Study on Relationship between Purchase Intention, Product Aesthetics, Chromatic Harmony, and Centrality of Visual Product Aesthetics
Study on Relationship between Purchase Intention, Product Aesthetics, Chromatic Harmony, and Centrality of Visual Product Aesthetics

Summary/Abstract: An experiment was designed to study the relationship between purchase intention, product aesthetics, chromatic harmony, and the centrality of visual product aesthetics. Six research questions were formulated. The chromatic harmonies analysed were the uniform, monochromatic, analogous, and complementary. The products used as images were a cabinet and a heater. A questionnaire was designed to allow statistical analysis in the context of the research questions. The experiment was run with 236 participants, and the results were tested for reliability. The following conclusions were drawn from the statistical analysis of the results. Uniform and monochromatic harmonies ensure the highest levels of purchase intention and product beauty. A very strong direct correlation exists between the perception of product beauty and purchase intention. Centrality of Visual Product Aesthetics (CVPA) does not have a direct influence on purchase intention nor on product aesthetics. The CVPA only plays a significant role as a moderator in the positive relationship between product beauty and purchase intention.

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