| Summary: | 碩士 === 輔仁大學 === 心理學系 === 104 === Purchase intention will affect the benefit of companies, there are a lot of factors need be considered to customers who face so kind of products. Value-based view of the product and Product involvement are two important factors to affect the purchase intention of customer, because their first sight is product form that given them the value-based view to feel good or bad. But previous studies of value-based view of the product were investigated around specific products like computer or camera. Therefore the study would like to clarify that the Influences of value-based view of the product and product involvement on the purchase intention – the moderation effect of centrality of visual product aesthetics. A total of 289 respondents participated in this study. An experimental method was used in this study, and data were analyzed by ANOVA and T-test. The results are as follows: (1) The value-based view of the product is better, the purchase intention is higher. (2) The low involvement product will affect customer’s purchase intention more. (3) The customer’s centrality of visual product aesthetics is better, the purchase intention is higher. (4) The customer’s centrality of visual product aesthetics is better, the better value-based view of the product will affect customer’s purchase intention more. (5) The customer’s centrality of visual product aesthetics is lower, the Value-based view of the product will doesn’t affect their Purchase Intention.
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