| Summary: | 碩士 === 國立彰化師範大學 === 商業教育學系 === 93 === In the age of consumer sovereignty, a supplier is encouraged to explore “ the desire of art” hidden in the consumers to create the source of economic everlasting growth. So the research on consumer aesthetics, which is an important topic in experiential marketing(also called as experiential economy or aesthetic economics in China), has become a very popular research issue in the recent years.
In this thesis, we are focused on the analysis of the interaction and the relation between the consumers and the consumer aesthetics based on the consumer’s income, education, sex, and age. Following the analysis, we can find the consumer aesthetics among different consumers and summarize the classification of consumers which will be helpful for the marketing strategies.
A list of questionnaire, based on six aspects such as popular fashion, unique style, reason and perceptual, reward oneself, scenario decoration aesthetic, and additional value of the beauty, had been designed to apply to the parents of Kaohsiung Municipal San-Min Home Economics and Commerce Vocational High School to collect the relative information. Several statistical tools are used for the verification of the hypothesis proposed in this thesis, such as principle component analysis, Pearson product-moment correlation, Spearmon’s rank order, t-test, and one way Manova.
Following the results of analysis in this thesis, five facts have been discovered shown as follows:
“Consumer aesthetic” and “Age” are negatively relative; “consumer aesthetic” is positively related with both “level of education” and “income”.
The consumers with different “sex” show statistically significant differences in the aspect of “the additional value of the beauty”.
The consumers with different “ages” show statistically significant differences in two aspects of “unique style” and “scenario decoration”.
The consumers with different” level of education” and “income” show statistically significant differences in four aspects of “popular fashion”, “unique style”, “reward oneself” and “the additional value of the beauty”.
The consumers with different “occupation” show none statistically significant difference in the six aspects of “popular fashion”, “unique style”, “reason and perceptual”, “reward oneself”, “scenario decoration aesthetic” and “the additional value of the beauty.”
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