Path Analysis of Design Aesthetic and Purchase Intention: Moderated-Mediating role of Chinese Traditional Element to Perceived Value

Abstract

This study aims to explore the impact of design aesthetics on the perceived value and purchase intention of Chinese consumers, with a particular focus on the mediating role of traditional Chinese elements in this influence process. The study aims to understand the respondents' evaluation, perceived value, purchase intention, and identification with traditional Chinese elements in design aesthetics. Meanwhile, evaluated the mediating role of perceived value and measured the impact of traditional Chinese elements on these variables. Collect attitude data of Beijing consumers towards clothing decoration pattern design through a questionnaire survey, and use structural equation modeling for analysis to verify research hypotheses. Researchers conducted a questionnaire survey of adult women in Beijing using random sampling methods, and used statistical methods such as mean analysis, mediation effect analysis, and moderation effect analysis to explore the relationships between various variables. Research has found that perceived value plays a significant mediating role in the process of design aesthetics influencing purchase intention, and design aesthetics has a significant direct and indirect impact on consumers' purchase intention. Meanwhile, traditional Chinese elements play a negative moderating role between design aesthetics and perceived value. In addition, there are significant differences in design aesthetics, perceived value, purchase intention, and traditional Chinese elements among different consumer groups. The research results hope to promote the integration between the Chinese clothing pattern design market and consumer demand, increase the attention and investment of the clothing industry in pattern design, and enhance the overall aesthetic level and richness. Although Chinese style is an important design material and trend, designers need to balance and innovate better when combining modern design with traditional elements. At the cultural level, it is necessary to cultivate consumers' appreciation of traditional elements and enhance aesthetic education of traditional culture. In addition, targeted pattern design should be carried out for different consumer groups. In summary, this study provides strategies for clothing pattern design, providing reference for designers in selecting design elements and pattern design, with the aim of promoting the development of the pattern design industry at the cultural and commercial levels.