期刊刊名：美學與藝術管理研究所學刊 　 卷期：4期

篇名出版日期：2008年7月1日

作者：林耀南,賴靜儀

語言：English

關鍵字：Chinese consumer, products appearance, aesthetic perceptions, value,華人消費者,美感知覺,價值觀

被點閱次數：84次

閱讀時間：3956sec

摘要：
Consumer aesthetic perception of products has been highlighted in recent years, because it determines consumers’ purchasing intention and behaviors. The study attempts to compare consumer aesthetic features between the Western culture and Chinese culture. After reviewing previous studies in aesthetic consumption and Chinese culture, This paper offers five Chinese consumer aesthetic propositions: (1) Chinese value “saving” brings Chinese consumers to appreciate cheap and utilitarian products; (2) Under the collectivist atmosphere, Chinese consumer holds the aesthetic tastes with conformity; (3) Chinese consumer tends to appreciate “social acceptable” style; (4) Chinese consumer prefers products with plain style; (5) Chinese consumer highlights on feeling and interpretation as they appreciate products.

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