Title: A Study of the Influence of Product Aesthetic Perception on Consumers’ Purchase Intention
Author: Liang Tao
Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.717-732) Proceedings PDF
Abstract
With the rapid development of China’s economy, the material life of people in all aspects has been greatly improved. In contrast, the problems of energy consumption and environmental pollution have become more and more prominent. The development of society can not leave the consumption, and sustainable development can not leave the green consumption. The individual consumption habits and the ecological environment are closely linked. New energy vehicles, as a resource-saving and environmentally friendly emerging products, have the advantages of low energy consumption and light pollution, and are an important representative of green products. However, at present, it seems that the consumer market of new energy vehicles in China is not extremely active, and consumers’ enthusiasm for purchasing new energy vehicles is not strong.
This study adopted the quantitative research method, based on Kim’s Value-Based Adoption Model, which considers perceived usefulness and perceived enjoyment as two aspects of perceived gains, and perceived costs and perceived risks as two aspects of perceived losses, thereby influencing consumers’ decision to purchase. Therefore, this study aimed to examine the impact of perceived usefulness, perceived enjoyment, perceived cost and perceive risk on consumers’ intention to purchase new energy vehicles. Online questionnaires were used to collect data. A total of 560 questionnaires were distributed, and after excluding invalid questionnaires, a total of 514 valid questionnaires were obtained, with an effective recovery rate of 91.79%. The research conclusions obtained in this study are: 1.The establishment of hypothesis 1 indicates that consumers buy new energy vehicles not only to obtain internal emotional satisfaction, but also the functional benefits are very important, and the products that satisfy the consumers’ usage needs and improve their work efficiency can also attract a large number of consumers to buy them. 2. The establishment of hypothesis 2 indicates that the pleasurable feelings and emotional benefits brought by the new energy vehicles to the consumers can stimulate their purchase intention more than the functional utility satisfaction of the products. 3. The establishment of hypothesis 3 suggests that the perceived cost can directly or indirectly inhibit the purchase intention through the perceived value. 4. The establishment of hypothesis 4 does not hold, which means that consumers may not be fully aware of the potential risk of purchasing a new energy vehicle, and that they are more concerned about the actual cost of the vehicle than the risk of the future.
Keywords: product aesthetic perception, natural consciousness, brand awareness, purchase intention
A Study of the Influence of Product Aesthetic Perception on Consumers’ Purchase Intention
6317195403 Liang Tao 2567 (2024) A Study of the Influence of Product Aesthetic Perception on Consumers’ Purchase Intention สารนิพนธ์ (Independent Study), Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University