E3S Web Conf.
Volume 275, 20212021 International Conference on Economic Innovation and Low-carbon Development (EILCD 2021)
|Number of page(s)||4|
|Section||Green Low-Carbon and Energy Saving and Emission Reduction Applications|
|Published online||21 June 2021|
Beauty of Energy-saving Makes You Impulsive! A Study on the Relationship between Product Aesthetics and Consumers’ Impulsive Purchase Intention
School of Business Administration, Guangdong University of Finance and Economics University, 21 Luntou Road, Guangzhou 510320, China
* Corresponding author: firstname.lastname@example.org
Appearance design greatly affects the influence of products on consumers, and product aesthetics plays an increasingly important role in consumers’ purchasing behavior. This article constructs a model of the influence of product aesthetics on consumers’ impulsive purchase intention, and puts forward corresponding hypotheses on this basis. Finally, the model and hypotheses are tested and revised through empirical methods. The data of this research shows that the aesthetic design level of products positively affects consumers’ impulsive purchase intentions, and positive emotions play an intermediary role between the two. At the same time, through analysis, this research confirms that consumers’ CVPA levels have an impact on products. Green stands for energy saving, and consumer behaviors that are conducive to reducing consumer spending and environmentally friendly can be favored. These can make consumers think of beautiful things, thereby enhancing impulsive consumption behavior. The relationship between aesthetics and consumers’ impulsive purchase intention has a moderating effect.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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