The Influence of Product Aesthetic Value on Consumers’ Repurchase Intention of H-brand Mobile Phone in Nanning

Against the backdrop of stock competition and severe hardware homogenization in China’s smartphone market, hardware parameter iteration can no longer effectively stimulate consumer replacement demand, while product aesthetic value has become a core driver of brand differentiation and consumer repurchase behavior. This study adopts a quantitative research method based on the three-dimensional theoretical framework of product aesthetic value (image connotation beauty, modeling sense beauty, and functional experience beauty). Taking 385 H-brand smartphone consumers in Nanning (a typical western non-first-tier central city) as research samples, this study explores the influence mechanism of multi-dimensional product aesthetic value on consumer repurchase intention through descriptive statistics and regression analysis. The results indicate that the overall product aesthetic value and its three sub-dimensions all exert significant positive effects on repurchase intention. In terms of influence weight, modeling sense beauty ranks first (β = 0.311), followed by functional experience beauty (β = 0.308) and image connotation beauty (β = 0.290). This study fills the research gap in aesthetic value research in non-first-tier smartphone markets, provides empirical support for the aesthetic-driven transformation of the domestic high-end mobile phone industry, and offers targeted optimization suggestions for brand product design and market operation.

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