期刊名称：Scientific Annals of the “Alexandru Ioan Cuza” University of Iasi – Economic Sciences Series
印刷版ISSN：2501-1960
电子版ISSN：2501-3165
出版年度：2020
卷号：67
期号：1
页码：33-43
DOI：10.2478/saeb-2020-0002
出版社：Sciendo
摘要：Visual impact is essential when consumers are assessing car preferences. The purpose of this paper is to present a holistic model focusing on car aesthetic dimensions and its impact on consumers’ purchase decisions. Our findings are based on a questionnaire completed by 388 participants and analyzed with SPSS and AMOS. The results show not only that the aesthetic dimensions such as color, shape and sound influence the processing stimuli, but also the significant and positive relationships established between the stimuli and the purchase decision. Also, this study can guide marketers when developing an effective marketing strategy. As our research focuses on the Romanian market, testing our framework in different cultures is strongly encouraged.
