隨著時代的進步，人們生活水準的提高，消費者購買商品及服務之餘，開始注重美感體驗與設計。因此，在商品要求上除了具備基本的功能及實用性之外，也進一步要求美感層面的感官價值，營造出個人化的風格品味與美感。本研究以國內家居量販店（生活工場、HOLA、IKEA、無印良品）之消費者為研究對象，採便利抽樣方式進行問卷調查，發放地點以大台北地區為主，共計發放問卷數480份，回收有效問卷數423份。研究結果顯示，美學行銷構面的風格美學、感性美學、創新美學三要素分別與美感體驗的形式性、表達性、象徵性三要素之間，都顯示顯著之正向關係，且與購買意願有正向影響之關係。並且研究發現，美感體驗（形式性、表達性、象徵性）在美學行銷（風格美學、感性美學、創新美學）與購買意願之間具部分中介效果。除了提出說明之外，並歸納具體實務及後續建議，期望研究結果可提供家居量販店管理者作為經營管理及行銷操作之參考。
Consumers purchase goods and service, start to pay attention to aesthetics experience and product design since the progress of modern living and improvement of living standard.
Thus, for house living decoration we look for not only the basic function and practicability, but also the sense of value for aesthetic feeling, to build up personalized life style and aesthetic sense.
This thesis takes house ware specialty retailer ( WORKING HOUSE, HOLA, IKEA, MUJI ) consumers as the research subject. We do random sampling survey around great Taipei area, overall questionnaires is 480 and valid questionnaires is 423.
The result of thesis shows that Aesthetic Marketing which include three essential elements Aesthetics Style, Aesthetic Sensibility and Aesthetic Creativity, play positive relation with Aesthetic Experience which include form, expression and symbol. And it affects consumers’ Purchase Intention positively and discovers the Aesthetic Experience is the partial mediating effects for Aesthetic Marketing and Purchase Intention.
This thesis not only proposes explanations, but also sums up solid suggestion for practice and follow-up service, looks forward to provide management at house ware specialty retailer for operation and marketing references.
