Beauty of Energy-saving Makes You Impulsive! A Study on the Relationship between Product Aesthetics and Consumers’ Impulsive Purchase Intention

• Main Authors: Yang Shansheng, Ji Meihui, Wang Jingyi
• Format: Article
• Language: English
• Published: EDP Sciences 2021-01-01
• Series: E3S Web of Conferences
• Online Access: https://www.e3s-conferences.org/articles/e3sconf/pdf/2021/51/e3sconf_eilcd2021_02055.pdf

Appearance design greatly affects the influence of products on consumers, and product aesthetics plays an increasingly important role in consumers’ purchasing behavior. This article constructs a model of the influence of product aesthetics on consumers’ impulsive purchase intention, and puts forward corresponding hypotheses on this basis. Finally, the model and hypotheses are tested and revised through empirical methods. The data of this research shows that the aesthetic design level of products positively affects consumers’ impulsive purchase intentions, and positive emotions play an intermediary role between the two. At the same time, through analysis, this research confirms that consumers’ CVPA levels have an impact on products. Green stands for energy saving, and consumer behaviors that are conducive to reducing consumer spending and environmentally friendly can be favored. These can make consumers think of beautiful things, thereby enhancing impulsive consumption behavior. The relationship between aesthetics and consumers’ impulsive purchase intention has a moderating effect.