| Summary: | 碩士 === 國立高雄師範大學 === 文化創意設計碩士學位學程 === 106 === Modern people have been far away from the traditional mode of consumption, life style and tastes are different from the past, under a highly developed civilization. What consumers need is more than the product or service. The definition of the product value switch from the symbolic surface to consuming experience. Psychological factors become the main reasons why consumers purchasing products. What the consumers feel become the main reason that affect consumer willingness to purchase. And aesthetics lead to positive emotions, emotions and behavior are linked tightly. In this study, the emotional responses and purchasing behaviors were triggered by the preference of hand-made T-shirt aesthetic style image are discussed by stimulus-organism-reaction (SOR) theory. Evaluation Grid Method (EGM), and deep interviews are deeply involved in the inter-ethnic group. The emotional response is based on the pleasurable and evocative nature of the Chinese-version PAD scale .Analytics and questionnaires to understand the interaction between consumer sentiment and buying behavior. In this study, a total of 411 valid questionnaires surveys were collected and analyzed by the structural equation modeling (SEM). The results showed that the T-shirt pattern design more attractive and vivid, the consumers feel happier. The T-shirt pattern design style, such as the more exaggerated, the consumer will have the sense of arousal , but with relatively lower pleasure, the results of the purchasing, the "arousal" and "pleasure" are the positive impact. This study could be used as the reference for designers who want to develop their own products.
Keywords: Hand-made, Buying behavior, Stimulating- Organism-Reaction theory (SOR)
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