1. 就整體受測者而言，構成男性香水之美學屬性依重要性先後排序為：獨特風格、瓶身材質與瓶身形狀三個屬性。 2. 最受整體受測者偏好的產品美學屬性組合，是由獨特風格為陽光運動型、瓶身材質為玻璃透明以及瓶身形狀為不規則形所組成的最佳組合。 3. 根據男性香水美學屬性「重要性權重」與「成份效用值」兩構面，本研究分別建構了兩組消費者根據購買意願評定男性香水美學屬性時的偏好評估計算式。 4. 時髦為主高度美學族群偏好不等同於大市場美學。 Prices and functional demands are not the major roles of 21 century anymore. The company can only win customer’s preferences by providing them aesthetic experiences related to the companies, products or services, so that makes marketing aesthetics become more important. A study was carried out using questionnaires. The main purpose of this study is to investigate the influence of product aesthetic attributes on customer’s willingness to buy by the theory of product attributes and conjoint analysis. In this study, we use an example of perfume for men as our investigation object. Firstly, we used questionnaire investigation and product aesthetic attributes that build with references to determinant important aesthetic attributes. Then, we focused on the product “perfume for men” on the internet to determinant related attributes and levels by the content analysis. In establishing stimulus, orthogonal array was used to reduce the numbers of attribute combination, and software “PowerPoint” was used to design pictures. Finally, we used stimulus established before to begin importance and utility analysis. The results of the study: 1. To the importance, the priority of perfume’s aesthetic attributes for men is 1.style, 2.material of bottle and 3.shape of bottle 2. The optimal combination of perfume for men is a product with sporty style, glass material, and abnormal shape. 3. According to the importance and utility of aesthetic attributes and levels, gained from the study, we established two equations which can show the preference of customers in evaluating the willingness to buy of perfume for men. 4. Fashion-based highly aesthetic experienced group’s preference is not the same with the marketing aesthetics.