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The degree of influence of the aesthetic appreciation on the purchase intention of smartphones is determined and analyzed. To achieve this purpose, a research model based on literature was established, which was validated using data collected through a survey applied to smartphone users. The results from the analysis indicate that although the aesthetic appreciation directly moderately influences the purchase intention of a smartphone, this influence is indirectly observed through the values associated with the purchase. Likewise, the results indicate that the shape of the smartphone is the most influential aesthetic dimension in the purchase intention. Based on these results, it is concluded that when consumers increase their aesthetic perception of the smartphone their emotional relationship with this device increases. In the same way, their perception of usability increases and, as a consequence of this, there is an increase in the purchase intention.

Efecto de la Estética en la Intención de Compra de Teléfonos Inteligentes