The Effect of Aesthetic Marketing Training toward Quality Sense– Moderating Variables of Job Involvement in Organization

• Main Authors: Lo, Huan-Yu, 羅奐妤
• Other Authors: Liu Chung-Chu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/k69bng

碩士 === 國立臺北大學 === 企業管理學系 === 102 === Recently the word of “Aesthetics" has raised the attention widely in the field of marketing and management due to the huge economic benefits it brings. The application of aesthetics also helps to discover a brand new way of marketing to escape the restriction from regular product features such as price, function and specifications. Therefore; it is obviously that the element of aesthetics has strong connection with product conceptual, product design and marketing strategy. Marketing research reports also takes “Aesthetics” as an innovative topic. However, while most of the present studies focus on external product design and package, the aim of this study intends to discuss the aesthetics from organization inside, from its training process, and its possibility effect toward employees. The study is designed to figure out how “aesthetic marketing training perception” to enhance employees' “quality sense” and "job involvement" acts as mediator in order to learn about the interaction between these three factors. Through hierarchical regression analysis, the results showed that “aesthetic marketing training perception” has a significant effect on “quality work performance” and here “job involvement" does have a moderating effect. With respect that the result of this study can bring organization aesthetics research a new material for ongoing study and provide a reference direction for those organizations plan to implement corporate aesthetic into training course. Keywords: Aesthetics, Aesthetic marketing training, Quality sense