Path Analysis of Design Aesthetic and Purchase Intention: Moderated-Mediating role of Chinese Traditional Element to Perceived Value
DOI:
https://doi.org/10.62051/ijgem.v4n1.49Keywords:
Design Aesthetics, Purchase Intention, Chinese Traditionality Elements, Perceived ValueAbstract
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.
References
[1] Yang Li, J. L. “The Influence of Design Aesthetics on Consumers’ Purchase Intention Toward Cultural and Creative Products: Evidence From the Palace Museum in China”. Frontiers. Frontiers in Psychology 13 (2022): 939403. https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2022.939403/full
[2] [1] Shi, A., F. Huo, and G. Hou. "Effects of Design Aesthetics on the Perceived Value of a Product. " Frontiers in psychology 12(2021):670800.
[3] Ye Hai, Zipser Daniel. “2022 China Fashion Industry White Paper - From Quantity to Quality”: Embarking on a New Journey of China's Fashion Industry Leap Forward.2022. https://www.mckinsey.com.cn/
[4] Bing xu. “The inheritance and creative design of traditional color scheme based on modern consumer's psychological perception”. 2020. onlinelibrary.wiley.
[5] Tajuddin Nur Fatjri. “Cultural and Social Identity in Clothing Matters: "Different, Cultural and Social Identity in Clothing Matters". 2019.European Journal of Behavioral Sciences.
[6] Xuemei Liu. The Aesthetic Presentation of Realistic Oil Painting Style in Fashion Design. Footwear Craft and Design.
[7] Lifang Peng, Weiguo Zhang, Xiaorong Wang, Liang Shuyi. “Moderating effects of time pressure on the relationship between perceived value and purchase intention in social E-commerce sales promotion: Considering the impact of product involvement”.2019. information management, 56.
[8] S. Lee, Johnson Z.S. “The effect of new product design and innovation on South Korean consumer's willingness to buy”. 2017. Asia Pacific Journal of Marketing and Logistics.
[9] H. Xia Pan, Y. Zhou, Z. J. Zhang X. “Creating the best first impression: Designing online product photos to increase sales”.2020. Decision Support Systems.
[10] Zhenzhen Qin 1, Yao Song 2, * and Yao Tian 22. (2019). The Impact of Product Design with Traditional Cultural Properties (TCPs) on Consumer Behavior Through Cultural Perceptions: Evidence from the Young Chinese Generation. sustainability.
[11] Mo xiao hongen lesun. “Online Clothing Design and the visual behavior of comsumer”.2022. package engineering.
[12] Lifang Peng⁎ Weiguo Zhang Xiaorong Wang Liang Shuyi. Moderating effects of time pressure on the relationship between perceived value and purchase intention in social E-commerce sales promotion: Considering the impact of product involvement.2019. information management, 56.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.