Artistic Perspectives on Display Design and Service Environments as Purchase Stimuli: Evidence from Millennials in the Improved Housing Market

As China’s housing market shifts from quantity expansion to quality improvement, consumer expectations for both functionality and aesthetics in residential products are rising. Drawing on the Stimulus–Organism–Response (S-O-R) framework, this study develops a perceptual mechanism model to examine how display design identity and facility service satisfaction influence millennials’ willingness to purchase improved housing, mediated by an elevated sense of style and moderated by upward social comparison. Based on structural equation modeling with 491 valid responses, the findings reveal that facility service satisfaction has a significant direct effect on purchase intention, while display design identity affects behavior indirectly through an elevated sense of style. Moreover, the elevated sense of style serves as a critical mediator in multiple pathways, and its effect is significantly moderated by upward social comparison. This study contributes to the housing consumption literature by clarifying how functional and symbolic factors jointly shape purchase intentions, especially under the influence of social comparison dynamics. It also highlights the role of artistic display design as a symbolic stimulus that enhances style perception and self-identity among younger consumers, offering practical insights for improved housing design and marketing strategies.