certain influence, and the internal mechanism and boundary conditions are explored . This research is mainly to explore the relationship between product aesthetics and consumers’ impulsive purchase intention, and to explore the internal mechanism and boundary conditions . This research is related to product aesthetics. The enrichment and expansion of theories have enlightening significance for the formulation of related marketing strategies for enterprises
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