美感品味對於消費者選擇商品的影響

本研究主要探討美感品味能力、產品購買動機（功能型、享樂型）、產品屬性(設計、功能、享樂、價格、優惠)以及自我肯定對於購買意願之影響。本研究針對南部各大專院校平均年齡40 歲以下的消費者進行施測，總共發放960 份問卷。結果顯示，大多數消費者選購產品時，除了會對商品有基本知識與認知外還具有美感品味評價能力；美感品味是會影響他們選擇商品的屬性，進而產生對於購買意願的影響，選擇商品時的決策是會受自我肯定影響；但產品購買動機對於消費者設計屬性商品的購買意願影響並無差異。

關鍵字

美感品味；自我肯定；設計屬性產品；產品購買動機

並列摘要

This study focused on the effects of aesthetic taste, product purchase motivation (functional, hedonic), product attributes (design, function, pleasure, price, discount) and self-affirmation on purchase intention. By means of the application of Questionnaire Method, and based on the collected random samples aimed at the students in the colleges or universities in Southern Taiwan, 960 copies of questionnaires had been issued. The results showed that when consumers purchase products, aesthetic taste would influence their consideration of product attributes and then generate purchase intention. Consumer's self-affirmation was observed to have significant effects on his or her purchase decision. But product purchase motivation is irrelevant to choice of a highly aesthetic product.