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.

中文翻译：

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汽车美学对消费者决策的作用：以罗马尼亚为例

当消费者评估汽车偏好时，视觉冲击至关重要。本文的目的是提出一个关注汽车美学维度及其对消费者购买决策影响的整体模型。我们的调查结果基于由 388 名参与者完成并使用 SPSS 和 AMOS 分析的问卷。结果表明，不仅颜色、形状和声音等审美维度影响加工刺激，而且刺激与购买决策之间建立了显着的正相关关系。此外，这项研究可以指导营销人员制定有效的营销策略。由于我们的研究侧重于罗马尼亚市场，因此强烈建议在不同文化中测试我们的框架。