The Influence of Aesthetics on Consumer Behavior: An Exploration

DOI: https://doi.org/10.62517/jnme.202510612

Author(s)

Peng Sun

Affiliation(s)

School of Art and Design, Dalian Jiaotong University, Dalian, Liaoning, China

Abstract

The purpose of this study is to explore the intrinsic mechanism of aesthetics affecting consumer behavior, clarify the differential impact of different aesthetic dimensions on consumer decision-making, and make up for the deficiencies of existing studies in the integration of aesthetic theory and consumer behavior practice. The research adopts a mixed research method combining literature review, questionnaire survey and structural equation modeling. First, through systematic sorting of domestic and foreign relevant literatures, the core connotation of aesthetics and the key factors of consumer behavior are defined; then, a questionnaire is designed based on the theoretical framework, and data are collected from consumers of different age groups and consumption levels in three first-tier cities; finally, the research hypothesis is tested and the influence path is analyzed by using structural equation modeling. The results show that product aesthetics, environmental aesthetics and service aesthetics all have significant positive impacts on consumer purchase intention and repurchase behavior, among which aesthetic perception plays an intermediary role. This study enriches the theoretical system of the relationship between aesthetics and consumer behavior, and provides practical guidance for enterprises to carry out aesthetic marketing strategies.

Keywords

Aesthetics; Consumer Behavior; Aesthetic Perception; Consumer Decision-Making

References

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