Study On The Mechanism Of Aesthetics On Consumer Behavior When Painting Is Integrated Into Products

Although the aesthetic characteristics of products are closely related to consumer behavior,the literature on marketing and consumer behavior has not fully explored the specific mechanism of how the aesthetic characteristics of products affect consumer behavior.This paper takes painting as a stimulus,and explores the mechanism of how the aesthetic perception of painting works impacts on consumer evaluation and purchase intention of products when painting works are integrated into products.The study is based on the logic of processing fluency theory.Processing fluency is the degree of ease and pleasure that a subject experience when a target stimulus is processed.According to the theory of processing fluency,when the aesthetic perception of the goods is stronger,people will process the information with more ease,and the processing experience will be more pleasant,that is,the level of processing fluency will be higher,and then the evaluation of the goods will be more favorite and more positive.Accordingly,this paper takes painting as a stimulus and puts forward the following research hypothesis: when painting is integrated into the product,the aesthetic feeling is stronger,the processing fluency is better,and then the evaluation and the purchase intention of the product is more positive.This study consists of two experiments.In study 1,two products,porcelain bottle and folding fan,and paintings with different aesthetic degrees were used as stimuli.The results showed that consumers perceiving higher aesthetic degree had higher purchase intention when the paintings were infused into the products.Moreover,consumers had higher level of processing fluency.The processing fluency has a significant mediating effect between aesthetic feeling and purchase intention.Study 2 used one product folding fan and paintings with different aesthetic levels as stimuli.The results showed that perception of luxury had no significant mediating effect between aesthetic perception and consumer behavior,while processing fluency still played a significant mediating role between aesthetic perception and consumer behavior,which further strengthened the role of processing fluency in consumer behavior.The results of this study extend the previous studies on the aesthetic role of consumer behavior,and have reference value for the proper use of aesthetic factors in marketing practice.