제품 패키지에 적용된 아트 인퓨전과 소비자의 지불 고통: 지불 고통에 대한 사회적 지지의 역할을 중심으로

초록

Art infusion is effective strategic marketing tool that enhance the product differentiation. Prior researches have shown that art infusion has a favorable influence on the consumers' evaluation through a spillover of luxury perceptions. However, even though luxury perceptions may have a negative influence on consumers' purchase experience, they have not considered this possibility. This research investigated the impact of art infusion on consumers’ pain of spending money. And this research proposed social support as an important factor that could influence the relationship between art infusion and the pain of spending money. The findings of Study 1 showed that spending on art-infused product induced more pain than spending on non-art product. However, the relationship between art infusion and the pain of spending money was found to be significant only for utilitarian product. The findings also revealed that luxury perceptions mediated the two-way interaction(art infusion x product type) effect on the pain of spending money. The findings of Study 2 demonstrated that perceived social support reduces the pain of spending money, and the pain of spending money mediated the three-way interaction (social support x art infusion x product type) effect on the purchase intention. Finally, we proposed implications for effective art infusion strategies for marketers and advertisers.

키워드