智慧型手機美學與忠誠度關聯之研究：以需求內容為干擾變數探討

The Study of Smartphone Aesthetics toward Customer Loyalty: Moderating Variables of the Contents of Needs

追求與感受美麗事物為人的天性，近年來美學的研究愈趨熱門，不論外觀設計、使用者介面美學等皆不乏學者探討，顯示美學經濟在現今的重要性。本研究選擇當今熱門的商品－智慧型手機作為美學的探討對象。根據需求層級理論，人們會在低層需求獲得滿足後再追尋更高層的需求，對於美學的追求可能會因個人在需求內容上的不同而產生差異，因此本研究以「需求內容」作為干擾變數來探討其與智慧型手機美學、忠誠度三者間的交互作用。本研究以535名使用過或擁有智慧型手機的使用者為對象，針對回收的問卷使用階層迴歸分析法。本研究期待能將結果貢獻給智慧型手機相關業者，令其在爭取顧客忠誠度上多一個策略方向，也期待能在美學領域增添研究新方向。

Experiencing and pursuing beautiful things is a human nature. There are many researches about aesthetics in recent years, such as visual design aesthetics and user interface aesthetics studies. Researchers have emphasized the importance of aesthetics economy and considered those consumers' reactions to aesthetics products are worth studying. Under this concept, we choose a popular product, smartphone, as our objective of aesthetics study. According to the hypothesis of Hierarchy of Needs, people with different contents of needs might have different attitudes toward pursuing of aesthetics. So, we use 'contents of needs' as a moderator in order to learn about the interaction between these three factors. Total of 535 smartphone users (consumers) were selected as respondents. Data analysis used hierarchical regression analysis. We hope that the result of this study can provide a new aspect of strategy settings to firms related to smartphone and also a new research region to aesthetics studies.