Research On The Influence Of Product Aesthetic Perception On Consumers’ Purchase Intention

With the rapid development of social economy,the competition between brands and products is becoming more and more fierce,and marketing phenomena such as product homogenization and brand homogenization emerge one after another.People’s demand for a better life is growing,and the demand for daily physical consumer goods is also showing a diversified trend.In particular,the requirements for the "appearance" of the product appearance are higher and higher,and the aesthetic perception of the product plays a more and more important role in daily physical consumer goods.In the 2019 Research Report of China Household Appliance Industry Association,it is proposed that the sense of aesthetic design will become one of the important development trends of household appliances.The following questions are worth considering: what impact will product aesthetic perception have on consumers’ purchase choice? How to influence the action mechanism and path,etc.These problems have not been paid enough attention in theoretical research.Especially in the field of marketing,there is a lack of research on the topic of product aesthetic perception.Based on the theory of visual perception and arousal,this paper takes household appliances as the research object to explore the impact of product aesthetic perception on consumers’ purchase intention.Based on the literature review,this paper puts forward the research hypothesis,constructs the research model,collects the data through the questionnaire method,tests the reliability and validity by using SPSS and Amos software,and tests the main effect,intermediary effect and regulatory effect by using the methods of structural equation model,bootstrap and hierarchical regression analysis.Through the analysis,this paper draws the following conclusions: first,product aesthetic perception has a positive impact on consumers’ purchase intention,and the two dimensions of product aesthetic perception-classical aesthetic perception and expressive aesthetic perception-have a positive impact on consumers’ purchase intention.Second,natural consciousness plays an intermediary role between classical aesthetic perception and consumers’ purchase intention.Third,self-affirmation plays an intermediary role between classical aesthetic perception and consumers’ purchase intention,and self-affirmation plays an intermediary role between the expression of aesthetic perception and consumers’ purchase intention.Fourth,brand awareness plays a negative regulatory role between classic aesthetic perception and consumers’ purchase intention,but there is no regulatory role between expressing aesthetic perception and consumers’ purchase intention.Based on the above research,this paper puts forward the corresponding management enlightenment: first,Entity product enterprise should pay attention to the appearance design of products;Second,Entity product enterprise should pay attention to improving consumers’ natural awareness and self-affirmation;Third,Entity product enterprise should combine their own brand awareness level when carrying out product appearance design innovation.This paper enriches the relevant literature on the research of product aesthetic perception,and widens the research field of mechanism and path affecting consumers’ purchase intention.