Effect of Decoration Complexity and Age on Aesthetic Evaluation, Purchase Intention, and Visual Attention in Wood Furniture

This study employed an explanatory sequential mixed-methods approach to examine how decoration complexity and age influence users’ aesthetic evaluations, purchase intentions, and visual attention toward wooden furniture. A 2 by 2 ([age: older vs. younger adults] by [decoration complexity: complex vs. minimalist]) experimental design was used, integrating subjective ratings, eye-tracking data, and semistructured interviews to explore users’ aesthetic cognition. The results indicated that furniture with complex decorations received significantly higher ratings in both aesthetic appreciation and purchase intention, which were associated with longer fixation times and shorter times to first fixation. Furthermore, significant interaction effects between age and decoration complexity were found for both purchase intention and time to first fixation. This study provides meaningful insights for optimizing traditional furniture design and developing age-sensitive market segmentation strategies.