Do I Destroy Product Beauty? Effects of Product Aesthetics and Usage Process on Consumption Affect

• Main Authors: YE, SHU-JYUN, 葉淑君
• Other Authors: CHOU, YU-JEN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/9ys3a9

碩士 === 銘傳大學 === 企業管理學系 === 106 === “Aesthetics” plays a very important role in the design of the product, and it is worth to explore when consumers use the aesthetic product. Prior research mainly focuses on the destroyed product aesthetics enhance the negative emotions. This research focuses on the usage process of aesthetic products, and try to find the behavioral and psychological reactions during the product aesthetics destroying process. This study collects data through interview and experiment. The author finds that when consumers face the high aesthetic products, they will use multistep process way to consume the product. In additions, the multistep process intensify their positive emotions and reduce negative emotions during the process. Overall, many research and practical implications in this study.