Research On The Influence Mechanism Of Product Aesthetic Design On Consumers’ Variety Seeking Behaviors

It’s human nature to be curious and to seek out new experiences.This internal demand is manifested in the consumer’s pursuit of diversification in the purchase process of products or services.In order to meet the diversified needs of consumers,enterprises constantly adjust the market strategy and innovate the marketing mode.One is for the product itself,such as research and development of new products.The second is for the consumption scenario,such as creating a new consumption situation.In both product-oriented and consumer-oriented scenarios,we find that companies consider an important element in the creative process-aesthetics.First of all,for new products,in addition to considering the key attributes of the product,enterprises will also pay attention to whether the product appearance is beautiful and whether the product packaging is attractive.It will even study the current aesthetic preferences and current popular aesthetic trends of consumers in this market segment,and then integrate these elements into the product processing process.Secondly,in order to create new consumption scenes,enterprises will take the online scene publicity video as an example.They will think about how to create artistic sense and atmosphere,and how to construct natural and appropriate images.All these reflect the importance of aesthetics in the process of enterprise innovation and diversification of products.For consumers,visual initiation is the first step to understand the product,often beautiful design,unique appearance of the product can let consumers "fall in love at first sight,goodbye fall in love".Aesthetics seems to be the basic requirement of enterprises and consumers for products.So whether the aesthetic design of the product really has an impact on the diversification of consumers,and what is the process of the impact?Based on the reality that the consumer needs are becoming more and more diverse,this paper explores the influence of product aesthetic design on consumers’ variety seeking behavior.This paper holds that products with high aesthetic design generally conform to prototype or typicality,and the information processing process of prototype or typical products is more smooth,so consumers will feel the processing fluency when facing high aesthetic products.Within the same period of time,the smoother the processing process,the more consumers can remember the product information and identify the various aspects of the product,so the perceptual diversity will increase.This further increases the actual variety seeking behavior.Therefore,this paper believes that compared with the products with low aesthetic design,the processing process of products with high aesthetic design is smoother,leading to more diversified seeking behavior of consumers.In addition,this paper also proposes that when there is high cognitive load(vs low cognitive load),consumers will have less mental resources for processing,the processing will be more difficult,the perceived product diversity will be reduced,and the variety seeking behavior will be reduced.At the same time,when products are displayed vertically(vs horizontal),processing is more difficult and variety seeking behavior is reduced as consumers browse vertically,out of alignment with their usual eye movements.Based on the above inference,four formal experiments are designed to test these hypotheses.Experiment 1 examined the main effect of this study.Experiment 2 examined the mediating effect of processing fluency.Experiment 3 examined the moderating mediating effect of cognitive load.Experiment 4 examined the moderating mediating effect of the display mode.This study has further enriched the existing theoretical research and provided guidance for enterprises to formulate marketing strategies and marketing strategies.