아트인퓨전이 패키지와 제품에 대한 소비자 평가에 미치는 영향 = The Effect of Art Infusion on Consumer’s Evaluation of Package and Product

다국어 초록 (Multilingual Abstract)

Nowadays art marketing is considered as a trend of marketing. Art marketing includes a few genres, which are mecenat, art platform, art infusion, and collaboration. Among these, especially art marketing is loved in practice and academia. This trend makes us study art infusion effect. This paper``s objective is to study art infusion effect in the package of consumer packaged goods. There are three objectives as follows; to study the art reputation effect, the art mavenism effect, and price-category effect. For these objectives four hypotheses are proposed and tested by experiment1, 2. The results and discussions are as follows. First, regardless of art’s reputation, art infusion package has a more favorable effect on consumer``s evaluation of package and product than no-art package. Second, the package visibility and package luxury mediate the influence of the art infusion on consumer``s product evaluation. Third, art infusion effect is moderated by art mavenism on consumer``s evaluation of package and product. The group with high art mavenism has more favorable evaluation of art infusion than the group with low art mavenism. Finally, the price-category effect of art infusion is confirmed. The effect in low-price product(tea drink) is greater than in high-price product(wine).

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