The relationship between aesthetics, perceived value and buying intention: a literature review and conceptual framework

Abstract

This research aims to synthesize the scales of aesthetics, the perceived value of the consumers for the intention to buy smartphones. At the same time, this analyzes the relationship between aesthetics, perceived value and intention to purchase, thereby the study suggests the research model which can be applied in other places, other contexts, and related fields. The method in this study is to summarize the systematics theories and compare the relevant studies. As a result, this research can develop research hypotheses. The main results of the proposed model are to explore the scales and find out the relationship between aesthetics, perceived value and intention to buy smartphones directly and indirectly. Moreover, empirical research can, based on the proposed conceptual framework, be studied for different countries or technology-related products such as computers, tablets, and other smart devices.