아트 인퓨전: 제품 유형과 브랜드 지위에 따른 소비자들의 럭셔리 지각을 중심으로

초록

This study presented brand status as a variable that determines the influence of art infusion and product type on consumers’ evaluation, and investigated the role of consumers’ perceived luxury as a mechanism. To this end, a 2 (art infusion: presence vs. absence) x 2 (product type: utilitarian vs. hedonic) x 2 (brand status: low vs. high) between-subjects design was applied. ANOVA, contrastive analysis, and model 12 of PROCESS macro were used for the analysis. The results of this study are as follows. First, in the case of utilitarian products, the subjects’ purchase intentions varied depending on art infusion and brand status. When the brand status was high, the subjects had a higher purchase intention for products with art infusion than for products without art infusion. On the other hand, when the brand status was low, there was no difference in purchase intention according to art infusion. Next, the subjects’ purchase intentions for hedonic products also varied depending on art infusion and brand status. When the brand status was high, there was no difference in the subjects' purchase intentions according to art infusion. However, when the brand status was low, the subjects' purchase intentions were higher for products with art infusion than for products without art infusion. Finally, the interaction effect of the three variables on purchase intentions was mediated by luxury perception. The results of this study suggest the following expected effects and utilization methods. First, previous studies did not present clear results regarding the relationship between the art infusion effect and product type. This study presented brand status as a new variable to resolve the conflicting results of previous studies. In other words, this study contributed to the expansion of previous studies related to the art infusion effect in an academic aspect. Second, this study shows that the effect of art infusion varies depending on the product type and brand status. This shows that the art infusion effect is not always effective, and provides practical implications that companies should understand consumers' needs in advance in order to successfully implement the art infusion strategy. Third, the results of this study allow students majoring in business administration, communication, and psychology to learn the art infusion strategy, which is one of the companies' differentiation strategies. In addition, the results of this study can be used as lecture material through discussion regarding the application of various variables in art infusion strategies.

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