| Summary: | 碩士 === 輔仁大學 === 織品服裝學系碩士班 === 106 === Due to the raise of Capital National Income of Taiwanese, it changes their lifestyle and purchase behavior. Consumers nowadays value more about the aesthetic of products than its practicality. To fulfill the aesthetic need of the consumers, merchants blend aesthetic into business. They put aesthetic elements into the products and shopping space to attract consumer’s attention. Behind these products and shopping space, there is a symbolic meaning which comes from the cultural side or the inspiration story of products and the decorations. People use the symbolic meaning of the products to show their special taste and style, also makes them feel different from others. Therefore, the main purpose of this study is to examine the relationship between aesthetic experience and purchase intention. Meanwhile, the study uses consumer need for uniqueness as a moderator variable to examine how it effect the relationship between aesthetic experience and purchase intention. Also, brings in the new business model called Select Shop into to further discussion.
This study adopted questionnaire survey, and the subjects are Taiwan consumers who have shopping experience in Select Shop. 345 valid samples are collected. The study shows that consumer need for uniqueness has influence among the aesthetic experience and purchase intention, there are some different between high consumer need for uniqueness group and low consumer need for uniqueness group.
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