와인라벨에 활용된 아트 컬래버레이션이 소비자 구매의도에 미치는 영향

Abstract

As techonolgy rapidly advances, the fucntional aspects of products have lost their competitive edge. Consumers' higher standards propel them to purchase differentiated goods. To satisfy the consumers’ purchasing desires, companies enhance the value and the competitiveness of products by art collaboration marketing. In recent years, the wine industry has released products collaborated with brands, designers, writers, and artists. The purpose of the research was to analyze why consumers prefer wines with the art-collaborated wine label, and to find the factors influencing the consumers' intentions. The questionnaire was utilized in order to reach the conclusions given in the literature research and case study. Results from the investigation showed that consumers who prefer art collaboration of wine label had the highest preference for aesthetics. Consumers who preferred non-art collaboration of wine label considered luxury as the highest preference. Aesthetics, luxury and uniqueness had the strongest connotation when consumers visualized art collaboration in the examples given. In addition, consumers were more receptive to purchasing art-collaborated wine labels. However, consumers were much more reluctant when recommendation intention. In conclusion, wine label designs should not only incorporate artwork focused on aesthetics but also a luxurious touch that gives the wine label an exclusive touch.