在進代的消費社會中，以往大多數的產品只需要滿足功能上的需求，但隨著經濟及技術的進步，企業競爭日漸激烈，紛紛尋求突破，於是逐漸開始著重於設計以及美感，例如頻果電腦、手機、MP3等功能性產品越來越有設計感，由以上的例子透露出，在功能的追求發展到一定的程度後，追求產品美感的趨勢已成無法抵擋的潮流。
行銷人員或產品設計者在推廣或設計出了具有美感之產品之後，最重要的目的就是產品的美感是否能反應在銷售上，而產品在與消費者溝通的過程中產生了一個黑箱，使企業無法掌握消費者對產品的美感的認知過程。
本研究主要的目的在於探討消費者對美感的回應，並使用特定的產品設計風格，試圖量化消費者對於香水產品之美感回應，並進一步的了解其購買意願，並且加以探討性別及個人美感特性在美感回應中的干擾效果，依照對美的敏感程度，將消費者分為兩群，也探討在性別的差異上，對美感回應的程度大小。
本研究以一般消費者進行問卷調查，資料之蒐集以網路為主，共發出372份問卷，有效問卷也為372份。研究方法線性結構模型為主，分析主要變數以及干擾變數之影響。
研究結果顯示，自然、和諧以及精緻之整體設計風格對於美感回應均有正向之影響，美感回應也對購買意願有正向及顯著之影響。另外在干擾效果部分，性別及視覺產品美感中心性(CVPA)之干擾效果並不完全顯著，結果顯示女性較偏好精緻設計風格之香水設計，而高CVPA之消費者較偏好和諧之設計。

In the past, most products only met the functional needs, but with the economic and technological progress, increasingly competitive, companies had to seek a breakthrough way. Then they gradually began to focus on product design and aesthetic, such as the Apple computer, mobile phone, MP3 player and other functional products had more and more design aesthetic. Based on the above, when we pursuit products functionality to a certain extent, the products aesthetic become more and more important.
When aesthetic products were made by product designers, marketers’ most important purpose was whether these products could be reflected in the sales. The communication process between products and consumers was difficult to understand, just like a black box. So it is a challenge to enterprises to understand consumers’ cognitive processes of aesthetic products.
The main purpose of this study is to investigate consumer response to the aesthetic and the use of a particular style of product design, in an attempt to quantify consumer response to the aesthetic of perfume products, and a better understanding of their purchase intention. This study also explored the moderating effect of gender and personal aesthetic characteristics in the aesthetic of the response. According to the CVPA degree and gender, consumers are divided into two groups to explore the differences of aesthetic response.
The results show that the nature, harmony, and elaborate design style have positive effect on the aesthetic response. Aesthetic response also has positive and significant effect on and purchase intention. In moderate effect, gender and Centrality of Visual Product Aesthetics (CVPA) didn’t have entirely significant, the results show that women are more preferred design of the perfume of exquisite design style, high CVPA consumers preference for a harmonious design.

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